Seller Center: Optimizing decision architecture for Indonesia top sellers at Shopee

My contributions

• Led redesign of Shopee’s campaign prioritization system for Indonesia top sellers.
• Translated field research into a scalable ranking and filtering framework.
• Balanced business governance with seller autonomy through structured solution exploration.
• De-risked direction via usability testing and validated impact through A/B testing.
• Increased seller participation rate from 45% to 90% while reducing BD manual intervention.

Company

Shopee

Team

Product designer (me)

3 Engineers

2 Product Managers

Business Development teams

Timeline

March - June 2023

What is Shopee

Shopee is a leading e-commerce marketplace serving Southeast Asia, Taiwan and beyond, specializing in mobile-first marketplace transactions with integrated logistics and payments.

By 2025

• ~295 million monthly active users globally
• ~52% regional market share in GMV
• In Indonesia alone, Shopee accounts for over half of e-commerce transactions (~53% share).

Impact

Why Marketing Campaigns Matter

Marketing campaigns are the primary growth vehicle on Shopee

They are how we:

• Capture new customers
• Drive seller revenue
• Increase marketplace liquidity
• Support strategic business initiatives

Yet, performance data showed a serious problem

• 55% new users quit from the campaign page
• CTR (clickthrough rate) is less than 5%

Target user and main stakeholder

<aside>

Indonesia top sellers

• Generate high GMV
• Rely heavily on campaign participation
• Collaborate closely with BD teams
• Handle high sales volume at once </aside>