Juniper
Shopee Malaysia celebrated the creators and affiliates driving content-led commerce at the Shopee Superstar Awards 2026. The awards recognised over 140 individuals across 29 categories for their achievements in content creation and affiliate sales.
7 in 10 Malaysians use Shopee with the platform becoming part of their everyday shopping routines. To meet consumer needs, Shopee continues to improve its fulfilment operations, with more than 80% of orders under the Buy Today, Get Today programme shipped on the same day, including one-third shipped within four hours. Content also plays an important role in product discovery: eight in ten Shopee users watch Shopee Live, while sales generated through Shopee Video grew by more than 130% year-on-year.
Creators and affiliates play a role in helping consumers discover products and experience the convenience of shopping on Shopee. Among them is Celeste Phuah, a recipient of the Shopee Affiliate 3 Million Ringgit Club Award, whose content generates over RM4 million in product sales annually, showing how perseverance can turn content creation into a full-time career. “As a housewife, I joined the Shopee Affiliate Programme three years ago hoping to earn extra income for my family. I had to learn everything from scratch, from setting up my own livestreaming corner to understanding my audience and creating engaging content through Shopee Live. While balancing the demands of raising my boys, I gradually built a genuine connection with my audience through authentic product recommendations. What began as a small step has since grown into a full-time career,” she shared.
For Mohd Sofie Azmin, a recipient of the Shopee Content Creator of the Year Award, fatherhood shapes the way he connects with his audience on Facebook. Focusing on household essentials and electronics, he draws on his own experience to explain product features and help shoppers make informed choices. Since joining the Meta Affiliate Hub in July 2026, he has increased his product sales 300-fold. “As a father of three, I know that choosing the right product can make a difference in managing a household. I try to bring that perspective to my content by sharing not just what a product does, but also what shoppers should know before deciding if it’s right for them. With Meta Affiliate Hub, I can link the products I feature directly to Shopee, making it easier for my audience to find them,” he said.
The Meta Affiliate Hub is part of Shopee’s partnership with Meta to help affiliates connect their social content with products on Shopee. Since January 2026, the hub has enabled affiliates to increase their income by more than 50-fold. To support creators who are starting out in livestreaming, Shopee has also introduced the Shopee Live Rising Star Programme, which offers opportunities to feature in weekly Shopee Mamak livestreams and access priority brand matchmaking.
“Consumers look for inspiration when deciding what to buy, and creators and affiliates are the best at sharing products in ways that resonate with their audiences. They put real thought into how they demonstrate products, answer questions and build trust through their recommendations. These awards recognise their skill and dedication, as well as the opportunities they create for sellers to reach new customers. Our role is to support their growth through tools, partnerships and shopping experiences that help turn discovery into sales,” said Cheryl Ang, Head of Marketing, Shopee Malaysia.
These efforts continue through the Shopee 11.11 Big Sale, bringing together content, value and convenience to support product discovery and purchasing. This 11.11 will feature Buy Today, Get Today fulfilment, exclusive perks for Shopee VIP subscribers, and RM11 million in vouchers up for grabs through Shopee Live Watch and Win.
The Shopee Superstar Awards recognise the creativity and dedication behind these achievements, and the role affiliates play in connecting shoppers with brands. For a look at content from Shopee’s top creators and affiliates, alongside featured deals and offers for the Shopee 11.11 Big Sale, visit https://shopee.com.my/m/11-11.
