Colgate-Palmolive signs first Memorandum of Understanding with Shopee, aims to grow digital commerce business more than 20 times by 2025
Multi-year strategic partnership formed to capture fast-growing online demand for high-quality oral care, home care and personal care products in Southeast Asia and Taiwan
OutReach - 7 December 2021
- Shopee, the leading e-commerce platform in Southeast Asia and Taiwan,
and Colgate-Palmolive have signed their first Memorandum of Understanding (MoU)
to jointly drive e-commerce penetration of Oral Care, Home Care and Personal
Care products and category on Shopee, across seven markets in the region. This
effort reflects Colgate's commitment to
the market and a deepening collaboration
with Shopee to help grow its digital commerce business across Southeast Asia
and Taiwan, more than 20 times by 2025.
Mr Mukul Deoras, President of Colgate-Palmolive APAC
and Mr Chris Feng, Chief Executive Officer, Shopee, at the MoU signing ceremony
held over teleconference
Colgate-Palmolive will become a strategic partner under Shopee's Regional
Champion Brands Programme,
which will help to strengthen Colgate-Palmolive's online presence and deliver
more of their innovative and high-quality products to millions of households
through Shopee's extensive reach.
Capturing growth opportunities in Oral Care
As more consumers in
Southeast Asia continue to adopt e-commerce, online sales is projected to
generate 21% of the total market revenue of the Personal Care category by 2023. On
Shopee, the Oral Care segment of the Personal Care category is one of the
fastest-growing subcategories, driven by the shift to shopping online for daily
essentials and increasing demand for innovative products such as electric
Mukul Deoras, President of Colgate-Palmolive APAC, said, "We are excited to grow our partnership with Shopee to better serve our
customers in the region. As the world's leading Oral Care company, we look
forward to winning together in Personal Care with Shopee by maximising the
potential of our digital commerce business. To achieve this, we will focus on
delivering greater value and enhanced customer experiences through our
differentiated product offerings and innovations."
Since launching their
official store on Shopee Mall in 2019, Colgate-Palmolive has achieved steady
growth year-on-year, and has consecutively ranked among the Top 5 Personal care
brands during Shopee's year-end mega shopping campaigns. In the most recent
11.11 Big Sale, Colgate achieved a record highest sales in a single day and
grew more than 100% for some markets vs 9.9 Super Shopping Day.
Chris Feng, Chief Executive Officer at Shopee, said, "Shopee is glad to be a strategic e-commerce partner to one of the
world's most recognised Personal and Oral Care brands. As a market leader,
Colgate-Palmolive has achieved tremendous growth in the past year and will be a
valuable partner in helping to drive further online expansion of the Personal
Care category on Shopee. We hope to support Colgate-Palmolive in capturing more
opportunities through our robust ecosystem and deep understanding of consumers
in each market".
approaches to elevate the brand experience
To accelerate their
growth momentum, Colgate-Palmolive will continue to activate a hyper localised
strategy that delivers high value oral care innovations that cater to the
evolving needs of customers. Earlier this year, Colgate-Palmolive and Shopee
launched a joint oral care study to identify gaps, behaviors, and unmet needs
of Generation Z shoppers. As a result of the insights garnered,
Colgate-Palmolive and Shopee co-created and launched a new toothbrush series
with the "Brush Your Way '' regional campaign in Singapore, Malaysia, Thailand,
Vietnam and Philippines. This first collaboration not only achieved a 14 times
uplift in orders but also helped Colgate-Palmolive acquire 70% more new buyers
data-sharing and leveraging mutual insights on consumer behaviour,
Colgate-Palmolive and Shopee will be able to deliver more personalized and
curated brand content to deepen connection with shoppers.
Both parties are also
committed to collaborating more closely on marketing and co-branding efforts,
including piloting of new features and tools, as well as improving customer
service to provide the best possible shopping experience on Shopee.
 Regional Champion Brands Programme is an
exclusive, by-invite only program open to top brand partners, aimed to better
support brands in accelerating their growth on the regional and local levels.
Shopee currently has 17 brands on board this programme.
Colgate-Palmolive Company is a caring, innovative growth company
reimagining a healthier future for all people, their pets and our planet.
Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, the Company
sells its products in more than 200 countries and territories under brands such
as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom's of Maine, EltaMD,
Filorga, Irish Spring, PCA Skin, Protex, Sanex, Softsoap, Speed Stick, Ajax,
Axion, Fabuloso, Soupline and Suavitel, as well as Hill's Science Diet and
Hill's Prescription Diet. The Company is recognized for its leadership and
innovation in promoting environmental sustainability and community well-being,
including its achievements in saving water, reducing waste, promoting
recyclability and improving children's oral health through its Bright Smiles,
Bright Futures program, which has reached more than 1.3 billion children since
1991. For more information about Colgate's global business and how the Company is
building a future to smile about, visit www.colgatepalmolive.com.
Shopee is the leading e-commerce platform in Southeast Asia &
Taiwan. Shopee connects shoppers, brands and sellers across Asia and other
fast-growing markets, empowering anyone to buy and sell anywhere and at any
Shopee offers an easy, secure, and engaging experience that is enjoyed
by millions of people daily. It offers a wide product assortment, supported by
integrated payments and logistics, as well as popular entertainment features
tailored for each market. Shopee is also a key contributor to the region's
digital economy with a firm commitment to helping brands and entrepreneurs
succeed in e-commerce.
Shopee is a part of Sea Limited (NYSE:SE), a leading global consumer
internet company. In addition to Shopee, Sea's other core businesses include
its digital entertainment arm, Garena, and digital financial services arm,
SeaMoney. Sea's mission is to better the lives of consumers and small
businesses with technology.