Colgate-Palmolive taps Shopee to boost ecommerce business

Shopee, the ecommerce arm of Southeast Asian tech giant Sea Group, and Colgate-Palmolive have signed a memorandum of understanding to help the latter grow its digital commerce business by more than 20x across Southeast Asia and Taiwan by 2025.

Photo credit: Sea

Colgate-Palmolive plans to drive ecommerce penetration of products under the oral care, home care, and personal care categories on Shopee across Southeast Asia.

Starting in 2022, Colgate-Palmolive will also become a strategic partner under Shopee’s Regional Champion Brands Programme, which aims to accelerate the growth of the ecommerce platform’s brand partners on both the local and regional levels. Shopee has currently onboarded 17 brands to this program.

By 2023, online sales are projected to generate 21% of the total market revenue in the personal care category in Asia.

See also: Sea Group’s financial health in 9 charts

Colgate-Palmolive and Shopee will also be adopting data-driven approaches to deliver more personalized and curated brand content to connect with consumers.

Earlier this year, the two companies launched a joint oral care study to identify gaps, behaviors, and unmet needs of shoppers. As a result of the insights garnered, they co-created and launched a new toothbrush series in Singapore, Malaysia, Thailand, Vietnam, and the Philippines. According to a joint statement by both companies, this collaboration not only achieved a 14x uplift in orders but also helped Colgate-Palmolive acquire 70% more new buyers on Shopee.