There are many shopping trends that have emerged recently among the community. However, out of the many trends, live shopping is considered a 'hot topic' that is increasingly popular among online shopping enthusiasts. Not only does it offer a more interesting and practical shopping experience, shopping through the live shopping feature is also considered more advantageous because it provides many promotions and discounts.

"Due to its increasing popularity among the community, it has compelled the giants of live shopping to introduce various innovative features in order to attract users. That's exactly what Shopee Live has done. However, has Shopee's strategy, which initially dominated the e-commerce market, successfully defeated the new players? Or will the new players gradually dominate the local live shopping market?"

Shopee Live itself is designed to be one of the features in Shopee e-commerce to provide an interactive shopping experience, so that any user, both buyers and sellers, who open Shopee Live already have the intention to buy and sell in real-time. However, other live shopping platforms are part of social media that focus on creative content spaces. For example, music, dance, tips, and comedy, so the intensity of people opening this platform tends to be for entertainment purposes.

This research presents data from Shopee Live, which recorded the results as the most frequently used live streaming feature for shopping by the Indonesian community, followed by TikTok Live (25%). Meanwhile, in terms of the most remembered live streaming feature, Shopee Live recorded 60% of respondents, while TikTok Live followed with a reach of 30%.

In line with live streaming platform usage data, Shopee demonstrates a high share of market in terms of both transaction volume and value. In terms of the highest transaction volume market share indicator (56%) in the last 6 months, Shopee is followed by TikTok Live with a percentage of 30%. Meanwhile, in terms of transaction value market share (share of revenue), Shopee ranks first in recording the largest transaction value, which is 54%, followed by TikTok Live (31%).

This is in line with the spread of Indonesian society's preferences when shopping through live streaming features, where one of them is looking for Live Shopping with the most attractive offers. The majority of shopping characteristics and styles still refer to searching for promotions or attractive offers. The most attractive promos according to the public are free shipping (91%), discounts (87%), cashback (65%), shopping vouchers (47%), special bundles (34%), and exclusive product launches (20%).

Through a press release regarding the achievements of the 9.9 campaign, Shopee stated that the enthusiasm of the community in taking advantage of the various festivities presented can be seen from the increase in Shopee Live viewership, which has increased more than 7 times, and the number of products sold, which has reached more than 30 times the usual peak campaign. The extraordinary response from live shopping viewers in this campaign also shows how Shopee Live plays an important role as a platform to fulfill needs.

Just call them Ruben Onsu, Sarwendah, and Aurel Hermansyah, they have their own unique style in selling live shopping, making them successful as TOP Streamers on the peak of 9.9 Super Shopping Day. Seeing their skills that make the live atmosphere more exciting, the three of them also successfully set several new records on the peak of the campaign in Shopee Live, namely:

1. Ruben Onsu through the store @Ruben_Onsu on Shopee Live set a new record by successfully achieving sales of up to 16 billion at the peak of the campaign. 2. Interestingly, a total of 180 thousand viewers simultaneously followed the Flash Sale moment of 9RB Toyota Avanza cars, guided by Sarwendah through the store @Sarwendahofficial. 3. Another celebrity with outstanding achievements is Aurel Hermansyah through the store @TokoMamaNur, which successfully sold more than 16 thousand products.

Not only the three big names mentioned above, but also in the past few months, a series of capital city stars such as Raffi Ahmad, Baim Wong, Nikita Mirzani, Atta Halilintar, Aurel Hermansyah, Lesti Kejora, Keanu Agl also enliven the world of live streaming on Shopee Live. In fact, the latest news was briefly shocked by the news of Dr. Richard Lee who successfully broke a new record and reached sales of up to 5.5 billion in just 1.5 hours on September 1.

Meanwhile, the possibility of new players dominating live shopping seems to be too early. Sarwendah even got angry during live streaming on another platform because of the lack of viewers. So, this increasingly heated strategy showdown can reveal that Shopee Live still dominates most of the factors that actually make it the majority choice of users. The implementation of creative live shopping styles by collaborating with famous artists or content creators has successfully attracted the interest of the community in utilizing this interactive feature as a platform to meet needs and follow popular digital trends.

The presence of interactive features such as live shopping provides an opportunity to interact proactively, an opportunity for consumers to gain a deeper understanding of a product, and the convenience of shopping where products can be purchased directly during the broadcast. It is not uncommon for people to wait for sellers to hold live streaming content before deciding to purchase a product. This has a strong influence, especially in building trust between sellers and buyers.

Therefore, it is not surprising that in the 9.9 campaign, an increasing number of businesses were found to be optimizing Shopee Live as a marketing strategy, with the number of streamer sellers increasing up to 5 times. One example of a local brand that caught attention for successfully optimizing the given opportunities is the beauty brand BHUMI, which managed to increase sales transactions throughout the 9.9 campaign by 27 times, thanks to the interactive features and exclusive promotions available on Shopee Live.

Some other achievements were also felt by the local fashion brand Eiger at the peak of the Shopee 8.8 campaign, sales at their store increased 16 times through Shopee Live. Not stopping there, to further maximize their live shopping sessions, several brands also collaborated with a number of top artists such as during the Shopee Live session Erigo x JKT48 with Zee JKT48 and Raffi Ahmad, who successfully broke the sales record of 5 billion in less than 10 minutes.

Achievements similar to this are also felt by the local brand Tally, which collaborates with Sarwendah and successfully achieves a 75x increase in revenue on Shopee Live. These successes demonstrate that the brand's decision to adopt Shopee Live as one of its business marketing strategies is the right step.

The convenience offered and the ability to see the quality of products directly make live streaming platforms now become a prima donna as a more exciting marketplace to encourage order conversions and create a more interactive shopping experience with customers. The strategies of each platform, such as Shopee Live, in developing their live streaming features have become favorites among the community and deserve our applause.