The Challenge: Standing Out in a Crowded Market

November is the most competitive retail period in Brazil. Between 11.11 and Black Friday, brands compete aggressively for attention, conversion, and share of wallet.

For Shopee, one of the leading e-commerce marketplaces in Brazil, the challenge went beyond visibility. The focus was on scaling sales and expanding market share nationwide, while maintaining order quality and efficiency.

Shopee’s ambition was clear: maximize performance throughout the month, reach consumers across Brazil, and drive significant order volume. To support this strategy, Shopee worked with selected performance partners, including Opera Ads, to help convert demand into transactions during peak season.

The Strategy: A Performance-Oriented Media Approach

As part of its broader media mix, Shopee leveraged Opera Ads’ Cost Per Sale (CPS) model to complement its performance strategy. This approach allowed Shopee to align media investment with commercial outcomes, ensuring spend was tied directly to completed transactions.

By combining Shopee’s own market and consumer insights with Opera Ads’ technology – including Data Management Platform (DMP) and Audience Extension – the focus was on reaching high-intent shoppers at scale, while maintaining efficiency during peak demand.

The Execution: Consistent Presence Across the Shopper Journey

Within Shopee’s November activation plan, Opera Ads supported the campaign through a multi-format approach designed to reinforce Shopee’s presence across key touchpoints:

• Data-Informed Timing: Ad exposure was strategically increased ahead of major sale moments such as 11.11 and Black Friday, supporting Shopee’s efforts to remain top-of-mind as purchase intent peaked.
• High-Impact Visibility: Shopee was featured across Opera’s desktop and mobile environments through formats like Homepage Mastheads and Speed Dials, ensuring strong visibility in premium contexts.
• Extended Reach: Through Opera Audience Extension, Shopee ads appeared in native, interstitial, and video formats across the open web and app ecosystem, reinforcing campaign reach.
• Audience Prioritization: Opera’s DMP, enriched by Shopee’s insights, was used to prioritize users with higher likelihood to convert and deliver relevant messaging at key moments.

The Results: Strong Performance During Peak Season

Shopee’s peak-season strategy delivered strong results. Comparing November 2024 to November 2025, performance indicators showed significant growth:

• 📦 Orders: +113% YoY
• 💰 GMV: +105% YoY
• 🛒 Average Order Value: +5% on 11.11 and +21% on Black Friday versus the monthly average

These results reflect Opera Ads’ ability to drive both scale and value during one of the most competitive retail periods in Brazil.

The Conclusion: Shopee’s November performance demonstrates what is possible when a strong e-commerce platform executes a well-orchestrated peak-season strategy supported by performance-focused partners. By integrating Opera Ads’ CPS model and technology into its broader media approach, Shopee was able to scale efficiently while maintaining order quality — setting a solid benchmark for peak retail execution in Brazil.

“In a highly competitive market like Brazil, performance accountability is critical. Opera’s Cost Per Sale model supported Shopee’s strategy to scale investment efficiently during peak season, contributing to strong year-over-year growth in both GMV and order volume.”
— Beatriz Nanuncio, Shopee Brazil

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