Colgate-Palmolive inks MOU with Shopee to boost e-commerce business

The partnership is aimed at growing Colgate’s digital sales by over 20 times by 2025.

Colgate-Palmolive and Shopee on Tuesday signed a Memorandum of Understanding to boost the penetration of oral care, home care and personal care products in e-commerce across seven markets.

The deal will help Colgate grow its digital business in Southeast Asia and Taiwan more than 20 times by 2025, according to their joint release.

“Starting 2022, 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,” the statement read.

Online sales is expected to generate 21% of the total market revenue of the Personal Care category by 2023, they stated, citing data from Statista. Oral Care segment under the Personal Care category is also “one of the fastest-growing sub-categories” of Shopee.

Colgate-Palmolive and Shopee said they will be leveraging on enhancing data-sharing and mutual insights on consumer behaviour to deliver more personalised and curated brand content to  connect more with shoppers.

The brands conducted a joint oral care study to identify the needs of Gen Z shoppers early this yead. As a result, they then launched a new toothbrush series in their campaign in Singapore, Malaysia, Thailand, Vietnam and Philippines. The collaboration raised orders 14 times and helped Colgate-Palmolive gain 70% more new buyers on the Shopee platform.