In the race of building a brand on e-commerce marketplaces, most brands do not fail because their products are weak, but because they do not operate according to the logic of the platform. E-commerce is not the same as traditional retail or social commerce — it is an ecosystem that requires multi-layered operations, synchronized across data, behavior, technology, and strategy.

According to McKinsey 2023, 82% of beauty brands in Asia leave e-commerce platforms within 12 months because they fail to achieve the expected growth.
A report by NielsenIQ 2024 shows that: 60% of buyers evaluate the professionalism of a store before deciding whether to follow it or watch a livestream.

This is the reason why Cos Agency chose a fully integrated operating model for the Korean brand Newland All Nature, helping the brand achieve more than 55,000 followers on Shopee — a number many local and international brands can only dream of.

Table of Contents

1. BRAND PAIN POINT: WHY ARE SHOPEE FOLLOWERS NOT GROWING?

Before building a brand on e-commerce marketplaces, brands need to recognize the “deadly traps”:

Not understanding how Shopee users differ from social media users
Not knowing how to optimize a Shopee store according to the display algorithm
Store content lacks proof of quality and trust
No review system → cannot appear in recommendations
Not investing in e-commerce livestreams → losing the biggest opportunity to grow followers
Not knowing how to run Shopee Mall campaigns
Not understanding how Shopee distributes traffic
No KOC ecosystem → lack of social proof

Jeff Bezos once said:

“If you don’t understand your customers deeply, you simply don’t have a business.”

Most brands fail because they only sell, but never truly understand online buyer behavior.

2. STRATEGIC PARTNERSHIP NEWLAND ALL NATURE – COS AGENCY: BUILDING WHAT MATTERS FROM THE GROUND UP

Newland All Nature — a Korean domestic beauty brand — has:

A standardized manufacturing factory
A strong R&D team
Modern formulation technology

But Cos Agency understands that:

“No matter how strong a brand is, if its value is not translated into the language of e-commerce, customers will never see it.”

2.1. Pricing strategy – segmentation strategy

Adjusting prices according to Vietnamese consumer buying behavior
Segmenting customers into groups: price-sensitive, beauty-addict, premium Korean
Recommending Combo – Trial – Flash Deal packages
Adjusting prices according to each Shopee Mall campaign

2.2. Communication strategy – boosting full-funnel awareness

Increasing brand awareness so that whenever customers search, research, or evaluate the brand, they encounter Newland All Nature.

Cos Agency amplifies awareness with:

TikTok viral content
Facebook communities
In-depth YouTube reviews
PR confirming the Korean domestic factory
A content series about production technology

According to NielsenIQ:

72% of Shopee buyers look up the brand on social media before hitting Follow.

3. BUILDING A PROPER STORE — THE STAGE THAT DETERMINES 70% OF E-COMMERCE SUCCESS

Cos Agency does not see Shopee as a “marketplace”, but as a “digital brand showroom”.

3.1. Optimizing the Shopee store — the first thing to perfect

Premium-standard images
Videos on production, technology, and real-user experiences
Seasonal banners & banners for Shopee Mall campaigns
Product descriptions following in-platform SEO standards
Keywords aligned with customer search behavior

Shopee notes:

“Optimized stores have a Follow rate that is 300% higher than non-optimized stores.”

3.2. Standardizing customer policies

Chatbot responses in under 2 seconds
Transparent return and exchange policies
Trial combos → increasing product experience

3.3. Building trust from the smallest details

Authentic reviews
E-commerce KOC reviews
Content that explains the technology

4. KICKING OFF ON SHOPEE — THE FASTEST GROWTH PHASE IN THE FIRST 30 DAYS

Cos Agency rolls out a full kick-off package:

Flash Sales in three golden time slots
1K – 9K deals
Free shipping vouchers
Mini games in Shopee Feed → boosting follows
Activating initial reviews via e-commerce KOCs

Reference case studies:

Anua (with a meticulous 7-step process) reached 80,000 followers after 30 days on Shopee Thailand
CeraVe increased followers 5x with just a kick-off + KOC strategy

Cos Agency applied a similar structure for Newland All Nature.

5. E-COMMERCE KOL & KOC — THE MOST EFFECTIVE FUEL FOR FOLLOWER GROWTH

Cos Agency sends products to:

1,000+ e-commerce KOCs
Hundreds of mid-tier KOLs
Specialized beauty reviewers

The results:

Reviews increase steadily every day
In-platform SEO improves significantly
Brand name ranks higher in the Suggested List
Followers grow organically

According to Shopee’s 2024 report:

“Reviews from KOCs can increase conversion rates by up to 243%.”

No reviews → no trust → no Follows.

6. E-COMMERCE LIVESTREAMS — THE FASTEST FOLLOWER MACHINE

No activity on e-commerce helps increase followers faster than e-commerce livestreams.

Cos Agency designs:

6.1. A professional livestream system

MCs trained according to skincare standards
Scripts based on a funnel: educate → experience → deal
Fixed daily livestream schedule
Livestream content combining education, Q&A, and promotions

6.2. Viewer acquisition strategy

Mini games with coin rewards
10-minute shock deals
Incentives based on follow milestones
Vouchers exclusively for livestream viewers

Shopee’s statistics show:

E-commerce livestreams help stores grow followers up to 6 times faster than regular content.

No livestreams → no fast follower growth.

7. STAYING ALIGNED WITH SHOPEE MALL CAMPAIGNS — THE SECRET OF TOP-OF-CATEGORY BRANDS

Cos Agency closely follows the schedule:

1.1 – 2.2 – 3.3 – 4.4 – 5.5…
Double Days – Payday
Shopee Mall campaigns
Mega Campaigns

Highlighted case studies:

La Roche-Posay gained 42,000 followers after just 2 Mall campaigns
Innisfree increased followers by 65% after 3 Mega Campaign cycles

Cos Agency executes for Newland All Nature:

Mall Combo offers
Mall vouchers
Exclusive deals
Mall Boost ads

The result: more visibility – more followers – more revenue.

8. SHOPEE ADS — UNLOCKING NEW CUSTOMER SEGMENTS

Cos Agency executes:

Product Ads
Keyword Ads
Discovery Ads
Livestream Ads

Shopee Ads not only increase orders but also:

Boost visits
Increase follows from organic search
Increase store visibility scores

Shopee reports:

Shopee Ads can increase followers by up to 45% in the beauty category.

9. STRENGTHENING OFFLINE — SUPPORTING ONLINE FOLLOW GROWTH

Cos Agency distributes products through:

Spas
Clinics
Beauty stores
Skincare resellers

When customers see the products offline → they are more likely to follow the online store.

The power of multi-touchpoint branding creates strong amplification.

10. RESULTS: 55,000 REAL FOLLOWERS — NOT JUST VANITY METRICS

After the campaign:

55,000 high-quality Shopee followers
Brand search volume increased by 600%
Livestreams grew from 50 → 12,000 viewers per session
Reviews increased exponentially
Store visibility scores improved dramatically
Conversion rates surpassed the market average

Especially:

Newland All Nature has become one of the fastest-growing Korean beauty brands in the e-commerce segment in Vietnam.

Conclusion on building a brand on e-commerce marketplaces

For a brand to succeed on e-commerce platforms, it must clearly understand:

Shopee is an ecosystem — not just a store
Follows are the result of strategy — not the goal itself
E-commerce livestreams are the sharpest growth spearhead
E-commerce KOLs and KOCs are the “heart” of trust
Shopee Mall campaigns are an extremely powerful visibility lever
Optimizing the Shopee store is a mandatory baseline

Cos Agency believes that:

“Strong brands on e-commerce are not built by luck. They are built by data, operations, discipline, and the right ecosystem.”

Campaign

Building a Brand on E-Commerce Marketplaces: Reach 55,000 Shopee Followers