Cross-border business growing bigger and bigger: How Shopee sellers can tap into the emerging sports and outdoor market in Southeast Asia?
As the peak season for the 2026 promotion approaches, Shopee seller Andy is betting on the high demand for sports and outdoor goods in Southeast Asia. Over the past year, he has expanded his business scope to include fitness equipment, cycling bikes, and camping gear. His sales volume in markets such as Thailand and Philippines has nearly tripled compared to 2025. With the segmentation of consumer demand in Southeast Asia, GMV in categories such as electric transportation and cycling bikes has increased by nearly twice year-on-year. Sports and outdoor goods are shifting from being “small and lightweight” to offering high customer-value opportunities. Andy adopts a strategy of not focusing on a single popular product, instead expanding his product range around three lines: fitness, cycling, and camping, covering various indoor and outdoor scenarios. To reduce logistics costs and improve efficiency, he uses a local inventory management model, combined with Shopee’s cross-border direct delivery and local fulfillment capabilities, to solve the challenges of delivering large items. With the help of marketing tools such as the 9.9 Super Shopping Festival and live broadcasts, Andy plans to further meet the demand during the peak season and drive cross-border business to grow “bigger” in Southeast Asia.