Shopee Gift
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Project Overview
Shopee Gift is a growth-led product concept created for the Shopee Product and Design Challenge 2021, for which I was a finalist. It positions gifting as a retention and differentiation lever in mobile commerce, where users frequently switch platforms based on price and convenience. I designed a dedicated gifting destination within the Shopee app and built an interactive Figma prototype to demonstrate the end-to-end experience, from curated discovery to personalisation and sending.
The Work
• I identified a market gap because Shopee did not offer a comprehensive, one-stop gifting experience compared with competitors such as Amazon and Lazada.
• I strengthened the case with primary research, because 88% of respondents said they wanted a gifting feature on Shopee, and 71% had contributed to a gift for an occasion in the past month.
• I shaped the concept around behavioural insight because gifting increases emotional attachment and encourages repeat actions within social circles, which can translate into repeat platform usage.
• I designed Shopee Gift as a dedicated tab within the existing app so that discovery, selection, and checkout feel native and low-friction.
• I designed and prototyped the core journeys so users can browse curated gift bundles, create their own bundle using an input-led flow, select vouchers as a lightweight gifting option, and send a gift through a gifting-first flow.
• I built the personalisation layer into the journey, including giftee details, a virtual wrapping station, and a preview step that mirrors real gifting decisions.
• I included adoption and growth surfaces within the tab, including a guided first-time tour with 'Gifty' (a virtual assistant), Trending Bundles, and gifting-relevant promotions.
Full proposal deck available here.
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Impact
Shopee Gift is designed to drive growth through higher repeat usage, higher basket value, and gifting-led word-of-mouth, while creating value across consumers, sellers, and creator-led discovery.
• The opportunity is meaningful in Singapore, where mobile commerce represents 42.3% of total e-commerce transactions, alongside a USD 4.9bn e-commerce market and a USD 2.1bn mobile commerce market in 2019.
• Shopee’s existing 33% consumer preference in Singapore is reinforced through a more personalised, occasion-led shopping experience that increases stickiness.
• Bundle-led shopping introduces a clear revenue lever by increasing basket size, with an expected 8–12% uplift in average order value versus single-item purchases.
• Retention improves when gifting becomes repeatable, with success defined as a 3–5 percentage point lift in 60-day repeat purchase rate among users who complete at least one gifting journey.
• A dedicated in-app entry point supports scale, with 10–15% adoption among monthly active users during a festive period as a realistic early benchmark.
• Social distribution strengthens acquisition, measured through share-driven entry, voucher send completion, and first-time buyer conversion from gifting entry points.
• The business case aligns with category tailwinds, including a 51% YoY increase in average basket size from Jan to Jun 2020 and a gifting market forecast of USD 1.20bn by 2023 with 7.3% CAGR.
Enhancements
The next iteration would focus on making gifting feel more personal, more confidence-building, and easier to repeat across everyday occasions.
• Recipient-led recommendations, budget guidance, and occasion prompts could reduce decision fatigue and improve completion across gifting journeys.
• Clear delivery timing, visible gifting status, and reassurance moments could lower sender anxiety and reduce abandonment in time-sensitive gifting.
• Social gifting loops could be strengthened through a QR-enabled greeting card and campaign-led sharing mechanics such as #shopeeGiftBundle, supported by a Shopee Gift-Wrapped recap concept.
• Bundle creation could become more repeatable with drafting and saving, plus an Add to Bundle entry point across product pages, so users can build gifts over time rather than in one session.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
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