How to Use Ads

What is the Shopee Ads Growth Plan?

The Shopee Ads Growth Plan is designed to help you grow your business more efficiently. The Shopee Ads Growth Plan automatically converts a percentage of your proceeds from each completed order into paid ads credits. The amount is calculated based on the product price after deducting Seller Product Discounts and Seller Vouchers. 

These credits are added directly to your Ads Credit Balance to fund advertising on Shopee, reducing the need for manual top-ups and helping you promote your products to more shoppers.

When does the Shopee Ads Growth Plan start?

The Shopee Ads Growth Plan is effective from 25 October 2025. From 1 November 2026, the following updates apply:

1. Auto Top-Up (Escrow): Ad credits are now credited instantly upon order completion, replacing the previous weekly crediting cycle, so you can activate the credits to boost growth without delay.
2. Updated eligibility and conversion rates: Seller criteria and top-up rates have been refined to better support sustainable, long-term growth.

Who is eligible for the Shopee Ads Growth Plan? 

Shopee Ads Growth Plan will apply to the following Local sellers (excluding Cross Border sellers):

As of 1 November 2026, all Local Sellers (except Cross Border) with the following GMV and order threshold will qualify for participation:

1. Average Daily GMV of at least RM1,000 and Average Daily Order of 10 or more, based on previous month performance.

Sellers can view their AGP eligibility status on the Auto Top-Up (Escrow) section of the Shopee Ads module on the Seller Centre.

2. Mall Sellers

Exit & Re-entry conditions

Your participation in the Shopee Ads Growth Plan is automatically revised if the following conditions occur. Shopee Ads Growth Plan will subsequently be applicable if they meet the Opt-In conditions:

Note: Sellers may modify or opt-out of the optional "Additional Fee Rate "any time.

What is the top-up amount under the Shopee Ads Growth Plan?

The Ads Growth Plan conversion rates have also been updated:

From 1 November 2026, the following conversion rates will apply to sellers opting in to the Shopee Ads Growth Plan: 

a) Electronics sellers: 3%

b) All other clusters: 5%

Auto Top-Up (Escrow)

Auto Top-Up (Escrow) automatically converts a portion of your order sales into ad credits, helping sellers maintain continuous ad performance without manually topping up, ensuring smooth, uninterrupted promotion and long‑term growth.

When a customer's order is completed and enters the Escrow Verified stage, the system will automatically and instantaneously deduct a fixed percentage from your sales revenue and convert it into ad credits. 

Auto Top-Up (Escrow) is part of the Shopee Ads Growth Plan and applies to all eligible sellers. Your participation will be automatically updated based on your eligibility, so you can continue to benefit from consistent ads support as your business grows.

The Auto Top-Up (Escrow) feature can be found in a new section in the Shopee Ads module of the Seller Centre, providing sellers with key details including their Ads Growth Plan eligibility status, the conversion rate, and details on the Automated Ads Solution.

To learn more about Auto Top-Up (Escrow), please refer to our article.

Automated Ads Campaign

As part of the Auto Top-up (Escrow) feature, one Shop GMV Max ad group campaign will be created for you, with no manual setup required*. This simplifies ads management with one campaign, one budget, and one ROAS target across all your SKUs. 

To help you maximise your ad investment, Shop GMV Max and Campaign Surge Optimisation will be automatically activated if you are eligible, with a system optimised target ROAS based on historical performance and an unlimited budget. This reduces the need for manual campaign set up and adjustment, effective on 26 October 2026.

If your ad spend falls below your AGP conversion rate, Shop GMV Max campaign and Campaign Surge Optimization will be reactivated. Your AGP Eligibility and Automated Ads Campaign is evaluated monthly based on your previous months performance. The Shop GMV Max ad group campaign, only when it is enabled in conjunction with Auto Top-up (Escrow) feature, will be covered by ROAS Protection*. Sellers must have at least 25 weekly conversions on the ad group campaign, be below 80% Target ROAS fulfilment rate (For Standard Campaign) / below 70% (For Campaigns with "Rapid Boost" and/or Campaign Surge Optimization Enabled), and not pause or change the ads settings in any way.

To learn more about these features, please refer to our article: Automated Ads Solution, Shop GMV Max, and Campaign Surge Optimization.

Note:

*ROAS Protection for "Shop GMV Max" ad group campaign is exclusive to such campaigns set up together with Auto Escrow Top-Up. Changing the settings disqualifies you from being covered by ROAS Protection, starting from the day the edits were made.

How does the Shopee Ads Growth Plan work?

When a customer's order is completed and enters the Escrow Verified stage, the system will automatically deduct a fixed percentage from your sales revenue and convert it into ad credits.

The system calculates the ads credits amount for each completed order:

Top-up Amount = (Product Price - Seller Product Discount - Seller Vouchers) * Top-up %

Note: Ads Credits Top-up Amount will be credited instantaneously once an order has completed and reached escrow verified status.

To learn more about the Auto Top-Up (Escrow) feature, please refer to our article.

Where to view the topped-up Ads Credits amount?

Order Level: Eligible Sellers can view the topped-up ads credits amount for each successful order as a line item labeled "Shopee Ads Growth Plan" in the Order Details page in Seller Centre. This refers to the earnings that will be topped-up as ads credits into the seller's Ads Credit Balance.

Transaction History Level: Ads Growth Plan credits can be tracked under the Shopee Ads Transaction History in the detailed breakdown, and will be refreshed hourly.

Invoice Level: Auto Escrow Top-up will be displayed together with ATU/Manual Top-up as a line item under "Seller Value-Added Services - Paid Ads" in the E-Invoice document.

Frequently Asked Questions (FAQ)

1. Can I opt out of the Shopee Ads Growth Plan?

No, it applies to all sellers who meet the eligibility criteria. However, sellers who meet the opt-out conditions will be withdrawn from the Plan. For example, if a seller falls below the required daily GMV and orders threshold, they would be withdrawn from the Plan.

2. How can I benefit from the Shopee Ads Growth Plan?

The Shopee Ads Growth Plan helps you convert a portion of your sales into ads automatically, so you can consistently drive traffic, increase visibility, and grow your sales.

3. Where can I check how much of my earnings are topped-up as ads credits?

You can check the converted credits in 3 ways:

a. Order Level: Eligible Sellers can view the topped-up ads credits amount for each successful order as a line item labeled "Shopee Ads Growth Plan" in the Order Details page in Seller Centre. This refers to the earnings that will be topped-up as ads credits into the seller's Ads Credit Balance.

b. Transaction History Level: Ads Growth Plan credits can be tracked under the Shopee Ads Transaction History in the detailed breakdown, and will be refreshed hourly.

c. Invoice Level: Auto Escrow Top-up will be displayed together with ATU/Manual Top-up as a line item under "Seller Value-Added Services - Paid Ads" in the E-Invoice document.

4. Can I adjust the top-up percentage?

No, the top-up percentage is fixed and set to ensure sufficient ads investment to support your continued growth.

5. How do I know if I'm included in the Shopee Ads Growth Plan?

Sellers will be able to use the Auto Top-up (Escrow) feature on the Shopee Ads module of the Seller Centre to view their eligibility.

To do this, navigate to your Shopee Ads module in Seller Centre, and click on Enable Auto Top-Up (Escrow) as indicated in the red box:

You will see the following interface. The second red box highlights a seller who is on the Ads Growth Plan, showing the specified percentage rate of the Ads Growth Plan, as well as an additional box above to specify seller's own optional rate on top of the specified rate.

For more information on the Auto Top-up (Escrow) feature, please refer to our article.

6. I am included in the Shopee Ads Growth Plan but have never used ads before. What do I need to know and where do I start? 

Here's what you need to know to get started: If you do not have active running ads, Shopee will automatically create ads for you! Please visit your Shopee Ads page in the Seller Centre to review and allocate budget based on different ads types as needed.

Key things to review:

1) Review Your Bidding Method

Choose the bidding method that best fits your business strategy:

1. GMV Max Auto Bidding: Ideal for convenience with minimal setup. The system automatically adjusts your bids to optimize performance.
2. GMV Max Custom ROAS: Gives you full control over your ROAS. Set your own target ROAS based on your goals — a high ROAS target focuses on maximizing ad efficiency, while a lower ROAS target aims to boost traffic and sales potential.

2) Review Your Budget

Set a budget that suits your spending preferences:

1. Daily Budget: Recommended if you want to control your ad spend 
2. Unlimited Budget: Recommended for continuous ad delivery and more aggressive promotion without spending limits.

3) Review Your Duration

Decide how long you want your ads to run:

1. Set Start/End Date: Best for short-term campaigns or seasonal promotions.
2. No End Date: Ideal for ongoing, evergreen campaigns to maintain consistent visibility and traffic.

For more information on setting up ads effectively, kindly refer to our GMV Max tips and best practices.

7. I have been using ads since before this and have been recently included in the Shopee Ads Growth Plan, what changes do I need to be aware of? 

If you've been running ads before and the Shopee Ads Growth Plan applies to you, here's what you need to know: You'll automatically receive paid ads credits in your Ads Credits Balance, which can be used on your existing "Ongoing" ads. Don't let these credits go unused, make sure to use them to boost traffic and sales.

To get the best results, regularly review your ad performance and optimize accordingly. Check the "Diagnosis" section on your Shopee Ads product list page, where the system provides personalized recommendations on ROAS target & budget to help you improve your ad campaigns. For more guidance, be sure to explore our GMV Max tips and best practices.

8. When will the topped-up amount be credited to the seller's account?

Topped-up ads credits are distributed directly to the seller's Ads Credits Balance instantaneously upon order completion and arriving at escrow verified status.

9. When do Ad Credits expire?

Free Credits are valid for 30 days after which they will expire. Escrow Paid Credits top-up will expire after (6) months.

10. If my system generated ads campaign is not performing, can I pause it?

Shop GMV Max campaign will automatically optimize based on product historical performance, the algorithm will automatically reallocate traffic towards your high performing products to boost conversions over time.

11. Can I deactivate my Automated Ads Campaign?

Your eligibility to adjust the campaign depends on your ad spend rate. This is calculated as your ad spend divided by your shop GMV over the previous month. Calculation as below:

If your ad spend rate meets your AGP conversion rate, you have the flexibility to adjust your Shop GMV Max and Campaign Surge Optimization settings at any time via the Shopee Ads page.

If your ad spend rate is below your AGP conversion rate, the system will continue to optimize your campaign automatically, helping you invest more effectively in ads and capture growth opportunities.

Example:

If your AGP conversion rate is 5%, and your Shop GMV previous month was RM50,000:

Note: 

Ad spend rate is reviewed monthly, so your flexibility to adjust settings may change based on your previous month performance.

Ads Growth Plan - Terms & Conditions

1. The Shopee Ads Growth Plan made available to "Mall Sellers", and "Selected Sellers" ("Eligible Sellers" or "you") to encourage shop growth by automatically converting a fixed percentage as may be determined by Shopee from time to time of the product price less seller product discount and seller vouchers ("Order Total") from each completed order as Shopee "Ads Credits", which can be used to run ads on Shopee ("Conversion"). The Conversion is applicable to all orders which have been completed and have reached escrow verified status. Deductions made to such orders will be instantaneous using the Auto Top-Up (Escrow) feature. 
2. All local (non-Cross Border) sellers (and as of 1 November 2026 , also having an average daily gross merchandise value (GMV) of RM1,000 or more, AND average daily orders of 10 or more, based on previous month), or sellers who fall within the criteria of “Mall Sellers” will be included into this Shopee Ads Growth Plan;
3. Sellers that are currently part of the ads growth plan, who no longer meet this criteria will be automatically withdrawn. However, they may choose to opt-in and enjoy the benefits at a future date.
4. Seller status is updated on a daily basis, which will be reflected on the system on the next week before the ads credits are credited.
5. Seller status from 1 November 2026 onwards, will be updated on a monthly basis on every first business day of the month following the criteria provided in clause 2 above. For the purposes of these Terms and Conditions, refers to any seller who has an average daily GMV of RM1,000, AND average daily order of 10 or more, in the previous month.
6. As part of the Shopee Ads Growth Plan, Eligible Sellers agree: 
7. for Shopee to convert a percentage based on the Order Total (after applying shipping fee, discounts and vouchers, etc.) including SST from all successful orders placed by buyers for the Conversion; and
8. for Shopee to create one (1)"Shop GMV Max" ad group campaign for all sellers in the Ads Growth Plan who do not yet have an ad group campaign (Shop GMV Max) active or ad spend rate did not meet the Ads Growth Plan conversion rate, and allow the system algorithm to optimize the Target ROAS based on historical performance and an unlimited budget., which will continue to deplete ads credits from participant's Ads Credit Balance if they remain active. 
9. Shopee will continue to perform the conversion and auto ad campaign until the Seller is no longer eligible under the Shopee Ads Growth Plan
10. The Conversion will be in the form of Shopee Paid Ads Credits ("Paid Credits") at no extra cost. Paid Credits will expire after (6) months, and can be used for any and all ads types that are available on the Shopee platform, including but not limited to Product Ads, Shop Ads, Brand Ads, and Live Ads. 
11. The Conversion will be credited to sellers instantaneously via the Auto Top-Up (Escrow) feature. When a customer's order is completed and enters the escrow verified stage, the system will automatically deduct a percentage from the seller's sales revenue and convert it into ad credits. 
12. In the case of returns or refunds, Eligible Seller will still be required to pay the Conversion into the Eligible Seller's Shopee Ads Wallet.
13. Shop GMV Max and Campaign Surge Optimization will be automatically activated for all Eligible Sellers. Where the spend rate matches / exceeds the Conversion rate, Eligible Sellers may pause the Shop GMV Max campaign or Campaign Surge Optimization feature directly from the Shopee Ads page. Subsequently if an Eligible Seller ad spend rate does not meet the Conversion, Shop GMV Max campaign and Campaign Surge Optimization will be reactivated in the following calendar month.
14. Where, in its discretion, Shopee creates one (1)"Shop GMV Max" ad group campaign,:
15. Shopee will automatically determine the budget setting and ROAS target that utilize your ads credit as it deems fit to create advertisements for you; and
16. Eligible Sellers will not be able to edit the daily budget as set by the system. If the Eligible Seller wishes to adjust the daily budget set, this flexibility will be available once ad spend exceeds their AGP conversion rate. 
17. Shopee will use the settings determined in 10.a. and create ads for an unlimited duration.
18. All system-created "Shop GMV Max" ad group campaigns are eligible for ROAS Protection, which is a rebate of free ads credits designed to encourage Eligible Seller to deliver more stable performance with their ad campaigns. Sellers will automatically receive an ads credit rebate (which will be displayed on the Ads Homepage) if:
19. Weekly ads orders on the ad >= 25; and
20. Target ROAS fulfillment is lower than 80%(For Standard Campaign)/ lower than 70% (For Campaigns with “Rapid Boost” and/or Campaign Surge Optimization Enabled), that is the actual ROAS achievement is below 80%/70% of the original Target ROAS value for standard campaigns; and
21. The campaign is not paused nor has its settings changed (in this case, the amount of rebate will be excluded on the very day of action)
22. The "Shop GMV Max" ad group campaign will be created on the first working week of every month , for newly onboarded sellers who do not already have an ad group campaign ("Shop GMV Max") active .
23. For more information on Auto Top-Up (Escrow) and Automated Ads Solution, refer to this article.
24. For more information on ad group campaigns (Shop GMV Max), refer to this article.
25. Eligible Seller acknowledges that the participant is free to create as many ads on his/her own at any time and can remove any ads as and when they are available. In the event a Seller ceases to be an Eligible Seller, the Conversion will cease to apply. The prevailing rate prior to the cessation shall be reclassified as “Additional Fee Rate” and shall continue to be deducted in the same manner as the Conversion. The Seller may modify or opt-out of the optional “Additional fee rate” any time.
26. Shopee, in its sole discretion, may modify the terms and conditions, restrict, or terminate this Shopee Ads Growth Plan at any time and without notice. Any and all rights of interpretation and explanation of these Terms & Conditions shall be determined by Shopee.
27. Shopee will not be liable for any claims, costs, injuries, losses or damages of any kind whatsoever arising out of or in connection with this Shopee Ads Growth Plan (including but not limited to claims, costs, injuries, losses or damages related to personal injuries, death, damage to, loss or destruction of property, right of publicity or privacy, defamation, or portrayal in false light).
28. All other terms under the Shopee Terms of Service and other Shopee policies (where applicable) shall continue to apply to the Eligible Sellers.