How to Use Ads

What is the Shopee Ads Growth Plan?

The Shopee Ads Growth Plan aims to supercharge sellers' growth. A specified percentage of each completed order (based on product price, after deducting all Seller Product Discounts and Seller Vouchers) will be automatically converted to ads credits and credited to sellers.

These ads credits are added directly to the seller's Ads Credit Balance, enabling sellers to promote their products, drive more traffic, and boost sales through ads with no extra steps required.

When does the Shopee Ads Growth Plan start?

The Shopee Ads Growth Plan is effective from 25 October 2025. As of 2 February 2026, a number of revisions will take effect:

1. Conversion and crediting will migrate to the Auto Top-up (Escrow) feature, which automatically converts a small portion of your order sales into ad credits instantaneously, without having to wait for a weekly injection cycle.
2. The eligibility criteria for sellers as well as the conversion rate has been updated, as explained below

Who is eligible for the Shopee Ads Growth Plan? 

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

1) Preferred Sellers. As of 2 February 2026, Preferred Sellers must also meet the following order and GMV threshold to qualify: 

Average daily GMV of RM1,650 AND average daily order of 20 or more, in the previous month

2) Mall Sellers

3) Selected sellers with orders and GMV exceeding the threshold defined for “Large Sellers” prior to 2 February and “Growth Sellers" from 2 February onwards, in the Terms and Conditions below (Status updated every first day of the month)

a) Selected sellers can view their eligibility on the Auto Top-Up (Escrow) section of the Shopee Ads module on the Seller Centre.

Exit & Re-entry conditions

Sellers included in the Shopee Ads Growth Plan are automatically withdrawn if the following exit conditions occur. Shopee Ads Growth Plan will subsequently be applicable if they meet the re-entry conditions:

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

The Ads Growth Plan conversion rates have also been updated to better help sellers grow:

1) For sellers who started on the Ads Growth Plan on or after 1 December 2025, the conversion rate will remain at 2%.

2) For sellers who started on the Ads Growth Plan before 1 December 2025, the revised conversion rate is as follows:

a) Electronics sellers: 3%

b) All other clusters: 5%

Newly included Eligible Sellers will also receive a bonus of 5% free credits from the date of joining for 12 weeks. Sellers who joined the Ads Growth Plan prior to 2 Feb will also continue to receive free credits for 12 weeks from their original joining date.

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. This replaces the previous system of accumulating and distributing credits on a weekly basis.

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.

Auto Ads

In conjunction with the new Auto Escrow Top-up feature, one Automatically Select Product ad group campaign will be created for you, no manual setup required*. This solution simplifies ads management with one campaign, one budget, one ROAS target for all your SKUs not currently listed on ads. Once your campaign is live, you can change the Target ROAS, or pause the campaign from the Shopee Ads page at any time**.

The Automatically Select Product ad group campaign, only when it is enabled in conjunction with Auto Escrow Top-up feature, will be covered by ROAS Protection***. Sellers must reach at least 10 daily ads orders on the ad group campaign, be below 90% Target ROAS fulfilment rate, 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.

Note:

*Only for sellers without an existing ad group campaign. Sellers are able to edit the ad campaign, including pausing the ad campaign at any time.

**If sellers wish to edit the budget, sellers must first pause the ad and create a new "Automatically Select Product" ad group campaign via the "Create Ads" method. To learn more, please refer to our article

***ROAS Protection for "Automatically Select Product" 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:

1. 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.

How is Free Ads Credits calculated?

Newly included Eligible Sellers can enjoy 5% free ads credits (of the Top Up amount) from the date of joining for 12 weeks. Free ads credits are subjected to a validity of 30 days from the time of receipt.

Free ads credits incentive calculation:

1. Free Ads Credits = Topped-up Ads Credits * 5%

Distribution of Ads Credits:

Topped-up ads credits are distributed directly to the seller's Ads Credits Balance instantaneously upon order completion and arriving at escrow verified status. Free credits will be distributed on a weekly basis (every first working day of each week by 12pm). However, slight delays may occur during campaign periods due to server congestions.

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 exit conditions will be automatically withdrawn from the Plan. For example, if a Preferred seller falls below the required threshold, they would be automatically withdrawn from the Plan.

2) What incentive will I receive from the Shopee Ads Growth Plan?

Newly included sellers will receive 5% free ads credits (of the Top-up amount) for a duration of 12 weeks from the day they first become part of the Plan.

3) What is the benefit of the Shopee Ads Growth Plan to me?

The Shopee Ads Growth Plan helps you grow your business by converting a specified percentage of your confirmed order sales into ads credits, allowing you to promote your products and reach more customers. On top of that, if you are a newly included seller, you'll receive free ads credits (5% of the Top-up amount) for the first 12 weeks of joining, giving you a head start in boosting visibility, driving traffic, and increasing your sales with ads.

4) 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.

5) The Top-up % is too high. Can I set a different Top-up %?

No, the Top-up % is non-adjustable and has been carefully set to provide sufficient ads credits to help drive sales and grow your business effectively.

6) 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.

7) 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 adjust them 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.

8) 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 both topped-up and free 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 personalised 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.

9) 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. Free credits will be distributed on a weekly basis (every first working day of each week by 12pm). However, slight delays may occur during campaign periods due to server congestions.

Ads Growth Plan - Terms & Conditions

1. The Shopee Ads Growth Plan made available to "Official Sellers", "Preferred Sellers", “Large Sellers” and "Growth 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 who carry the Official Seller tag or the Preferred Seller tag (and as of 2 February 2026, also having an average daily gross merchandise value (GMV) of RM1,650 or more, AND average daily orders of 20 or more, in the previous month), or sellers who fall within the criteria of Large Sellers or Growth 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 as "Official Seller" or "Preferred Seller" 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 as "Large Seller" prior to 2 February 2026 or "Growth Seller" from 2 February 2026 onwards, will be updated on a monthly basis on every first day of the month following the criteria provided in clause 2 above. For the purposes of these Terms and Conditions, "Large Sellers" refers to any seller who has an average daily GMV of >= RM13,000 OR average daily orders >= 65 in the previous month, while "Growth Sellers" refers to any seller who has an average daily GMV of RM1,650, AND average daily order of 20 or more, in the previous month.
6. As part of the Shopee Ads Growth Plan, Eligible Sellers agree: 
7. for Shopee to deduct 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)"Automatically Select Product" ad group campaign for all sellers in the Ads Growth Plan who do not yet have an ad group campaign (Automatically Select Product) active, and allow the algorithm to optimise those ads, but not any other ads which may be ongoing on the participant's shop, which will continue to deplete ads credits from participant's Ads Credit Balance if they remain active. Sellers can edit this ad campaign at any time, including pausing the ad campaign, adjusting the ad campaigns return on ads spend ("ROAS") target, and adjusting which items are grouped into the ad campaign; and
9. Shopee will continue to perform the deduction until the Eligible 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 do not have an expiration date, 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, and Live Ads. Note that this does not include Homepage Brand 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. Shopee will also grant Shopee Free Ads Credits ("Free Credits") in the amount of 5% of the Conversion value for newly included Eligible Sellers onto the Ads Growth Plan. The Free Credit Conversion will be credited on the first working day of each week, for the first 12 weeks of the Shopee Ads Growth Plan, after the first week has passed 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, and Live Ads, with the exception of Homepage Brand Ads. Free Credits are valid for 30 days after which they will expire.
14. Where, in its discretion, Shopee creates one (1)"Automatically Select Product" ad group campaign,:
15. Shopee will automatically determine the budget setting and ROAS target that utilise your ads credit as it deems fit to create advertisements for you; and
16. Eligible Seller 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, Eligible Seller may pause the automatically created ad group campaign and create a new one manually (Automatically Select Product).
17. Shopee will use the settings determined in 6.a. and create ads for an unlimited duration.
18. All system-created "Automatically Select Product" 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. Daily ads orders on the ad >= 10; and
20. Target ROAS fulfillment is lower than 90%, that is the actual ROAS achievement is below 90% of the original Target ROAS value; 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 "Automatically Select Product" ad group campaign will be created on the 2nd of February 2026 before 12 noon, for sellers who do not already have an ad group campaign ("Automatically Select Products") 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 (Automatically Select Products), 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 deem necessary.
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.