How to Use Ads

What is the Shopee Ads Growth Plan?

The Shopee Ads Growth Plan automatically converts 3% for Electronics (EL) Sellers or 5% for non-Electronics (non-EL) Sellers of eligible completed orders into Shopee Ads Credits. These credits are added to your Ads Credits Balance, which can be used to run Shopee Ads without manually topping up. 

The conversion is based on the Product Price after deducting Seller Product Discounts and Seller Vouchers. The converted amount is credited directly to your Ads Credits Balance. 

The updates to Shopee Ads Growth Plan is effective from 13 October 2026. 

Who is eligible for the MY-SG Shopee Ads Growth Plan?

The MY-SG Shopee Ads Growth Plan applies to selected MY-SG Direct Programme sellers who meet Shopee’s eligibility criteria.

You may be included in the MY-SG Shopee Ads Growth Plan if you meet all of the following criteria: 

1. You are Mall Sellers in Malaysia, or
2. You are Marketplace Sellers in Malaysia, and 
3. You have more than 0 average daily orders (“ADO”) in Singapore in the previous month (M-1), and;
4. You have more than 20 average daily orders (“ADO”) in Malaysia in the previous month (M-1), and;
5. You have more than RM1650 average daily GMV (“ADGMV”) in Malaysia in the previous month (M-1);

** if you are already in AdXpress program with commission >3% (for EL Sellers) or >5% (for non-EL Sellers), you will be excluded from this growth plan

Eligible sellers can view their eligibility in the Auto Top-Up (Escrow) section of the Shopee Ads module in your Direct module in the Seller Centre.

If you no longer meet the eligibility criteria, you will automatically be removed from the Shopee Ads Growth Plan. If you become eligible again in a future month, you will automatically be re-enrolled. 

How does the Shopee Ads Growth Plan work?

A fixed 3% (for EL Sellers) or 5% (for non-EL Sellers) top-up rate 

Eligible sellers have a fixed top-up rate of 3% (for EL Sellers) or 5% (for non-EL Sellers), which cannot be changed. 

How is the top-up amount calculated?

The top-up amount is calculated using the following formula:

1. Top-up Amount for EL Sellers= (Product Price − Seller Product Discount − Seller Vouchers) × 3% 
2. Top-up Amount for non-EL Sellers= (Product Price − Seller Product Discount − Seller Vouchers) × 5% 

The calculation is based on the product price after deducting Seller Product Discounts and Seller Vouchers.

When are Ads Credits topped up? 

Once an eligible order reaches Escrow Verified status, the system automatically converts 3% (for EL Sellers) or 5% (for non-EL Sellers) of the eligible order amount into Ads Credits and credits them directly to your Ads Credits Balance. This replaces the previous process of accumulating and distributing Ads Credits on a weekly basis.

Where can I view my Shopee Ads Growth Plan details? 

You can view your eligibility status, top-up rate, and Automated Ads Solution details in the Auto Top-Up (Escrow) section of the Shopee Ads module in Seller Centre. The Auto Top-Up (Escrow) feature automatically converts eligible order earnings into Shopee Ads Credits once an order reaches Escrow Verified status. 

How will my Ads run?

Automatic Ads Creation (Shop GMV Max)

If you do not have an existing Shop GMV Max ad group campaign, Shopee will automatically create one for you when Auto Top-Up (Escrow) is enabled.

The campaign uses a single budget and Target ROAS for all eligible SKUs that are not currently advertised, making it easier to manage your ads. 

Once the campaign is live, you can adjust your Target ROAS or pause your campaign at any time from the Shopee Ads page.

To learn more about ROAS Protection and topping up, please refer to our article on Shop GMV Max

ROAS Protection

Shop GMV Max ad group campaigns created through Auto Top-Up (Escrow) are covered by ROAS Protection. To remain eligible, you must meet the ROAS Protection eligibility criteria.

To learn more about ROAS Protection and topping up, please refer to our article on ROAS Protection andTopping Up Shopee Ads.

⚠️ Note:

1. Only sellers without an existing Shop GMV Max ad group campaign will have one created automatically. 
2. If you want to edit the campaign budget, first pause the campaign and create a new Shop GMV Max ad group campaign using the Create Ads option. 
3. Changing the settings of an automatically created Shop GMV Max ad group campaign will make it ineligible for ROAS Protection from the date the changes are made. 

Where can I view my Ads Credits?

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 Credits Balance.

Transaction History Level

Ads Growth Plan credits can be tracked under the Shopee Ads Transaction History in the detailed breakdown, and are 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 MY-SG Shopee Ads Growth Plan?

No, it applies to sellers who meet the eligibility criteria. However, sellers who no longer meet the eligibility criteria will be automatically withdrawn from the Plan.

2. What are the benefits of the MY-SG Shopee Ads Growth Plan?

The MY-SG Shopee Ads Growth Plan helps you grow your business by automatically converting a fixed percentage of your eligible completed order sales into Shopee Ads Credits. These Ads Credits can be used to promote your products without manually topping up your Ads Credits Balance.

3. The top-up rate is too high. Can I change it?

No, the top-up rate under the Shopee Ads Growth Plan is fixed at 3% (for EL Sellers) or 5% (for non-EL Sellers) and is non-adjustable.

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

You can check your eligibility in the Auto Top-Up (Escrow) section of the Shopee Ads module in Seller Centre. 

Navigate to the Shopee Ads module in Seller Centre, then click Enable Auto Top-Up (Escrow) as highlighted below. 

If you're included in the Shopee Ads Growth Plan, you'll see your assigned top-up rate in the Auto Top-Up (Escrow) page. You can also choose to set an additional optional top-up rate on top of the assigned rate. 

5. I'm included in the Shopee Ads Growth Plan but have never used Shopee Ads before. Where do I start? 

If you don't have an existing Shop GMV Max ad group campaign, Shopee will automatically create one for you. 

Before your campaign starts, review the following settings: 

1. Bidding method: Choose between GMV Max Auto Bidding or GMV Max Custom ROAS based on your advertising goals.
2. Budget: Set a Daily Budget or Unlimited Budget based on your spending preferences.
3. Campaign duration: Choose whether to set a Start/End Date or run your campaign with No End Date.

For more guidance on choosing the right settings and optimising your ads, refer to our GMV Max tips and best practices article. 

6. I'm already using Shopee Ads. What changes when I'm included in the Shopee Ads Growth Plan?

If you're already running Shopee Ads and are included in the Shopee Ads Growth Plan, you'll automatically receive both topped-up Ads Credits in your Ads Credits Balance. These credits can be used on your existing ongoing ads, so be sure to use them to boost traffic and sales.

To get the best results, regularly review your ad performance and optimise your campaigns. Check the Diagnosis section on your Shopee Ads product list page, where you'll receive personalised recommendations on your Target ROAS and budget to help improve your campaign performance.

For more guidance, refer to our GMV Max tips and best practices.

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

Topped up Ads Credits are automatically credited to your Ads Credits Balance. If applicable, free Ads Credits will be distributed in accordance with the mechanics communicated by Shopee. Slight delays may occur during campaign periods due to server congestion.

Terms & Conditions:

1. The MY-SG Shopee Ads Growth Plan is made available to “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 discounts and seller vouchers (“Order Total”) from each completed order into Shopee “Ads Credits”, which can be used to run ads on Shopee (“Conversion”).

The Conversion is applicable to all orders that 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. Shopee may include selected sellers in the MYSG CB Shopee Ads Growth Plan based on eligibility criteria determined by Shopee from time to time.

To be eligible for inclusion in the MY-SG Shopee Ads Growth Plan, a seller must meet the following criteria in the previous month (“M-1”):

a. Mall Sellers in Malaysia, or

b. have more than 0 average daily orders (“ADO”) in Singapore; and

c. have more than 20 average daily orders (“ADO”) in Malaysia; and

d. have more than RM1650 average daily GMV (“ADGMV”) in Malaysia

Sellers who meet the above criteria may be included in the MY-SG Shopee Ads Growth Plan. Sellers who no longer meet any of the above criteria may be automatically withdrawn from the MY-SG Shopee Ads Growth Plan. Shopee reserves the right to include, exclude, or withdraw sellers from the MY-SG Shopee Ads Growth Plan at its discretion.

3. As part of the MY-SG Shopee Ads Growth Plan, Eligible Sellers agree:

a. for Shopee to deduct a percentage based on the Order Total (after applying shipping fees, discounts, and vouchers, etc.), including any applicable taxes, from all successful orders placed by buyers for the Conversion; and

b. for Shopee to create one (1) “Shop GMV Max” ad group campaign for all sellers in the MYSG CB Shopee Ads Growth Plan who do not yet have an active ad group campaign (“Shop GMV Max”), 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 the 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 campaign’s return on ad spend (“ROAS”) target, and adjusting which items are grouped into the ad campaign; and

c. Shopee will continue to perform the deduction until the Eligible Seller is no longer eligible under the MY-SG Shopee Ads Growth Plan.

4. 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 ad 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.

5. 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.

6. In the case of returns or refunds, the Eligible Seller will still be required to pay the Conversion into the Eligible Seller's Shopee Ads Balance.

7. Where, in its discretion, Shopee creates one (1) “Shop GMV Max” ad group campaign:

a. Shopee will automatically determine the budget setting and ROAS target that utilise your ads credits as it deems fit to create advertisements for you; and

b. the 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, the Eligible Seller may pause the automatically created ad group campaign and create a new one manually (Shop GMV Max).

c. Shopee will use the settings determined in 6.a. and create ads for an unlimited duration.

d. 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 Sellers 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:

i. Daily ads orders on the ad >= 10; and

ii. Target ROAS fulfilment is lower than 90%, that is, the actual ROAS achievement is below 90% of the original Target ROAS value; and

iii. 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).

e. For Eligible Sellers who do not already have an active ad group campaign (“Shop GMV Max”), Shopee may create one (1) system-generated “Shop GMV Max” ad group campaign on such date and time as Shopee determines.

f. For more information on Auto Top-Up (Escrow) and Automated Ads Solution, refer to this article.

g. For more information on ad group campaigns (Shop GMV Max), refer to this article.

8. 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.

9. Shopee, in its sole discretion, may modify the terms and conditions, restrict, or terminate this MY-SG 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.

10. 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 MY-SG Shopee Ads Growth Plan (including but not limited to claims, costs, injuries, losses, or damages related to personal injuries, death, damage to, loss of, or destruction of property, right of publicity or privacy, defamation, or portrayal in false light).

11. All other terms under the Shopee Terms of Service and other Shopee policies (where applicable) shall continue to apply to the Eligible Sellers.