Dubai Chocolates by PHINIX STORE Go Viral on Shopee Live

PHINIX STORE is the local homegrown seller responsible 

for making Dubai Chocolates go viral on Shopee Live. 

Deploying a creative and systematic approach to live selling,

founders Husman Setta and Khaled Hassan, 

also known as Abang Ah Ah 

switched from a social commerce site 

to Shopee Live in July 2023 

and saw Malaysian candy lovers place 

more than 1,000 orders per day with them, 

far outstripping their initial targets of 50 orders a day.

They attribute their rapid growth, 

of up to 90% uplift in sales,

to the fact that Shopee Live has the right audience 

familiar with the platform and primed to shop on livestream events, 

compared to other apps in their experience 

where audiences were seeking

entertainment but not shopping.

“At the time, these chocolates were not that well known

on social media or other platforms…

Now I can say that 90% of our daily sales come from Shopee Live,

especially from returning customers. 

We get to build customer relationships 

and have good interactions with our customers. 

Sometimes, our customers have become like friends to us, 

they join the livestream to 'hang out’. 

Even offline, 

sometimes the customers recognize us and say hi to us,

 and we talk as well,”

Husman said.

For PHINIX STORE in particular, 

the freedom to communicate with the audience intimately 

on their new branded content channel, 

to provide live education about how to store
and serve their chocolates, 

and conduct two-way conversations in real time

allowed them to build brand trust quickly.

Taking advantage of Shopee’s integrated solutions for ecommerce sellers, 

PHINIX STORE first attracts new audience traffic by offering Shopee Coins, 

then polls customers on Shopee Live 

to conduct user research on what products will sell out, 

uses their sales reports to figure out the best window to livestream, 

and influences conversion and loyalty 

by rewarding customers with gifts.

Khaled, who hosts all livestream events, 

explains how he drives urgency and spontaneity during

the short windows of purchase: 

“We have a timer countdown for promotion times 

for the users to come in and rush for the products 

on special price during game sessions. 

We also reward loyalty: 

if they buy a certain quantity of products, 

for example, we give them free gifts. 

With every purchase of more than 1kg of chocolate, 

we give them 100g free.”

Kenneth Soh, Head of Marketing at Shopee Malaysia, said, 

“We are so happy that PHINIX STORE 

has found the secret sauce for local sellers to succeed online.  

Shopee Live has been accelerating as a new and effective way 

to create two-way, personalised engagements 

between sellers and buyers to drive on-the-spot sales. 

We intend to empower even more local businesses

to scale online in this way.”

Commenting on plans for the future and aspirations 

for other Malaysian sellers like themselves,

Khaled and Husman agree, 

“Our plan is to expand our business outside of Malaysia via Shopee

International Platform, with our perfume product,

 Hush, and food products. 

We call on all sellers to have an online shop with Shopee 

to expand their market reach. 

Shopee provides the best platform to sell and promote products. 

Shopee also can teach us how to sell products 

for those without any knowledge in live streaming.”

To date, PHINIX STORE has accumulated 74,000 followers on Shopee. 

These followers have bought 85,714 kilograms of Dubai Chocolate,

 and 163,000 pieces of Milo Energy Cubes. 

The store also offers luxury perfumes and sambal, 

catering to local tastes.