From selling shoe wipes to leading the largest live-selling in the Philippines, James Afante and Shopee are setting the standard for what e-commerce and regional digital entertainment are all about this 12-12.

You can call his journey a success story in the digital age, but Afante’s success is far more than just a viral moment or a lucky break. It’s a testament to understanding the audience, relentless hard work, and mastery of Shopee’s dynamic platform. With his highly anticipated 12-12 Super Sale just around the corner, promising massive discounts and nonstop entertainment, he is once again raising the bar, proving that the future of retail is personal, engaging, and undeniably digital.

How did he discover his skills in selling products?

“I think in terms of skills in selling, most people actually experience when they’re selling, they treat selling as a competition, but for me, I treat it like a game. Whenever I feel like it’s a game, it just feels like you need to spend more time. You need to spend more time to get better, do it more often to level up. The same goes for live selling, I do it every month. Just feel like I can explain a product easily, even to a Grade 1 student, that’s why people can really understand why this product is like this. I think the foundation of this skill is I really study the product itself and I really filter the products that are being sold in our streams. So, a brand can go and partner with us and pay, but I can reject them when their products are not good. So, I can assure the buyers are getting what they paid for. It should be brand new, it should have warranties, the brands are reputable and most of all I, myself has tested or tasted the products.”

How did his partnership with Shopee start?

“I was actually a Shopee seller, an “Orange App” seller, way, way back then. We call it the Orange app. I’m really familiar, and I’m also a loyal buyer, ever since, in the Orange app, especially because, like, even in the normal days, there are vouchers, right? I’m sure everybody can relate. Free shipping is like, default. We had an experiment way back, the 6-6. Everything went well. Our first live became record-breaking in the Philippines, like in the whole live history in the Philippines and Southeast Asia. So, we decided, what if we continue collaborating? Before, we started in a room. Like a simple living room, but now, we’re in a very big studio. I think this is like a reality show (studio) already. I’m also very happy, because our partners, not just in the Orange app, but also the brands we’re collaborating as well, are very thankful to them.”

Can he remember the first product he sold?

“Pinakauna kong nabenta doing live, nagbenta ako ng wipes, shoe wipes. Pang-linis ng sapatos.”

Are there any products that are surprisingly in demand in live selling?

“In terms of mabenta, ‘yung mga cellphone talaga. I don’t know for some reason. When I go outside, one thing I realize, not everybody has a smartphone, or two out of ten sira ang cellphone, or three out of ten gusto nang magpalit ng cellphone or nababagalan sa cellphone. And with the effort we’re doing, parang nakakapag-provide tayo ng chance na makapag-upgrade sila sa murang halaga. ‘Yung mga Smart TV, we sell like a thousand pieces, imagine that’s like one container of TVs, that’s happening online and that’s free shipping nationwide.”

What about products that he thought is difficult to sell?

“Bra! I was surprised. It outperformed underwear for men when I was doing a livestream for Bench. We sold 2,000 pieces of bra. I was like, what? I never thought of selling a bra, but wow!

Who is he dedicating his passion for live selling to?

“First is family, ‘yun naman ‘yung reason kaya nagta-trabaho ako eh. Because I want to give them the best life. Second is ‘yung followers. Na-realize ko, since they gave me this responsibility to influence, it’s my purpose, maybe in the Philippines, to utilize my selling skills, my business relations, para mabigyan sila ng mas mababang presyo every time na nagla-live ako. Third, of course, I’m doing this for everybody who is in here (employees). We’re able to provide food sa families nila, consistent na trabaho. And siguro pang-apat ‘yung sarili ko, para makuha ko ‘yung mga pangarap ko sa buhay ko.”

The 12-12 Super Sale is actually not just about live selling, as it has become the new variety show for the digital generation. James, along with other hosts, will have banters while they are live selling, giving entertainment for the viewers, whether they are adding to cart products or just lurking for possible gifts this Christmas.

Watch our interview with James Afante below: