Introduction

For e-commerce sellers in Southeast Asia, Shopee has become one of the most important marketplaces to master. With its growing reach and highly engaged customer base, brands need a way to stand out and drive meaningful traffic. One of the most effective tools is CPAS (Collaborative Performance Advertising Solution), which connects your Shopee catalog directly to Facebook Ads.

In this guide, we’ll break down what CPAS is, how to set it up, and the strategies that help maximize results.

What is CPAS and Why It Matters

Simply put, CPAS syncs your Shopee product catalog with your Facebook Business account. This integration allows you to:

Dynamically personalize ads based on shopper behavior and preferences
Simplify the customer journey by sending people directly to product pages within the Shopee app
Retarget audiences with precise data tracking, leading to stronger ROAS

For sellers, the benefits are clear: higher quality traffic, better conversion rates, and a more streamlined path to purchase.

Getting Started with CPAS

Create a new advertising account on Meta.
Grant Shopee access to your ad account.
Submit a CPAS request to Shopee. If everything is correct, you will receive an invitation from Facebook within seven business days to accept the CPAS catalog.
Once accepted, you’re ready to launch CPAS campaigns.

Best Practices for Shopee Campaigns

1. Start Ads Early

Shopee is known for its mega sales on dates like 1.1, 2.2, 3.3, 4.4, and so on. Because Meta reviews new content before approval, waiting until the last minute can lead to delays or even disapprovals. Begin campaigns at least 7 to 14 days before a sale to ensure everything is running smoothly.

2. Go Beyond Conversion-Only Campaigns

Relying only on purchase conversion campaigns limits performance. Running add-to-cart campaigns in the two weeks leading up to a sale allows Meta to gather valuable data and build audiences that later convert at a lower cost.

3. Scale Budgets Strategically

Plan your budgets ahead of time. A common approach is the 80/20 split. For example, allocate 80 percent of your budget to add-to-cart campaigns and 20 percent to conversions in the pre-sale period. As the sale date approaches, flip the ratio to 20 percent add-to-cart and 80 percent conversions.

4. Allocate Enough Budget for Optimization

Without sufficient reach and conversions, Meta cannot fully optimize your campaigns. Ensure your budget matches your performance goals.

5. Run Dynamic Ads with a Large Catalog

Instead of segmenting into tiny product sets, maintain a larger catalog. CPAS works best when it has a wide range of products to match against audience behavior.

Creative and Audience Strategies

Branding Integration

Use Shopee’s branding features to signal authenticity. For example, official brand stores can display “Official Store” labels to build trust, especially in a marketplace where resellers are common.

Leverage Shopee’s Creative Tools

Shopee offers a brand creative kit that includes campaign frames and design assets. If you do not have in-house design support, this kit is a valuable way to elevate your ads.

Highlight Value in Visuals

Call out offers like gifts with purchase, bundles, or limited-time deals directly in your ad visuals. These cues boost clicks and conversions by making the value proposition crystal clear.

Diversify Audience Targeting

With CPAS, you gain access to advanced targeting options such as:

Prospecting for new audiences
Retargeting past visitors
Re-engaging abandoned carts
Cross-sell and upsell campaigns

A layered approach ensures you capture customers at every stage of their journey.

Plan Around Local Holidays

Shopee’s biggest traffic spikes align with mega sales like 11.11 and 12.12, as well as local holidays in markets such as Malaysia and the Philippines. Aligning campaigns with these cultural moments ensures higher visibility and stronger engagement.

Funnel Strategy: Two Stages

With CPAS

The recommended approach is traffic-to-conversion.

Top of Funnel (TOFU): Drive cold traffic from Meta to Shopee stores with ads optimized for views or clicks. Video ads work especially well here, showcasing the product in action.
Bottom of Funnel (BOFU): Retarget shoppers who engaged at the TOFU stage with carousel ads that highlight deals, bundles, or gifts. Exclude those who already purchased to keep spending efficient.

Without CPAS

Not every seller has access to CPAS. In those cases, the traffic-to-traffic approach is best.

Ads are optimized to send traffic to your Shopee store.
Retargeting can still be done by focusing on audiences that engaged with your Meta ads, such as video viewers or clickers.

The Challenge of CPAS Setup

While CPAS is powerful, the setup process can be tricky. Shopee has specific requirements, and without a solid understanding of both the platform and your target audience, results may fall short. Many sellers find it helpful to partner with experienced teams who know the ins and outs of Shopee and Meta advertising.

Conclusion

Shopee CPAS is one of the most effective ways to bring high-quality traffic into your store and maximize conversions during key sales periods. But to get the most out of it, you need thoughtful planning, smart budget allocation, and a clear creative strategy. For sellers who want expert support in setting up and optimizing CPAS campaigns, reaching out to a trusted partner can make all the difference.