Shopee Seller Assistant is a chatbot built into Seller Centre and the Seller App. Shopee’s Seller Education Hub now explains what it does, and Shopee says the feature “helps provide answers to the issues or information you need in more detail, complete with data analysis, diagnosis, and recommended steps you can take to improve your shop.” Brands Win is a Singapore-based agency that runs Shopee stores and Shopee Ads for consumer brands, and this guide sets out what the chatbot can and cannot do, and how to use its answers well.

Checked on 25 October 2026 against Shopee’s SG Seller Education Hub (page dated 23 October 2026, read 25 October 2026).

What Shopee Seller Assistant is

The source for this guide is Shopee’s Singapore page About the Seller Assistant Feature (dated 23 October 2026, read 25 October 2026). That date is the page date, not a launch date, and Shopee has not published a Singapore launch date for the feature.

Shopee describes the tool as a chatbot throughout. Its own wording is to “Chat with the Chatbot to ask a question.” It sits alongside the reports and tools you already use in Seller Centre, and it is designed to point you to answers, data and next steps from one chat window.

Where to find it

Shopee lists three ways in:

• Seller Centre: Shopee says “You may find the Seller Assistant icon in the top right corner of Seller Centre.”
• Seller App: the icon sits in the top line of the My Shop page.
• WhatsApp: Shopee says “The Seller Assistant feature on WhatsApp is currently available to selected sellers”. So WhatsApp access is for selected sellers only, not every shop. If your shop is eligible, Shopee’s page says to log in to the “Shopee Seller Center application” and add the “Sales Assistant number” it lists.

Five things Shopee says it can do

Shopee’s page sets out five uses, plus one extra for Shopee Ads.

Find information with easy answers. You can pick a topic, such as Logistics, Return/Refund or Marketing, and choose a related question under it. Or you can type your own question into the chat.

Connect to Shopee Customer Service. Type an instruction such as “Contact a CS Shopee agent”. The chatbot first asks about your issue and tries to answer it, then checks whether that resolved it. If not, you can reply “No, I still want to be connected to a CS agent”, and keep saying no until it connects you with a live agent. That is useful to know if you need a person rather than an automated answer.

Get product or programme recommendations. Shopee explains that the chatbot goes beyond answering questions and also suggests products or promotional programmes that sellers can use for their shop. Type something like “I want to join a campaign” and it lists Shopee campaign options you can join, with the next steps.

Request shop performance data and diagnostics. Shopee says the chatbot can give answers “pulling metrics such as shop performance, sales data, and product traffic.” In Shopee’s words, it can also look for the root causes of problems such as falling visits or conversion, and suggest actions such as switching on Shopee Ads or joining a Shopee campaign.

Receive programme recommendations. The chatbot suggests relevant Shopee features and programmes on its own, and Shopee says “You will receive direct notifications from the Seller Assistant whenever a tailored recommendation becomes available.”

Create a Shopee Ads campaign in the chat. Shopee adds: “In Seller Assistant, you can also create a Shopee Ads campaign and set it up directly in the chat window by entering clear, precise instructions.”

Features still rolling out

Shopee lists three components that are “being rolled out gradually to Shopee Sellers, hence might not be available yet in your Seller Centre”. So do not plan around them yet:

• Minimise button: closes the Seller Assistant panel in Seller Centre without ending your chat. You can also end the chat straight away with End Chat.
• Feedback survey: a short satisfaction survey at the end of a chat, so you can tell Shopee what needs fixing or what could be better.
• Order button: a quicker way to ask about specific orders in your store.

If you do not see these yet, that fits Shopee’s note that they are being rolled out gradually.

Before relying on the chatbot, read its terms. Shopee notes: “You can view the full definitions, terms, and conditions of the Chatbot by clicking on TOS on the Seller Assistant page.”

How Singapore and SEA brands should use it

The chatbot is a quick way to get answers and suggestions. Our recommendation is to treat what it tells you as an input to your plan, not an instruction to follow.

Check every diagnosis against Business Insights. When the chatbot explains why visits or orders have moved, open Business Insights and look at the same period yourself. Confirm the trend is real and see whether it affects the whole shop or a few listings before you act.

Treat recommendations as Shopee’s suggestions. When the chatbot suggests Shopee Ads or a campaign, remember these are Shopee’s own products and programmes. They may suit your shop, but weigh them against your margins, stock and calendar, and against fixes you control, such as listings and images.

Fix the basics first. If a diagnosis points to weak product traffic, check your listings before you buy more traffic. Titles, images and attributes matter, and our guide to Shopee Smart Template covers how to keep listings tidy.

Review any Shopee Ads campaign before it runs. Building a campaign in the chat is convenient, but check the products, settings and dates it creates in your Shopee Ads dashboard before it goes live. Give clear, precise instructions, as Shopee advises, and read back what was set up.

Set a performance target for each campaign. Decide what a good result looks like before a campaign starts, such as orders from a hero product or new followers, so you can judge whether the recommendation was right for your shop.

Keep a person in the loop for customer issues. Use the chatbot for quick answers, but escalate to a live Customer Service agent when a dispute, refund or account issue needs a human decision.

Hypothetical illustration, not a client example: a Singapore snack brand asks Seller Assistant why shop visits have dropped. The chatbot gives a diagnosis and suggests switching on Shopee Ads. The team checks the figures in Business Insights first, finds the drop is limited to a few listings, refreshes those listings, then sets up a small test campaign with a clear performance target and reviews it in the dashboard before it goes live.

For a wider view of how we run Shopee stores and ads, see our Shopee service page.

Where Growth System 90 fits

At Brands Win, we use Growth System 90 as a planning approach, so chatbot diagnoses, campaign suggestions and Shopee Ads tests are weighed against a shared plan and performance targets rather than acted on one by one.

FAQs: Shopee Seller Assistant