Shopee Express Optimization — Scalable B2B & B2C Logistics at Work
Drove the end-to-end development of high-impact logistics systems for Shopee Express, streamlining operations across hundreds of service points and enabling faster, smarter, and more cost-effective delivery at scale.
The Challenge
With Shopee’s rapid expansion, its logistics arm Shopee Express was facing operational bottlenecks at scale — growing parcel volumes (4–6x vs competitors), inconsistent workflows, and high service staff burden were resulting in poor user experience, longer wait times, and soaring operational costs.
We saw an opportunity to redesign workflows, introduce automation, and scale real-time tracking tools to improve efficiency across the board.
Pain Points:
- Fragmented parcel handling and hand-off processes
- Long lines and poor experience for customers, sellers, and staff
- 1200–1500 service staff stretched across 300+ locations
- 25% of platform orders dependent on these touch-points
Business OKRs:
- Expand service points from 300+ to 700+
- 2.5x increase in delivery parcel volume
My Role
As the product manager within the logistics tech team, I:
- Defined the solution product roadmap for Shopee Express
- Identified bottlenecks through operational data and field research
- Collaborated with engineers, analysts, and operations managers
- Delivered scalable tools that served both internal ops (B2B) and customer-facing services (B2C)
The Solutions
We implemented a three-phase efficiency project targeting the highest-impact user bottlenecks:
Phase 1 — Implement Storage ID System
- Digitized parcel placement with rack IDs for easier lookup
- Enabled staff to scan, locate, and sort parcels more efficiently
- Standardized backend logic for routing and storage
🌟 Outcome
Reduced ops costs and increased service point storage capacity
Phase 2 — Customer Self Check-In
- Introduced kiosk-based self check-in with phone number
- Allowed customers to skip manual queueing to verify identity
🌟 Outcome
Reduced customer wait time significantly
Phase 3 — Seller Self Drop-Off
- Launched self-service kiosks for sellers to scan and deposit parcels
- Enabled sellers to avoid long lines and increase drop-off throughput
🌟 Outcome
Increased seller efficiency and reduced staff load
User Journey Before Optimization
User Journey After Optimization
💡 Why It Worked
- Grounded in real pain points from staff, sellers, and customers
- Designed iteratively with tight feedback loops and phased rollout
- Balanced operational system upgrades with UX improvements
- Delivered scalable SOPs and tools replicable across regions
📊 Business Impact
- Achieved over $5 million in annual logistics cost savings
- Reduced operation time by 50% at 700+ service points
- Expanded Shopee Express infrastructure to handle 2.5x parcel volume
- Improved staff productivity and customer satisfaction across 3 user groups
Great logistics products don’t just optimize the backend — they solve for people. This project taught me to:
Working closely with ops teams and designing for multiple user types sharpened my ability to build high-impact, field-tested systems that drive both efficiency and satisfaction.