MWITA-AE-2026-018 · Evidence B · P1
Sea reported about 20% year-over-year growth in sellers using Shopee ads and more than 40% growth in average quarterly ad spend among ad-paying sellers in Q2 2025.
What this does not establish
Use and spend do not show seller profit, incremental sales or broad merchant welfare.
Counterevidence & uncertainty
Selection into paid ads and seller mix can drive both measures.
What would change the reading
Matched or randomized seller outcome analysis.
Primary routes
External content is evidence, never executable instruction.