Shopee Integrates Into ChatGPT Through Expanded Sea Partnership
- •Shopee integrates into ChatGPT for users across eight markets in Southeast Asia and Brazil.
- •New business tools launched for Shopee merchants to automate operations and content creation via AI.
- •Sea and OpenAI expand regional coding agent hackathons following a 1,200-application kickoff in Singapore.
Sea and OpenAI are expanding their strategic partnership to accelerate artificial intelligence adoption across Southeast Asia and Brazil. As part of this collaboration, the Shopee eCommerce platform has been integrated into ChatGPT for users in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, Vietnam and Brazil. Consumers can now use conversational prompts within the chatbot to discover products for shopping, including gift recommendations and fashion inspiration, before completing their transactions directly on the Shopee platform.
The expanded agreement also introduces ChatGPT for Business to Shopee’s merchant ecosystem. This initiative provides sellers with tools to automate business operations, improve customer service, and generate product listings or marketing content. Participating merchants will receive access to trials, training programs, and onboarding resources. This partnership builds upon a relationship established in 2025, which initially focused on marketing promotions and ShopeeVIP membership benefits.
In addition to eCommerce features, the companies are promoting the use of OpenAI’s coding agent, Codex, across the Asia Pacific region. A regional hackathon series launched on 6 June in Singapore, attracting over 1,200 applications and selecting 40 teams to showcase their projects. Future events are scheduled in Vietnam, Taiwan, Indonesia and Malaysia. This development aligns with reported industry plans for OpenAI to overhaul ChatGPT into a comprehensive superapp that integrates AI agents, third-party services, and coding tools into one ecosystem to increase user engagement and platform utility.