Equinet Academy
WSQ-accredited courses are eligible for SkillsFuture subsidies.
List, Promote, and Sell on Shopee & Lazada with Confidence
Course Description
Mastering eCommerce Marketplaces is a practical training programme designed for business owners, teams, and aspiring sellers who want to succeed on platforms like Shopee and Lazada, with additional insights into TikTok Shop.
Participants will explore key marketplace strategies and learn how to leverage various online platforms to reach and engage target customers. The course covers vital topics, including identifying and segmenting customer types, creating compelling marketing campaigns, and utilising data-driven insights to evaluate campaign effectiveness. Through interactive lectures, case studies, hands-on demonstrations, and collaborative exercises, learners will gain practical experience in developing tailored marketplace strategies that resonate with their audiences.
By the end of the course, participants will be adept at managing the entire campaign lifecycle—from planning and execution to evaluation and optimisation. They will also understand the importance of customer satisfaction and be equipped to create long-term partnerships that enhance online visibility and expand sales opportunities in the eCommerce landscape
Target Audience
The Mastering eCommerce Marketplaces for Offline Retailers course is designed for a diverse audience, including:
- Offline Retailers:
Business owners and managers of brick-and-mortar stores looking to expand their operations into online marketplaces and reach a broader customer base. - Entrepreneurs:
Individuals starting their own businesses who want to establish a strong online presence on popular eCommerce platforms. - Ecommerce Managers:
Professionals responsible for overseeing the transition from physical to online sales who wish to enhance their skills in marketplace management. - Marketing Specialists:
Marketers seeking to deepen their expertise in digital marketing strategies specific to eCommerce marketplaces and customer engagement. - Sales Teams:
Individuals involved in sales who need to understand how to optimise their approaches for the online retail environment. - Aspiring Marketplace Sellers:
New entrants to the eCommerce sector who require foundational knowledge and practical skills in managing online stores on various platforms. - Small Business Owners:
Owners of small businesses looking to harness the power of online marketplaces to increase visibility and drive sales.
This course caters to those eager to learn and apply effective strategies to successfully navigate the complexities of eCommerce marketplaces and enhance their retail operations.
Course Objectives
By the end of the class, trainees will be able to:
- Articulate marketplace-specific strategies relevant to Singapore and the broader Southeast Asian region.
- Establish and manage an online store on marketplaces like Lazada, and Shopee.
- Analyse and segment customer types to maximise sales on different platforms.
- Create and manage effective marketplace campaigns, focusing on conversions and engagement.
- Employ marketplace tools to enhance store visibility and traffic.
- Optimise product listings to improve discoverability.
- Evaluate and improve store performance using metrics like traffic, conversion, and sales.
- Manage marketplace campaign budgets and promotional activities.
- Formulate strategies for regional and cross-border expansion.
- Build long-term partnerships with marketplace representatives and partners for store growth.
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – E-Commerce Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Ecommerce Marketplaces (Shopee & Lazada) course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework E-Commerce Campaign Management
Course Code: TGS-2025055416
Course Support Period: 02 Jun 2025 – 01 Jun 2027
Course Outline
Learning Unit 1: Marketplace Foundations
Understand the eCommerce ecosystem in Singapore and Southeast Asia.
Topics Covered:
- Overview of key platforms (Shopee, Lazada, TikTok Shop)
- Differences in features, user base, engagement methods
- Market trends (mobile dominance, cross-border growth)
Instructional Methods: Lecture, Case Studies
Learning Unit 2: Store Setup & Optimisation
Learn to build and optimise your marketplace stores.
Topics Covered:
- Store set up and optimization strategies (Shopee, Lazada)
- Shipping settings & logistics basics
- Listing optimisation: SEO titles, attributes, images, categories
- Operational best practices
Instructional Methods: Hands-on Training, Mentor Feedback
Learning Unit 3: Customer Targeting & Segmentation
Use marketplace data to identify, analyse, and target customers.
Topics Covered:
- Shopee Business Insights & Lazada Business Advisor basics
- Identifying segments: first-time buyers, loyal customers, cart abandoners
- Using analytics tools to refine targeting
Instructional Methods: Lectures, Practical Exercises
Learning Unit 4: Campaigns & Promotions
Plan and execute effective marketplace campaigns.
Topics Covered:
- Campaign planning aligned with platform algorithms
- Sponsored Ads: when and what to advertise
- Using vouchers, bundles, and free shipping as conversion drivers
Instructional Methods: Hands-on Campaign Setup, Peer Review
Learning Unit 5: Customer Retention & Satisfaction
Design retention strategies and use feedback to improve.
Topics Covered:
- Metrics: return rate, chat response time, reviews
- Feedback analysis and action planning
- Retention strategies (CRM tools, vouchers for repeat buyers)
Instructional Methods: Case Studies, Hands-on Learning
Learning Unit 6: Logistics & SLA Management
Master marketplace logistics and avoid penalties.
Topics Covered:
- Shopee FBS vs Seller-fulfilled; Lazada FBL vs Seller-fulfilled
- Service Level Agreement requirements: late shipment, cancellations, on-time fulfillment
- Handling returns & refunds
- Shipping cost scenarios: lightweight vs bulky products
Instructional Methods: Lecture, Scenario Exercises
Learning Unit 7: Analytics & Performance Optimisation
Use analytics to evaluate and improve performance.
Topics Covered:
- KPIs: CTR, CVR, ROAS, refund rate
- Benchmarking vs category averages
- Identifying underperforming SKUs
- Adjusting strategies based on insights
Instructional Methods: Hands-on Dashboard Analysis, Group Activities
Learning Unit 8: Budget & Resource Allocation
Develop strategies for resource allocation to maximise ROI.
Topics Covered:
- Budget allocation across ads, vouchers, shipping, content
- Strategic planning by business stage (small vs big sellers)
- Dynamic reallocation mid-campaign
Instructional Methods: Case Studies, Budgeting Exercises
Learning Unit 9: Expansion & Cross-Border Trade
Formulate strategies for regional growth.
Topics Covered:
- Cross-border fulfilment options
- Regulations, duties, and partner collaborations
- Using Lazada/Shopee cross-border tools to scale
Instructional Methods: Lecture, Case Studies, Group Discussion
Jethro Xu is the Founder of JET.AVE, Agency Head at Metric Digital, and fractional Chief Marketing Officer at several startups. With close to two decades of experience in marketing and eCommerce, Jethro has helped build and scale many eCommerce storefronts, both for himself and his clients. His eCommerce experience is varied, and ranges from consumer electronics and movie paraphernalia, to flowers and healthcare products, and everything in between! His portfolio of eCommerce clients also includes companies at every stage of business maturity, from startups with a single product, to established multinational brands trying to expand into new markets.
Course Fees
Course Fee:
S$990.00 (inclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies
Check your eligible grant amount and nett payable course fees when you sign up now.
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by SkillsFuture Credit.
SkillsFuture Baseline Funding
Eligible for 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$495.00
Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.
SkillsFuture Enhanced Training Support for SMEs (ETSS)
Eligible for SME Company-Sponsored, 21 years old and above, and a
- Singapore Citizen; or
- Permanent Resident; or
- Long-Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Baseline Funding
Eligible Non-SME Company-Sponsored, 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$495.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Course Schedule
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person |
15, 16 Jan 2026 (Thu, Fri)
|
9.00am - 6.00pm | |
| In-Person |
10, 11 Mar 2026 (Tue, Wed)
|
9.00am - 6.00pm | |
| In-Person |
14, 15 May 2026 (Thu, Fri)
|
9.00am - 6.00pm | |
| In-Person |
09, 10 Jul 2026 (Thu, Fri)
|
9.00am - 6.00pm | |
| In-Person |
10, 11 Sep 2026 (Thu, Fri)
|
9.00am - 6.00pm | |
| In-Person |
12, 13 Nov 2026 (Thu, Fri)
|
9.00am - 6.00pm |
Frequently Asked Questions (FAQs)
This course is ideal for offline retailers, entrepreneurs, ecommerce managers, marketing specialists, sales teams, aspiring marketplace sellers, and small business owners looking to expand their online presence and enhance their marketplace management skills.
While no specific prerequisites are required, a basic understanding of retail operations and a willingness to learn about eCommerce platforms will be beneficial. The course is designed to cater to both beginners and those looking to deepen their expertise.
The course consists of interactive lectures, case studies, hands-on demonstrations, and collaborative exercises. Participants will engage in practical activities to apply their learning and gain real-world insights.
Key topics include eCommerce marketplace strategies, customer segmentation, campaign management, customer satisfaction evaluation, crafting marketing messages, and optimising campaigns for better performance.
The course duration is typically two days, with a total of 16 hours of instruction and activities, culminating in assessments to gauge participants’ understanding.
Assessments will be conducted through a case study written assessment and an individual project or written assessment to evaluate participants’ practical skills and theoretical knowledge gained during the course.
Yes, participants will receive a certificate of completion, which can enhance your professional credentials and demonstrate your expertise in eCommerce marketplace management.
Absolutely! The course encourages collaboration and interaction among participants, providing opportunities to network and share experiences with peers from various sectors.
Participants will leave with actionable insights and practical skills that can be directly applied to their retail operations, helping to improve marketplace strategies and drive business growth.
For any additional inquiries or to discuss specific learning goals, feel free to contact us for assistance.
Yes, learners are required to register for a Shopee account, set up their Shopee store, and complete account verification prior to the workshop. This ensures you can fully participate in the hands-on exercises during the session.
Follow the official guide here: How do I create a Shopee account? (Shopee Help Centre)
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