A marketplace campaign calendar in Malaysia works backwards from each sale date. Stock reaches the warehouse first, then products and vouchers are nominated in Seller Centre, then ads scale up in the final days. For 11.11, 12.12, payday, Chinese New Year and Raya, most of the work happens two to six weeks before the sale.

 

Most Malaysian sellers know the big dates. The trouble starts when 11.11 stock is still on a lorry from the supplier while Shopee's nomination window is closing.

 

This guide sets out a working marketplace campaign calendar for Malaysia, from 11.11 through year-end payday, Chinese New Year and Ramadan. It covers how many weeks ahead to plan stock, campaign registration, vouchers, ads and packing staff.

 

Which campaigns should Malaysian marketplace sellers plan for?

Plan around five peaks: 11.11, 12.12, the monthly payday sale around the 25th, Chinese New Year and Ramadan leading into Hari Raya Aidilfitri. 11.11 is usually the largest. Payday repeats every month, so it suits steady promotions rather than deep cuts, while the festive peaks are driven by gifting and household buying.

 

Campaign	When it falls	What sellers should prioritise
11.11	11 November, with pre-sale days before	Full stock cover, campaign nomination, highest ads budget
12.12	About four weeks after 11.11	Fast restock after 11.11, fresh vouchers
Payday sale	Around the 25th of each month	Repeatable vouchers, steady ads, no deep cuts
Chinese New Year	Late January to mid-February (moves each year)	Early stock, courier cut-offs before the holiday
Ramadan and Hari Raya	Moves about 11 days earlier each year	Stock in before the fasting month, evening ads and live sessions

 

Payday falls around the 25th because many platforms time it to when civil servants are paid.

 

 

How many weeks before each campaign should you send stock, register and start ads?

Work backwards from the sale date. Confirm forecasts and purchase orders six to eight weeks out, land stock at the warehouse three to four weeks out, nominate products and vouchers as soon as the platform opens nominations, and ramp ads in the final one to two weeks. Payday needs only a one to two week cycle.

 

This is a planning guide, not a platform rule. Fit it around each platform's nomination windows in Seller Centre.

 

Task	11.11	12.12	Payday	Chinese New Year	Ramadan / Raya
Forecast and purchase orders	8 weeks	6 weeks	2 weeks	8 to 10 weeks	8 to 10 weeks before Ramadan
Stock received at warehouse	3 to 4 weeks	2 weeks	1 week	4 weeks	3 to 4 weeks before Ramadan
Vouchers set up and nominated	2 to 3 weeks	2 weeks	1 week	3 weeks	2 to 3 weeks before Ramadan
Ads budget approved	3 weeks	2 weeks	1 week	3 weeks	3 weeks before Ramadan
Ads ramp-up	Final 7 to 10 days	Final 7 days	Final 2 to 3 days	Final 2 weeks before courier cut-off	Across Ramadan, weighted to the last 2 weeks
Packing staff and materials confirmed	2 weeks	2 weeks	Usually not needed	3 weeks	3 weeks before Ramadan

 

Two overlaps catch sellers out. 12.12 stock has to be ordered while you are still busy with 11.11, so set the 12.12 forecast during 11.11 prep.

 

Chinese New Year and Ramadan both move each year, and in some years the fasting month begins within days of Chinese New Year. Check both dates against the official public holiday list before placing purchase orders.

 

How do you plan stock so you don't sell out or overstock?

Base campaign stock on your last comparable sale, not your daily average. Take units sold per SKU in the last 11.11 or festive peak, adjust for the discounts and ads you plan, and have the stock received and counted at the warehouse before nominations close. Stock still in transit cannot ship on campaign day.

 

1. Pull last campaign's sales by SKU from Seller Centre for each marketplace.

2. Separate hero SKUs (the ones you will nominate or advertise) from the long tail.

3. Adjust for this campaign: a deeper discount, a new voucher tier or a bigger ads budget all lift demand.

4. Buffer hero SKUs more than slow movers, so cash is not tied up in stock that will not sell.

5. Book inbound deliveries so stock is received and put away before the cut-off in the timeline table.

6. Allocate stock across channels in your inventory system, so a Shopee flash deal does not oversell what Lazada and TikTok Shop also list.

 

A shared warehouse stock pool with marketplace sync reduces overselling during campaign weeks.

 

 

How do campaign registration and vouchers work on Shopee, Lazada and TikTok Shop?

Each platform runs campaign registration inside its Seller Centre. On Shopee, sellers nominate products and vouchers for each campaign through the Marketing Centre, and approval is not guaranteed. Lazada and TikTok Shop run similar flows with their own deadlines. Missing a window means selling without the campaign's traffic.

 

• Shopee: you set the campaign price, campaign stock and purchase limit when nominating, and Shopee checks items against the campaign's criteria. Approved nominations are generally locked, so confirm prices before you submit.

• Lazada: upcoming campaigns and deadlines are listed in Seller Center. Around the biggest sales, Lazada has in the past frozen product and promotion edits for a few days and locked prices on approved items, so finish changes early.

• TikTok Shop: registration runs through Seller Center, but much of the volume comes from LIVE sessions and affiliate creators. Plan creator samples and live schedules alongside product registration.

 

Voucher planning checklist

• Platform vs shop vouchers: platform-funded vouchers come with campaign registration; shop vouchers come out of your margin.

• Stack check: work out the final price when shop, platform and bank vouchers all apply.

• Minimum spend tiers: set them just above your average basket so buyers add one more item.

• Quantity caps: stop a popular code from running past budget in the first hour.

• Fees and tax: commission is worked out after seller discounts, and service tax (SST) is charged on platform fees. Check your fee invoices so the campaign price still leaves a margin.

 

Who should own these settings when you work with a partner is covered in the planned post Outsourcing Your Shopee and Lazada Store: What to Hand Over, What to Keep, What It Costs.

 

How should you budget marketplace ads around mega sales and payday?

Split the ads budget into three phases: warm-up, peak and tail. Warm-up builds add-to-carts in the week before, the peak phase gets the largest share on sale day, and a small tail catches late buyers. Payday needs a short, steady burst rather than a large reserve.

 

The split below is an illustrative example, not a benchmark. Adjust it to your own return on ad spend (ROAS) from past campaigns.

 

Phase	Timing (11.11 example)	Example share	Focus
Warm-up	7 to 10 days before	30%	Search and discovery ads on hero SKUs
Peak	Midnight launch to end of sale day	50%	Higher bids and caps on proven SKUs
Tail	1 to 3 days after	20%	Retarget visitors and cart abandoners

 

Across Shopee Ads, Lazada Sponsored Solutions and TikTok Shop ads:

• Approve the budget early so ads are not paused mid-campaign by an empty wallet.
• Only push SKUs with stock at the warehouse. Ads on a SKU that sells out at 2am waste the day's spend.
• Watch ROAS hourly on sale day and move budget from weak SKUs to strong ones.
• For payday, rerun tested ads two to three days before the 25th instead of building new ones.

 

During Ramadan, buying shifts towards the evening, so schedule live sessions and higher bids after breaking fast.

 

 

What staffing and fulfilment prep does campaign week need?

Staff for the order peak, not the average day. Confirm packers, packing materials and courier pickup times at least two weeks before 11.11, 12.12 and the festive peaks. Marketplaces measure dispatch against your ship-by deadline, so orders that miss it hurt your late-shipment rate and shop health.

 

Orders land in waves around the midnight launch and flash-sale slots. Check these two weeks out:

• Headcount: extra packers or longer shifts for sale day and the two days after.

• Materials: polybags, boxes, waybill rolls and tape for the forecast volume.

• Courier pickups: extra or later collections in the Klang Valley, and earlier cut-offs for Sabah and Sarawak orders.

• Holiday cut-offs: before Chinese New Year and Hari Raya, match your preparation times and buyer notices to the published last shipping dates.

 

Keeping dispatch on time when volume triples is covered in the planned post How to Keep Your Late-Shipment Rate Low During 11.11 When Orders Triple. Pick-and-Pack Fees in Malaysia: The Line Items Sellers Get Charged For explains what campaign volume costs if you outsource packing.

 

What is uParcel doing in Malaysia?

uParcel is setting up a fulfilment warehouse in Selangor to support ecommerce sellers ready for the next big sale. If the steps in this guide feel like a lot to coordinate alone, the option is to hand them over to an experienced team running end-to-end ecommerce under one roof, from stock storage and fulfilment through to marketplace campaign management, what uParcel runs as CMOS (Complete Marketplace Outsource Solution).

 

To start with the warehouse side, see uParcel’s ecommerce fulfilment warehouse in Malaysia.

 

Conclusion

A working marketplace campaign calendar in Malaysia starts six to eight weeks before each peak, with stock landed and counted before nominations close. 11.11 and 12.12 sit close together, and Chinese New Year and Ramadan can overlap, so plan the next peak while the current one is running.

 

Treat payday as a monthly routine rather than a mini 11.11. Approve ads budgets early, push only SKUs with stock on the shelf, and staff for the peak hour rather than the daily average.

 

Frequently Asked Questions

 

When does Shopee open campaign nominations for 11.11 in Malaysia?

Shopee shows each campaign's nomination period in Seller Centre under the Marketing Centre, and the dates change by campaign. Nominate as soon as the 11.11 campaign appears, because approval is not guaranteed and approved details are generally locked.

 

Is the payday sale worth joining if I already discount for 11.11 and 12.12?

Usually yes, with lighter offers. Payday buyers are clearing carts with fresh salaries, so a modest shop voucher and steady ads often convert without mega-sale discounts.

 

How far ahead should I send Chinese New Year stock to a fulfilment warehouse?

Aim to have it received and put away about four weeks before Chinese New Year. That leaves time for counting, listing updates and the earlier courier cut-offs before the holiday.

 

Can I run Shopee, Lazada and TikTok Shop campaigns from one stock pool?

Yes, if your inventory system syncs stock across all three. Set campaign stock limits per channel so a flash deal on one marketplace does not oversell stock promised to another.

 

Will I lose control of my store if a partner manages my campaigns?

You should keep ownership of the seller accounts and sign off pricing, vouchers and ads budgets. Agree a campaign plan up front and ask for a results report after each sale.