Health supplements Malaysia

VellGoood: Health Supplement E-commerce in Malaysia, Shopee Store GMV from RM 24,000 to RM 98,000 a Month

Meta Ads funnels into the Shopee app, Shopee Search and Discovery ads and store retention mechanics for VellGoood, a Malaysian health and skincare brand from Natural Options — measured in blended return on ad spend, monthly store GMV and customer acquisition cost.

The client

VellGoood is a Malaysian health and skincare brand from Natural Options, selling through its Shopee store. The range includes the Digex probiotic, Junior OptiFriends for children, and the Flexi and Screen Shield lines.

The problem

The store relied on shoppers who were already on Shopee: there was no customer acquisition from outside the platform, broad Shopee keywords were wasting spend, and single-sachet orders kept cart values low.

In month 1, the audit month, the store took about RM 24,000 a month at a 1.8× blended return on ad spend, with each new customer costing RM 54.

What we did

  • Meta video at the top. Problem-and-benefit video for each product line, with hook tests on the digestive and skincare ranges.
  • Collaborative Ads into Shopee. Meta's Collaborative Ads retargeted viewers with the store's catalogue inside the Shopee app, with purchases tracked in-app, and lookalikes seeded from the store's top repeat buyers.
  • Shopee Search and Discovery. High-intent brand and ingredient bidding, daily Discovery placement bids, and negative keywords that blocked irrelevant ingredient searches.
  • Basket building. A three-box Digex bundle as the main acquisition offer, add-on deals pairing Digex with skincare, and Flexi and Screen Shield offered at checkout.
  • Retention. Store voucher ladders and replenishment bundles, with 30-day replenishment orders for Junior OptiFriends.

What we delivered

  • 4 funnel stages Meta video, Collaborative Ads retargeting into Shopee, Shopee Search and Discovery, and store voucher retention.
  • 2 ad platforms run as one funnel Meta Ads and Shopee Ads, with in-app purchases tracked back to Meta.
  • 3 product lines Digex probiotic, Junior OptiFriends, and Flexi and Screen Shield.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (Month 1 to month 6 of the engagement)

Metric Before After
Blended return on ad spend 1.8× 4.6× (2.6× the baseline)
Monthly Shopee store GMV RM 24,000 RM 98,000 (4.1×)
Blended customer acquisition cost RM 54 RM 19 (−65%)
Monthly store GMV — month 2 and month 4 RM 24,000 · 1.8× RM 41,000 · 2.7× (month 2) · RM 68,000 · 3.8× (month 4)
Checkout attach rate — Flexi and Screen Shield add-ons — 34%

Month 1 is the audit month, not a period before the engagement. Malaysia store only. Sources: Meta Ads Manager and Collaborative Ads reporting (return on ad spend, acquisition cost); Shopee Seller Centre (GMV, attach rate). Return on ad spend and acquisition cost are blended across Meta and Shopee Ads. Costs are the client's media cost, not shakalakaa's fee, which we do not publish.

What this means for your health and skincare brand

The plain-language version. In six months VellGoood's Shopee store went from about RM 24,000 to RM 98,000 a month, every RM 1 of ad spend went from returning RM 1.80 to RM 4.60, and each new customer cost RM 19 instead of RM 54. The change was bringing buyers in from Meta and landing them inside the Shopee app, rather than competing only for shoppers already searching there.

What this says about shakalakaa: we run Meta Ads and marketplace ads as one performance funnel for e-commerce brands, and we judge it on store revenue and acquisition cost.

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FAQ

Frequently asked questions

What did shakalakaa do for VellGoood?
Built a four-stage funnel: Meta video, Collaborative Ads retargeting into the Shopee app, Shopee Search and Discovery ads with negative keywords, and store voucher and bundle mechanics for retention.

What were the results?
From month 1 to month 6: blended return on ad spend from 1.8× to 4.6×, monthly Shopee store GMV from RM 24,000 to RM 98,000, and blended customer acquisition cost from RM 54 to RM 19.

What are Collaborative Ads?
A Meta format that shows a brand's catalogue to Meta users and sends them to buy inside a marketplace app such as Shopee, with the purchases reported back to Meta so campaigns can optimise for them.

Is this Malaysia only?
Yes. The results are for VellGoood's Malaysian Shopee store.
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