Before becoming Shopee’s top livestream seller with over nine million followers, James was just a 14-year-old boy hustling online.
He didn’t know it then, but those early listings were the start of a decade-spanning journey that would turn him into one of the country’s most influential online sellers.
“I started sales when I was 14 years old,” James recalled. “…Then, two years ago, my friend and I decided to start an agency.”
Confidence came early. James compared the feeling to acing an exam, “That’s the same feeling I had.” Even during holidays when no one else was working, he pushed himself to show up. “That was the start of everything,” he said.
To stand out in a saturated market, James focused on branding. That is the story behind his moniker “Kuya James.”
Why He Chose Affiliate Marketing Over Traditional E-Commerce
With his success, people often ask why he doesn’t just create and sell his own products. James is quick to explain the logic. “When you’re investing your own money in inventory, what if something bad happens? You basically have dead stock in your warehouse,” he said.
Affiliate marketing, he argued, offers a smarter path:
• No capital risk
• No inventory losses
• Unlimited scalability
“Imagine selling a thousand pieces through affiliate marketing versus selling 100 pieces from your own capital,” he said. “You can earn bigger.”
The fear of limits is what pushes him forward. “I really look into the scalability of the process and how much you can reduce the risks,” he added.
Becoming Shopee’s #1 Seller
With millions of followers, James still insists he “sometimes doesn’t know” how he rose to the top. But his work ethic tells the story. “I put the work—extra work,” he emphasized. For today’s event, James is also part of product design, the IT department, and even handled pricing.
“I pay attention to every detail I can think of,” he said. More importantly, he listened.
“What we’re doing is not actually for us—it’s for the followers. These products were all requested by them,” the top seller shared.
This responsiveness is core to his success. Whether they are smart TVs, budget smartphones, or surprisingly popular items, like the 2,000 bras he once sold, James chooses products that Filipinos actually want and can afford.
His Partnership With Shopee
James’ collaboration with Shopee began with an experiment.
“Our first live became record-breaking in the whole Philippines and Southeast Asia,” he shared. What started in a simple living room setup has now grown into a fully equipped studio that he likens to a reality show.
Brands trust him. Followers trust him even more. And James makes sure to give back. “Those motorcycles and bicycles behind us? They came from my own money. It’s my way of giving back to our supporters,” he said.
What to Expect at the Shopee 12.12 Super Sale
James says Shopee’s 12.12 Super Sale will be the biggest live selling event in the Philippines, with top brands joining in.
Here’s what viewers can expect during his 12.12 livestream:
Big Discounts
“People can expect up to 70%–80% discount. The deals will be the lowest guaranteed price across the Philippines.”
Free Shipping Nationwide
A major crowd-pleaser, James noted, “Free shipping is already the goal for so many people.”
Huge Giveaways
James continues his brand of generosity:
“We documented the 11.11 winners, and this time we made it triple.”
Flexible Payment Options
For those without credit cards, he highlighted:
“We have S-Pay Later, 0% interest for up to six months.
Why Filipinos Keep Showing Up for Him
James said most of his viewers are everyday consumers looking for value.
“That’s why most of the products here are things you use daily. It depends on what you really need.”
His approach is simple yet effective — treat selling like a game you play to win.
“You need to spend more time, just like gaming. Do it more often to get better,” he explained.
“I study every product. I make sure it’s good. I can explain it easily so people understand why it exists.”
And that, he said, is why people keep watching.
As Shopee 12.12 Approaches…
If his track record is any indication, the Philippines is about to witness another record-breaking online shopping moment.
WATCH the full interview:
