How Shopee Live streamer Angel Or took a chance on flexibility and found success

When she first started live streaming in December 2023, Angel Or (@angelorangelor) never thought it would become her full-time job. At the time, she was holding a corporate role in the retail industry and livestreaming was just a fun side hustle.

Her live-streaming journey on Shopee started when a merchant reached out to her. After a few sessions, she began streaming one to three times a week on thematic and special sales days such as 11.11.

But as her income grew steadily – nearly matching that of a full-time job – she couldn’t help but wonder if she had missed an opportunity.

“Livestreaming was growing on Shopee’s platform. I compared the hours I spent livestreaming with my 9-to-5 job, along with the income I was earning from each,” says Angel.

With that, she quit her job in June 2024 to do live streaming full-time but it was not without reservations. Angel had ongoing house and renovation loans from her new flat, and had just become a new mum to a six month old daughter.

“The transition from my full-time job to livestreaming was worrying – I wasn’t sure if my streaming income could match my full-time salary and CPF contributions,” she adds.

Support from her husband – who is an influencer – together with the flexibility to choose when to stream and spend time with her family, were further factors that spurred her to continue.

From the start, Shopee helped her build momentum by recommending beauty and fashion brands to promote. Within four to six months, as her livestream income and results grew steadily, Angel was convinced she’d made the right decision.

Since then, she has had opportunities to work with various beauty and fashion brands, which have led to continued brand collaborations and relationships.

How Shopee helps creators turn livestream niche into a career

Starting from scratch, Angel credits Shopee’s livestream tools – from creator coin giveaways and limited-time vouchers to dedicated creator manager support – for helping her grow and retain audiences.

Through Shopee’s brand matching initiative, she’s also found her niche in live fashion recommendations, connecting with brands that align with her passions.

“It’s the combination of the right product, genuine passion, and consistently showing up for my viewers that keeps the excitement alive,” she says.

She also finds joy in seeing audiences rally behind local businesses. “It’s really heartwarming when viewers tell me their friends and family love the products and come back to buy more.”

In September, Angel joined Shopee’s Direct From Vietnam series – a livestreaming initiative connecting consumers to cross-border fashion brands. Alongside other creators, she collaborated with Vietnamese labels such as Augety, Shushi, and Nocturnal, livestreaming directly from their stores.

“People were so excited about the series. We streamed for four days, six hours a day, and worked with more than 10 brands. I’m excited to see how Shopee’s fashion category continues to grow with Shopee Live,” she adds.

With Shopee’s user-friendly tools, women entrepreneurs are not only growing their businesses, but also uplifting other women along the way.

Join Angel Or as she shares her entrepreneurial journey with Shopee on 6 November, 5-7pm, in a fireside chat about kickstarting and growing your online business, brand, or side hustle. Sign up here!

PHOTOGRAPHY: Athirah Annissa
ART DIRECTION: Adeline Eng & Ray Ticsay
STYLING: Donson Chan
HAIR: Karol Soh, using Revlon Professional
MAKEUP: Grego Oh
COORDINATION: Chelsia Tan

Cotton blazer and crocodile embossed skirt, Cos. Cotton polo T-shirt, stylist’s own