<![CDATA[The recent social phenomenon, where people open the Shopee application not only to make transactions, but also as a routine activity in utilizing their free time, makes Shopee not only a marketplace but also a behavioral ecosystem that systematically directs the way consumers interact, make decisions, and form digital shopping routines. The purpose of this study is to understand how Shopee's marketing strategy contributes to shaping consumer shopping routines, as well as how Shopee's position can be understood as a behavioral ecosystem, not just a digital transaction platform. The method in this study uses a qualitative research type with a library study approach. Based on the overall synthesis of the literature, this study found that Shopee can be understood as a behavioral ecosystem that actively shapes people's digital consumption routines. Big data-based personalization strategies, the use of gamification, mobile-first and social commerce approaches such as Shopee Live, Shopee Video and affiliate programs, thematic promotions, and flash sales as well as a commitment to local culture are marketing strategies implemented by Shopee that make shopping activities no longer solely based on functional needs, but also influenced by digital environmental stimuli that are constantly present in consumers' lives. The platform not only provides transaction facilities, but also creates a behavioral environment that encourages consumers to continue interacting repeatedly.]]>
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