Justin Lee
Justin Lee and ShopBack: Scaling a Regional Cashback Leader
Justin Lee is the Co-Founder of ShopBack, one of Asia-Pacific’s leading shopping rewards platforms. Since the company’s founding in Singapore in 2014, Justin has played a critical role in driving business development, strategic partnerships, and regional market expansion—helping position ShopBack as a key performance marketing partner for thousands of global and local brands.
In its early years, ShopBack rapidly expanded beyond Singapore into Malaysia and the Philippines, followed by Indonesia, Thailand, Taiwan, and Australia—marking key milestones in its ambition to build a truly regional consumer rewards ecosystem. By 2016, the platform had processed its first million transactions and distributed over SGD$500,000 in cashback to users, demonstrating strong product-market fit across Southeast Asia.
A major milestone came in 2018 when ShopBack acquired personal finance platform Seedly, signaling its evolution from a cashback platform into a broader financial services ecosystem. This momentum continued with multiple funding rounds, including a US$45 million investment in 2019 and an extended US$75 million round in 2020 led by Temasek—enabling the company to accelerate growth and product innovation across markets.
Today, ShopBack serves more than 60 million users and partners with over 20,000 merchants across Asia-Pacific. Under Justin Lee’s leadership in partnerships and growth strategy, the company has also expanded into offline payments and financial services through ShopBack Pay—reinforcing its mission to make everyday spending more rewarding while enabling merchants to drive measurable customer acquisition and retention.
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