Forrest Li
Analyst · Goldman Sachs
Hello, everyone, and thank you for joining today's call. I'm pleased to share that we are kicking off 2024 with a strong quarter. All our 3 businesses have delivered solid growth with an improved profit profile.
The macro environment in the past few years has been challenging. Many of you have been with us through this journey. Going through this period has made us leaner, fitter and savvier. While we will always face new challenges, we are now much more confident of our ability to weather headwinds well and adapt quickly to changing environments.
With that, let me take you through each business performance. Starting with e-commerce. We are pleased to report that Shopee delivered strong growth this quarter, achieving its highest ever quarterly order GMV and revenue. In the first quarter, on a year-on-year basis, gross orders was up 57%, GMV was up 36% and revenue was up 33%. Unit economics has also improved. Our overall adjusted EBITDA loss narrowed to $22 million. And our Asian market achieved a positive adjusted EBITDA of $11 million this quarter.
Shopee's operational priorities for 2024 continue to be enhancing our price competitiveness, strengthening our content ecosystem and improving service quality for our buyers. We are making good progress on all these fronts. On enhancing our price competitiveness, we continue to help sellers with upstream supply chain access to sell more easily on Shopee. On strengthening our content ecosystem, Shopee has become the largest live streaming e-commerce platform in Indonesia based on average daily live streaming order in the first quarter. Live streaming e-commerce unit economics also continued to improve quarter-on-quarter.
On improving service quality for buyers, our integrated logistics capability has become a key differentiating factor of our service quality. We have put a lot of hard work into SPX Express. And today, it is one of the fastest and most intensive logistics operator in our market, quickly enhancing our customer experience. In the first quarter, above 70% of SPX Express orders in Asia were delivered within 3 days of order placement. And because of the scale we have achieved in our market, we have managed to steadily reduce its cost. SPX Express' cost per order decreased by 15% for Asia and 23% for Brazil year-on-year in the first quarter.
Having SPX Express in the Shopee ecosystem also allows us to efficiently roll out new features that benefit our buyers, such as the on-time guarantee program that we launched in Southeast Asia. This program provides a guaranteed delivery time for orders, and this certainty is well appreciated by our buyers. Another initiative we implemented is having Shopee directly manage the return and refund process. This has resulted in a 30% year-on-year increase in resolution time. In the first quarter, about 45% of cases were resolved within 1 day.
So taken together, these efforts increased operational efficiency, improve customer experience and reinforce Shopee's reputation as a reliable shopping destination. We will continue to push more on these operational priorities in the coming quarter and year. We expect these efforts to further differentiate Shopee from its competition and bring greater value to both our buyers and sellers.
Next, turning to Digital Financial Services. We are pleased to report that SeaMoney has continued its strong growth momentum and profitability into 2024 while maintaining prudent risk management. Our efforts on user acquisition has produced significant growth in both user numbers and the loan book size. In the first quarter, our Digital Financial Services revenue grew 21%, and adjusted EBITDA grew 50% year-on-year. Consumer and SME loan active users, defined as those with loans outstanding by the end of the quarter, increased 42% year-on-year to more than 18 million this quarter. As of March 31, 2024, our consumer and SME loan principal outstanding reached $3.3 billion, up 29% year-on-year and up 5% quarter-on-quarter. Credit business is currently the primary driver of SeaMoney's revenue and profit growth. Our credit business benefits from Shopee's transaction model and user base.
In addition, we are also seeing strong growth in off-Shopee loans, which include cash loans and off-Shopee SPayLater consumption loans. By the end of the first quarter, off-Shopee loans accounted for over 40% of our total consumer and SME loans outstanding. Going forward, we see further upside to improve our off-Shopee penetration across different markets as we continue to grow.
As we build up our credit business, we continue to maintain a prudent approach to risk management. We generally begin by granting low credit limit, short-tenured loans to users to build their credit history. For users with good track record, we gradually increase the credit limit, loan tenure and credit product offering. As we gain more users and more data, we continuously fine-tune the risk model for each market. This allows us to grow our business while maintaining good risk control. Nonperforming loans past due by more than 90 days as a percentage of total consumer and SME loans remained stable at 1.4%. We anticipate further growth for our Digital Financial Services business throughout the year. As we healthily grow our user base, we will be able to offer a broader set of financial services to meet our users' needs in the future.
Finally, turning to our Digital Entertainment business. We are pleased to share that Garena expects to positive growth, with bookings up 11% year-on-year. This was led by Free Fire's strong performance across markets. In the first quarter, Free Fire's average MAU increased 24% year-on-year. Our operational priorities for Free Fire will remain consistent in 2024, improving user acquisition, engagement and retention. We continue to introduce play modes, redesign features and launch new content at a high -- all at a high frequency, allowing Free Fire to sustain high player engagement with its huge user base.
In January, we launched Chaos, a major version update allowing players to vote for key events in the game setting. This interactive feature has made Chaos highly successful. And in April, we launched the Mechadrake version update, allowing players to team up to combat a mechanical monster in addition to the Euro pVp gameplay. Our constant efforts to understand the users' needs, address key issues from a product perspective and frequently introduce fresh and exciting content are paying off. In its seventh year, Free Fire is still one of the largest mobile games in the world by user scale and remains highly effective in attracting new users. According to Sensor Tower, Free Fire was the most downloaded mobile game globally in the first quarter. Given this track record of being able to sustain and grow Free Fire's massive global user base, we are confident of building Free Fire into an evergreen franchise.
To conclude, we have a clear road map for profitable growth. Our results in the first quarter have given us a strong start to 2024, and we are well on track to deliver our full year guidance. With that, I will invite Tony to discuss our financials.