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By the asian parent revealed that for indonesian

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by The Asian Parent revealed that “for Indonesian mothers, Shopee is a firstchoice shopping platform (73%), followed by Tokopedia (54%), Lazada (51%) andInstagram (50%).”The e-commerce and digital economy in Southeast Asia is fast developing andwith great growth potential. Shopee identified these opportunities which thebrand leveraged to differentiate itself from other e-commerce platforms andimproving its user engagement approach. The report covers Shopee’s initiativesand how it contributes to the growth of the industry.In 2018, 30% of the Vietnamese population participated in online shopping, eachspending an average of USD 208, total B2C revenue of USD 8.06 billion.It is expected that by 2020, the growth of e-commerce will continue to hold at20% / year, revenue of nearly 10 billion USD and on average, each person willspend 350 USD.The latest statistics of the Vietnam E-Commerce Association (VECOM) show that30% of the Vietnamese population participating in e-commerce (EC) are mainlyliving in urban areas.
Specifically, 70% of e-commerce transactions take place in big cities, mainly in HoChi Minh City. In HCMC and Hanoi, the remaining 30% is for large rural areaswhere up to 70% of the Vietnamese population lives.The most important reason for the inequality is the misunderstanding of smallbusinesses in the countryside. According to Google, most small rural businessesoften do not have much time, money or internet knowledge.Not only that, they also misunderstand that online business will cost a lot ofmoney or must have good technology personnel. Therefore, in 5 small businessesonly 1 often online and often just to receive mail or entertainment.From these statistics, it can be seen that the rural area can be a breakthroughopportunity for e-commerce exchanges in the future.Of all, Shopee is the most agile with this trend. In 2016, when Shopee officiallyentered the e-commerce market in Vietnam, the Lazada - Tiki couple almost sweptall customers in urban areas, so this rookie had to expand operations to theregion. rural areas if they want to grow fast or catch up with the above twoenterprises.3.2Customers AwarenessMobile-first focus as a key advantageLeveraging on the growth of mobile penetration in Southeast Asia and Taiwan,Shopee focuses on the first touch point of their consumer journey, the Shopeemobile app.The mobile app provides a clean interface, easy-to-use design and quick links toeach feature of Shopee.The user-centred design and intuitive interface accommodate both the buyer’sand seller’s experience from the beginning of their journey.Hyperlocalisation driving memorable digital experiences
Shopee operates in a highly diverse environment and its campaigns are hyper-localised to cater to the demands of each market. For example:Vietnam’s large millennial population of 30% or 27 million rely on their mobiledevices and demand a more personalised shopping experience. To engage thissegment, Shopee launched month-long sales campaigns and selected a popularVietnamese actor as its brand ambassador.

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Term
Spring
Professor
Ninh Đức Cúc Nhật
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