Pawoot Pongvitayapanu (Pom) MD and Founder Rakuten TARAD.com President of Thai E-Commerce Association TO CONVERSION
Pawoot Pongvitayapanu (Pom) MD and Founder Rakuten TARAD.com
President of Thai E-Commerce Association
TO CONVERSION
What happen in Current Online Marketing!
Purchasing Funnal!
Purchasing Funnal!
Branding & Engagement
Sale and Order
* From National Statistic Office 2013
Thailand E-Commerce Value มูลค่าการซื้อขายทางออนไลน์ของประเทศไทย
2554 2555 % change Total 783,998 744,419 -5.05 B2B 291,209 282,946 -2.84 B2C 99,706 121,392 21.75
B2G 393,083 340,081 -13.48
7
Thailand Internet Retailing Growth
0
5,000
10,000
15,000
20,000
25,000
2010 2011 2012 2013 2014 2015 2016 2017
Internet Retailing Internet Retailing
Unit:T
HB m
illion
Source : Euro Monitor
* Million 2010 2011 2012 2013 2014 2015 2016 2017
Internet Retailing (THB) 12,848 14,326 15,472 16,555 17,548 18,426 19,163 20,120
Internet Retailing (USD) 428 478 516 552 585 614 639 671
Rakuten TARAD.com Info • Total Merchant 269,139 • Tuested Merchant 2,500 • Product Items 4,303,521
Payment channel
credit-‐card 45%
bill-‐payment 27%
counter-‐service 9%
paypal 6%
ktc-‐flexi 5%
paysbuy 3%
bank-‐transfer 2%
ciVbank 1%
mpay 1%
Payment by Volume
Credit Card payment have 45% , the biggest payment channel
The Largest Payment Channel
ระบบเงินผ่อนออนไลน์ 3 พันบาทขึ้นไป
เลือกวิธีการชำระเงิน
เลือกการผ่อนชำระ
Customer Demographic
3%
24%
45%
19% 9% 18-21
22-30
31-40
41-50
51 up
2012-Q113
Sale Sharing by Age
2%
27%
46%
18% 7%
18-21
22-30
31-40
41-50
51 up
Half Year 13
Member Age Revenue share : Half Year 13
Ø Super Sale Campaign brought main target aged 31-40 and 22-30 sales increasing Ø Aged 41 up share 27% sales volume in 2013 compare to 19% in 2011
4%
34%
43%
14% 4% 1% 19 -‐ 21
22 -‐ 30
31 -‐ 40
41 -‐ 50
51 -‐ 60
61 up
2010-2011
44%
23%
10%
9% 7% 5% 2% 2010-2011
33%
31%
9%
9%
8% 7% 3%
Customer Geographic
Area Revenue share
Ø Up Country, apart from BKK and Central Area, sale continue increasing and sharing 39% Ø BKK sale sharing now set to 2nd Rank Ø If exclude BKK, up country share 78% Sale
2012-13
Sale Sharing by Area
ภาคกลาง 39%
กรุงเทพ 22%
ภาคใต้ 10%
ภาคตะวันออก 9%
ภาคอีสาน 9%
ภาคเหนือ 8% ภาคตะวันตก
3%
ภาคกลาง
กรุงเทพ
ภาคใต้
ภาคตะวันออก
ภาคอีสาน
ภาคเหนือ
ภาคตะวันตก
1st Half 2013
M-commerce Rakuten TARAD.com
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014
Summary Total Sale volume in TARAD.com between Y12 -‐ Y14
Y 2012 Y 2013
Sale growth + 668%
Total Sale is conVnuously increasing quarter by quarter unVl Q1 YoY +206% , Growth 668% from Y12 unVl 1st Quarter 2014
PC Version 50%
MB Version 50%
Sale volume separated by device at Q1,Y14
PC Version 47%
MB Version 53%
Traffic shared by device at Q1, Y14
Smartphone 73%
Tablet 27%
Smartphone 73%
Tablet 27%
MB version 1st Ranked 2nd Ranked 3rd Ranked 4th Ranked 5th Ranked
TOP Sale Category
Clothing & Fashion 30%
Telecom 16%
Food & Health 15%
Watches & Jewelry 11%
Camera 7%
Showing Sale and Traffic of MB version is mostly came from Smartphone (73%) with cloth&fashion catg. 30% as top cat.
16
0%
2%
4%
6%
8%
10%
12%
PC
Mobile
PC and Mobile Shopping Time!
GMS trend by hour
§ 1st Time : Morning time 0:00 – 9:00 น."§ 2nd Time : Lunch Time"§ 3rd Time : After office hours"
3 mobile shopping in a day"
Hourly trend of PC and MB purchase
1st Timing!0.00 – 9:00 น."
2nd Time !12.00 น." 3rd Timing!
18:00 - 22.00 น."
Launched TARAD on Mobile + MRT support media
TARAD on Mobile
Defind mobile version : is a smartphone with the <= 7 " mobile screen. Defind PC version : is PC + iPad + device since 7" to 9" screen.
12 million Friends Connected
TARAD Line Marketing : Increase Sale"
Result : 1,372 order within 3 hours TARAD Line TARAD m-‐Commerce (Mobile Site)
Premiershop.tarad.com Brandsworld-online.tarad.com
ลงโฆษณากับ Facebook Advertising!
เลือกปุ่มให้ถูกเพื่อกระตุ้นกลุ่มเป้าหมาย!
เลือกเป้าหมายได้ละเอียดมากๆ (Target Audience)
ลักษณะการทำงานของ Facebook Custom Audience!
20,000 email list
12,000 FB user
หน้าบริหารผู้ชม (Audiences)"https://www.facebook.com/ads/manage/audiences.php
Lookalike Audience
กรณีศึกษาของ TARAD.com!Best Practice for Custom Audience"
300,000 E-Mail Matched 200,000 Facebook Result Cost = 7,650 Visit = 6,844 Order = 47 GMS = 270,163
Order CVR Cost/Sale CPC 788 4.17% 12.73% 5.08
Order CVR Cost/Sale CPC 464 2.82% 22.9% 7.46
Facebook Advertising Performance
Engagement Ad brought High CVR, low Cost/GMS
Twitter Advertising for E-Commerce
Google Analytics"
Google Analytics Dashboard"
วัดยอดขายว่ามาจากช่องทางไหน!
Tracking All Traffic to Our Site"
Platform 30%, !Marketing 40%, !Operation 30%!
Omnichannel : Customer Experience across online and offline
Offline Media"Tie-in Online sale channel and drive people to buy it now.
Purchasing Funnal!
Branding & Engagement
Sale and Order
Summary and Keys Take Away"• Internet User in Thailand more than 31 million user"
• Mobile Commerce will become majority within 3 years"
• Social Media and Big Data will be Key for E-Commerce"
• Brand Awareness not Enough"
• Please Support Thailand by BUY Thai product from Online Channel.! "
• Don’t know where to start.! Please try www.TARAD.com "
Kob Kun Kub (Thank You)
Pawoot (Pom) PongvitayapanuManaging Director and Founder E-Mail : [email protected] • Twitter.com/pawoot : "• Facebook.com/pawoot"• Instagram.com/pawoot "