CATCHING UP WITH M-COMMERCE TREND IN SOUTHEAST ASIA! Especially Thailand – Indonesia - Vietnam eMinhBui Emerging Asia – Ecommerce & Supply Chain conference July 2015 (Bangkok)
M-Commerce @ Emerging Asia - Catching up with the mobile eCommerce trend in Southeast Asia - Especially Thailand Indonesia Vietnam
Aug 18, 2015
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CATCHING UP WITH M-COMMERCE TREND IN SOUTHEAST ASIA!
Especially Thailand – Indonesia - VietnameMinhBui
Emerging Asia – Ecommerce & Supply Chain conference July 2015 (Bangkok)
Southeast Asia eCommerce guest Columnist Speaker at Asian tech/eCommerce conferences
Southeast Asia eCommerce from Insiders’ views!
Hot hotel deals for Southeast Asian Explorers!
eMinhBui Founder
WHY M-COMMERCE?
Singap
ore
Mala
ysia
Thaila
nd
Vietna
m
Indo
nesia
Philipp
ines
87%80%
49%36%
23%15%
90%+ Mobile Internet users are active daily
SMARTPHONE PENETRATION (Nielsen)
WHY M-COMMERCE?
Convenience is the main factor motivating consumers to shop via their smartphone
China
India
Thailand
Indonesia
Korea
Malaysia
Asia Pacific
Vietnam
Singapore
Philippines
70.1%
62.9%
58.8%
54.9%
53.8%
45.6%
45.6%
45.2%
36.7%
34.0%
MOBILE PURCHASE IN THE LAST THREE MONTHS
(MASTERCARD 2014)
WHY M-COMMERCE?
Myungjo Choi Managing Director Facebook
Southeast Asia
50% of our revenue is from mobile. So mobile is not the trend but the
present of us!
WHY M-COMMERCE?Pawoot – CEO/Founder Tarad.com (Rakuten Thailand): Mobile is also our main channel to reach people outside of Bangkok
Tien Nguyen – VP eCommerce VNG Vietnam: 40%+ our traffic is from mobile channel. This is our critical channel to be one step ahead of other players in the field
Chinmay – CEO Foodpanda Singapore: 45% of our traffic/booking come from the mobile app
WHAT DO M-CUSTOMERS BUY?
MasterCard Survey 2014
27.9
21.219.1
31.8
Clothes and accessoriesAppsDaily dealsOthers
The most popular mobile shopping purchases amongst Asian Pacific shoppers
WHAT DO M-CUSTOMERS BUY?
IndonesiaThailand
Vietnam
0
5
10
15
20
25
30
35
Beauty & cosmetic items
Clothing or Apparel
Electronics
Leisure travel
Tickets
Google Mobile Planet
WHAT DO THEY CARE?
We can serve mobile customers better by analyzing these above factors
Thailand Indonesia Vietnam
51% 43%66%
34% 46%
52%0.37
0.5
26% LocationPromotionAvailabilityPrice
By Google Barometer
WHEN DO THEY USE MOBILE TO SHOP?USAGE OF SMARTPHONE IN PURCHASE JOURNEY
IndonesiaThailand
Vietnam
0
10
20
30
40
50
60
70
At beginning of shop-ping, looking for inspira-tion, ideas
In the middle of my shopping, evaluating the products
At end of my shopping
After shopping process, writing reviews
Throughout whole shopping
We can use content marketing with tips, stories… to attract more m-customers while they’re looking for inspiration, ideas
Indonesia Thailand Vietnam0
10
20
30
40
50
60
70
80
LOCATION OF SEARCH
Home
Work
On-the-go
Coffee shop
WHERE DO THEY SEARCH FOR PRODUCTS?
Customers mostly search at home
WHERE DO M-CUSTOMERS BUY THINGS?
Indonesia Thailand Vietnam0
10
20
30
40
50
60
70
LOCATION OF PURCHASE
HomeWorkOn-the-goIn a storeCoffee shop
Customers mostly search & buy at home, especially in the evening. From this point we can set up customer services and delivery time accordingly to satisfy their need.
WHAT ARE THE KEY BARRIERS FOR MOBILE PURCHASE?
Can’t see detailed product info
Hard to compare prices & options
Cannot trust credit card security
Slow loading speed
Screen size is too small
MARKET SUMMARY – COMMON POINTS
Consumers are relatively young <30 They’re price & promotion sensitive Mostly do search and buy at Home Facebook is No.1, Instagram also the third popular social media for Thailand & Indonesia
Highly notice to mobile ads (>90%) while they’re on a website (rather than while searching)
More than 85% will search for brand after seeing an offline ads (TV, Mags, Shops/Malls)
MARKET SUMMARY - THAILAND
Female customers play a major role
Mobile is key to reach customer outside of Bangkok
Facebook/Line/Instagram are critical to reach Thais
Restaurants is a popular place for locals to hang out
BTS/MRT/Malls for high mobile search/impression ratio ad
MARKET SUMMARY - VIETNAM
Research on mobile then buy offline/desktop
People use mobile while hanging out at the coffee shops
Compare prices & product options are necessary
Small value high discount percent products are attractive.
Tech savvy guys’re highly influential
MARKET SUMMARY - INDONESIA
76% smartphone users are <25 years old
Loading speed is important (3G’s slower than TH/VN)
People use smartphone on the go (Traffics matter in Jakarta, Bandung, Bali…)
Twitter country: Jakarta the world No.1 Twitter city
Trust is key: branding, review, bloggers & celebrities…
Top activities: Comparison – Inspiration – Advice
Offline ads also work
HOW TO CATCH THE M-COMMERCE USERS?
Think Mobile – Live Mobile UI/UX – Content – MKT – Sales
all mobile first Think about Mobile-only
approachIndia’s Flipkart to shutdown website to go mobile-only
Find Right Local Team Young female marketers
for Thailand (Instagram exp is preferred)
<25 years-old Twitter team for Indonesia
Mobile shopping savvy guys for Vietnam
All of our website are designed in responsive ways so our customers easily find their desired flights & hotels.
David Yong Head of Product AirAsia Expedia
HOW TO CATCH THE M-COMMERCE USERS?
Website/app Optimize mobile UI/UX repeatedly
Optimize content/speed for mobile
Marketing Choose effective channels: mobile ad-network/offline ads (TV/Mags/Shops)
Sales Have special purchase/customer services policy for mobile channel
HOW TO CATCH THE M-COMMERCE USERS?
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