About the Consumer Pulse E-Marketplace White Paper
The key challenge for brands looking to go online successfully in Southeast Asia is a lack of actionable data and insights into consumer behavior. Should they build their own platform or leverage existing sites?
Scraping together details of metrics like web sessions, device used, and peak shopping times give a generic and high-level overview of the industry but what’s more difficult to ascertain is the mapping of consumer segmentation; consumer income levels, demographics, popular categories, and other key takeaways brands can utilize when determining their go-to market strategy.
Through an in-depth survey aimed at understanding the Indonesian and Thai online consumer, ecommerceIQ pieced together a holistic understanding of how to do ecommerce successfully in the region's two biggest markets.
The white paper is based on a total of 1,240 and 1,249 online survey respondents spread across Indonesia and Thailand, respectively, to represent the largest captive audience: people with existing access to the internet. They, in theory, would be more amenable towards buying online.
Some of the questions we set about to answer were related to overall demographics of online shoppers; age, location, gender, income levels, and type of products bought online.
We explored further to their e-marketplace of choice: which website were they using and why? How did they initially find out about the site? How often did they transact on the site; what were they buying; and how much was their average basket size?
The final set of questions aimed to unearth the aspects of the overall user experience people were unsatisfied with. How were they paying for their purchases and how likely were they to recommend the site to others?
Table of Contents:
Chapter 1: Introduction to Indonesia’s Digital Landscape
Chapter 2: All Ecommerce Players in Indonesia Are The Same. Or Are They?
Chapter 3: How Does Each Ecommerce Player Acquire Customers? A Look Into Their Marketing Strategies
Chapter 4: Who Shops Where? A Look Into Customer Profiles for Each Ecommerce Website
Chapter 5: What Defines The Indonesian Online Shopper. Is There Such a Thing as a General Profile?
Table of Contents:
Chapter 1: Introduction to Thailand's Digital Landscape
Chapter 2: Consumer Perspectives on Lazada vs Shopee
Chapter 3: How do Lazada and Shopee Acquire Customers?
Chapter 4: Who Shops Where? A look into customer profiles for each ecommerce platform
Chapter 5: What Defines the Thai Online Shopper?