Indonesian Customers Leave More Product Reviews on Marketplace, but Thais Give More Positive Ones

Written by: Rara Kinasih on January 18, 2018

Given the proximity of Southeast Asia’s markets, consumer behavior and preferences across the region are expected to be relatively similar but brands present in multiple markets can contest that there are several differences between the countries. It behooves brands to prioritize customer feedback.

As there is no perfect product, there are hundreds and thousands of good and bad reviews floating around the web and its important to not weigh them equally. To add value to customers and merchants, online platforms like Lazada mark quality reviews with a badge to verify the purchase of the item by the user.

Reviewer with a purchase history of the SKU is verified on Lazada and identified with a badge. Source: Lazada Indonesia.

Top: Fully recommended! I’ve been using hyper glossy for over four years, there’s nothing as comfortable as this one, even though I have tried using other eyeliner products from Maybelline or other brands, I’m still loyal to this one. Very waterproof, long lasting. By the way, the packaging is very safe, tidy with layered bubble wrap and fast delivery. I’m very satisfied with the service from Maybelline Indonesia.

Bottom: Satisfied. The eyeliner was delivered yesterday, 3-days delivery. Good waterproof eyeliner, people who said it [the product] is small probably never bought Maybelline eyeliner before. It’s small but it could last five months.

Data-analytics platform BrandIQ compares feedback habits of customers on Lazada Indonesia and Lazada Thailand for brands in the Beauty & Health category to understand which markets are more satisfied with the same products.

Beauty shoppers Indonesia Thailand
Customers on Lazada Indonesia leave more than three times the number of reciews on the platform than customers on Lazada Thailand.

Not only did BrandIQ find that Lazada Indonesia had more than three times the number of reviews on Lazada Thailand in the Beauty & Health category, there were also more verified reviews.

The number becomes even more interesting when factoring in total SKUs on Lazada Thailand is two times more than on Lazada Indonesia, 2,136,259 and 1,278,324 respectively (as per January 11).

Looking at the reviews for four beauty brands with presence on both Lazada Indonesia and Lazada Thailand — L’Oreal Paris, Maybelline, Garnier, and Nivea — showed that although Thais left less reviews, they reported more positive things about their purchase than Indonesians.

By filtering for positive keywords such as ‘good’, ‘fabulous’, ‘amazing’, and negative keywords like ‘bad’ and ‘terrible’, BrandIQ is able to determine the overall customer sentiment for a brand’s products on a marketplace.

One keyword that appears most often on Lazada Thailand is ‘สีสวย’ or ‘nice color’, appearing in 12.47% out of all the Beauty and Health category reviews.

While on Lazada Indonesia, keywords like ‘tidak sesuai’ or ‘doesn’t fit’ showed up the most in reviews with negative sentiment in the same category.

Beauty shoppers Indonesia Thailand
Reviews from Maybelline customers in Lazada Thailand and Indonesia with the most popular keywords for each sentiments respectively.

Top: Nice color. The color is long lasting, nice color, and it’s 50% off! Super awesome.

Bottom: Two stars. Good product, only the color doesn’t look like the picture.

What does this mean for brands?

Although all customer feedback is important for brands, the ability to distinguish verified reviewers – those who have purchased – over random or spam users will give companies a more credible overview of how well received their products are in different markets.

Using Maybelline reviews as an example, Indonesians tend to leave more product reviews and appear less satisfied than their Thai counterparts, making it beneficial for Maybelline to either modify their product selection and/or address the complaints.