ecommerceIQ, together with Sasin SEC, created LEAP (Leadership Ecommerce Accelerator Program) to provide the fundamental knowledge and skills needed to successfully run an ecommerce business in the world’s fastest growing market.

Southeast Asia’s first ecommerce program kicked off last Thursday with three lecturers from honestbee, L’Oreal and aCommerce teaching a full class of C-suites and Senior Managers from banking, travel, retail and FMCG industries, etc.

Every week after class has wrapped up, we will be sharing a few highlights from each session.

Welcome, Class of 2017.  

1. Thailand’s Emerging Digital Consumer, the Super App, and Marketplace Verticals

Paul Srivorakul, aCommerce Group CEO, co-founder Ardent Capital   

Paul Srivorakul, aCommerce Group CEO, co-founder Ardent Capital

Messaging platforms are the emerging leaders in the ecommerce space to watch for because they’re no longer just social platforms but have the capacity to move up and down the value chain to become a ‘super app’.

An example is LINE: LINE@ (advertiser), LINE Shop (ecommerce) and LINE Man (on-demand).

Convergence of media, advertising, ecommerce and logistics. These brands move up and down the value chain.

With millions of dollars behind titans such as Go-Jek, Lazada and Tokopedia all fighting for the region’s 200+ million internet users, what’s left for SMEs? According to Paul, the future is in vertical marketplaces.   

“It’s more important to build a community around your company’s products and services than continual subsidizing because what matters is the consumer experience.”

2. What is a Product?

Bounthay Khammanyvong, honestbee Thailand Country Manager

product can be the feel of your packaging, it is the brand image, the UX on your website, it is essentially everything that reaches your end consumer.

Bounthay Khammanyvong, honestbee Thailand Country Manager

“It is imperative to define and understand your product to understand who is your real competition and whether you can avoid a war.”

And for ecommerce, make sure to offer consumers something they won’t be able to find offline. Otherwise, what’s the point?

3. The 10 Golden Rules to Succeed in Ecommerce as a Brand

Praponsak (Cafae) Kumpolpun, L’Oreal Ecommerce Manager

As a brand builds its digital strategy from the initial strategy, business plan to constructing the right internal ecommerce team to execute and measure the right KPIs, there are a few questions the Ecommerce Manager should always ask:  

“What do you need to do to succeed?” and “why should you do this?” at each stage of this 10 step ecommerce strategy. 

Praponsak (Cafae) Kumpolpun, L’Oreal Ecommerce Manager

What L’Oreal focuses on when establishing its ecommerce presence on multiple online channels is A+ Content – engaging content that inspires purchasing.  

The next LEAP class is on Thursday September 14th, 2017. Stay tuned for this week’s learnings.

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