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

The second session of LEAP dove into a common problem faced by many traditional businesses looking at ecommerce – what online channels should I be selling on?

Factors involved in building an effective retail channel strategy was dissected during this week’s module conducted by managers from leading regional ecommerce enabler aCommerce.

Topics for the week included: multi-channel online distribution, choosing a tech platform to build a webstore and key ecommerce metrics to capture.

Here are some of this week’s LEAP highlights:

1. Criteria for Choosing the Right Online Marketplace

RAPHAEL GAILLOT, REGIONAL DIRECTOR OF BRAND COMMERCE, ACOMMERCE
ecommerce channel strategy

Raphael Gaillot, Regional Director of Brand Commerce, aCommerce

In Southeast Asia, there are typically four channels a brand can sell through: a brand.com, a popular online marketplace, e-retailer, and/or social media (FB, LINE, Instagram, etc.). To test the market’s demand for its product, many brands begin with top marketplaces such as Lazada or Shopee in Thailand.

Raphael shares a few criteria brand managers should consider before choosing a marketplace to allocate resources to:

ecommerce channel strategy

What are the top marketplaces in Singapore? Share your email to receive it here

2. The Right Technology for a Webstore

MANDY ARBILO, HEAD OF REGIONAL WEB DEVELOPMENT, ACOMMERCE

Depending on the country a business is operating in, the level of ecommerce platform maturity differs but the most important part of any shoppable webstore is the features that allow businesses to retain customers and guide them down the ecommerce funnel.

ecommerce channel strategy

Mandy Arbilo, Head of Regional Web Development, aCommerce

Below are a few examples of website features as shared by Mandy:

  • Discovery – SEO/SEM, affiliate feeds, etc.
  • Consideration – Product details, beautiful imagery, etc.
  • Conversion – Promotions and discounts, etc.
  • Loyalty – Loyalty points, wish lists, etc.
  • Advocacy – Gift wrapping, product reviews, etc.

ecommerce channel strategy

“Products delivered to the hands of customers may be the final touchpoint in the theory of ecommerce but in reality, it is not.”

The last touchpoint? Implementing the right levers so they keep coming back.

3. Analytics to Monitor in Ecommerce

MARIE ENAUD, REGIONAL HEAD OF BRAND COMMERCE OPERATIONS, ACOMMERCE

Traditional businesses can think of the layout of their ecommerce storefronts similar to an offline store.

“In a supermarket, store managers would put the eggs and milk near one another because you know these are items that people commonly buy together. The same works for a webstore.”

ecommerce channel strategy

Marie Enaud, Regional Head of Brand Commerce Operations, aCommerce

Marie stressed that through data collection and rigorous analysis, companies would understand which SKUs (stock keeping unit) would perform the best and which products would do more poorly. This allows demand forecasting, stock allocation and determination of successful campaigns.

Opening a brand.com store would provide a wider range of customer data such as buy frequency, time of purchase, types of products bought together, etc. but marketplaces such as Lazada have begun sharing more customer data such as gender mix, age mix and geographical reach.

ecommerce channel strategy

“Is there any shortcut to capturing this data and understanding customer behavior?” asked a student.

“There’s no shortcut to gathering intelligence for ecommerce. It’s best to implement these processes as early as possible and to remember that what worked offline doesn’t mean it will succeed online. Monitoring the data is necessary.”

The next LEAP class is on Thursday September 21st, 2017 taking a look at digital marketing tactics in Southeast Asia. Read LEAP Insights from last week: [LEAP Week 1] eIQ Insights: The New Ecommerce Opportunity in Thailand.


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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   
LEAP Ecommerce Course Southeast Asia

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).

LEAP Ecommerce Course Southeast Asia

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.

LEAP Ecommerce Course Southeast Asia

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.

LEAP Ecommerce Course Southeast Asia

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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