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Apparel and tech gadgets are two things that are almost synonymous with online shopping. According to Statista, ecommerce sales in fashion and the electronics & media categories make up more than 50% of total online sales in Southeast Asia.

Statista estimates ecommerce sales in the electronics & media category will reach $5.26 billion this year across six Southeast Asian countries (find below), while the online fashion market will reach $4.464 billion.

websites where online shoppers buy fashion and mobile phones in SEA

Fashion online sales in the region are expected to double within the next five years and electronics & media are expected to increase 1.5 times. Where are customers going online to look for these products?

Google’s Consumer Barometer has some answers and based on the data, a couple of online channels in Southeast Asia stand out for buying clothing & footwear and mobile phones.

Where are shoppers buying clothing & footwear?

Consumers mostly buy apparel on general online marketplaces and e-shops that predominantly focus on selling fashion and footwear. Less people report buying on brand.com but until only recently did well known brands such as Adidas, Zara, Uniqlo, started to offer their products online in Southeast Asia.

Other popular online shopping destinations include social sites such as Instagram and Facebook and apps like Shopee and Carousell who are dominating C2C market sales in the region.

websites where online shoppers buy fashion and mobile phones in SEA

Where are shoppers buying mobile phones?

As for electronics, there is a larger variety of channels shoppers use to buy mobile phones. In Indonesia, classifieds sites and mobile phone brand stores are the most popular choice for shoppers.

In Vietnam, shoppers favor online shops of mobile retailers and big box retailers, while in Thailand people shop on general e-retailers. websites where online shoppers buy fashion and mobile phones in SEA


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The Flipkart deal to acquire Jabong was completed in only three days, reports Tech In Asia.

The race was on because Jabong was in the late stages of talks with Flipkart arch-rival Snapdeal.

Flipkart moved quickly to steal Jabong from Snapdeal, who desperately wanted to gain market share in the fashion ecommerce segment.

“Generally, a deal of this size takes three to six months from due diligence to closure. Wrapping it up in 72 hours was a challenge,” comments Vinay Joy, Associate partner at Khaitan & Co.

In the case of Flipkart and Jabong, Vinay and his team understood the risks and proceeded with documentation on all levels. It’s possible that the Jabong team was already in the process to provide the due diligence documents to other parties interested in buying it.

An agreement can be worked upon and signed within three days but a legal and financial due diligence of a company already mixed in controversies is not possible within that time frame.

Jabong murky history

Jabong’s prime backer was Rocket Internet. The stake was later sold to Global Fashion Group, in which the latter owns a stake, along with lead investor Kinnevik AB. Rocket Internet was unhappy with the fact that GoJavas, a logistics company incubated inside Jabong and now a separate company valued more than Jabong, has no shareholding in it.  This eventually led to an audit at Jabong.

We have a high bar when it comes to governance, regulations and compliance. Unless a company can clear that bar, we have issues. – Kunal Bahl, CEO of Snapdeal.

Out of all the mergers this year, the acquisition of Jabong is probably the most controversial, and far from being smooth. Flipkart’s lawyer will be conducting post-due diligence even after the deal is inked.

A version of this appeared in Tech In Asia on July 28. Read the full version here.