Manila, Philippines – Local social commerce startup SariSuki has successfully raised US$7.1m, aimed at driving the startup’s expansion into the quick commerce scene. The funding round was led by Openspace, Susquehanna International Group (SIG), Global Founders Capital (GFC), Saison Capital, JG Digital Equity Ventures, and Foxmont Capital Partners.
In total, SariSuki has earned a total of US$10.5m in funding. Furthermore, the new funding will be used to increase the business’ product assortment, dark warehouses, and geographic expansion.
The startup is founded by Bam Mejia as chief commercial officer,Philippe Lorenzo as chief operating officer, Angelo Lee as head of strategy and fundraising and Brian Cu as chief executive officer. For SariSuki, hyper-convenience is a key strategy in breaking down more barriers to e-commerce adoption and creating an end-to-end e-grocery platform.
Cu said, “We are a set of founders that grew up in the Philippines and have an understanding of our market. This, combined with our background in scaling up large tech companies in the region, made us realise that we can do more with the supply chain infrastructure we have built. Quick commerce is a way for us to expand into serving the segment of our market that seeks hyper-convenience for a hyper-local product mix for their daily needs.”
SariSuki started in 2021 with a mission to empower communities with more options to shop for high quality groceries online – which it achieves by buying fresh produce in bulk from local farmers and offering them to the local community at a discounted price.
To address long-existing supply chain inefficiencies, SariSuki adopts an agent-assisted model, servicing its consumers through ‘Community Leaders’. Members of communities who set up their business as a ‘Community Leader’ see meaningful income expansion as they profit from selling produce whilst performing the last mile fulfilment. This model has enabled SariSuki to offer supermarket quality products at wet market prices.
Crossing Over to Shoppable Content
As far as internet real estate goes, digital marketing has become a much more precise science. It’s no longer an open house where anyone can come in and salespeople can only hope that the right people would notice the high ceilings or marble countertop and be convinced enough to take the deal. These days, marketers bring the content right in front of their audience in an experience as personal as any, the digital analogy of leading the consumer right toward the cash register. Shoppability isn’t just a new catchphrase. In the world of content, it is the new normal.
The Consumer Conversion
In narrowing the gap between commerce and consumer, big brands are moving from a publisher model into an e-commerce one. Consider the biggest merchants in the world. They all become media at one stage. They have journalists in-house that produce numerous articles and videos, becoming brand publishers in the process.
Net-a-Porter, for example, has become more of a magazine online than a retailer. Amazon is now a media company that produces content all around the world. L’Oréal has invested tens of millions of euros to build platforms like hair.com and skincare.com. Those websites attract a lot of traffic which enable L’Oréal to gain traction and build up visibility among their users with free organic visits.
On the other hand, those who are already in publishing, like Allure or Refinery29, are looking at newer ways to gain revenue from their audience beyond the unpredictability of paid advertising. Through the years, they have come up with more than 10,000 product reviews from different brands around the world. They aggregate those product reviews to develop search-based content, SEO traffic, and organic visitors for free from Google and eventually convert them to shoppers. So, when the audience discovers a product via Allure.com, they’re redirected immediately towards e-commerce websites like Walmart or Clinique. Allure then earns some commission based on the traffic and conversations that they’ve generated to the brand.
The need to drive those organic visitors into shoppers has led to a convergence between content and commerce. In the last six months, there has been a massive transformation of online platforms into e-commerce websites. It’s become a formula to drive value, engagement, and sales.
Becoming Shoppable
In the foreseeable future, more and more companies will be adopting this strategy into their brand.com websites, turning them into shoppable platforms. They will take their existing content management systems, embed seek-out, needs-based content for users, and add products within those pages. The result is a richer, dynamic, personal experience that engages the audience – and conveniences them – while giving significant commercial benefits to brands.
How it works is that you take an audience-attracting piece of content, like an article. The article contextually features advertising based on a keyword on the page by displaying smart product placements based on an algorithm that is carefully chosen by the merchant or brand. Then and there, the audience can ‘add to cart’ without going through the hoops of multiple redirections or manually inputting a separate site.
Allure and L’Oréal are only a few of the brands that are now relying on this formula. With shoppable content, the consumer is captive right at the moment of influence. For example, IKEA’s revolutionary augmented reality app, which lets users see how its products would look in their space, allows customers to buy that particular piece right then and there.
The aforementioned luxury retailer Net-a-Porter takes things further by turning even the analogue into a shoppable channel. The Edit is its weekly digital magazine that expectedly leads the audience to product pages upon clicking on editorial layouts. However, Porter is an actual, tangible print magazine. When readers scan over the images with the Net-a-Porter app, they can immediately purchase the featured products.
Taobao has attracted millions of shoppers via live stream shopping. YouTube has installed a direct-response ad format with browsable product thumbnails underneath the video. Pinterest has turned its top-performing organic Pins into shoppable ads. TikTok has launched an integrated shopping feature, virtual teleshopping, and even dance contests that link to in-app purchasing.
The progression of social media as a shoppable content venue is as organic as they come. It has a built-in audience that depends on social media channels for entertainment, inspiration, and now a procurement of those first two. Yet, these are only the tip of the iceberg when coming up with shoppable solutions for content.
A More Meaningful Experience
When a company makes more engaging content and realises its commercial potential, it does not only benefit the brand but the consumer as well. Using performance-driven data offers consumers a more personalised and authentic journey. These numbers instigate a better understanding of people and their behaviours and inspire content that is much more relatable.
Content marketing answers people’s questions at the right place and at the right time. Shoppable content takes that a step further – presenting benefits for everyone in the journey. It is as measurable as it is personal. It’s not just the next big thing. It’s here, now.
This article is written by Sven Lung, CEO & founder of performance-driven content agency Green Park Content.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.
Tokyo, Japan – Global professional services Accenture has announced that it will be acquiring Tambourine, a Japanese-based commerce customer experience (CX) agency. Said terms of the transaction were not disclosed as of this moment.
The company, founded in 2015, provides integrated commerce services on the Salesforce platform. It delivers customer experience design and engineering, develops web services and applications, and offers consultancy services to optimize customer touchpoints.
Tambourine already has a proven track record in using Salesforce Commerce Cloud to deliver seamless commerce experiences for consumer goods and entertainment companies in Japan.
Through the acquisition, Tambourine will enhance the world-class suite of sales and commerce transformation services, from product and platform engineering, to omnichannel delivery of commerce experiences.
Speaking about the acquisition, Flaviano Faleiro, president for growth markets at Accenture Interactive, said, “Brands understand that when they respond to new consumer behaviors with a seamless commerce experience, it makes them more relevant and valuable. The combination of Tambourine and Accenture Interactive will further enhance our ability to leverage creativity, technology and deep human insights to accelerate growth of our clients.”
Tambourine is the latest in a series of acquisitions that Accenture has made to rapidly scale commerce expertise and excellence, including Experity in Brazil, Glamit in Argentina and Openmind in Italy. In Asia, the company had also acquired Malaysia-based marketing consulting/agency Entropia.
Atsushi Egawa, Accenture’s market unit lead for Japan, said, “Digital customer experience and brand reputation is so closely intertwined that it can impact a company’s growth. In considering ways to deliver the best of commerce experiences, brands are turning to data and the cloud for leverage. By weaving in Tambourine’s unique offerings into Accenture’s, we will continue to help accelerate our clients’ growth.”
Meanwhile, Tatsuya Nakao, CEO of Tambourine, commented, “Tambourine is founded on the premise of achieving excellent outcomes as a team. Now, as part of Accenture, we look forward to extending our digital commerce expertise across the entire customer experience and work closely together to create [a] deep impact for our clients.”
Sydney, Australia – Global commerce platform Shopify and global audio streaming platform Spotify have entered a strategic partnership that allows music artists to expand beyond music and traditional merch to build fully realized brands, all with the capabilities of both platforms in their own specialities.
Using the Spotify channel, artists can introduce products to the place where listeners and fans are already engaging with their music most. By connecting their Spotify for Artists accounts with their Shopify online stores, artists can sync their product catalogues and seamlessly showcase products of their choice directly on their Spotify profiles, making it easy for fans to browse and purchase.
Said feature period is currently in beta testing, and is available to users across Australia, Canada, New Zealand, the U.K., and the U.S.
“Shopify is already powering the online stores of local and international acts, and the Spotify integration will further empower Aussie and Kiwi artists to showcase their unique talent, brand or creativity, and engage their fans even more effectively,” said Shaun Broughton, managing director for APAC at Shopify.
With Shopify, artist-entrepreneurs have access to an all-in-one commerce platform to manage their brands across multiple touchpoints that not only include leading social and entertainment channels and marketplaces, but now one of the most popular audio streaming services in the world.
“For new artists, Shopify is an easy-to-use, all-in-one commerce platform to start, grow and manage their brands. For artists with large followings and pre-existing businesses, Shopify’s world-class infrastructure effortlessly handles high volumes of traffic, key sales moments, and highly anticipated product drops,” Shopify said in a press statement.
Singapore – Creative and communications network dentsu in Asia-Pacific and leading short-video platform TikTok has newly forged a regional partnership, aimed at driving media and commerce excellence for clients. The partnership, which has already been kickstarted in SEA, will enable dentsu clients to leverage TikTok’s strengths as a platform to deliver best-in-class capabilities across commerce, creativity, and creator marketing to drive brand outcomes at scale.
A key aspect of the partnership is the ‘Test with TikTok’ program which brings together leading performance specialists from dentsu and product innovators from TikTok to test several performance and commerce hypotheses on the platform.
With a fixed set of exclusive clients on the pipeline, dentsu clients will enjoy access to new features and best practice optimization opportunities on TikTok to uncover new learnings. The agency said that efforts around this initiative are already underway where select dentsu clients are currently participating in an exclusive hypothesis test around the effectiveness of different audience strategies on the platform.
Delilah Chan, head of channel revenue partnerships for SEA at TikTok, shared that through the collaboration, dentsu’s clients will be getting custom product testing opportunities, giving them actionable insights that present advantage when developing growth strategies on the TikTok platform.
“We are delighted to partner with dentsu as by complementing the strengths of our two organizations – TikTok’s product and platform capabilities with dentsu’s world-class performance and commerce capabilities, we can truly put the needs of the clients at the heart of our partnership,” said Chan.
Sunil Naryani, dentsu APAC’s president for product, commercials & partnerships, further shared that more than 10 client tests are already in the works and the longer-term objective is for these tests and best practices to culminate into client-centric commerce and performance strategies on the TikTok platform.
“Genuine commitment between dentsu and TikTok has allowed us to expand our partnership beyond standard training programs into progressive and tangible areas of product testing for performance and commerce outcomes. We appreciate the strong collaboration from TikTok with dentsu advertisers for exclusive hypothesis testing and generating actionable insights on their platform through the ‘Test with TikTok’ program,” said Naryani.
The APAC division of dentsu has also recently announced a new integrated solution focused on gaming. The new ‘dentsu gaming’ aims to bring together the extensive gaming heritage and expertise of the dentsu Japan network with the global scale and specialist capabilities within dentsu international.
New York, USA – New York-headquartered Optimizely, a provider of digital experience platform solutions, has launched ‘Data core service’ which enhances its digital experience platform (DXP) to provide deeper analytics and unified data insights across its suite of products.
With Data core service, Optmizely aims to provide companies a greater understanding of their customers, as well as their overall digital business performance. The new service will be available to Optimizely cloud customers by Q1 2022, and will be included at no charge, subject to 250K MAU’s usage limit, for customers who are implementing one or more of its solutions which include Content Cloud, Commerce Cloud, B2B Commerce Cloud, and Experimentation.
Optimizely said that Data core service will serve as the ‘connective tissue’ for its users, unifying data to serve as the ‘underlying force’ across content-centric, commerce-centric, and experimentation use cases, as well as customer profiling.
Data core service also provides common context, helping companies bring data across Optimizely into a centralized place and gain access to dashboards and analytics on how their digital business is performing. Ultimately, data core service aims to help companies deliver the right experience at the right time by providing visibility into their digital properties.
During the company’s virtual Opticon21 event, Justin Anovick, Optimizely’s chief product officer, said that the best DXP must be adaptable and that organizations shouldn’t have to manage disparate data sets or question where the single source of data truth is when developing their tech stack.
“With the launch of Data core service, we’re giving customers full visibility into their data without sacrificing composability,” said Anovick.
The service launch follows the company’s unification of the Optimizely and software Episerver brand and the acquisition of customer data platform Zaius in March 2021.
Optimizely has a global presence with offices in APAC including in Australia, Singapore, and Vietnam.
Hong Kong – TBWA\Hong Kong has launched its commerce offering TBWA\Commerce, in partnership with sister agency The Integer Group, the commerce agency headquartered in the U.S. and a key member of Omnicom Commerce Group.
Integer is a leading commerce agency focused on driving business growth results and opportunities through retail marketing, e-commerce & social commerce, connected commerce media, and brand communications & activation, as well as retail experience design, and technology & innovation. The agency’s clients include world-leading brands like AT&T, FedEx, Frito-Lay, Michelin, Nestlé, P&G, PepsiCo, and Starbucks.
TBWA\Commerce will leverage Integer’s e-commerce expertise to center its offering around e-retail, specifically on HKTVMall, Hong Kong’s online shopping platform.
Jan Cho, TBWA\Hong Kong’s managing director, commented that surprisingly, the e-commerce landscape in Hong Kong is less advanced than most developed countries because of its prolific and highly concentrated retail presence, which previously provided the unchallenged shopping convenience.
“But Covid upended the landscape and gave rise to a late, yet rapid e-comm boom from direct to consumer (DTC), social commerce to marketplace,” Cho said.
According to the agency, HKTVMall is one platform that has benefited significantly with the marketplace’s Gross Merchandise Volume (GMV) more than doubling to HK$5.95b or almost US$800m in just a year and which is still climbing.
The agency said that despite the speed in development, marketplace commerce remains an unfamiliar territory for many Hong Kong brands, and like most e-commerce platforms, HKTVMall has its own layers and set of rules that feel foreign to most marketers, which can initially be intimidating.
Anne Chan, the agency’s head of digital and commerce, said, “HKTVMall is a fantastic platform for brands. Its volume of traffic, diversity of customers, promotion support, and online-to-offline (O2O) presence are second to none in the region.”
Chan shares that they’ve spent a great deal of R&D time to understand the inner workings, hidden codes, and rules of the platform. Chan said they believed they’ve cracked the ‘codes’ with the help of Integer’s expertise and the suite of tools from HKTVMall.
Cho added, “We’ve tried and tested [the] methodologies we’ve developed with actual businesses on HKTVMall, which have proven to be very effective. We’re confident we can advise any marketers to boost conversion, and the impact would usually be seen in a matter of months.”
TBWA\Commerce sits alongside other specialized offerings to provide full-funnel support to brands, namely, Disruption\Consulting which is catered to data-led business planning, DxD or which stands for design & experience planning, and BOLT, the agency’s in-house film production.
The commerce offering will pioneer in Hong Kong but planning for expansion across other APAC markets is already underway.
Terence Ling, head of strategy at TBWA\Hong Kong, commented,“We have made heavy investment of resources to develop this proprietary capability. Brands can take advantage of our unique experience and know-how leapfrogging the competition.”
Ling said that while the immediate focus is on HKTVMall, brands can access the agency’s ‘ePlaces’ offering to map their growth strategy across the digital ecosystem.
Singapore – Despite many countries worldwide easing up on normal life disrupted by the global pandemic, there is still a large fraction of shoppers worldwide who now hesitate to shop in-store, a new report from Wunderman Thompson Commerce shows.
According to the report, 49% of APAC shoppers are now hesitant to shop in physical stores, suggesting a transition to shop through online channels.
Looking at specific markets, nearly three quarters (72%) of shoppers in India are experiencing this fear, followed by Thailand (62%), China (55%) and Indonesia (51%) – while Japan and Australia are more open to the idea (30% and 22% respectively).
Meanwhile, on a global scale, nearly three-quarters of shoppers say that online shopping came to their rescue in 2020, with Thailand at the top of the global ranking having 94% of consumers agreeing to the sentiment. Looking ahead, three-quarters of global shoppers (73%) say e-commerce would be more important to them in 2021.
In terms of frequency of shopping online, marketplaces other than Amazon account for a third (33%) of all purchases, led by Japan at 45% and Thailand coming in at 41%.
It has been noted in the report that Amazon’s reputation on pricing is comparatively poor in Asia – just 20% of shoppers say it provides the best value, compared to 48% who identify the other marketplaces as being best: e-commerce platforms Tmall, Taobao, and Lazada.
“As we look beyond 2021, we know this channel shift from physical to digital channels is not only accelerating but will be the primary channel for retail purchasing in future. We see consumers turn to local and regional marketplaces as they take on global players like Amazon, an abundance of businesses switching to D2C offerings, and Asian consumers leading the way when engaging in new channels such as social and live commerce,” said Kaythaya Maw, chief technology officer at Wunderman Thompson APAC.
Despite these moves towards online shopping channels, there still remains hope for direct-to-consumer (D2C) brands handled by retailers. Over one quarter (29%) of shoppers in China said they have used branded direct-to-consumer sites as a source of inspiration, putting the channel third behind dominant marketplaces like Taobao and Tmall, and social media.
Nevertheless, the demand within these online retailers are surging, as APAC shoppers now demand the most from digital retailers, saying they want better products, services, and experiences online, with Thailand shoppers agreeing with the statement at 94.8%, closely followed by China and Indonesia at 89% and India at 86%.
A big finding from this year’s survey is that 44% of all global consumers the report spoke to say they have bought from a social platform. In Asia, buying directly through social media is already clearly a well-established trend, led by Thailand where 74% of consumers said they had purchased from a social platform, followed by Indonesia and China at 69%.
Speaking about the insights, Justin Peyton, chief transformation and strategy officer at Wunderman Thompson APAC, notes that with the heightened interest in online shopping, one should refrain from the use of the term ‘e-commerce’ since the term online shopping has now expanded beyond the borders of e-commerce platforms.
He added that with the growth of sales that we have seen in the recent past, and the fact that it is becoming the channel of choice, digital transactions have become a hygiene element that brands are expected to support as part of the overall commerce ecosystem.
“What’s more interesting is how commerce is fragmented across owned platforms, social platforms, conversational platforms, and marketplaces. With this diversity, brands must focus on where they can not only gain visibility but demonstrate their products in ways that are most likely to influence consumer choice,” Peyton stated.
Meanwhile, Maw added, “With the largest representation from Asia-Pacific taking part in this year’s report, we hope to provide businesses with vital insights to formulate effective strategies and respond to how consumers are shopping in this current environment, and how they will shop in future.”
Philippines – Dingdong Dantes, a top local actor in the Philippines with a long-time leading man status in the local entertainment industry, has officially launched Monday, 19 April, Dingdong, his new tech startup, which offers commerce solutions for SMEs. Without the frills, the actor goes for his namesake for the business’ official name.
Dingdong offers three solutions, namely, Dingdong Delivery, Dingdong E-commerce, and Dingdong Marketplace.
Dantes, whose real name is Jose Sixto Raphael Dantes, rose into popularity by the terse screen name which is often anchored to the perennial humor of its reference to ‘doorbell’. And without any surprise, Dantes, who joins the band of celebrities opening up their own business ventures, uses the jovial connotation to his advantage, adopting the tagline – “You Ring it, We Bring it” for its delivery services.
Its delivery service was first piloted to the market in August 2020 as a response to the blow of the pandemic on businesses’ economy and peoples’ livelihood. Meanwhile, its e-commerce API for SMEs is currently underway, while its online marketplace serves as the platform that merges both its delivery and e-commerce, offering consumers a place to make their food delivery orders.
The realization of the tech solutions firm, Dantes credits, to a time in 2019 when his wife, equally prime actress in the country Marian Rivera-Dantes, had to accomplish a delivery for her flower arrangement business in which the male Dantes had to step in, and thereafter, sparking the idea to bring a delivery service himself to fruition.
In partnership with software enterprise solutions company and PLDT-backed, Multisys Technologies Corporation, Dingdong’s delivery service helps businesses and organizations to fulfill their last-mile delivery requirements. Meanwhile, Dingdong E-Commerce enables all entrepreneurs to promote and sell products in an online marketplace with user-friendly tools that automate the management of products, inventory, and orders. Its e-commerce solution also allows companies and businesses to aggregate with other merchants in a unified digital marketplace. Committed to becoming the leading and most trusted e-commerce platform, Dingdong E-Commerce also provides auxiliary training in general business topics like branding, accounting, taxes, and product-specific topics.
Dantes said that he recognizes first and foremost that his business venture is show business and that his strength lies in telling stories and realities through his craft. This time, he wants to be able to redirect the power of stories to uplift Dingdong’s stakeholders – its merchants, riders, and consumers, with whom they intend to grow with and improve the lives of.
“At the core of dingdong and its solutions is excellent service that we give to all our stakeholders. We believe that excellent service is the key to all our business relationships and to all the doors of innovative solutions backed by technology,” said Dantes in the virtual press conference.
Dantes added, “Dingdong as a brand, and as a service is definitely here to build lasting relationships [with] our fellow entrepreneurs, partner riders, and discerning consumers by enabling and empowering them. We understand that it is only through the empowerment of our community members that we will be able to co-create what we call the people-centric solutions that will allow all of us to thrive and progress sustainably amid adversity.”
Currently, the Dingdong marketplace is only available through a web app. Consumers can make their on-demand and pre-booked food deliveries through marketplace.dingdong.ph. Meanwhile, businesses can learn more of its solutions through dingdong.ph.
Kuala Lumpur, Malaysia – “#EveryoneCanTrade” – this is the catchphrase of the newly-launched MeCan Trade commerce platform that promises to allow merchants to conduct business absolutely free.
The recent platform launch is in response to the rising unemployment rate in Malaysia, and the perils that traditional and big industry business players face in the mid of the COVID-19 pandemic.
New statistics have shown that more people are venturing online to earn income, as shown by Statista where about 81% of the Malaysian population are active social media users. This is about a 1/3 increase compared to 2016, in which the social media users amounted to approximately 60% of the total population in Malaysia.
“MeCan Trade enables you to have your very own business by providing you your very own personalized e-store instantly with just a few clicks, for absolutely free. You will be able to offer a wide variety of original products directly from product owners. It has no risk, no capital, 100% genuine and unique products with instant set-up which is completely free for life. All the provision of stocks/products, inventory/payment gateway, back-end logistics, delivery system etc from A to Z will be taken care of by MeCan Trade for the Ambassadors,” the company said in its press statement.
MeCan Trade is the brainchild of former founder of restaurant chain OldTown, Andy Goh. Goh believes that as e-commerce has taken the ‘world by storm’, local entrepreneurship can go beyond conventional borders.
“From a business perspective, traditional ways of doing business have become harder – involving competition, product quality, logistic arrangements and sustainability. There is a paradigm shift using technology & big data efficiency to rebuild and transform suffering business owners through this difficult period,” Goh stated.
He added, “The core value for MeCan Trade is to share the wonders of what technology can do to improve, accelerate and re-invent new business ideas. We already have all the resources in place, we just have to collaborate and execute.”
Through the MeCan trade platform, three opportunities are being offered:
Sellers/Brand Owners – Sellers now have a platform to perform business recovery, consolidate enough data, tools and resources put together to start a business instantly, without being burdened by hefty expenses. The seller’s role is pretty straight-forward; list with MeCan Trade and use the system that allows full transparency, product price control, marketing tools and access to over 1000 fleet of sales force to sell your products.
Buyers – Bulk buying options by tiers, where MeCan Trade will connect these interested buyers to reliable, safe and trustworthy manufacturers.
Ambassadors – A MeCan Trade ambassador can earn passive income and become an entrepreneur by directly engaging with the source of the product.
MeCan Trade currently supports over 200 brand owners and manufacturers with over 2,000 products available with more than 1,000 ambassadors and counting, and Goh hopes that by the end of next year, they hope to achieve over 5,000 ambassadors and more than 20,000 products on the platform.
As part of its e-commerce initiative, MeCan Trade has also launched a 2 year #MeCanBoss Program with a total investment valued up to RM15.75 mill to nurture social commerce entrepreneurs. Said program gives incentive to coached ambassadors, while top performers will be given capital and guidance to start and develop their very own product,
“We provide a journey to aspiring local entrepreneurs in generating a self-sustainable income or passive income by trading online with credible, in-demand products from Manufacturers or Authorized Distributors. Business owners or individuals that are interested to come and list their reputable products or join this campaign can sign up at MeCan Trade on our official platform,” Goh concluded.
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