The future of e-commerce marketing strategies is increasingly shaped by rapid technological advancements and shifting consumer preferences. Marketing leaders are now faced with the challenge of moving beyond conventional tactics to develop more innovative, data-driven approaches that cater to highly segmented audiences.

The rise of AI, machine learning, and predictive analytics allows for more precise targeting and personalisation, enabling marketers to deliver relevant content and offers that resonate with individual customers. Additionally, the integration of social commerce and mobile-first strategies is becoming essential, as customers expect a consistent and seamless experience across all digital platforms.

As we look forward, marketing leaders must be prepared to navigate a more complex digital landscape, where flexibility and responsiveness are critical to success. The growing emphasis on ethical consumerism and privacy concerns means that transparency, authenticity, and trustworthiness will be crucial components of any effective e-commerce strategy.

As part of our E-Commerce Marketing 2024 series, we recently interviewed marketing leaders across Asia-Pacific to learn more about their actionable insights and advice for brands to elevate their e-commerce marketing strategies.

Check out the line-up of our interviews with APAC marketing leaders under the series:

For our first interview on this series, Dheeraj Raina, vice president and head of integrated marketing and communications for Southeast Asia at Mastercard shares in this in-depth interview about evolving consumer behaviours, emerging marketing trends, and key developments in the payments industry and e-commerce marketing in Southeast Asia.

In the interview, he notes how one of the most significant trends in Southeast Asia is the rise of social commerce, and that voice commerce is also gaining traction, driven by the increasing use of audio and voice technologies.

Over at the consumer electronics scene, Eddie Teng, head of e-commerce for APJ at ASUS details how first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

Moreover, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, details that as consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, he mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

To achieve this, Cruz also shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

Meanwhile, Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia shared her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

For her, marketing strategies are built on a foundation of data analysis to understand and respond to changing consumer behaviours. She also shared how they have to ensure that they have a digital approach to pretty much everything that they do.

Over at the pharmaceutical scene, Siew Lai Wong, chief marketing officer at BIG CARiNG Group shared insights to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

Esther Chan, director of marketing at Love, Bonito discusses why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

For her, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration. They also look specifically at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI to improve their e-commerce marketing strategies.


Looking ahead to 2024 and beyond, e-commerce marketing strategies are set to evolve rapidly, driven by emerging technologies and changing consumer expectations. Marketers will increasingly rely on artificial intelligence and machine learning to deliver highly personalised experiences, while augmented and virtual reality will provide new ways for customers to interact with products online.

As privacy concerns continue to shape the digital landscape, brands will need to prioritise transparency and build trust with their audiences. Social commerce, along with influencer and community-driven marketing, will remain essential for creating authentic connections and driving growth. Ultimately, the most effective e-commerce strategies will be those that embrace innovation while staying attuned to the evolving needs and values of consumers.

The Asia Pacific market is witnessing a significant shift in consumer behaviour, with the rise of Direct-to-Consumer (DTC) brands becoming a major disruptor in the retail landscape. 

DTC brands have gained popularity for their ability to offer personalised products, seamless consumer experiences, and competitive pricing. As a result, many traditional brick-and-mortar retailers are now adopting DTC strategies to stay competitive. In this article, we will explore the key trends and insights related to DTC brands in the Asia Pacific market.

  1. Rise of Cross-Border E-commerce

One of the most significant trends in the Asia Pacific market is the rise of cross-border e-commerce. According to a report by Google and Temasek, the cross-border e-commerce market in Southeast Asia is expected to reach $53 billion by 2025, growing at a compound annual growth rate (CAGR) of 24% from 2020 to 2025. This trend is driven by the increasing demand for international products and services, as well as the growth of e-wallets and digital payment systems.

  1. Mobile-First Approach

In the Asia Pacific market, mobile devices are becoming the primary means of accessing the internet. The Asia Pacific region is leading the way in mobile commerce adoption with 55% of internet users in the region using mobile devices to make purchases. 

This trend is driven by the widespread adoption of smartphones and the increasing demand for mobile-first experiences. DTC brands that prioritise mobile-first strategies are likely to gain a competitive advantage in the market.

  1. Personalization and Loyalty

Personalization is a key aspect of DTC marketing, and consumers in the Asia Pacific market are increasingly demanding tailored experiences. DTC brands that prioritise personalization through data analysis, AI-powered marketing, and loyalty programs are likely to build strong relationships with consumers and drive repeat business.

  1. Sustainability and Social Responsibility

Consumers in the Asia Pacific market are increasingly concerned about sustainability and social responsibility. According to a report by Nielsen, 81% of consumers in Asia Pacific countries consider environmental issues when making purchasing decisions. DTC brands that prioritise sustainability and social responsibility are likely to attract consumers who share similar values and build brand loyalty.

  1. Omnichannel Retailing

The Asia Pacific market is witnessing a shift towards omnichannel retailing, where consumers expect seamless shopping experiences across multiple channels. According to a report by McKinsey, more than 50% of consumers in Asia Pacific countries use multiple channels to shop. DTC brands that prioritise omnichannel retailing are likely to provide a consistent brand experience across all touchpoints.

The Influence of Social Media

Social media has played a crucial role in the success of DTC brands. Platforms like Instagram, Facebook, and Twitter have provided a new channel for brands to engage with their audience, share their story, and showcase their products. According to a report by Influencer Marketing Hub, 90% of marketers use social media to reach their target audience, and believe that social media is an effective way to build brand awareness.

Influencer marketing has become a critical component of the DTC marketing strategy. Brands are partnering with influencers who have a large following in their target audience to promote products and increase brand awareness. According to a report by Forbes, 70% of influencers partner with brands on sponsored content opportunities.

Influencer marketing has several benefits for DTC brands. It allows them to reach a targeted audience that is already interested in their products or services. It also provides an opportunity for brands to showcase their products in a more authentic and relatable way. According to a report by TubeFilter, 63% of consumers say they are more likely to make a purchase if they see an influencer promoting it.

Secrets to Satisfying Consumer Experience and Retention for DTC Brands

The rise of DTC brands has disrupted the traditional retail landscape, offering consumers a new way to purchase products directly from the manufacturer. However, this shift has also presented a unique set of challenges for DTC brands when it comes to consumer experience and retention. 

As DTC brands focus on building strong relationships with their consumers, they are finding that the traditional metrics of consumer satisfaction and retention are no longer enough. In today’s digital age, consumers expect a seamless and personalized experience across all touchpoints, from online browsing to post-purchase support.

According to a study by PwC, 73% of millennials say that consumer experience is a key factor in their purchasing decisions, while 51% of consumers say that they are willing to switch brands if they have a bad consumer experience. To meet these expectations, DTC brands must prioritise consumer experience and retention. This involves creating a consumer-centric approach that is built on a deep understanding of their needs, preferences, and behaviours.

This includes everything from website design to social media engagement, email marketing, and consumer service. Another challenge is dealing with the high volume of consumer interactions. As DTC brands scale, they are faced with the task of managing a growing number of consumer inquiries, complaints, and feedback. This can be a daunting task, especially for smaller brands with limited resources.

But why is consumer experience so important when it comes to retention? The answer lies in the fact that consumers who have a positive experience with a brand are more likely to return, driving loyalty and advocacy to recommend the brand to others. This can lead to increased word-of-mouth marketing, positive reviews, and social media engagement.

In conclusion, the success of DTC brands in Asia Pacific depends on their ability to adapt to changing consumer behaviours; prioritise key trends and insights; utilise social media and influencer marketing to build trust; and provide a seamless and personalised consumer experience. By doing so, DTC brands can build strong relationships with their consumers, drive loyalty and advocacy, and increase profits in this highly competitive market.

This thought leadership is written by Kevin Daniel Kuntoro, Regional Commerce Head at Summer International.

As the former COO of a leading food delivery service and a current leader in innovation, the transformation of the e-commerce landscape has been observed from both operational and strategic perspectives. The journey from managing food deliveries in a nascent digital market to witnessing the explosive growth of e-commerce has provided unique insights into the evolving nature of this dynamic industry. The future of e-commerce marketing is set to be defined by an intricate blend of advanced technology, personalisation, and a commitment to sustainability, all while maintaining a human-centric approach.

The Transformative Power of Hyper-Personalisation

During the tenure at the food delivery service, personalisation was a cornerstone of customer retention and brand loyalty. Today, personalisation has evolved far beyond basic customer segmentation, driven by advancements in artificial intelligence (AI) and machine learning.

AI-Driven Customer Segmentation: Previously, segmentation was relatively straightforward, based on broad categories like location or order history. However, AI now enables a much deeper dive into customer behaviour, identifying highly specific segments with shared preferences. This advanced level of understanding allows e-commerce marketers to deliver messaging and product recommendations that resonate on a profoundly personal level, increasing engagement and driving higher conversion rates.

Predictive Analytics: In the past, predictive analytics was largely the domain of major corporations with the resources to invest in sophisticated data systems. Today, it has become a more accessible tool across the industry. E-commerce platforms can now anticipate customer needs based on a combination of past behaviours, real-time data, and even external factors such as trends or seasonality. This capability not only enhances the customer experience but also optimises inventory management and marketing strategies.

Dynamic Pricing: Dynamic pricing has been revolutionised by AI, allowing e-commerce businesses to adjust prices in real-time based on demand, competitor pricing, and customer behaviour. In highly competitive markets, the ability to implement dynamic pricing can significantly enhance profitability while ensuring customer satisfaction through relevant and competitive pricing.

As AI and machine learning continue to develop, the potential for even more sophisticated hyper-personalisation at scale becomes a reality, allowing businesses to deliver uniquely tailored experiences to each customer.

Experiential Commerce: Creating Digital Destinations

The food delivery service was built on the premise of convenience—delivering food efficiently and reliably. However, as consumer expectations have evolved, so too has the concept of what an e-commerce platform should offer.

Interactive Content: In the modern market, offering a product or service is no longer sufficient; creating an experience is essential. Interactive content, such as augmented reality (AR) and virtual reality (VR), is now crucial in engaging consumers. For example, AR allows customers to visualise products like furniture in their homes, thereby increasing confidence in purchasing decisions.

Live Shopping: The rise of live shopping represents one of the most exciting developments in recent years. This format, which merges entertainment with commerce, has already gained significant traction in markets like China and is expanding globally. By allowing customers to interact with hosts, ask questions, and make purchases in real time, live shopping creates a dynamic and engaging shopping environment.

Omnichannel Experiences: Seamless integration between online and offline channels is now a critical aspect of the customer journey. Consumers expect a unified experience, whether they are interacting with a brand online, in a physical store, or through a mobile app. An effective omnichannel strategy is no longer a luxury but a necessity in today’s competitive e-commerce landscape.

Experiential commerce is set to become a foundational element of e-commerce marketing, with brands increasingly focusing on creating digital destinations that offer not just products but also community, education, and entertainment.

Social Commerce: Where Community Meets Commerce

Social media platforms have transformed into powerful e-commerce channels, and social commerce is increasingly blurring the lines between social interaction and shopping. This convergence offers brands new and innovative ways to engage customers.

Shoppable Posts: The integration of shopping features directly into social media platforms has revolutionised how consumers discover and purchase products. By allowing users to buy products directly from their social feeds, brands reduce friction in the purchasing process and tap into the impulsive nature of social media browsing.

Influencer Marketing: Influencer marketing has evolved from a niche tactic to a core strategy for many e-commerce brands. Influencers can drive significant sales by showcasing products to their followers, leveraging their credibility and reach. The addition of shoppable posts and integrated e-commerce further amplifies the effectiveness of influencer marketing.

User-Generated Content: Encouraging customers to share their experiences with products generates authentic content that resonates with potential buyers. User-generated content, a key driver of trust and credibility, is an invaluable asset for e-commerce brands looking to build community and influence purchasing decisions.

Social commerce will continue to be a major driver of e-commerce growth, blending social interaction with shopping in ways that are both innovative and customer friendly.

Sustainability: The New Imperative

Sustainability has become a central concern for consumers and businesses alike. The environmental impact of e-commerce is under increasing scrutiny, and brands that fail to address these concerns risk falling out of favour with conscious consumers.

Sustainable Packaging: In industries such as food delivery, packaging has always been a complex challenge. Consumers now demand eco-friendly options, and e-commerce brands must respond by reducing waste and utilising sustainable materials.

Ethical Sourcing: Transparency in supply chains is increasingly becoming non-negotiable. Consumers want assurance that the products they buy are ethically sourced. Brands that prioritise ethical sourcing practices are likely to build stronger, more loyal customer bases.

Carbon Offset Programs: Offering carbon offset options allows e-commerce brands to appeal to environmentally conscious consumers. As the industry grows, so too does its carbon footprint. Taking proactive steps to mitigate environmental impact is not just responsible but also strategically sound.

Sustainability will continue to be a key differentiator in the e-commerce space, with brands that embrace eco-friendly practices better positioned to succeed in the long term.

The Future of E-commerce Marketing: Human-Centric Innovation

While technology will continue to drive the evolution of e-commerce marketing, it is essential to remember that at the heart of every transaction is a human being. The most successful strategies are those that combine cutting-edge technology with a deep understanding of human needs and behaviours.

Empathy and Understanding: Building a business around customer needs was central to the success of the Leading food delivery service. In the future, brands that demonstrate empathy in their communications and interactions will be the ones that build the strongest customer relationships.

Transparency and Authenticity: Consumers today are more informed and discerning than ever before. They value transparency and authenticity, and brands that embody these values will foster deeper trust and long-term loyalty.

Customer-Centric Culture: A customer-centric approach was crucial in the growth of the leading food delivery service, and it remains vital in today’s e-commerce landscape. Every aspect of a business, from product development to customer support, should revolve around the customer. This approach drives innovation and ensures that the brand remains relevant as consumer preferences evolve.

As the e-commerce landscape continues to develop, the integration of technology, sustainability, and a human-centric approach will be essential. Companies that navigate this complex environment with a focus on innovation and customer-centricity will not only meet the demands of today’s consumers but also lay the groundwork for long-term success.

This thought leadership is written by Francis Dy, Head of Innovation at Wavemaker Philippines

Today, Artificial Intelligence (AI) in e-commerce is pervasive. Big brands, food giants, and fashion labels are leveraging AI to create immersive consumer interactions and highly personalised buying experiences. The success stories are plentiful, highlighting how AI-driven campaigns have developed customer-relevant content, driven up interest, strengthened brand images, and improved engagement and sales.

Hyper personalisation is the buzzword of the moment. According to a 2022 Salesforce survey on customer engagement strategies, 73% of customers now expect companies to understand their unique needs and expectations. This shift towards a digital-first shopping experience is only expected to grow.

The Allure of Hyper-Personalisation

This trend is driving many companies to use AI to meet these expectations. AI powers exclusive playlists based on previous listening choices, specific clothing designs and colours, travel advice, and even lifestyle recommendations. For many, this hyper-personalisation is both interesting and welcome.

Take Shopify, for example. They’re using AI to generate product descriptions. Sephora has integrated voice search capabilities into its online beauty marketplace, and Burger King employs AI algorithms to create visuals and content for personalised advertisements. This level of personalisation is immersive and engaging, enhancing brand recall and boosting business.

Concerns About Over-Personalisation

However, not all customers appreciate this high level of personalisation. Some worry that online shopping will become too customised, leaving them with no real choice. They fear that everything they might need will be served to them on a platter, stripping away the joy of discovery in shopping.

How AI Transforms E-Commerce

In the current fast-changing and competitive e-commerce landscape, AI and Machine Learning are invaluable. They help organisations make sense of vast amounts of data, deliver powerful search experiences, offer relevant product recommendations, and enhance customer engagement. AI learns customer behaviour by tracking their activities on e-commerce sites, using this data to recommend products tailored to their preferences. This creates a tailored, relevant, and often entertaining shopping experience.

AI also boosts productivity by automating repetitive tasks within the e-commerce workflow, improving efficiency and reducing operational costs. These savings can then be reinvested in other areas of the business. Dynamic pricing is another significant benefit, with AI adjusting prices based on real-time customer behaviour, supply and demand trends, and competition. This real-time pricing helps e-commerce companies remain competitive and attract more buyers.

AI’s role extends to product search and customer support. Optimised search engines guide shoppers to the products they seek, enhancing the online shopping experience. AI-driven chatbots and customer service initiatives handle customer inquiries efficiently, providing 24/7 support and increasing customer loyalty and repeat purchases.

The Pesky Problems of AI

While AI-driven hyper-personalisation has many benefits, it also has its drawbacks.

1. Overwhelming the Customer: Imagine walking into a store and being bombarded by salespeople with various products. Similarly, too many recommendations can overwhelm online shoppers, confusing them and potentially driving them away.

2. Losing the Human Touch: AI-driven recommendations, while accurate, can create a sense of discomfort among customers who feel watched and judged. This lack of human interaction can be off-putting, especially for older generations.

3. Eliminating the Brand Discovery Experience: Hyper personalisation can pre-empt consumers’ needs, presenting them with products before they even realise they want them. This convenience can detract from the enjoyment of browsing and discovering new brands and products.

4. Data Privacy Concerns: Hyper personalisation relies on vast amounts of consumer data, raising concerns about privacy and security. The collection and use of this data can make both e-commerce companies and their customers vulnerable to data breaches, cyberattacks, and online scams.

Striking a Balance

AI has undeniably transformed e-commerce, helping consumers navigate the cluttered online shopping space and enabling companies to improve customer experiences, strengthen marketing campaigns, and boost customer engagement. However, when it comes to hyper-personalisation, brands must strike a balance. They need to ensure that customers feel involved in the shopping process rather than being served everything on a plate in a calculated manner.

AI-driven hyper-personalisation offers numerous benefits, but it’s essential to address the concerns it raises and find a middle ground that satisfies both the business and its customers.

This thought leadership is written by Vikram Kharvi, CEO at Bloomingdale Public Relations.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.