Sydney, Australia – Housing Industry Association (HIA), the largest residential building organization in Australia, has partnered with digital customer experience agency Switch which is also an implementation partner of DXP Sitecore, to overhaul its suite of web-based content platforms and provide a connected digital experience to its member businesses across the country.
HIA is Australia’s only national industry association representing the interests of the residential building industry. It acts as the industry’s voice and promotes policies and provides services that enhance members’ business practices, products, and profitability.
According to a press release by Sitecore, the association said it wanted to change its traditionally face-to-face membership model by expanding the digital experience and services it offers online.
Together with both Switch and Sitecore, the transformation project sought to improve the association’s digital strategy, customer engagement, and website design, and deliver a cloud-based platform that would provide hyper-personalized experiences, e-commerce services, data-decisioning systems, and marketing automation capabilities.
Ben Brooker, HIA’s general manager for digital, describes the project as a “huge step.”
“Our goal is to be the trusted, ever-present voice of the residential building industry in Australia, and provide a central digital experience that unites all customer segments under a proactive, personalized, and connected experience,” said Brooker.
Meanwhile, Switch’s CEO, Steve Nelson, remarks on the growing importance of digitization, “As digital natives become the norm, companies are looking at new service offerings to match expectations and create seamless digital experiences.”
Switch said it formulated a digital strategy centered around four key transformation goals: Raise and capitalize on awareness, increase sense of belonging, grow revenue, and build an efficient digital operating model.
The association’s digital transformation journey included an evolution of its onboarding and membership model, an overhaul of its e-commerce platform, and CPD (Continuous Professional Development) structure, and the creation of an engaging and informative digital resource library to assert HIA’s position as an industry expert.
In addition, an integrated e-commerce solution was created across all of HIA’s digital to support the opportunity to cross-sell and up-sell content online. The solution enables access to a number of resources that were previously only delivered in-store or through a customer service phone query. The digital transformation project also included a simplified user management UX that supports HIA’s membership structure, and the creation of a service prompting users to explore the website and learn about the features available.
The strategy resulted in a multi-phased roadmap, allowing HIA to commence its digital transformation journey, starting with a new ‘Foundation Site’.
In accomplishing the project, the association deployed a suite of Sitecore technology platform services, including Sitecore XP (Integrated Digital Experience), Sitecore XC (Digital Commerce), and Personalisation technology.
Philippines – Amid the rise in adoption of live commerce both from brands and consumers, the Philippines ’ first livestream shopping network, Shoppertainment Live, opens seven diverse and fully functional studio sets which it calls ‘Livestyle’ studios to bolster its virtual activation.
The ‘Livestyle’ studios will be catering to different categories of fashion and beauty, with kitchen studios for cooking and home appliances, lifestyle studios for talk shows and homecare, as well as technology studios for mobile and gadgets, and music studios and recreation studios for entertainment.
The kitchen ‘Livestyle’ studio
Shopepertainment CEO Hiyasmin Neri-Soyao, who was a former host of local shopping channel O Shopping, shared that the types of the studios were based on the product categories they have identified to be on the rise and in demand.
Shoppertainment is a tech-enabled network for e-commerce and social media, enabling advertising agencies, companies, and e-commerce platforms Lazada and Shopee to properly sell their products in an online broadcast setup. These are produced at the said studios inside their Quezon City headquarters, with in-house presenters from their talent pool.
“With more studios, we expect more action for the market. The team’s confidence stems from handling the smallest local businesses to the biggest global brands as part of our roster of clients. Shoppertainment Live’s strength is making products sellable, handling diverse products such as cosmetics, clothing, electronics, and everything in between,” Neri-Soyao said.
The live e-commerce network has also launched a new incubation program for livestream presenters through its Shoppertainment Academy. The Academy is a company initiative that aims to educate and equip Shoppertainment Live presenters with skills to be sale-centric, entertaining, and engaging to the market.
Grooming the next generation of marketers, which it uniquely calls ‘influensales’, is within the network’s goal to make its Livestyle activation effective in the virtual realm.
Neri-Soyao said, “Not all presenters can produce the same numbers for every lifestyle. That is why Shoppertainment Live brought together a diverse group of presenters whom we trained to do Influensales™ as opposed to simply producing buzz and engagement for the brand. This follows the company’s philosophy wherein we believe that content is king but they like it better when the cash register rings.”
Along with new developments, the company has also revealed that it eyes to spread its roots nationally and to also expand internationally. The company aims to install regional offices in three years’ time to open up the opportunity for regional speakers to sell in their own language.
Internationally, the network is also working on its Southeast Asia and global expansion plans, citing the potential of Filipino livestream presenters because of their strong communication skills and infectious enthusiasm.
Singapore– CapitaLand Investment, the leading global real estate investment manager with a strong Asia foothold, and Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today announced the launch of the second edition of the ‘CapitaLand x Shopee’ 11.11 campaign. The inaugural edition of the campaign was launched in 2020 similarly for the 11.11 sale event of Shopee, and the two aim to replicate the project which had driving the omnichannel model at its heart.
In 2020, CapitaLand and Shopee launched an integration of online and offline shopper engagement for the campaign to drive sales, traffic, and engagement for six CapitaLand malls through gamification. Following this, in early 2021, Capitaland also launched the virtual shopping mall of its outlet giant IMM on Shopee, making it the first virtual shopping mall from Singapore on the platform.
For this year’s 11.11 sale event, both partners will be recreating the omnichannel experience for 29 retailers in eight CapitaLand malls over a period of three weeks, from 22 October to 11 November 2021. CapitaLand and Shopee are also bringing back the popular co-branded games from last year’s 11.11 campaign, where shoppers can participate and win attractive vouchers that can be used in-app and at participating physical stores including Toast Box, LiHO, Etude House, and Giordano.
On the continuation of the partnership, Chris Chong, CEO of retail & workspace for Singapore and Malaysia at CapitaLand Investment, said, “This will allow us to enhance retailers’ consumer outreach and further engage with their customers digitally while driving footfall to their physical stores through online marketing efforts.”
From 22 October to 11 November 2021, S$125,000 worth of ShopeePay Scan and Pay vouchers, Shopee vouchers, and eCapitaVoucher will be given in the CapitaLand Lucky Prize game on the Shopee Singapore app. The ShopeePay Scan & Pay vouchers can be redeemed at eight CapitaLand malls, namely Bedok Mall, Bugis+, Bugis Junction, IMM, Funan, Plaza Singapura, Westgate, and JCube.
Shoppers visiting any of the eight malls can simply scan the QR code at participating merchants and malls to play the ‘CapitaLand x Shopee’ Lucky Prize game and win ShopeePay Scan & Pay voucher to pay for their purchases using ShopeePay at 29 participating CapitaLand merchants’ offline stores.
Shoppers can also try their luck in the ‘Guess the Weight’ campaign every weekend over the campaign period to win up to S$22,000 worth of eCapitaVoucher and Shopee vouchers. To participate, shoppers can proceed to the atrium of three shopping malls on selected weekends – Bugis+ on 23 and 24 October, Westgate on 30 and 31 October, and Plaza Singapura on 6 and 7 November – to guess the weight of five unexpected combinations of products, where one of them is the combined weight of a Dyson vacuum and a feather. Contestants must get the closest answer to qualify for the prizes.
Zhou Junjie, Shopee’s chief commercial officer, commented, “Following the success of last year’s CapitaLand x Shopee 11.11 campaign, we are excited to join hands with CapitaLand once again to support even more retailers under CapitaLand’s network by digitalizing the shopping experience.”
Zhou Junjie adds, “Shopee has always been passionate about empowering our sellers and brand partners to unlock the full potential of e-commerce to succeed in today’s digital economy. Through this omnichannel integration, we hope to help retailers deepen engagement with new customers, through an exciting and rewarding experience.”
To find out more about the campaign, shoppers can head to the campaign’s microsite which will go live on 22 October.
Singapore –The expenditure across India and Southeast Asian e-commerce app users for Q2 2021 has tallied at US$106.7m where US$60.6m coming from India and US$46.1m in Southeast Asia, the latest insights from mobile advertising platform MAAS of Affle and mobile app store marketing intelligence company Sensor Tower show.
Southeast Asia’s e-commerce expenditures are based on data from Indonesia (US$18.8m), Malaysia (US$11.9m), Thailand (US$8m), and Vietnam (US$7.3m).
The study noted that e-commerce apps registered peak in-app activities, with the consistent upward growth resulting in an 18% Y/Y increase in average daily active users (DAU) for India and 20% Y/Y increase in Vietnam and Indonesia, for Q2 2021. India’s shopping app installs surged in July 2021, surpassing 80 million that month, up more than 15 million M/M.
In terms of which product categories were popular on e-commerce shopping, they were groceries, grooming/beauty products, apparels, electronics, school and household items, furniture among others.
Shopping behavior also indicated an increased preference for mobile-based transactions, with retention for first-time app users and after a week of using the top shopping apps in India reached their highest average since 2020 in Q2 2021. Longer-term retention for the top shopping apps in India peaked in Q3 2020, and while retention decreased in the following quarters, it still showed positive growth Y/Y.
Meanwhile, retention for top shopping apps in SEA has trended slightly downwards since the start of 2020 during the turbulent times of the COVID-19 pandemic. Retention for e-commerce apps after a week of usage decreased by 1.4 percentage points Y/Y in Q2 2021, and a month of app usage retention fell by 0.4 percentage points Y/Y.
According to Viraj Sinh, co-founder and managing partner international at MAAS, India and Southeast Asia are projected to be one of the fastest-growing e-commerce markets in the world, by 2025, as its unique demographic and fast-changing consumer behavior trends creates a paradigm shift towards e-commerce in the region, which is certain and it continues to happen at a rapid pace
“New verticals, niche players continue to spring up across the region that further drive the adoption and penetration of e-commerce, which is still relatively low. The measurement of success has evolved and the approach to user growth has changed. Having the right partner to help one through this journey has become paramount and a crucial first checkpoint and often the difference between success and failure,” Sinh stated.
Meanwhile, the average time spent in top shopping apps increased during the pandemic, peaking in Q4 2020. While it decreased from this peak in the first half of 2021 in both India and SEA, it remained above Q1 2020 levels.
The increase in time spent was largely driven by more sessions per day, perhaps due to people having more time stuck at home during the pandemic. The average session duration for top apps in India and SEA hovered around 2 minutes for the past six quarters.
Singapore – E-commerce has provided businesses accelerated growth due to convenient access to the market for both sellers and buyers. Export is one of them and according to the latest MSME study by Amazon, MSMEs in Singapore anticipate greater sales growth prospects overseas than at home, with 35% of small businesses against 13% respectively. Currently, close to one-quarter (24%) of MSMEs in the country conduct B2C e-commerce, which of more than 90% use it for export.
The study found that Asia Pacific countries – Malaysia, China, Australia, Indonesia, and Thailand – are seen as the top five e-commerce export markets in five years’ time, or by 2026. About 87% of those surveyed locally in Singapore agreed that e-commerce is critical for their ability to export, with top motivations including the ability to reach overseas customers, access to sales and marketing tools that are available on e-commerce marketplaces, and support for logistics and payments provided by these marketplaces.
So what would hinder companies to realize their export strategies? According to the report, key challenges foreseen by Singaporean MSMEs can be narrowed down to three categories – barriers in cost, regulation, and information and capabilities.
High cross-border shipping costs came out as the most common challenge faced by Singapore MSMEs with 81%. The study notes that while Singapore offers a robust range of grants to support local businesses on their e-commerce export journeys, about one-third of small enterprises (32%) surveyed admitted that they will find further support valuable.
Additionally, over three-fourths (78%) of MSMEs surveyed cited a lack of clarity in import regulations as a key barrier to selling overseas via e-commerce, while only 19% believe that current advisory support on importing regulations is sufficient.
Lowered confidence to compete in the global arena also emerged as a sentiment, where 72% of MSMEs in the country believe they lack the ability to fare well versus other sellers globally. Still within technical issues, 71% admitted that they are unsure of foreign consumers’ demands and preferences.
At large, the study found that the annual value of (B2C) e-commerce exports in Singapore is estimated at S$1.4b in 2021 and could reach S$3.5b in 2026 if MSMEs accelerate their pace of using e-commerce to sell overseas. MSMEs are estimated to contribute 45% of Singapore’s B2C value of e-commerce exports in 2021.
What a great way to start the ‘Ber’ months this year with a list of high-flying stories which gave the industry a peek of the latest developments in the startup, e-commerce, and digital payments scene.
This September, an Indian-born PR agency leading the way for communications in the startup sector has expanded its presence to Singapore. A Buy Now Pay Later platform is also ramping up its market in Southeast Asia with the announcement of its country manager for Thailand.
Meanwhile, e-commerce makes another round getting into readers’ radar with a data-driven marketing firm in Asia unveiling its new leader for its e-commerce offering.
Stories from the Philippines are also in this month’s top spots with one career coaching firm in the country sharing its business story, and also, a report that saw the convergence of consumer products and social media snared readership for the period.
Value 360 Communications, the startup-focused PR agency in India, has announced that it will be expanding its market to Singapore to unlock growth opportunities in the country’s burgeoning start-up space.
Speaking to MARKETECH APAC, Kunal Sinha, the founder and director of Value 360 Communications, shared that the company has been part of the journey of 15 unicorns in the market of India, where they have built communications from the ground up. Learning from the process, the agency eventually grounded its name and reputation in the sector.
Working with a complex market such as India, Sinha believes, gives the agency a strong value proposition to bring to the start-up space.
“We are going to focus on providing start-up PR in the SEA region, and Singapore will be the core for us in extending our services to start-ups. We are also in a discussion with other global brands who have both India and Singapore presence, and we are looking to hire talents with specific experiences in start-ups,” said Sinha.
We have an internal training module where we will be able to help them learn and understand about the start-up space.
Entering this month’s top stories is one of the latest episodes of MARKETECH Spotlight featuring career coaching firm in the Philippines, Metamorphosis Group (MG).
In an exclusive conversation with the firm’s Founder, President, and CEO, Danica Octa, she shared MG’s start-up journey which began in the pandemic year in 2020. Gaining more expertise and leadership into the current job and recruitment industry in the country, the coaching firm has now firmed up its mission of becoming an end-to-end employability solution for those seeking guidance on their career development.
Speaking MARKETECH APAC, Octa shared how the firm sees its role in the Filipino workforce.
Our role [in the workforce] is to be some kind of a learning partner [and] an accountability buddy.
Octa believes that above all, it’s able to help shape people’s career journey through its future-oriented thinking.
“We are very forward-thinking, we understand the future of work, we as a company is very, very in touch with what’s going to happen 10 years later,” she said.
Octa adds, “We have the intuition, we can give our market the information they need to succeed moving forward, of course, so that they can upskill and reskill to the appropriate job that they need to have, moving forward. So I think that’s the role that we take here.”
Twitter Philippines has recently released a report on the products Filipinos love to talk about on the platform. The data shows that there are five key trends in how Filipinos converse around food, beverages, and personal, as well as home care.
Chandan Deep, Twitter’s head of emerging business for SEA, shared that people on the app and the conversations that they create are what makes Twitter unique, and that 71% have rated it as a great platform for brand interaction, making it the number one among its peers.
MARKETECH APAC conversed with Deep, and she noted that when you looked at the top mentioned brands, which were listed on their CPG dispatch, you will see some good samples on how brands can engage with their customers on Twitter, to be able to drive more meaningful conversations.
Twitter has a diverse community so they can connect with people who like entertainment, gaming, or health, making the first move as a brand by initiating conversation and making your audience enjoy it.
ADA, the data- and AI-driven marketing firm in Asia, has appointed former Chief Business Officer of Lazada Malaysia, Sherry Tan to be its regional head of e-commerce.
ADA has just unveiled its end-to-end e-commerce solution for brands in APAC, and for the new role, Tan will be leading a team of leaders who will support the growing demand for e-commerce in the region.
In the interview with MARKETECH APAC, Tan shared the challenges that brands in e-commerce are faced with in this pandemic.,
“In the last 18 months right, the pandemic catapulted e-commerce retail significantly, and there are more users in the digital space whether it is the buyers or the sellers. Now, it has become harder for brands to attract customers because there are wider options available,” said Tan.
According to Tan, besides having more choices, customers are gaining smarter as well and therefore, have higher expectations toward their shopper journey.
Brands need to stay on top of their game to predict industry trends…and then they need to enhance engagement and attraction to their brand to build loyalty and retention.
On ADA’s e-commerce solution, Tan said, “Leveraging on our data and digital shelf, we are able to craft [an] e-commerce and digital strategy based on sentiment analysis, customer insights as well as [competitive] landscape. This data allows us to understand what consumers are interested in, where they have visited over a period of time, and ADA is able to target these audiences for the brand.”
For our top story for the month, we have Buy Now Pay later platform in Asia Atome’s appointment of its country manager for Thailand, Poompong Tancharoenphol Tancharoenphol was formerly Zilingo’s country head for the country.
Speaking to MARKETECH APAC, Tancharoenphol said, “I think I have been fortunate to look at e-commerce both from AddVentures and Zilingo before. There [are] a few key factors in making an e-commerce company successful, namely the business model itself, whether it is B2C e-commerce, B2B e-commerce, and marketplaces, and there is [a] supply chain, marketing, and payment.”
He adds that with BNPL being quite new to the Thai market, it could mean either two things: it may be potentially good or something which the market may not adapt to.
I think the direct value we offer to the retailers and e-commerce players is the increase in the market size. We were able to increase the market size to 30% more than any other payment method, and this comes along with increasing sales and conversion [afterward]
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Kuala Lumpur, Malaysia – Dentsu Malaysia and live video commerce enabler Nuffnang Live Commerce has forged a new partnership that will integrate the two firms’ capabilities to drive marketing solutions for brands on live commerce.
Nuffnang Live Commerce is a subsidiary under Netccentric Limited, an investment holding company for media platforms. As part of dentsu’s ‘Total Commerce’ solutions for brands, the partnership brings onboard live video commerce service offering which will enable advertisers to strengthen their e-commerce strategy and drive traffic to their brands’ social pages, create better engagements with brand influencers, and drive on-the-spot sales.
Live commerce is the latest innovation in online commerce today, which aims to bring newer experiences for consumers. E-commerce platforms and brands have caught on the trend of livestream e-commerce which had started in China, and Asia’s Shopee and Lazada now have it well-placed in their marketplaces. Said consumer trend promises further branded content, live influencer engagement, and also real-time conversion.
Dentsu Malaysia said that its Total Commerce ambition is to integrate all the strategic and operational capabilities and ecosystem enablers of what makes a robust and holistic commerce solution, whether through proprietary online stores, marketplaces, social channels, or physical stores in Malaysia, to bring to life the best online shopping experiences for customers.
Jing Wen Foo, who was just recently appointed as dentsu malaysia’s e-commerce director, said, “With the rise of livestreaming as a new conversion channel for commerce and consistent growth in share of sale of social commerce, there is a strong use case for us to strengthen dentsu’s Total Commerce capability around live commerce to empower brands to leverage this trend beyond the packaged offers available in [the] market to accelerate their e-commerce growth.”
Meanwhile, Ganesh Kumar Bangah, executive chairman of Netccentric Limited, described live commerce as the ‘secret sauce’ for brands to succeed online.
“The formula for online success is for brands and businesses to sell products on these platforms through live commerce, a trend that has and continues to accelerate due to the pandemic. Live commerce is a proven effective way to sell and it’s for everybody and not just the big brands,” said Bangah.
Dheeraj Raina, CEO of Media for dentsu malaysia, adds, “E-commerce platforms are a dominant media touchpoint and immensely mainstream now. But consumers are constantly driving a change in the way they shop on e-commerce platforms and for us to be able to anticipate that change and help brands win on it, is a critical part of our commitment to the growth of our clients’ business. With this addition of Live Commerce partnership powered by our proprietary Total commerce products, we should be able to unlock the ease of adoption of this new channel and bring brands closer to consumers in a humanized form.”
This integration is already being rolled out across clients from FMCG, health and beauty, and consumer electronics categories.
Singapore – E-commerce enabler SmartOSC and marketing tech Antsomi has announced a new partnership to offer an end-to-end omnichannel retail solution for both of their clients. As such, SmartOSC will become Antsomi’s global reseller as of 2021, mainly focusing on the growing APAC market.
The end-to-end omnichannel retail solution is powered by Antsomi’s customer data platform, Antsomi CDP 365. The software unifies multiple data sources to create a 360-degree customer view and provide an omnichannel experience.
SmartOSC is an e-commerce solution agency that specializes in scalable enterprise services. For the agency, the partnership is significant as it allows them to continue building data-driven e-commerce solutions and comprehensive digital transformation for their clients.
Founder and CEO of SmartOSC, Thai Son Nguyen, said, “This new partnership with Antsomi will strengthen the offering of both companies and allow us to keep delivering cutting-edge omnichannel solutions to our clients.”
Meawhile, Serm Teck Choon, co-founder and CEO of Antsomi, commented, “We are thrilled to partner with SmartOSC, which is a reputable full-service e-commerce agency. We hope such partnership can empower our clients with omnichannel marketing solutions, particularly from data unification, data activation, and marketing automation standpoints.”
Antsomi is a regional marketing technology company that launched CDP 365 in June 2020. Antsomi helps clients unify and activate their customer data via CDP 365 with custom solutions, when necessary, on top of clients’ existing martech stack. The new partnership allows Antsomi to access SmartOSC’s extensive client coverage, covering key markets in Singapore, Australia, Indonesia, and Malaysia as well as in Vietnam, and Thailand.
For their first regional client, the partnership has recently won ASUS Singapore. SmartOSC and Antsomi will be working together to deliver a data-driven omnichannel retail solution to the tech brand.
In June, Antsomi has officially announced its entry to Indonesia with Ilona Juwita appointed as country director.
Manila, Philippines – Shopee Philippines will be holding its Shopee University Summit for the second time. The summit, which had its inaugural run last May this year, aims to further support sellers as e-commerce takes on a significant role in the global retail landscape. Interested viewers can catch the webinar on 18 September 2021 at 9 am via Shopee Live or Shopee’s official Facebook page.
With the virtual resource, Shopee aims to equip business owners with the right tools and sufficient knowledge to embrace e-commerce and use it to scale their business. The Shopee University Summit will discuss relevant skills for SMEs such as developing the right business branding, product photography skills, and leveraging Shopee tools and social media platforms to promote their businesses.
The speaker line-up includes Rhea Matute, executive director at Design Center of the Philippines, Mia Mendoza, seller education lead at Shopee Philippines, Agatha Chua, head of community at Shopee Philippines, and Robenson T. Ong Lo, vice president at CameraHaus as well as Carmella Peña, brand manager of PULUZ Philippines, and Jillian Co, branch operator of Human Nature Manila Branch.
Martin Yu, director of Shopee Philippines, said, “Shopee is committed to helping micro, small, and medium enterprises seamlessly transition and maximize the potential of e-commerce. We are excited to launch the second Shopee University Summit to equip entrepreneurs with the necessary knowledge and marketing tools they need to succeed as online retail evolves.”
He adds, “These entrepreneurs invested time and effort, and we want to ensure they have the right resources and support to build a sustainable business. Shopee will continue to come up with innovative initiatives to further strengthen our support for our partner brands and local sellers.”
For 2020, Shopee continues to be the top e-commerce platform in Southeast Asia, where it came out as the most visited with average web traffic of 281,385,626 for the year.
Malaysia – ADA, the data- and AI-driven company in Asia that delivers integrated digital, analytics, and marketing solutions, has announced the executive to assume its leadership for regional head for e-commerce – Sherry Tan – former chief business officer at Lazada Malaysia.
Due to the surge in the demand for brands to shift to e-commerce, ADA had only recently launched its new service for clients – an end-to-end e-commerce solution in APAC. The service is aimed at clients seeking comprehensive solutions to drive traffic, manage customer experience, optimize conversions throughout the funnel, and create engaging content on digital marketplaces as well as owned e-commerce sites.
For her responsibilities, Tan will be leading a team of leaders who will support the growing demand of e-commerce in APAC. She reports to Anurag Gupta, the chief operating officer of ADA.
ADA said that Tan’s appointment is set to strengthen its senior leadership bench and completes ADA’s strategy of unleashing end-to-end e-commerce in the region. In addition to the launch of the new e-commerce solution, ADA has also announced in June this year its merger with regional e-commerce enabler Awake Asia.
Tan brings with her deep strategic expertise and operational capabilities across the entire e-commerce value chain and for the new role, she will be working closely with the current e-commerce enablement team that comprises over 150 members, to synergize with ADA’s data, MarTech, performance marketing, and creative teams.
ADA also shared that Tan and her team will be leading the company’s strategy, growth, and client management, and will be responsible for delivering integrated commerce services to ADA’s current and potential clients.
Gupta commented, “ADA is here to help simplify the e-commerce journey and drive business outcomes. I am proud to have Sherry join the ADA All Blues and lead the effort in making ADA the most sought-after e-commerce strategy company with her vast experience from Lazada and Tesco. Her team will set the course for all e-commerce strategies and will be supported by our 150 people strong e-commerce enablement team.”
As the previous chief business officer at Lazada Malaysia, Tan was responsible for the growth of LazMall as well as managing multiple categories, namely FMCG and Mobile. She was also the head of Tesco Malaysia private labels and was the pioneer in launching Tesco Groceries, which adds to her extensive experience in online and offline retail.
Tan herself commented that at this period, one cannot deny that the digital space is growing exponentially and that e-commerce retailing is here to stay.
“I am thrilled to join ADA and I hope that my experience will support our clients in building successful eCommerce outcomes by leveraging our deep data-driven tools and solutions for growth. My vision is to develop our team to become market leaders in eCommerce and to be known as the go-to experts in the digital space across the region,” said Tan.
Last April, ADA entered MARKETECH APAC’s Top 5 Stories. In an exclusive conversation with Gupta, he shared how ADA ultimately landed on the strategic move of launching an end-to-end e-commerce solution in Asia.
“There are companies who are driving traffic to the e-commerce platforms or marketplace, then there are companies helping brands optimize the customer journey, then there are companies helping them do fulfillment, but nobody’s linking everything together,” Gupta previously said in the MARKETECH APAC Reports interview.
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