Manila, Philippines – Payment network Mastercard has launched its Priceless program in the Philippines, offering local and international cardholders unique experiences including travel, dining, entertainment, and shopping. The program aims to help connect people with their different interests.

Priceless Philippines is the recent extension of Mastercard’s global Priceless program as tourism in the Asia-Pacific region gains momentum.

Through the Priceless program, cardholders globally can access Mastercard’s offering of curated experiences in various locations, including Indonesia, Malaysia, Singapore, and Thailand.

With the launch of Priceless Philippines, ten destinations in the country have been added to the offering, including a private island vacation, heritage tours, and exclusive concert pre-sales. Mastercard is set to add more experiences in the country.

Simon Calasanz, country manager of Mastercard in the Philippines, said, “The Philippines is home to world-class travel and cultural destinations, and Mastercard is thrilled to showcase the best of these to domestic and international travellers through Priceless Philippines. The program will also support the growth of Philippine tourism and expand economic opportunities for local businesses, complementing the government’s efforts to bolster the local tourism industry.”

Julie Nestor, executive vice president of marketing and communications of Mastercard in Asia-Pacific, said, “Connecting people to their passions, their purpose, and to each other, is Mastercard’s commitment through Priceless and nothing bridges cultures as powerfully as travel. Launching Priceless in the Philippines is part of Mastercard’s ambition within the broader region to elevate tourism experiences while supporting the growth of businesses in this sector.”

The Asia-Pacific (APAC) region is buzzing with potential, and one of the biggest drivers behind this is its booming population of gamers. From tech-savvy Gen Z consumers in urban hubs to an increasingly affluent and aspirational middle class in emerging economies, the diversity and scale of this demographic present endless opportunities for brands looking to expand their reach.

What makes this even more exciting is the sheer pace of change. Digital adoption is soaring, lifestyles are evolving, and consumer expectations are rising across the board. From innovative e-commerce platforms to thriving social media ecosystems, APAC isn’t just growing—it’s shaping the future of how businesses connect with their audiences. 

With this objective in mind, this is exactly what Mastercard did for its ‘Mastercard Gamer Exchange’ initiative, which helps consumers convert their unspent rewards points into gaming currency across some of the world’s most popular gaming titles. More recently, Mastercard Gamer Exchange expanded its reach in Malaysia through a partnership with Ribena which rewards gamers through the platform when they purchase eligible Ribena products. 

For our latest Top Story feature, we spoke with Kauveri Khullaar, senior vice president for consumer marketing & sponsorships for Asia-Pacific at Mastercard to better understand Mastercard Gamer Exchange’s plans to expand in APAC, and how Mastercard intends to continue tapping into the growing gamer demographic for better consumer experiences.

Creating a loyalty program for APAC’s gaming demographic

Before we explore Mastercard Gamer Exchange’s objective, Kaveri points out first how gaming has become a global phenomenon, captivating over 3 billion people, nearly half of whom are women, across casual and competitive genres. Moreover, the industry, projected to generate US$282b in revenue this year and grow to US$363b by 2027, is a powerhouse of entertainment.

Speaking in the context for APAC, she says, “Asia-Pacific leads the charge, contributing nearly half of global gaming revenue, thanks to its massive base of 1.5 billion gamers. In Malaysia alone, 23 million gamers are expected to drive US$650m in revenue by 2024, highlighting the region’s significant role in the gaming boom.”

Gaming’s growth in the region is supported by growing technological advancements like smartphones and 5G connectivity, which have propelled gaming’s growth, enabling casual gaming during commutes and easy access to free-to-play games. These innovations have contributed to the industry’s impressive revenue. While gaming appeals to all demographics, the most engaged players—who also spend the most—are mass-affluent, digitally savvy individuals aged 35-44.

From this context, Kaveri highlights that it was against this backdrop, and with an ambition for marketing to directly impact revenue, that Mastercard Gamer Exchange was created at the peak of COVID-19.

“It started in 2021 when all travel ceased, decimating one of the largest reward redemption categories. Loyalty programs faced the spectre of increased liability on their financial books owing to points’ accumulation, and frustrated members who were seeing their points value dilute over time; at the same time, stay-at-home entertainment activities were getting a fillip, with video gaming being the biggest beneficiary,” she stated.

Revolutionising rewards with gamers’ passion

For Kaveri, the Mastercard Gamer Exchange solution is designed to let gamers convert reward points into gaming credits across top titles, addressing a gap in traditional loyalty programs. For her, the platform–which is built on the insight that gamers typically engage with multiple games simultaneously–prioritises diverse in-game options and allows bite-sized redemptions, eliminating the need for large point balances.

“This philosophy of engineering a solution with gamers at its heart gave birth to a conversion engine that burns reward points for gaming credits across top gaming titles, giving game-loving consumers a simple, intuitive way to use loyalty points for a form of entertainment that had been largely underserved by rewards programs,” she said.

She also added that Mastercard Gamer Exchange not only enhances the gaming experience for consumers but also creates opportunities for brands to connect with this engaged audience by offering a fresh rewards category. Additionally, it serves as a novel distribution channel for game publishers and developers.

“Not only is Mastercard Gamer Exchange uniquely positioned to reward gamers, but it also plays an important role in connecting brands to this audience. With one simple, seamless solution, any brand – regardless of their sector or industry – can offer their audiences a whole new category in rewards redemption, gaining their loyalty and engagement with this consumer segment. This value proposition is true to what we stand for at Mastercard – connecting people to their passions, and thereby building a deeper connection with our and our partners’ brands,” she added.

Mastercard Gamer Exchange’s Ribena collaboration and the platform’s future

Mastercard Gamer Exchange first entered the Malaysian market in 2023 through a successful collaboration with Boost, achieving strong adoption rates. This was then followed by this partnership with Ribena Malaysia, showcasing the platform’s ability to deliver value across diverse industries and highlighting its appeal to like-minded brands beyond the gaming sector.

“Malaysia boasts a unique melting pot of cultures, which is reflected in its vibrant gaming community.  The campaign with Ribena is still underway, and we have already seen positive traction with the number of redemptions driven by this campaign. This is a clear sign that the approach is resonating with the audience of gamers that Ribena appeals to,” Kaveri said.

When asked about the future of Mastercard Gamer Exchange and Mastercard’s gamer-related initiatives, she stated that the company has been at the forefront of creating unique offerings for gamers in Asia-Pacific and around the world since 2018, being the first global partner for popular game ‘League of Legends’. 

She also added that Mastercard regularly partners with banks to introduce co-branded League of Legends cards that offer cardholders Riot points, discounts and cashback on in-game purchases.

“With Mastercard Gamer Exchange, we will continue to forge partnerships with issuing banks,  merchants and fintech partners who are keen to leverage this lucrative audience and commit to a long-term game of value creation for them,” she concluded.

***

The gaming demographic in APAC isn’t just growing—it’s thriving, and it’s reshaping the way people engage with entertainment. With millions of avid gamers across diverse age groups and preferences, the region is a goldmine of opportunities for brands looking to connect with a digitally-savvy, highly engaged audience.

Whether it’s through platforms like Mastercard Gamer Exchange, which seamlessly integrates rewards with gaming, or through collaborations with industry partners, the potential to build loyalty and drive engagement in APAC’s gaming ecosystem is immense. 

Manila, Philippines – The Asian Development Bank (ADB) and the Mastercard Impact Fund, administered by the Mastercard Center for Inclusive Growth, announced a landmark partnership to promote financial inclusion and access for MSMEs across the Asia-Pacific region. 

The collaboration will leverage a US$5m grant from the Mastercard Impact Fund to support up to US$1b of ADB financing to financial institutions for lending toward micro, small, and medium enterprises (MSMEs). 

The Mastercard Impact Fund aims to accelerate ADB’s efforts to deliver financing to MSMEs across Asia-Pacific, including the Philippines, by providing a US$5m grant in the form of risk-reducing capital, incentives and capacity building support to financial institutions. The mitigation of credit risk and technical assistance support is expected to catalyse lending by financial institutions, toward unserved or underserved MSMEs. 

In the Philippines, MSMEs account for 99% of all business establishments and employ roughly 63% of the country’s workforce. However, despite being considered the economic backbone of the country, many MSMEs remain financially excluded. This sector is among the underserved segments by financial institutions, underpinning the need for increased MSME support. 

At least 50% of ADB’s total financing will go towards women led or owned MSMEs and climate finance among small businesses deployed over a period of four years. The initial target markets include India, Indonesia, Malaysia, Philippines, Thailand, Vietnam, and Georgia. 

This partnership between the Mastercard Impact Fund and ADB marks a significant step towards addressing critical MSME financing gaps in the region. By leveraging their combined expertise and resources, both organizations are committed to fostering sustainable growth and inclusive prosperity for MSMEs throughout Asia and the Pacific.

Bhargav Dasgupta, vice president of market solutions at ADB, said, “MSMEs are the backbone of economies across Asia and the Pacific, yet many struggle to obtain adequate finance. By combining the resources and expertise of ADB and Mastercard, this facility will unlock the potential of MSMEs, particularly those run by women or supporting climate finance, empowering businesses and fostering inclusive and sustainable economic growth across the region.”

Meanwhile, Jon Huntsman, vice chairman of Mastercard and Board Director of the Mastercard Impact Fund, remarked, “This partnership deepens the work we’re doing in the Asia-Pacific region to support entrepreneurs and small businesses, which are the lifeblood of communities and economies. By bolstering resilience to climate and economic shocks, we are putting more people, communities and entrepreneurs on the path to financial inclusion and prosperity.”

Lastly, Ari Sarker, president for Asia-Pacific at Mastercard, commented, “Despite their long-established significance to economies, MSMEs continue to be challenged by access to credit – the fundamental resource which can catalyze growth for them and their economies. For growth to be truly inclusive, closing the MSME funding gap needs to be a core focus for both public and private sectors. This partnership is a meaningful step in that direction.”

Singapore – Mastercard has announced that it has sponsored the Netflix gastronomy series ‘The Mavericak Academy’. To commemorate this initiative, an exclusive ‘Lap of Luxuries Around Asia’ tasting menu, jointly curated by Chefs Alvin Leung and Yuda Bustara, the program’s winner, will be launched at LUMA, making the mouthwatering moments leap from screen to plate. 

By purchasing the menu, diners will also be contributing to Mastercard’s Priceless Planet Coalition reforestation initiative.

On the show, LUMA, the first concept restaurant introduced by Mastercard in the Asia-Pacific region in partnership with LUBUDS Group, plays host to the final Maverick challenge and witnesses the crowning of The Maverick Academy Top Scholar. This reflects Mastercard and LUMA’s aim of spotlighting the capabilities of Hong Kong’s homegrown culinary talent while welcoming the electric energy of guest chefs from around the world.

As the winner of ‘The Maverick Academy’, rising culinary star Yuda Bustara has been granted an invaluable opportunity as Chef Alvin’s protégé and business partner. For the next three months, Yuda will be stationed at LUMA, which will serve as the culinary stage for his boundary-pushing collaboration with Chef Alvin who will co-curate an exciting Asian-inspired tasting menu that showcases signature dishes in their own unique style.

With the theme, ‘Lap of Luxuries Around Asia’, the chefs have curated The Maverick Academy exclusive tasting menu, featuring a creative symphony of vibrant Asian flavors. From the appetizer combining signature Asian dishes from Hong Kong, Indonesia, India, Thailand and the Philippines, to the main dishes that incorporate lavish ingredients such as LUMA’s signature Hung Wan Farm ping yuen chicken, every dish is a masterclass in culinary flair and artistry.

Julie Nestor, executive vice president of marketing and communications for Asia-Pacific at Mastercard, said, “LUMA, as a culinary incubator, provides a platform for emerging chefs to showcase their passion and talent. By sponsoring The Maverick Academy and collaborating with Chefs Alvin and Yuda to create an exclusive tasting menu, Mastercard is thrilled to unite culinary talents from around the world at LUMA, while inspiring international travelers to experience Hong Kong’s vibrant culinary scene.”

Meanwhile, Helena Chen, managing director for Hong Kong & Macau at Mastercard, commented, “Mastercard is thrilled to support and take part in the filming of The Maverick Academy finale, a testament to our partnership with LUBUDS Group. This initiative underscores Mastercard’s dedication to fuelling culinary passions and mission to re-establish Hong Kong as one of Asia’s gastronomic capitals. To satisfy the cravings and culinary curiosities of international visitors and local diners alike, Mastercard looks forward to continuing to collaborate with strategic partners to curate more Priceless Experiences for cardholders worldwide.”

Singapore – Mastercard has recently introduced Mastercard Pay Local, a global service that makes it easy for consumers to make card payments to merchants using local digital wallets. With Mastercard Pay Local, resident cardholders or international travelers can easily link their credit or debit cards to a digital wallet and immediately shop at participating merchants, without needing to set up or top up a prepaid account.

With this, residents can pay the micro, small and medium enterprises (MSMEs) that do not accept traditional card payments through digital wallets, while tourists and international travelers can enjoy convenient, seamless payments across the destinations they’re visiting.

Moreover, hundreds of millions of MSMEs can experience increased reach with minimal infrastructure investment or disruptions to their operations.

Lastly, wallet operators can extend their customer base by attracting individuals who primarily use cards, providing a smooth consumer experience and achieving quicker time to market. Card issuers can also deliver more points of acceptance for the consumers they serve.

Leading wallets in Asia-Pacific, such as DANA in Indonesia, Touch ‘n Go in Malaysia, Bakong in Cambodia, and LankaPay in Sri Lanka, will use Mastercard Pay Local to facilitate payments for consumers at more than 35 million merchants in the region that accept these wallets. 

Beyond Asia-Pacific, the service is also geared towards regions where digital wallets are widely used for everyday purchases, such as Latin America, Eastern Europe, and the Middle East and Africa.

Sandeep Malhotra, executive vice president, products & innovation for Asia-Pacific at Mastercard, said, “With Pay Local, Mastercard is extending its global network to partner wallets and expanding acceptance by making it possible for Asia’s digital wallets to process card-based payments. This creates a low-cost, simple, stable, and secure connection between over 35 million merchants in Asia Pacific and two billion Mastercard cardholders.”

He added, “Locals benefit from new payment options while tourists can use their cards as they do at home, making travel infinitely easier, with one less thing to worry about while on the road.”

Pay Local builds upon Mastercard’s existing collaborations with leading wallet providers, including Alipay and Weixin Pay in the Chinese Mainland and Octopus in Hong Kong SAR, to offer a convenient way for international visitors to pay like locals when traveling to these locations, regardless of where in the world their Mastercard card was issued.

In addition, a range of digital wallets across the region already accept Mastercard cards for funding, enabling easy payments at merchant locations that accept these wallets, including GrabPay in Southeast Asia, Maya in the Philippines, ShopBack in Singapore, and TrueMoney in Thailand.

Darrick Rochili, chief innovation officer at DANA, commented, “At DANA, we are committed to enhancing the accessibility and convenience of digital payments for all users. By collaborating with Mastercard, we are excited to offer international travelers a seamless way to register and bind their cards to DANA, furthering our mission of bridging financial inclusion across borders. This collaboration reflects our dedication to improving user experience and supporting global financial mobility as we anticipate increased international travel.”

Meanwhile, Alan Ni, CEO at TNG Digital, stated, “As Malaysia’s leading digital wallet and financial services provider, we are proud to have expanded our services beyond national borders, enabling users to travel cashless and make seamless payments internationally. Our collaboration with Mastercard underscores the strength of our open platform strategy, allowing us to extend cashless payment solutions to international travelers visiting Malaysia, contributing to the country’s tourism industry and economy. We are pleased to offer inbound tourists the convenience of cashless transactions via QR payment at over 2 million merchants, retail outlets, and service providers across Malaysia.”

Singapore – Mastercard has launched a new campaign in collaboration with St. Andrew’s Autism Centre, Hidden Disabilities Sunflower (HDS), HSBC and Frasers Property Singapore to raise awareness and promote acceptance of persons with autism.

The ‘#AcceptanceMatters’ campaign aims to raise awareness of autism by emphasising real-life stories of persons with autism, addressing the existing gap in empathy and understanding to drive acceptance and foster a more supportive community. 

Similarly, HDS has been driving awareness and understanding of hidden disabilities by using a distinctive sunflower on wearable items like lanyards and pins. By wearing the Sunflower, individuals signal that they might need extra help, understanding, or more time. 

In Singapore, Mastercard will sponsor and support the distribution of HDS wearables through St. Andrew’s Autism Centre. These wearables will also be progressively distributed at HSBC branches and offices. Additionally, HSBC is extending its global support of HDS to Singapore by training its customer-facing staff at branches. 

To contextualise and capture the perspective of people living with autism, a campaign website has been created via https://www.saac.org.sg/acceptancematters, providing a platform which features stories of people living with autism and their caregivers. 

Special filmic effects and sound design have been applied to the site content to further contextualise the viewing experience, embodying the heightened sensorial world which persons with autism may experience. 

Julie Nestor, executive vice president of marketing and communications for Asia-Pacific at Mastercard, said, “The beauty of the #AcceptanceMatters campaign is its collective effort, as Mastercard has brought together a strong coalition of like-minded organisations. This collaboration allows us to make a bigger impact, normalising conversations around disability and inclusion, while driving greater empathy and allyship, crucial ingredients for an inclusive culture. Through this campaign, Mastercard aims to demonstrate that a world where everyone is accepted is truly priceless.”

Meanwhile, Paul White, CEO of Hidden Disabilities Sunflower, said, “Many individuals with hidden disabilities face challenges in their everyday life, such as sensory sensitivities, communication barriers, and navigating public spaces, all of which significantly impact their daily lives and place additional strain on them, their caregivers and families. As such, the globally recognised Hidden Disabilities Sunflower is the perfect symbol to support this campaign, which seeks to normalise the conversations around disabilities and driving inclusion, is both timely and important.”

Community partner St. Andrew’s Autism Centre has provided valuable expertise in shaping and conceptualising the campaign, offering insights to the needs of the neurodivergent community and their caregivers. 

“By focusing on real-life stories of persons with autism, the campaign aims to directly influence the community’s perception of autism to create a more supportive atmosphere by normalising allyship and conversations around disability and inclusion.” said Bernard Chew, CEO of St. Andrew’s Autism Centre

As part of HSBC’s ongoing efforts to promote financial inclusion and accessibility, the bank is progressively rolling out the Hidden Disabilities Sunflower programme across its branches and offices in Singapore. This initiative is designed to support customers and employees with non-visible disabilities. 

Ashmita Acharya, head of wealth and personal banking at HSBC Singapore, said, “We are dedicated to ensuring that individuals with non-visible disabilities feel supported and respected. By training our colleagues to recognise the Sunflower symbol and providing physical wearables such as lanyards, bracelets, and pins, we’re giving people the tools to discreetly indicate when they need assistance. Our aim is to foster a more inclusive and welcoming environment for everyone.” 

As part of the campaign, Frasers Property Singapore will serve as the official media partner, promoting empathy and acceptance of neurodivergent individuals on the autism spectrum at its retail and commercial properties. Additionally, the organisation has launched an industry-first ‘Inclusion Champions’ programme, providing over 1,000 hours of inclusivity training for frontline employees and tenants to enhance support for persons with disabilities. 

To further this commitment, it has introduced a ‘Calm Hours’ initiative to 79 retail outlets to date, offering sensory friendly environments by reducing noise and dimming lighting for individuals with sensory sensitivities. 

“Empathy with persons on the autism spectrum begins by acknowledging that everyone experiences the world in their own unique way. By investing the time to understand their challenges and perspectives, we can cultivate an environment where they feel valued and supported. As our retail and commercial properties serve as vital community hubs and gathering places, we want to enhance the understanding and acceptance of individuals with special needs. Inclusion is central to our engagement with the communities we serve, and we are dedicated to fostering greater inclusivity for all,” said Soon Su Lin, CEO at Frasers Property Singapore

Lastly, McCann Worldgroup is the creative agency behind the campaign and has long collaborated with Mastercard on their “Priceless” platform. 

“It was a pleasure to collaborate with Mastercard and our partners at St Andrew’s Autism Centre and Hidden Disabilities Sunflower on this campaign. #AcceptanceMatters is a powerful truth and idea that will create a more inclusive world for people with autism and their caregivers, authentically told by those who live it every day. Working on this campaign to raise awareness of autism and hidden disabilities has been an incredibly fulfilling journey, as we call for empathy and support for all those who navigate invisible hurdles,” commented Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific.

Kuala Lumpur, Malaysia – Mastercard, a technology company in the payments industry, and beverage brand Ribena Malaysia has collaborated to reward customers through the Mastercard Gamer Exchange. 

The partnership rewards gamers through the platform when they purchase eligible Ribena products. Each purchase allows customers to earn points on the Mastercard Gamer Exchange platform, which can be redeemed for gaming credits.

Customers can exchange gaming credits using Ribena products starting Oct. 1, 2024.

Ribena Malaysia is the first consumer goods partner to be on the Mastercard Gamer Exchange platform.

The gaming industry has been rapidly growing with more people calling themselves gamers globally. In Malaysia, revenues from gaming are predicted to hit US$650 million this year. Consequently, technology has constantly been adapting for more suitable devices and increased internet coverage for gaming. 

In response to these trends, Mastercard developed the gamer exchange platform to change the rewards programs in the market. Brands can integrate the Mastercard Gamer Exchange into their reward programs’ applications or websites.

Additionally, Mastercard Gamer Exchange allows users to redeem their points in small amounts. This means that gamers do not have to accumulate large quantities of points before they can redeem gaming credits.

“As the #1 blackcurrant drink in Malaysia, Ribena is constantly looking at innovative ways to connect with a new generation of consumers and to ensure that our valued consumers have a rewarding and enjoyable moment. This partnership with Mastercard brings that purpose to life – with Ribena, gaming enthusiasts now get to enjoy that unparalleled Ribena blackcurrant taste, whilst rewarding themselves with gaming credits,” Rodney Tan, marketing director for Suntory Beverage and Food Malaysia, said.

“Mastercard has always aimed to connect people with their passions, such as sports, arts, music, and gaming. Mastercard Gamer Exchange – the world’s first reward points conversion engine for gaming credits – was conceived with the vision of bridging our partners’ loyalty programs with the global gaming community,” Kaveri Khullar, senior vice president for consumer marketing & sponsorships of Asia-Pacific at Mastercard, said.

“With one simple, seamless solution, Mastercard Gamer Exchange establishes an entirely new category in rewards redemption, giving gaming enthusiasts a novel way to add gaming credits; offering game publishers and developers a new distribution channel – one that didn’t exist before; and providing brand partners with a fresh approach to connect meaningfully with this fast- growing demographic,” Khullar added.

“The partnership between Mastercard and Ribena, one of the most beloved consumer brands in Malaysia, is a gamechanger in consumer engagement. Mastercard is excited to be working with Ribena to help them deepen their engagement with this diverse audience. Mastercard Gamer Exchange is a recognition that gaming is a popular passion globally and specifically in Southeast Asia, and that rewarding gamers means rewarding an incredibly broad demographic of consumers and creating something meaningful for them,” Dheeraj Raina, vice president and head of marketing and communications of Southeast Asia at Mastercard, said.

Digital financial services platform Atome has also partnered with Mastercard, entitling Atome card holders in the Philippines to earn gaming credits.

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.

Bangkok, Thailand – Mastercard has announced the appointment of Winnie Wong as its country manager for Thailand and Myanmar. In her new role, Winnie will oversee all Mastercard activities in the two markets, including business development, implementation of innovative, safe, and smart payments solutions for businesses and consumers, as well as the growth and delivery of commercial solutions to corporations and SMEs.

She brings over 20 years of experience in payments, commercial solutions and banking across Southeast Asian markets including Vietnam, Singapore, and Malaysia. 

Since joining Mastercard in 2013, she has partnered with governments and corporations to spearhead the adoption of B2B platforms, enhancing the efficiency and transparency of cross-border trade in Asia Pacific.

Winnie is also the country manager for Vietnam, Laos, and Cambodia, a role she was appointed to in 2019 and which she continues to hold. In the past six years, Winnie played a pivotal role in establishing an ecosystem for safe and secure payments in these markets. She was also instrumental in engaging with regulators and stakeholders in creating a cashless and financially inclusive society in Vietnam. 

In addition, Winnie drives Mastercard’s global commitment to inclusion for women and has championed several initiatives for women’s empowerment. Notably, she led the launch of Mastercard Strive Women in Vietnam with CARE, an international humanitarian organisation. This program aims to strengthen the financial health and resilience of businesses, particularly micro and small businesses led by women, with a goal of reaching two million entrepreneurs in Vietnam within four years. Additionally, Winnie serves as the vice-chair for AmCham Vietnam.

Speaking on her new role, Winnie said, “It is my honour and privilege to take on this role and work alongside such a dedicated Mastercard team in Thailand and Myanmar. I look forward to partnering with Mastercard’s customers and partners as we shape the future of payments and digital innovation in Thailand together and contribute to the growth of its economy. I am especially excited to support the government’s agenda to build an innovative, secure and inclusive digital economy that benefits everyone – individuals and businesses alike.”

Meanwhile, Safdar Khan, division president for Southeast Asia at Mastercard, commented, “Winnie’s extensive experience across Southeast Asia will be greatly valuable to Mastercard in Thailand and Myanmar. Her deep insights into digital payments and commercial solutions, and her leadership across key strategic initiatives in this region will play a crucial role in contributing to the advancement of Thailand’s digital economy, the growth of its SME sector and its transition toward a cashless society.”

Manila, Philippines – The Asian Development Bank (ADB) and Mastercard have signed a memorandum of understanding (MOU) to promote financial inclusion and digital transformation across Asia-Pacific. The agreement reflects both organisations’ common objective of improving financial inclusion by supporting micro, small, and medium-sized enterprises (MSMEs) and women-owned businesses. It seeks to use digital innovation to promote equitable growth and the adoption of climate-friendly behaviours. 

ADB and Mastercard have committed to working together on projects that will increase financial accessibility, encourage the use of digital payments, and improve digital literacy in marginalised populations. Their main goals include encouraging inclusive economic development and closing the digital divide. To make sure that their cooperative efforts are in line with the main goal of creating a safe and sustainable digital economy, the parties have set guiding principles.

ADB recently granted a US$300m loan to help the Philippines’ financial inclusion aspirations. The loan aims to increase Filipinos’ access to financial services, particularly among underprivileged parts of the community, while simultaneously encouraging economic growth. 

The strategic partnership is a step toward a more inclusive and resilient digital economy in the Asia-Pacific region. ADB and Mastercard aim to create new opportunities, promote long-term growth, and have a lasting impact on future generations by working closely together.

Speaking about the partnership, Simon Calasanz, country manager, Philippines, Mastercard, said, “Mastercard has an extensive history of supporting MSMEs, and is committed to further collaborating with ADB in the Philippines to drive greater financial inclusion, broaden credit access, and ensure a safe and secure digital ecosystem for the evolving landscape.” 

Meanwhile, Suzanne Gaboury, director general of ADB’s private sector operations department, stated, “Financial inclusion is at the heart of ADB’s mission to promote sustainable development. Through this partnership with Mastercard, we are increasing our efforts to expand access to financial services and unlock opportunities for marginalised communities in the Philippines, and across the region.”