The retail landscape in APAC is very diverse and distinct from the rest of the world and has evolved considerably since the onset of Covid-19. The global pandemic has led to an explosive growth in the e-commerce industry, with consumers across the APAC region having shifted their shopping habits online to cater for life under pandemic related-lockdowns and restrictions. These new behaviors are here to stay.

Malaysia is the digital pulse

At the current rate of e-commerce growth, Malaysia is set to become the ASEAN digital pulse. With strong government support, the country has paved its way into e-commerce acceleration. A young population and social media growth have also aided the development of e-commerce in Malaysia. 

Reprise in collaboration with Google, recently released a consumer study into online shoppers buying behavior and preferences across the APAC region, interviewing 13,000 shoppers. The study uncovered that 66% of online shoppers in Malaysia are willing to try new brands and may not be loyal to any one brand, while perceived value for money and promotions are the second reason Malaysians prefer to shop online.

Infographic from Reprise

Meanwhile, the most common reason, apart from shipping fee/time, for not buying products online across all product categories is the ‘inability to touch and feel before buying.’ This was also the reason cited by more than half of online shoppers for buying clothing, shoes, and accessories.

Promos, browsing offline & what we see is what we want

Malaysians are hungrier than the rest of their Southeast Asian counterparts, and the growth statistics demonstrate it. The frequency of buying is much higher in Malaysia compared to the APAC average, and rather than impulse, Malaysian online purchases are promo-driven. Two key things that are seen happening are that women are more experimental, and men are more loyal; and Malaysians prefer to browse offline before coming home to buy online.

Reprise infographic-2
Infographic from Reprise

The study looks at some categories of interest. With grocery, it is observed that Malaysians are most concerned about the look and feel of final products compared to what is shown. This is an indicator that the category needs to evolve more as Malaysians are disappointed when they do not receive what they perceived to see.

The study also indicates that categories like pet food, toys, health & beauty, and automotive do not require store trials as much as categories like furniture, appliances, and fashion, which shows there are numerous opportunities for brands to grow the commerce route for themselves, now more than ever. This indicates that while some categories have evolved to not require store trials, more categories will likely follow suit with greater usage of augmented reality and other technologies which will improve and enhance the virtual shopping experience.

The customer journey is the holy grail

What all of this shows is that consumers expect the same level of experience across platforms, regardless of whether they are online or offline. It boils down to how the experience is crafted online and requires thought to go into it, much more than just listing and selling, for the brand to create an overall online shopping experience. This experience is what brands need to focus on heavily, beyond media.

With this growth in e-commerce, brands need to now look at replicating the physical store experience for consumers, to ensure customers don’t drop off in the time it takes them to move from in-store to home. While growth in e-commerce means there is a need to create new channels for brands, with or without minimal cannibalization of existing channels, there is a bigger need for brands to look at their entire journey. 

Auditing the complexities of e-retail

In today’s world, the e-retail space has tangled into one another, making the customer journey more complicated – e.g. mobile searches when in a retail outlet prior to making an offline purchase for price comparison. However, navigating through these complexities is possible when brands dig deep to evaluate their media and non-media assets. By starting with the website and marketplace brand stores which are their flagship stores online, brands can ensure that potential customers have a smooth e-retail experience overall.

A priority for brands should be in minimizing and eliminating points of friction to create an ideal shopping experience. Malaysian consumers have indicated that the shipping and returns process are top pain points.

Build trust, reviews matter

With 46% of online shoppers emphasizing product information for making purchase decisions, optimizing product content on marketplaces has become critical for brands to stand out in the cluttered environment. Every 1 in 2 Malaysians do their product research online using social media platforms, and almost 40% of the online shoppers also refer to online search portal for the same. Which brings the question – how can brands capture the imagination of people online, and how can they maintain trust?

Media channels have evolved to cater to e-commerce with every major digital advertising platform having commerce suites, hence brand engagement, creativity, and innovation continue to be key differentiators. Brands can further build trust by tackling information asymmetry, and consistently displaying content that is true and accurate.

Part of the onus also lies with consumers, as people constantly seek reviews as a key parameter for purchase. The survey indicates that reviews on the website are just as important as those on marketplaces. This is an area of opportunity for brands as good brand reviews will improve customer satisfaction scores and sales.

Brands can empower customers to leave reviews, respond to these reviews, and ensure an ideal brand health score online. In the survey, it is seen especially across the toys and consumer electronics categories, with social media and the online retailer website being the top two sources for research across the category.

The right people & the right strategy

The biggest challenge for brands when it comes to e-commerce is in crafting the e-retail experience, customer engagement, and omnichannel marketing strategy. Additional investments are needed, in terms of resources and talents, however, there is often a lack of proper structure around how each related department works together. While there is an intent to craft the e-commerce strategy, a lack of knowledge is often one of the biggest hurdles.

To overcome this, brands need to focus on a holistic platform strategy to drive a smooth, frictionless e-commerce experience. The role of media will of course remain crucial to driving consumers to brand stores whether D2C or e-retail, but the experience of shopping online will decide the level of success brands can expect to see in e-commerce.

Consumer behavior as we know it from offline retail may change when it comes to e-commerce. The digital e-commerce consumer is likely to behave very differently across existing channels, and there is a need for marketeers to study these digital behaviors to craft the experience. Brands also need to cater to the right information at the right place by having a strong content strategy in place. For agencies working with brands, the objective is to understand e-commerce in the context of each business and share an assessment of requirements with brands to form a journey forward.

Remember… experience, experience, experience

Ultimately an e-commerce offering is about providing an experience. How that offline experience is translated online is what distinguishes one agency from another.

Sujith Rao

This article was written by Sujith Rao, managing director of Reprise for performance & tech.

Manila, Philippines – Top e-wallet in the Philippines GCash’s new service is a step forward in customer service and in fulfilling its brand promise of safe financial transactions. In partnership with Singapore-headquartered regional insurtech Igloo, GCash launches a first-of-its-kind online shopping insurance protection that will secure consumers from online marketplace fraud.

Igloo’s Online Shopping product is part of its Cyber Protection vertical, which secures financial loss arising directly from any online marketplace fraud. Through the partnership, GCash users will be protected from any transaction they make via online marketplaces such as Lazada, Shopee, including Viber, and Facebook marketplaces as long as their payment was fulfilled through the GCash platform. 

GCash continues to be the leading digital wallet in the Philippines and is continually amplifying its services. The fintech has also recently announced that it is eyeing to launch a Buy Now Pay Later service within this year. 

Martha Sazon, GCash’s president and CEO, said that the shopping insurance offering comes at a time when they have seen robust growth in online transactions and user base.

“With excellent customer experience being the heart of our business alongside value-added services through our platform, we are thrilled to launch this new product with Igloo that secures online transactions for our customers,” said Sazon.

Mario Berta, Igloo’s country manager for the Philippines, commented, “We are excited to partner with the leading e-wallet in the country, GCash, who shares the same vision of protecting digital consumers by pioneering innovative solutions to end-customers at an economical price. With the growing number of digital consumers in the country, now more than ever, is it most important to provide flexible solutions for the changing needs and processes of both businesses and customers.” 

According to GCash, its users currently stand at 46 million. The app has also had over 13 million log-ins per day, peaking at almost 15 million in the second quarter of 2021.

GCash has been integrating insurance as one of its value propositions to users. Within the app, it currently offers a line of insurance products similarly powered by Singapore-grown insurance firm, Singlife. GCash’s offerings are mainly characterized by low-cost premiums and include a range of protection from income loss to health coverage such as Dengue and even COVID-19.

The Online Shopping protection is one of the first products Igloo will be launching with GCash but will soon be rolling out more products with the e-wallet in the next six months that will be geared towards MSMEs.

Manila, Philippines – With the goal of continuing to further tech-up Filipino businesses, UBX, the fintech unit by UnionBank that provides opportunities and access for all by building digital financial solutions for individuals and SMEs, has just recently launched ‘Sentro Build’, to enable the growing community of merchants that gather in well-known marketplaces. 

‘Sentro Build’ is the latest version of UBX’s ‘Sentro’. ‘Sentro’ is an online shop builder for entrepreneurs and MSMEs, while the new ‘Sentro Build’ provides marketplace owners, organizers, and their communities an easily customizable online marketplace.

Merchants can join the ‘Sentro Build’ via an invite to the marketplace from the marketplace owner or by applying to become a seller to the marketplace, while customers can simply visit the marketplace website to look through the merchandise.

Through ‘Sentro Build’, marketplace owners have full control over the appearance and branding of their marketplace through the platform’s easy-to-use administration features. It has a built-in payment gateway powered by Bux providing multiple payment options via over 50,000 over-the-counter channels, online banking, and e-wallets, as well as debit, and credit card payments. In addition, it has pre-integrated delivery services powered by MrSpeedy.

“There are many industries affected by the pandemic. Those severely impacted include the events, expo, and bazaar segments. Traditionally, this industry required physical gatherings which might not be happening any time soon. We have the technology that can now empower companies to create their own online marketplaces,” said Bjorn Pardo, UBX’s head for SME Ventures and Sentro’s lead for Venture.

According to UBX, the events industry was one of the hardest hit during the pandemic, and traditionally requiring mass physical attendance, events, and expos have been severely restricted.

With this, ‘Sentro Build’ has kicked off with Themes & Motifs last 24 July 2021. Behind the launch are the organizers of The Wedding Inspirations Co. and the original Philippine Wedding Expo. The virtual Bridal Fair national roadshow and its online mall dedicated to the wedding industry is called ‘The Bridal Marketplace’.

When asked by MARKETECH APAC how ‘Sentro Build’ helped Themes & Motifs transition virtually, Pardo said, “Themes & Motifs events are primarily done physically in malls and convention centers. Now with their marketplace up and running, they can virtually conduct their own bridal fair from anywhere in the Philippines. Also because of the marketplace we’ve built, customers can easily view and check out their purchases within the marketplace.”

Meanwhile, Sharon Fabian, the managing director of Themes & Motifs, shared that ‘Sentro Build’ allowed them to quickly establish TheBridalMarketplace.com, a comprehensive online mall for soon-to-weds that capitalizes on Themes & Motifs long-standing partnership with big and reputable names in the local wedding industry.

“It provided us with full integration to pandemic-friendly payment methods and a seamless connection to a product delivery system. Also, its easy-to-use e-commerce platform is perfect for our online bridal fair roadshow which showcases different wedding suppliers in different regions of the Philippines,” said Fabian.

Aside from ‘Sentro’ and ‘Sentro Build’, UnionBank’s UBX has also launched other digital platforms, namely, digital transformation package ‘i2i’, end-to-end payment platform ‘Bux’, online lending marketplace ‘SeekCap’, and technologies for visionaries ‘Q Lab’.