Marketing Featured Southeast Asia

New Carousell brand campaign highlights the joy in finding ‘The One’

Manila, Philippines – Finding ‘The One’ is always associated with romantic human relationships, but the journey of seeking the ‘perfect match’ extends well beyond to other experiences in our lives. This is what recommerce platform Carousell in the Philippines aims to evoke in its newest brand campaign: finding ‘The One’ – the perfect item – that is.

All-in-one marketplaces such as Carousell always bring much excitement, but with such an expansive selection comes the challenge as well of finding that one most suitable item for our needs. Carousell Philippines’ newest campaign, ‘Find The One for Every Want’, simply aims to help and educate consumers in the market in better navigating the recommerce platform for better experiences and more immediate and frequent successes in landing that purchase they’re looking for.

Djon Nacario, GM of Carousell Philippines, shares that the new campaign targets to educate users on the features and tools that are available to them on Carousell so they can experience “the joy in finding the listing that perfectly matches their needs.”

“We’ve seen how consumers searching for items online are confronted with so many confusing choices. With this campaign, we want to help buyers navigate the online clutter so they can find exactly what they are searching for – even if it’s their dream home or their first car,” he said.

A witty hashtag is also at the heart of the campaign, #MayKiligSaCarousell, which speaks to the warm, fuzzy feeling that one gets in love – or similarly – in getting the ‘perfect’ purchase.

Some of the features that the campaign aims to highlight are its easy-to-navigate interface, where users can simply click on product buttons such as ‘Cars’ and further filter the search according to location, budget, and model on one page. Carousell also wants to spotlight its communication features which enable users to chat directly with the seller to obtain information that sales agents usually wouldn’t know.

Furthermore, the campaign boasts its more sophisticated features such as the ‘Inspected’ badge for second-hand cars available on the platform. Cars that carry this badge means they have undergone a comprehensive 188-point inspection process that looks into a car’s mechanical and electrical functions, in and out of the vehicle; as well as the car’s body frame itself, engine bay, undercarriage, and even the car’s registration. Qualified vehicles also carry an ‘Eligible for Warranty’ badge so users can choose if they want to purchase used cars with warranty. 

 “We’re very single-minded in our intention to help our users find the perfect listing that [matches] their exact need,” added Nacario.

To make sure online buyers and sellers know about these features and benefits, the new Carousell campaign will also include a series of fun online videos, articles, and informative posts to help users find the perfect property or car on the Carousell platform.

Very recently, Carousell Philippines has also held the platform’s regional Caroupreneur Awards, which recognises the top sellers on the platform. Celebrated through a physical event in Manila in September, winners and finalists were named across all its product categories.

Platforms Featured Southeast Asia

Carousell acquires control of Indonesian electronics recommerce Laku6

Singapore – Recommerce group Carousell has acquired control of Laku6, an Indonesian electronics recommerce platform, which positions Carousell Group as a market leader in the Greater Southeast Asia’s electronic recommerce industry.

Temasek unit Heliconia Capital will be supporting Carousell Group in its acquisition of Laku6 and in accelerating circularity in second hand electronics. The deal follows the initial investment Heliconia made into Carousell, less than a year ago in October 2021.

Every quarter, Carousell sees about 2 million new listings in its electronics category, making it one of the largest platforms to transact used electronics, and particularly mobile phones, in the region. Laku6’s proprietary solutions, pricing algorithms and instant cash service, when integrated with Carousell’s wide user network, will make buying and selling used electronics more accessible than ever before for millions of users.

By making it easier for our users to sell their idle devices and buying certified used devices, Carousell and Laku6 aim to extend the life cycle of electronics goods, thereby slowing down the growth of toxic e-waste.

Quek Siu Rui, co-founder and CEO of Carousell, said, “This partnership provides for a potent combination to secure Carousell’s leadership in the Greater Southeast Asia electronics recommerce market–bringing together Laku6’s AI-first remote diagnostic technology, Carousell’s regional recommerce platform of tens of millions of users, and one of the largest capital investments to-date into the region’s electronics recommerce space.” 

He added, “We are truly excited to partner with Alvin, Shing Kae, and the entire Laku6 team. The electronics recommerce opportunity is one that is win-win-win: great for users with affordable like-new devices, beneficial to the environment as people sell and buy second hand instead of new, and an exciting business opportunity with over 2.5X electronics recommerce growth potential ahead.”

Meanwhile, Alvin Yap, founder and CEO of Laku6, commented, “It is exciting to be part of a regional leader that aligns with Laku6’s vision. Carousell and Laku6 share a deep commitment of making second hand the first choice and the demand for electronics recommerce is growing faster than ever in Greater Southeast Asia. With Carousell’s scale and investment, we are well-placed to create a winning formula and offer our proven solutions to a very large audience of end-users and merchants.”

This partnership also follows Carousell’s acquisition of Ox Street, an authenticated streetwear marketplace, and Refash, Singapore-based omnichannel fashion recommerce retailer.

Platforms Featured Southeast Asia

Classifieds site Cho Tot launches new feature for safety of buying, selling second-hand

Vietnam – Cho Tot, an online classified marketplace in Vietnam, has launched a ‘Protected Payment’ feature to enhance the safety and convenience of buying and selling secondhand items. The company also has a solid plan to reshape the future of recommerce via building a comprehensive ecosystem.

Cho Tot is a part of the Carousell Group, a classifieds marketplace group in Greater Southeast Asia. Since launching in Vietnam in 2013, Cho Tot has become a well-known recommerce platform with more than 10 million unique monthly users and more than 1 million used items listed every month. Unlike the traditional consumption cycle, which comprises buying new items and then discarding them, Carousell and Cho Tot enable consumers to buy and sell used items, extending the life cycle of these items. Reinforcing the circular economy helps the community take steps together towards fulfilling the United Nations Sustainable Development Goals.

In order to increase trust in transacting on secondhand items, Cho Tot’s ‘Protected Payment’ feature is an escrow payment system that provides assurance to users by holding payment until a transaction is verified as successful by both buyer and seller. Supported by third-party payment platforms—mobile e-wallet platform MoMo and intermediary payment service Payoo, as well as on-demand logistics firm Ahamove—transactions via this method are recorded and ensured under Cho Tot’s protection policy. Buyers will be refunded in full if they do not receive items or if the items do not match the description. In addition, Cho Tot will assist in mediating disputes between buyers and sellers in cases of dispute, based on platform policy, to ensure transparency and the rights of both parties. 

Additionally, Cho Tot users can now experience much more convenience when buying and selling used items. Previously, transactions of used items would include multiple steps from contacting the seller, bargaining, making an appointment, verifying items, to making payment. Now, buyers only need to click ‘Buy Now’ and make payment, and the item will be shipped to their address as seamlessly as buying a brand new item on an e-commerce site. 

On the recommerce growth strategy, Hoang Thi Minh Ngoc, chief growth officer of Cho Tot, said, “With the feature of ‘Protected Payment’, we are reshaping the experience of buying and selling used goods to be safer and more convenient. We are planning to develop a comprehensive ecosystem for recommerce via working with strategic partners providing inspection, authentication, warranty and finance solutions; combining online platform and offline services to enhance the user experience for both buyers and sellers.

“In addition, Cho Tot also partners with organisations advocating for circular economy and sustainable development to encourage consumers to prioritize used items as their first choice, moving towards sustainable consumption,” Hoang adds.

On the partnership with Cho Tot to enhance the buying and selling experience of used items, Nguyen Manh Tuong, vice chairman and CEO of MoMo, shared, “We are proud to provide a secure payment solution and secure account for this pioneering feature of Cho Tot. MoMo believes that this partnership will help solve the ‘bottleneck’ for recommerce in Vietnam, remove barriers, and provide an outstanding experience in buying and selling secondhand.” 

Meanwhile, Quek Siu Rui, co-founder and CEO of Carousell, commented, “During the past 10 years, we have tirelessly made efforts to inspire people all over the world to start selling and buying secondhand items. Climate change and over-consumption have made us realise more than ever the importance and relevance of our mission.” 

Rui added, “With the introduction of ‘Protected Payment’ on Cho Tot, we are prioritising a safer, more reliable and more convenient experience in selling and buying secondhand items as the core focus of our growth strategy, directing towards serving the various demands of tens of millions of users in Southeast Asia, Hong Kong and Taiwan. Across these countries, Vietnam is our strategic market due to its largest user base and significant growth rate. We’re doubling down on our support for the Cho Tot team to accelerate growth organically, and we’d be keen to explore inorganic options too.” 

Technology Featured Southeast Asia

Carousell Group’s ad arm launches adtech for recommerce

Singapore – Carousell Media Group, the advertising arm of Carousell Group, which holds recommerce platforms or marketplaces for pre-loved items such as Carousell,, ChoTot, OneKyat and Ox Street, has launched a first-of-its-kind recommerce programmatic buying platform. 

Called ‘Connect’, the tech is launched via the group’s advertising arm Carousell Media. The platform will deploy DSP ad technology and will be powered by the buying, selling, and search data signals generated from Carousell Media Group’s wide monthly user count across Greater Southeast Asia, Taiwan, and Hong Kong.

JJ Eastwood, managing director of Carousell Media Group, shared that the Connect platform was launched to allow brands to reach buyers and sellers both on and off Carousell’s marketplaces since “inspiration, discovery, and purchase can happen anywhere.” 

“We have witnessed unprecedented growth in recommerce over the last 12 months, that’s being propelled by consumer demand for sustainability as well as e-commerce, and it’s quickly becoming an important component of the consumer-brand relationship,” said Eastwood. 

The group said the Connect platform will give advertisers a viable alternative to the closed environments like Google and Facebook, by providing them with full-funnel marketing solutions and enabling them to engage with Carousell Media Group’s audiences on every ad format, such as video, display, audio, and Connected TV. Furthermore, Carousell Media Group says that the integration of first-party and third-party data sets is what sets the Connect offering apart from others. 

The platform was initially offered to selected advertisers, with Decathlon being a prominent one. The parent group said that as part of 2022’s rollout under Connect, its ad arm will be launching new ad products, such as Carousell Search Ads which will enable advertisers to fully leverage real-time keyword searches. 

As a parent company to classifieds platforms, Carousell Group has been shaping its capabilities to help entities in its advertising efforts. In November 2021, it launched for the second time its ‘Free Ads for Charities’ initiative, an advertising support program for non-profit organizations (NPOs) in Singapore, Malaysia, Hong Kong, and the Philippines.