Date post: | 14-Apr-2017 |
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Trends in Retail and E-Commerce Analytics
October 2014
Singapore | Thailand | Indonesia | Philippines
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Why I’m here today
• Building data-driven products & acquiring users at Gilt.com, Moda Operandi, LivingSocial & Groupon
• Took a data science class during my MBA
• Undergrad in Industrial Engineering (math, stats, operations research)
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Why YOU are here today
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The REAL reason why you’re here today
aCommerce
Creating the fabric for e-commerce in Southeast Asia
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Our company
Our VisionPowering Ecommerce in Southeast Asia
aCommerce means commerce anytime, anywhere, anything
Our MissionBuild Ecommerce technologies and services that help companies build brand value, acquire customers, drive sales, and scale their business
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Paul SrivorakulGroup CEOExperience:CEO & Co-FounderEnsogo Group (acquired by LivingSocial), Admax, DMS Group, NewMedia
Peter KopitzGroup COOExperience: Co-Founder & MD- Zalora, Rocket InternetVP, Head of Execution- ACL Bank
Piers BennettGroup CFOExperience:CFO - Ensogo (acquired by
LivingSocial)- DMS Group- ValuE-commerce
John SrivorakulGroup CTOExperience:CTO & Co-Founder- Ensogo (acquired by
LivingSocial), Admax, NewMedia
Tom Srivorakul CEO (Thailand)Experience:Co-Founder & MD- Ensogo(acquired by
LivingSocial), DMS Group, NewMedia
Adrian SuhermanCo-CEO (Indonesia) Experience:VP of Digital - TelekomselCEO (Indonesia)LivingSocial/DealKeren
Hadi WenasCo-CEO (Indonesia) Experience:Co-Founder & MD- Zalora, Rocket
InternetEngagement Manager- McKinsey & Co
Ray AlimurungCEO (Philippines)Experience:VP of Business Dev.- Lazada, Rocket Int.Sr. Product Manager- Amazon.com (USA)
Our team
Sabina ChangCEO (Singapore)Experience:Category Manager & Head Merchandiser- Apple, Amazon,
Walmart.com
Sheji Ho Group CMOExperience:Sr. Product Manager- Moda OperandiHead of Customer Acq.- LivingSocial, Gilt Groupe
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Our clients
Retailers / Marketplaces Brands
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Backed by some of the biggest in the game
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Our presence across Southeast Asia
Thailand
Singapore
Indonesia
Philippines
• 3000 sqm• 100+ staffs
• 3600 sqm• 130+ staffs
• 200 sqm• 20+ staffs
• 500 sqm• Manila Metro• 20+ staffs
Malaysia, Vietnam
Coming soon
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Thailand fulfillment center: 3,600 sqm
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Brand Site
Our E-commerce channels
Popshop Storefront (Social Networks, Apps, Emails)
Marketplaces & E-tailers(e.g. Rakuten, Qoo10, Elevenia,
Lazada, iBuy Group, LINE)
E-Commerce in Thailand and Southeast Asia
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By 2020, over 60% of Southeast Asians will be online
24M
31M
18M
4M
55M
34M
194m
New Internet
users
360m
Internet users
Source: We are Social, Accenture, 2012
2010 2020
62% Estimated Internet
penetration
25% 2010 Internet penetration
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Big room for growth for e-commerce in SEA
Online shopping makes up just 1% of total retail sales in SEA. This compares with 8% in China and over 10% in the U.S. and U.K.
15.19.5 11 12.8
21.8
11.3
102.4
57.1
68.4
82.5
168.5
70.5
Indonesia Malaysia Singapore Thailand Vietnam USA
Forecast Sales in Internet Retailing (% Value Growth)
2013-18 CAGR 2013/18 Total
Source: Centre for Retail Research 2014, Euromonitor 2014
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E-commerce market in SEA is highly fragmented, unlike US
6.32
2.35
2.2
1.97
1.79
Vatgia.com
Lazada sites
5Giay.vn
Enbac.com
Thegioididong.com
1.44
1.35
1.26
0.78
0.7
Avg.com
Amazon Sites
Lazada sites
Indonetwork.co.id
Apple.com
1.5
1.05
0.94
0.84
0.64
Amazon Sites
Avg.com
Alibaba.com
Apple.com
Groupon.my
1.73
1.34
1.15
1.09
1.03
Weloveshopping.com
Rakuten Inc.
Avg.com
Lazada sites
Apple.com
1.09
0.73
0.69
0.63
0.52
Amazon sites
Apple.com
Avg.com
Lazada sites
Multiply.com
0.68
0.53
0.44
0.33
0.26
Amazon sites
Apple.com
Giosis Group
Alibaba.com
Avg.com
Monthly Unique Visitors (millions) of top 5 online retailers
Vietnam Indonesia Malaysia
Thailand Philippines Singapore
In contrast, in the US, Amazon and eBay are the top two online retailers, with more than
250 million monthly unique visitors
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Mobile leapfrogging: Thailand vs China
Thailand requires 1.5 vs 3 years to reach the same online penetration level as China’s post 3G
0%
10%
20%
30%
40%
50%
60%
2003 2005 2007 2009 2011 2013 2015 2017
Internet Penetration
Internet penetration in China
Internet penetration in Thailand
0%
10%
20%
30%
40%
50%
60%
2008 2009 2010 2011 2012 2013 2014
Smartphone penetration
Smartphone penetration in China
Smartphone penetration in Thailand
Source: CNNIC, UBS estimates
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LINE Messenger
Thailand only
From unknown to dominant in 18 months
26+ million users in Thailand alone
Single largest channel to consumers
> Print + TV + radio
eCommerce engine
Ensogo took 2 years and $4M to get to 4M members
Line flash sales did it in 72 hours
That is truly disruptive
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Online advertising is totally out of line
In Southeast Asia, people spend 44% of their media time online, but only 2%of advertising spending is devoted to online advertisement; however, e-commerce is changing this
Source: Euromonitor, Nielsen
51%
34%
5%2%
32%
9%
15%
44%
0%
10%
20%
30%
40%
50%
60%
TV Print Radio Online
% of Total Ad Spend vs % of Total Time Spent on Media
% Ad Spend % Time Spent
out of line
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Key takeaways
• BIG – bigger than US (2x), bigger than EU
• Social – everyone is on social media (Facebook, LINE)
• Mobile – well over 100% penetration in most markets
• Internet focused – more time spent on the internet than on TV
• Large gaps – absolute disconnect between time and money spent online vs TV
• Growing fast – eCommerce CAGR 2008-2013 is 18.73%
• Young – much younger population than US and EU
• Less competition – not (yet) dominated by global players
E-Commerce Analytics: Trends and Predictions
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Trends and Predictions
• Content is blending with commerce resulting in new business models leveraging bigger data sets
• E-commerce will slowly take over advertising as primary monetization model, driven by disconnect between time and money spent online vs TV
• Data will re-invent how e-commerce and advertising is done
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New business models are emerging
Content Commerce
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“The company has a Pinterest-like interface, and uses algorithms and machine-learning technology to adapt to a user’s tastes in order to show them products they like.”
“While Pinterest began exploring how a user’s likes and interests can be programmed into a more personalized experience earlier this year and doesn’t really emphasize commerce, Wish is all about the art of the algorithmically enhanced sale.”
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“Jet will distinguish itself from Amazon, eBay and others by pricing products based in part on their proximity to the buyer. That way, customers could potentially get their merchandise quicker and at lower cost.”
“What are the hidden costs in e-commerce? Are there aspects of e-commerce that don’t make sense? And most importantly, how do we expose these inefficiencies and empower customers to eliminate them?”
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Marketing Interactive: Shitty Clicks or 5 Reasons You Should Fire Your Digital Agency
http://www.marketing-interactive.com/5-reasons-fire-agency
Wrap-up
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Recap
• E-commerce is BOOMING in Thailand
• New business models are appearing, leveraging more and more data
• MOBILE adds more complexity to data but cannot be ignored anymore
• Big data and technology will change e-commerce, retail, and advertising
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4 P’s of Big Data
aCommerce’s big data framework for e-commerce
1.Platform
2.Processes
3.People
4.Politics
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Keep in touch!
• Skype: sheji_ho
• LINE: shejiho
• Mobile: 09 2265 1700
Thailand Office946 Dusit Thani Building, 4th fl., Rama IV Rd. Bangrak, Bangkok, Thailand 10500
Indonesia OfficeJalan Wijaya Timur II No. 13RT 015 RW 002, Kelurahan Petogogan, Kecamatan Mampang Prapatan Jakarta
Thailand Distribution Center951/1 Soi Preeyanon, Sathupradit Road, Bangpongpang, Yannawa Bangkok 10120, Thailand
Singapore Office#05-01, Block 71 Ayer Rajah CrescentSingapore 139951
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Thank you!
Sheji HoGroup CMO, aCommerce
E: [email protected]: +66 (0)92-265-1700Skype: sheji_ho
Address:946 Dusit Thani Building, 4th fl., Rama IV Rd. Bangrak, Bangkok,10500 Thailand