- At the time of launch, Shopee was oriented as an e-commerce platform mainly developed on mobile devices, operating as a social network to serve the shopping needs of users anytime, any
Executive summary
The report focuses on analyzing the Shopee e-commerce platform Overall, the report has four main parts: Introduction to the service organization, Analysis of Shopee's service organization situation, Consumer research, Analysis and evaluation of the current 7Ps marketing strategy The analysis will show an overview of shopee's organization, model and service strategy.
Service organization’s Introduction
Shopee, an e-commerce platform founded by Forrest Li in 2009, is owned by SEA Group and headquartered in Singapore Since its initial launch in Singapore in 2015, Shopee has expanded to include eight countries: Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, Philippines, and Brazil.
- At the time of launch, Shopee was oriented as an e-commerce platform mainly developed on mobile devices, operating as a social network to serve the shopping needs of users anytime, anywhere Integrating operating systems, delivery and payment support, Shopee is an intermediary that makes online shopping easier and safer for both buyers and sellers
- Vision: “Connecting users and businesses across Southeast Asia through e-commerce, making it easier than ever for people to shop and sell online.”
- Mission: “Create a safe, reliable and convenient online shopping experience for everyone.”
- Currently, Shopee is the leading e-commerce shopping site in 7 major countries such as Singapore, Malaysia, Thailand, Indonesia, Vietnam, Philippines and Taiwan Shopee came to Vietnam on August 8, 2016 Shopee has only been available to Vietnamese users for about 8 years, but under the talented leadership of CEO Tran Tuan Anh, Shopee has developed significantly, it can be said to be on par with predecessors such as: Lazada, Tiki, Adayroi, Lotte….
Service Organization’s Situation Analysis
Business/company Context
- Shopee is a leading e-commerce platform in Southeast Asia and Taiwan It was launched in 2015 by the Singapore-based company Sea Limited (previously known as Garena) Shopee operates in multiple countries, including Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines, and Taiwan
- Shopee's platform allows individuals and businesses to buy and sell a wide range of products, including electronics, fashion, beauty products, home appliances, and more The platform offers a user-friendly interface and various features such as in-app messaging, secure payment options, and integrated logistics support
- One of Shopee's key strategies is to provide a seamless online shopping experience for its users The company focuses on promoting user engagement by offering features like live chat customer support, flash sales, social media integration, and gamification elements Shopee also organizes large-scale marketing campaigns and events to attract users and increase brand awareness
- Shopee has been successful in capturing a significant market share in the Southeast Asian e-commerce industry It faces competition from other major players like Lazada, Tokopedia, and Bukalapak To stay ahead, Shopee continues to innovate and expand its
5 services It has introduced additional features such as ShopeePay, a digital wallet service, and Shopee Mall, a platform for official stores of well-established brands
Shopee has widened its business ventures with ShopeeFood, a food delivery service, and ShopeePay, a standalone digital payment platform Its parent company, Sea Limited has bolstered its gaming presence through its subsidiary, Garena.
- Overall, Shopee has become a prominent e-commerce player in Southeast Asia, known for its user-friendly platform, extensive product offerings, and innovative marketing strategies.
SWOT Analysis
- Strong financial resources and high market share in the e-commerce market:
Shopee is owned by SEA Group (formerly Garena) - the most valuable startup, the group that owns the largest gaming platform in Southeast Asia
-In Vietnam, Shopee entered the market in 2016 and has had rapid growth, rising to third place in the market in early 2018 and currently leading in traffic In 2020, Shopee ranked first globally country in terms of both downloads and application usage
-There are many preferential policies and operating methods that bring many benefits to customers:
+ Integrating many utilities through the App: In addition to shopping for goods, Shopee also integrates card recharge and services Users can top up their phones, buy data, pay utility bills, take out consumer loans Especially when paying with Airpay wallet, they receive many incentives
+There are many promotions, discounts, and free shipping Through free shipping, flash sales and coupons, Shopee attracts a significant number of online shoppers
+ Support shipping costs for orders, extremely preferential shipping policies for sellers, linking with major shipping companies, relatively fast delivery time
- Products on Shopee are diverse and rich in quality and price:
+ "Anything, buy everything at Shopee": is likened to an "online market" where consumers can buy most of what they want here), from household appliances, electrical appliances, chemicals, cosmetics, eat,…
+Goods on Shopee are divided into 2 types: Goods provided by small shops and Goods from Shopee Mall: genuine goods, quality assurance of trusted brands opening stores on Shopee - There are policies to protect sellers and buyers:
-Built a community of sellers and buyers: C2C model Shopee has been able to build a huge unlimited network of buyers and sellers without any inventory concerns
-There are policies to protect sellers and buyers
-Invest heavily in Marketing and communications: Use the influence and charisma of famous people to act as brand representatives, Affiliate Marketing,
- Difficult to sell products because the level of competition is higher than other e-commerce platforms
- It is difficult to control the seller's source of goods as well as market dumping
- Incomplete purchase evaluation system with poor management: Complicated return and exchange process, Ineffective purchase evaluation system, etc
- Conflicts between customers and sellers have not been resolved
The advent of e-commerce and the ongoing COVID-19 pandemic have fueled a significant increase in online shopping Consumers are increasingly embracing the convenience and safety of purchasing products from the comfort of their homes.
- Vietnamese people's Internet usage time is high: On average, Vietnamese people use the Internet for up to 4 hours per day This is a great opportunity to develop online business
- The trend of online shopping is increasing strongly: With the rapid development of online business along with the complicated situation of the Covid 19 epidemic, consumers are tending to buy more and more online
- Easily promote products: Cooperate with KOLs, artists, hot tiktokers to widely promote the site to customers
- Abundant human resources: using a large number of domestic workers, creating more job opportunities for people in each country where shopee operates
- Fiercely competitive market: With the rapid development of the current e-commerce market, Shopee has many competitors worth worrying about such as Lazada, Tiki, Sendo
- Online business form: Although online shopping is growing strongly, at the same time, many incidents of fake and fraudulent purchases have created a tendency to be cautious when goods are not inspected
- High sales costs: E-commerce is a relatively new form of sales in Vietnam, so the costs of maintaining the site, warehouses and customer support are very high
- For logistics issues such as backlogged orders, lost orders, or refunds, the business must bear all costs.
Competitor Analysis
Launched in 2015, Shopee emerged as a mobile-centric e-commerce platform in Singapore Its unique approach combined social networking with buying and selling, enabling consumers to seamlessly transact anytime, anywhere.
Lazada Group is owned by Alibaba Group.Lazada Vietnam belongs to Lazada Group - a multinational e- commerce corporation and is currently operating in many branches acros countries
The e-commerce channel started as an online bookstore, established in March
2010 After more than a decade, Tiki has made strong changes to become one of the top
10 e-commerce channels in Viet Nam
Focus on Southeast Asia and Taiwan, and its integration of social features for customer engagement
Become the Alibaba of Southeast Asia, investing in logistics and a localized approach for each market
Focus on customer service, next-day delivery in urban areas, and its strategy to expand product categories
Sale on famous festivals of the year, special days of the month such as 2/
Collaborate with celebrities to promote th brand and use in-app games used to attract users
Annual "Birthday Sale" programs, cooperation with domestic and international brands as well as customer loyalty programs
Focus on days with high customer demand such as
"TikiNOW" promotions for fast delivery, branding campaigns, and book fairs.The "Tik go with Stars" campaig combines famous singers to produce man music videos
Shopee is highly appreciated for its service quality, including fast, accurate delivery and flexible return policy Besides, Shopee has very smart and effective marketing strategies, from sponsoring major events to demonstrating the strong presence of the brand in mass media
The growth in investment capital from the parent company helps Lazada access many advanced technologies such as an automatic product classification system that helps shorten time and save costs
Tiki has built and implemented its unique selling point (USP) and fast delivery service with a national average delivery time of only 1.6 days, allowing customers to receive goods in 2 hours in Hanoi Noi and City HCM, and ensure the quality of goods when they reach the user Weaknesses
This platform still has limitations in technology such as not being able t meet the needs of a larg number of users at a
Sometimes products do not match what customers want, they are different from what is displayed
Heavy losses tend to increase gradually over years of operation Tiki is not yet profitable and is still having to "burn
10 time During super sales app errors often occur
The time period for payment of ordered products is too short money" to compete for market share
- According to the report of website analytics tool similarweb.com, Shopee Vs Lazada: Shopee
- The total number of visits to shopee's website is nearly 4 times more than that of lazada, nearly 17 times more than that of tiki, showing that shopee is superior in the customer group Besides, shopee's bound rate is less than both Lazada's and tiki’s, which shows that the rate of customers who do not leave after visiting shopee is lower
In addition, as reported by the website statista.com, shopee completely dominates the e- commerce market in Vietnam, accounting for more than 63% of the market share, meanwhile, Lazada only accounts for 16% and Tiki is 1% statista (2023, 7) Retrieved from statista.com: https://www.statista.com/statistics/1418390/vietnam-e- commerce-market-share-by-platform/
=> In summary, from the above comparative analysis, it can be seen that Shopee is the biggest player in Vietnam's e-commerce industry, outperforming competitors in the same industry.
PESTLE analysis
- PESTEL analysis is a way of understanding the political, economic, social, technological, environmental and legal factors that impact the tourism and hospitality industry This helps us find smart strategies to achieve sustainable success
BUSH, T (2019, 11 17) PESTLE ANALYSIS Retrieved from pestleanalysis.com: https://pestleanalysis.com/pestle-analysis- -tourism/of
The following are PESTEL analyzes within the framework of the Vietnamese market:
Management agency system: In recent years, state management of e-commerce has changed dramatically, creating favorable conditions to stabilize the business environment in Vietnam The Government is very focused and puts effort into building
12 and developing e-commerce activities, and at the same time making efforts to minimize business barriers, procedural and infrastructure limitations for businesses operating in the industry such as Shopee, through through Decisions and Directives such as: Decision
No 645/QD-TTg approving the National e-commerce development master plan for the period 2021-2025, with the goal of expanding the consumption market for Vietnamese goods through e-commerce application; Directive No 18/CT-TTg on promoting connection and data sharing to serve the development of e-commerce (e-commerce)
References chinh phu nuoc Cong Hoa Xa Hoi Chu Nghia Viet Nam (2024, 3 7) Retrieved from vanban.chinhphu: https://vanban.chinhphu.vn/default.aspx?pageid'160&docid 0038
International Organizations/Agreements: Vietnam is a member country of many international trade organizations and agreements, especially ASEAN (shopee's business development scope) Through that, Vietnam's international agreements on tariffs and market openness help e-commerce platforms like Shopee increase opportunities to access neighboring markets and make international transactions easier
- ECONOMY: Vietnam's economic growth affects consumption and the development of e- commerce
Economy: With a steadily growing economy, Vietnam offers many opportunities for the Shopee e-commerce platform Shopee can take advantage of young human resources and added value thanks to Vietnam's economic growth Along with that, the growing popularity of the Internet and smartphones in Vietnam also provides a favorable environment for Shopee to thrive in the e-commerce sector
Consumer index: In recent years, the proportion of consumers shopping online has increased, according to statistics of moit.gov.vn, (bộ công thương Việt Nam, 2023) Vietnam is the country with the highest proportion of the population shopping online in Southeast Asia with 49.3 million people, equivalent to 41% of the population This shows that the trend of online shopping is increasing and is expected to continue to
13 increase in the near future Along with that, according to the International Trade
(n.d.) Retrieved from international trade administration: https://www.trade.gov/country-commercial- guides/vietnam-ecommerce the e-commerce market in Vietnam is expected to grow 17% from 2020 to 2025 and reach a total transaction value of up to 52 billion USD in 2025 Looking In general, this is a favorable opportunity for e-commerce to develop strongly in Vietnam
With more than 98 million people (According to 2021 statistics), Vietnam is one of the countries with the largest population in Southeast Asia With the strength of a young population as well as a large proportion of smartphone users and a large number of people transacting e-commerce on smartphones, the e-commerce market in Vietnam is currently growing quite rapidly This is a very good opportunity for E-commerce businesses like Shopee to continue to promote marketing strategies to attract more customers such as promotional campaigns, free shipping, flash sales and coupons for both buyers and sellers
With the proliferation of technology and internet access, Vietnamese consumers have embraced online shopping platforms like Shopee, a leading e-commerce destination Shopee's user-friendly platform empowers users to conveniently browse and compare products, saving them time and effort Moreover, the rise in consumer spending has fueled Shopee's market penetration and growth strategy By leveraging its online marketplace, Shopee transcends geographical barriers and reaches customers nationwide, expanding its market reach and driving sales growth.
Online payment By the end of 2021, the value of electronic payment transactions in Vietnam is estimated to reach 15 billion USD, an increase of 168.5% compared to 2020 Besides, according to the report Digital payment users in Vietnam 2017-2025 , updated in 2022 shows 51.8 million digital commerce users By 2025, it is estimated that users will increase to 70.9 million, and the number of mobile payments will also increase from 28.6 million to about 34.6 million
Anh, D C (2022, 11 25) MINISTRY OF INFORMATION AND COMMUNICATIONS Retrieved from micgov: https://mic.gov.vn/mic_2020/Pages/TinTuc/156200/Viet-Nam- -1-trong-3-thi-truong-la thanh-toan-dien-tu-lon-nhat-dong-Nam-A.html
Since the outbreak of Covid-19 in 2020, it can be seen that people have started to have safer and more convenient shopping habits, by using non-direct payments through e- wallet apps The total number of orders on Shopee paid via AirPay e-wallet across the region increased 4 times The group with strong growth is mostly users over 50 years old This is a testament to the accessibility of AirPay wallets to an age group that is often considered difficult to adapt to digital payments
For the e-commerce market, state agencies have issued many legal documents to control e-commerce activities, including: Decree No 130/2018/ND-CP , Information
Technology Law No 67/2006/QH11 Đinh, H (2024, 2 22) Retrieved from dmsgov: https://dms.gov.vn/CmsView-QLTT- portlet/html/print_cms.jsp?articleIdu214
To be able to comply with the regulations set forth by the government, Shopee has developed many policies including:
1 For the Payment Law, Shopee has issued payment policy
2 For the Law on Advertising, Shopee has regulations on product listing, product ban/restriction policy
3 For the Law on Consumer Protection, there is a return and refund policy, and procedures dispute resolution/complaint handling
4 For the Personal Data Protection Law, is the privacy policy
According to a report by market research company Nielsen: 86% of Vietnamese consumers are willing to pay more for products from brands that have a positive impact on society and the environment
Businesses Commitment to being responsible for the environment also affects the purchasing decisions of 62% of Vietnamese consumers
Currently, consumers are willing to pay more for food packaged with environmentally friendly materials, and The trend of green consumption and green living is forecast to continue to grow strongly in the coming time
Therefore, the timely shift to green production to catch up with market demand is the basis for businesses to develop more sustainably
For example: In 2022, Shopee introduces a new campaign called "Choose Green Together Shopee” This is one of Shopee's efforts to support local businesses selling environmentally friendly products Through this campaign, Shopee also cooperates with Sellers and Brands to introduce to consumers a collection of nearly 100 environmentally friendly products from reputable Sellers and Brands such as VinFast, Coolmate, Aaa Jeans, AnEco, Ecobuff , along with environmentally friendly services, contribute to spreading a sustainable lifestyle in Vietnam
Consumer Research
Key Insights
This survey focuses on understanding Baemin's food service usage behavior Research object The researchers are people aged 18-30 years old, mainly office workers and students b Online shopping habits
Shopee announced 4 groups of customers who regularly shop online
"Good Price Hunt" group - Users who like to hunt for deals:
"Shopping - Random Buying" group - Likes to browse products and buy on impulse
"Convenience First" - Shoppers love convenience
"Gift Hunters" - People who seek joy from online rewards and gifts
N.D (2021, 7 1) Tuổi trẻ Retrieved from tuoitre: https://tuoitre.vn/shopee-cong-bo-4-nhom-khach- hang-thuong-xuyen-mua-sam-truc-tuyen-20210701183413073.htm c Evaluate the shopping experience
With a customer-centric strategy and developing close relationships, Shopee's customer relationship management is always known to be an extremely important task To win in the field of operations even though it comes later, Shopee has placed great emphasis on attracting customers and building good relationships d Shopping trends and preferences:
Among them, the two product categories with high revenue attracting the most buyers and most purchases on Shopee in early 2022 are Beauty and Women's Fashion
Forecasting the 4 hottest product categories in 2024 on the Shopee e-commerce platform are: beauty, fashion, home and life, mothers and babies
Product category "Home and Life"
Product category "Mothers and babies"
Challenges and problems that the service provider is facing
- Intense competition: Vietnam's e-commerce market is becoming increasingly competitive, with many major competitors such as Lazada, Tiki, and Sendo Faced with fierce competition, Shopee needs to maintain and improve its development in order to maintain its position in the market
- Product Quality Management: One of the main challenges Shopee faces is ensuring the quality of products sold on its platform Counterfeiting, poor quality, and delayed delivery may affect customer trust and Shopee's reputation
- Delivery service: One of the key determinants of online shopping experience is delivery service Shopee needs to ensure its transportation system is efficient and reliable to ensure timely delivery of orders and fast and safe delivery to customers
-Customer support: Another important factor in the shopping experience is customer support services Shopee needs to provide fast and effective customer support channels to address any customer issues or concerns
Meeting the specific needs of local customers is crucial for Shopee's success in Vietnam This entails understanding and catering to local cultural norms and market preferences By offering products and services tailored to these specific demands, Shopee ensures its offerings align with the Vietnamese consumer base.
- Personal data protection: Data security and privacy issues are also one of the challenges that Shopee faces They need to ensure that customer personal information is securely protected and not leaked
Analysis and Evaluation of Current 7Ps Marketing Strategy
Product strategy = Core product + Supplementary services (using the Flower of Service model)
-Shopee's goal is to reach customers in diverse markets and countries, so they must optimize the website with many languages of different countries and eye-catching interfaces for convenience to best benefit search and customer experience This is also part of their localization strategy
-With the Shopee e-commerce platform, there is everything including housing, beauty, clothing, electronic devices, and life tools And many other items Therefore, they can meet customers' needs well, helping customers easily buy what they need
-Just like previously launched e-commerce platforms, Shopee also launched Shopeemall, specializing in providing genuine products from major brands in the world such as Apple, Adidas, Oppo, Uniqlo to help customers can distinguish and trust when buying products sold on Shopee
*In addition to providing products by searching for products, Shopee also launched a live stream feature
-Shopee Live: Sellers conduct livestreams to sell products available at their Shopee store This feature does not limit time or location; simplifies the process, especially being able to answer questions from customers through direct consultation on Live, helping stores increase order revenue
-Shopee Chat: This feature was set up by Shopee to help shoppers ask questions about quality products and everything that customers are interested in, and from there, it is like a social networking site Sellers can answer all questions during the buying and selling process and discuss issues that arise with the order Thereby affirming the reputation and dedication of the store
Pricing strategy (what is the basis for pricing, answer the questions of What, Where, When,
- Price competition is very fierce competition between e-commerce platforms Shopee also applies this strategy very effectively They also understand that not only does it provide customers with an app and website that is easy to use, smart and suitable for customer habits, but its price competitiveness strategy is extremely important necessary in today's purchases
- What: Shopee platform regularly organizes promotional events, discounts, flash discounts and special offers to stimulate customer shopping Monthly promotions will come with discount vouchers
- Where: Shoee's sale programs are deployed on mobile applications and computer websites They focus on deploying advertising to reach customers by advertising on media
- When: Regarding organizing big events, it will be on special occasions such as holidays, Shopee's birthday, Black Friday and holidays in different countries
- How: Promotional programs will be announced directly by Shopee on promotional marketing campaigns so that customers can get promotional information about the event
Regarding the price strategy, such as the sale program on March 3, 2024, shopee offers the title of free shipping for orders, accompanied by branded vouchers up to a maximum of 50% off, accompanied by a 3 million discount voucher.
Placement strategy
anh, n v (2022, 11 27) Retrieved from muaban: https://muaban.net/blog/cac-don-vi-van-chuyen-cua- shopee-245796/
- Shopee is one of the major e-commerce platforms in Vietnam, they have created applications on computers and smartphones and websites that run on computer browsers to give customers a great experience Best experience and can shop at any time or location - - -For user locations far from Shopee's warehouse, delivery to users will be delayed and increased delivery costs may lead to reduced purchases Therefore, Shopee has cooperated with shipping units such as Quick
Delivery, Viettel Post, Vietnam Post, and J&T Express With the popularity of shipping units with warehouses nationwide, it will help users save time shipping time and costs across orders -Shopee also cooperates with domestic banks by linking bank cards and visas to support users with incentives and utilities, quickly paying for purchases instead of paying by bank transfer cash in the traditional way
Promotion strategy
Advertising strategy with TVC campaign
Despite being a later entrant than Lazada and Tiki, Shopee has emerged as a formidable competitor in the e-commerce landscape, earning the moniker "trend-catching saint." Shopee's remarkable marketing prowess is evident in its viral TVC campaigns, harnessing the power of media channels and social networks to establish a strong brand presence.
+ Typically, in the famous "Baby Shark" campaign in 2018, Shopee released a TVC of about 30 seconds based on the music of the song Baby Shank with the participation of 2 influential KOLs at that time who were singers Bao Anh and goalkeeper Bui Tien Dung about approaching trends quickly, the effectiveness of this campaign is the most visits to the website in the third quarter of 2018 (according to the ranking table of comparison company iPrice) and also continues to lead the rankings in the first quarter of 2021 with approximately 64 million monthly visits
=> This campaign on Shopee is not only implemented in Vietnam but also in countries such as Malaysia, Indonesia, the Philippines, and Thailand, and the number of visits increased sharply With the Shopee Baby Shark video in Indonesia reaching a record of 89 million views, Vietnam and Thailand have over 40 million views and leads in visits compared to competitors
- About marketing strategy through influencers on social networks Shopee has noticed that consumer trends in Vietnam are heavily influenced by celebrities Because young customers account for 30% of the market in Vietnam, shopee has invited famous people in many different industries such as Son Tung M-TP, Bao Anh, and Bui Tien Dung to be its representative faces represent their marketing campaigns
- Not only stopping at Vietnam, Shopee also invited famous stars such as the music group Blackpink, so Shopee also easily expanded its market to reach a large number of customers, especially young customers
- Every month shopee usually organizes 3 fixed promotional sales in February there will be February 2, February 15, and February 25 through which customers will often remember Shopee because it is only on sale days During the month, they will receive benefits and because of that, sellers can have the opportunity to stimulate demand through Shopee's sale days.
Physical evidence strategy
- In Vietnam, Shopee has 2 headquarter systems in 2 key cities of the country: Ho Chi Minh and Hanoi The construction of infrastructure and headquarters systems located in the country contributes to increasing consumer trust of both buyers and sellers on this e-commerce platform Furthermore, placing 2 large headquarters right in the center of 2 big cities has solved the employment needs of many Vietnamese workers Shopee builds a foundation and corporate culture in the direction of communication and mass information to attract the exploration and learning of students and interns who want to study and experience here
=> Build a corporate culture foundation and create a unique brand mark
- Branding and product appreciation in the market are the physical evidence of Shopee's presence and establishment
When considering fast food, brands such as McDonald's and KFC readily come to mind, while beverages conjure up images of HighLand and Phuc Long Similarly, in the realm of discount shopping, Shopee's "sale hunting" days have become synonymous with the term "spike days," firmly establishing the brand as a go-to destination for consumers seeking value and bargains.
=> Customers recognize the brand and create solid trust with customers
- For Shoppe, understanding the importance of physical evidence can create advantages and carry out plans in the easiest and most convenient way Through good practical experiences, the relationship between businesses and customers will become better
=> Manipulate customer minds and satisfy all customer needs
- From the presence and establishment of a company to certification evidence, research, and testimonials from people who have used the product, all can "manipulate" customer psychology
=> It is a factor that helps customers identify and create trust in the eyes of consumers and helps businesses develop when there are 2 headquarters located in Hanoi and Ho Chi Minh City, creating Shoppe's own brand mark.
Process (Using the Service Blueprint)
- The process of providing products and services is an important step of marketing, it is necessary to have a strict and unified process and system so as not to affect the service deployment of an e-commerce site As strong as shopee, and throughout the work process, it must be quick and highly accurate, which will bring high appreciation
- Shopee has a process system to provide products and services in a strict, quick and highly accurate manner
Step 1: Register store information on Shopee site
Step 2: Display products on Shopee store
Step 3: Provide advertising and shipping services
Step 4: Send Shipper to pick up the goods immediately, providing a specific location Step 5: Transfer money from product sales to customer account
Step 2: Notify the seller to send the goods
Step 4: Send goods to buyers
Step 5: Notify the shipping results
People
- Target market: Southeast Asia, so up to now Shopee is present in 7 countries: Vietnam, Philippines, Singapore, Indonesia, Thailand, Malaysia and Taiwan
Within the Vietnamese market, Shopee faces competition from TiKi, Sendo, and Adayroi In the Philippines, Zalora emerges as a major rival, while in Indonesia, Tokopedia and Bukalapak are formidable competitors.
According to Cafebiz.vn, increased choices, better Internet connections and improved living standards will be factors that continue to boost online shopping activities in Southeast Asia
This is the result of a new study titled "Riding the Digital Wave: Southeast Asia’s Discovery Generation" This study conducted a survey of 12,965 people living in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, directly interviewing more than 30 CEOs and venture capitalists in the region The results show that it is estimated that by 2025, the emerging middle class in Southeast Asia will contribute 70 - 80% of online consumer growth in the region
=> Online spending will increase three times faster than the growth in the number of online customers, in which apparel and personal care will be the two leading industries
- Vietnam's online shopping is forecast to have the fastest growth rate and rank second in value, with a 6.5-fold growth to 24.4 billion USD, just behind Indonesia in Southeast Asia
- A customer's service experience for a business is the process of waiting for a product, the help from staff in quickly and professionally handling situations or incidents, and the customer care attitude that will determine the customer's service experience customer satisfaction with the business Therefore, Shopee focuses on building a team of talented, diverse and creative employees
- Shopee believes that its staff is the company's most valuable asset and they are committed to providing employees with the best working environment to develop and succeed
=> Build a team of talented and diverse employees, contributing to the success of the company.
Recommendations and Conclusion
- The way Shopee deploys marketing campaigns as well as how this platform quickly rose to the leading position in the region is a typical example of success that many businesses can learn from:
+ Using advanced technology: Shopee always applies advanced technology to create new products and services, improving user experience
+ Focus on users: Shopee understands its potential customers very well and always focuses on solving their needs and desires
+ Utilize resources effectively and reasonably: Although Shopee's Marketing campaigns cost a lot of money, they also bring resounding success thanks to their intelligence and trendiness + Create groundbreaking viral hits: Viral advertisements or slogans play an important role for the brand to penetrate the minds of customers
+ Use value cards: Discount voucher cards or free shipping can attract customers and help customers make faster shopping decisions
=> Thanks to the implementation of effective marketing strategies, Shopee has become one of the most famous e-commerce platforms in Vietnam and Southeast Asia.