iKala-2020东南亚的社交电商报告（英文）-2020.10-18页_4mb

Summary of NEW RETAIL 2020: The Rise of Social Commerce in Southeast Asia

Core Content

This report explores the rapid growth and transformation of social commerce in Southeast Asia, highlighting how the region is embracing digital shopping through social media platforms. It focuses on the impact of the pandemic, technological advancements, and evolving consumer behavior, particularly in Thailand, Vietnam, the Philippines, and Singapore.

Main Findings

• Growth in Social Commerce:
  Social commerce has seen substantial growth in 2020, with:

  • A 116% increase in orders across all four countries.
  • A 307% increase in GMV (Gross Merchandise Value) compared to the same period in 2019.

• Live Selling Emerges as a Key Trend:

  • Live selling (or live broadcasting) has become a dominant method of social commerce, with a 13% increase in live-sales between Q1 and Q2 2020.
  • Singapore and Vietnam showed the highest engagement with live selling, with 67% and 99.63% of live-sales respectively.
  • Vietnam and the Philippines have the highest frequency of repeat purchases via live selling, with consumers buying twice a week on average.

• Tools and Technologies:

  • Payment Reminder, Order Management System, and Auto-detection are the most commonly used tools across the region.
  • AI Chatbots and Messenger Broadcasts are popular in the Philippines and Vietnam.
  • Singapore leads in using AI-powered order management systems and Google Ads for boosting traffic.
  • Thailand and Vietnam show strong growth in social advertising, with 76% and 84% of consumers reporting that social ads boost their shopping.

• Consumer Behavior Insights:

  • Women are the primary social shoppers in the region, with the 25-34 age group being the most active in Thailand, Vietnam, and the Philippines.
  • Singapore has a different shopping pattern, with groceries and food and beverage being the top categories, likely influenced by the pandemic.
  • Clothing remains the top category in Thailand, Vietnam, and the Philippines, while Singapore shifted towards grocery stores in Q2 2020.

• Payment Methods:

  • Cash-on-Delivery (COD) is still the most preferred payment method in Vietnam and the Philippines, while Singapore leads in adopting bank transfers, credit cards, and digital wallets.
  • The use of e-wallets is expected to grow, further enabling social commerce, but retailers must adapt their payment strategies to consumer preferences.

• Trust and Fraud Issues:

  • Trust remains a significant barrier for social commerce, especially in Singapore, where consumers are least familiar with buying on Facebook.
  • Micro-influencers are seen as more trustworthy and are recommended for building brand credibility.

• Case Studies:

  • Tekka Market in Singapore used live-streaming during the pandemic to boost sales, achieving 28,000 total views and prompting a second run.
  • Loonnystore in Thailand integrated Shoplus to automate order processing, resulting in a 20% increase in orders and a 15% increase in average order value from Facebook Live sessions.

Key Recommendations

• Retailers should experiment with social shopping technologies to enhance the customer experience.
• Live selling is a powerful tool, but its success depends on creating engaging, real-life shopping experiences.
• Social advertising is the most effective method to drive traffic, with 76% of consumers in Thailand and 84% in Vietnam reporting its impact.
• Invest in AI-powered tools and real-time analytics to streamline operations and improve customer engagement.
• Understand regional differences in consumer preferences and shopping habits to tailor strategies effectively.

Conclusion

The pandemic has accelerated the shift to social commerce in Southeast Asia, making it a critical channel for retailers. While the region is showing strong potential, success requires a strategic approach that addresses consumer needs, builds trust, and leverages the right technologies. Social commerce is not just a trend—it's a transformative force that will shape the future of retail in the region.