eCommerce in SE Asia

Matthew Schone

eCommerce in Southeast Asia is growing very fast, but brands & sellers are constrained by “emerging market” problems and the unique nature of the sales channels and marketing strategies available in the region. Matthew Schone, a brand & marketplace builder, interviews eComm leaders each week to give insights on the state of eCommerce in SE Asia & help uncover which strategies are working specifically for this region. Each episode contains simple, direct, and authentic content to help you grow your eComm business, whether you’re just getting started or already advanced in your eCommerce journey. Follow our LinkedIn newsletter so you’ll know when it’s live! https://www.linkedin.com/newsletters/split-dragon-roundup-6977894665802944512/

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Building & Scaling A Mother & Baby DTC eCommerce Brand in Southeast Asia with Duri Granziol
3d ago
Building & Scaling A Mother & Baby DTC eCommerce Brand in Southeast Asia with Duri Granziol
Former Lazada Indonesia co-CEO Duri Granziol has launched consumer goods brand Mama's Choice in Indonesia with plans to expand across Southeast Asia. The brand seeks to appeal to expecting and new mothers by providing safe, halal and natural personal care products at an affordable price point.In this episode, Duri shares significant ideas, thoughts, and insights on brand creation and product development. More than the experience approach of most for building a brand, he chose to embark on a data-driven perspective in conducting research and study to know the market and its demand. There was no reason to reinvent the wheel of what big companies are doing, thus, utilizing third parties to manufacture products. He provides valuable thoughts on what sales channel mix to use where selling and marketing are concerned. And he doubles down on finding a brand's unique selling point as a differentiating factor from the rest of the market. And for the business to stay in the game for the long term. You'll learn: A backstory of how he ended up in Southeast Asia E-commerce [01:04]The time he started working for Lazada and how he described the early days of Lazada [02:08]Sharing the story that led to establishing his own company Mama's Choice [04:31]How it was like building a brand in its early stages [07:29]Becoming the market leader online in just six months of starting the brand [10:23]Taking a look at the products' manufacturing process [13:03]Challenges and struggles the company has to face and overcome [14:05]Brand-building comparison in Southeast Asia, the US, and Europe [16:12]Sales channel mix the brand uses [18:54]Platforms they spend more on for brand awareness(plus how the difference between content used in FB and IG versus TikTok matter in terms of effectiveness and affordability) [22:55]Setting up operations in the five markets that they are present [26:11]Important angles to look at when doing product development [31:01]Banking on long-term differentiation [33:46]What he sees to be happening in Southeast Asia E-commerce from now on [36:37]Mentions:Duri Granziol: LinkedInMama'sChoiceShop.com Mama'sChoice.idRoshni Mahtani CheungThe Asian ParentTikTokShoppeeLazadaFacebookInstagramKey Takeaways:"The strategy was to go in some niches where we felt it was easier to enter and then go into more competitive categories later. We were looking at the needs of mothers that were currently unmet and trying to find a better solution for that." - Duri Granziol"It was a given that we're going to start manufacturing locally. But then I realized Unilever, P & G, and everybody has outsourcing providers. They have...
Building & Scaling A Mother & Baby DTC eCommerce Brand in Southeast Asia with Duri Granziol
3d ago
Building & Scaling A Mother & Baby DTC eCommerce Brand in Southeast Asia with Duri Granziol
Former Lazada Indonesia co-CEO Duri Granziol has launched consumer goods brand Mama's Choice in Indonesia with plans to expand across Southeast Asia. The brand seeks to appeal to expecting and new mothers by providing safe, halal and natural personal care products at an affordable price point.In this episode, Duri shares significant ideas, thoughts, and insights on brand creation and product development. More than the experience approach of most for building a brand, he chose to embark on a data-driven perspective in conducting research and study to know the market and its demand. There was no reason to reinvent the wheel of what big companies are doing, thus, utilizing third parties to manufacture products. He provides valuable thoughts on what sales channel mix to use where selling and marketing are concerned. And he doubles down on finding a brand's unique selling point as a differentiating factor from the rest of the market. And for the business to stay in the game for the long term. You'll learn: A backstory of how he ended up in Southeast Asia E-commerce [01:04]The time he started working for Lazada and how he described the early days of Lazada [02:08]Sharing the story that led to establishing his own company Mama's Choice [04:31]How it was like building a brand in its early stages [07:29]Becoming the market leader online in just six months of starting the brand [10:23]Taking a look at the products' manufacturing process [13:03]Challenges and struggles the company has to face and overcome [14:05]Brand-building comparison in Southeast Asia, the US, and Europe [16:12]Sales channel mix the brand uses [18:54]Platforms they spend more on for brand awareness(plus how the difference between content used in FB and IG versus TikTok matter in terms of effectiveness and affordability) [22:55]Setting up operations in the five markets that they are present [26:11]Important angles to look at when doing product development [31:01]Banking on long-term differentiation [33:46]What he sees to be happening in Southeast Asia E-commerce from now on [36:37]Mentions:Duri Granziol: LinkedInMama'sChoiceShop.com Mama'sChoice.idRoshni Mahtani CheungThe Asian ParentTikTokShoppeeLazadaFacebookInstagramKey Takeaways:"The strategy was to go in some niches where we felt it was easier to enter and then go into more competitive categories later. We were looking at the needs of mothers that were currently unmet and trying to find a better solution for that." - Duri Granziol"It was a given that we're going to start manufacturing locally. But then I realized Unilever, P & G, and everybody has outsourcing providers. They have...
What Southeast Asia Ecommerce Should Learn From China’s Ecommerce and Digital Marketing Climate with  Josh Gardner, KungFuData
Nov 17 2022
What Southeast Asia Ecommerce Should Learn From China’s Ecommerce and Digital Marketing Climate with Josh Gardner, KungFuData
Josh Gardner is the co-founder of KungfuData, an on-shore digital brand accelerator with a portfolio of successful lifestyle brands on China’s major digital platforms. From market entry to omnichannel operations in China.With his extensive experience working in and out of China for many years, he has the most significant and detailed perspective on China's eCommerce and digital marketing climate. According to him, what's happening in Southeast Asia now has already occurred in China five years ago. They're way ahead in the eCommerce space. He suggests taking a closer look at the ground, studying and seeing what they do in China that worked out—and then charting a design for your eCommerce business that would make sense for you and the Southeast Asian market.You'll learn:What brought him to China, the jobs he had before ending up in e-commerce [02:29]Talking about KungFu Data, what it is about, and the many iterations happening before finally making it (including valuable thoughts on how to make it in China) [8:23]Take a look at China's digital ecosystem now and the factors that impacted the different brands' performance [26:48]The overall business climate in China and how foreign businesses coming in are affected[36:07]The mindset of most businesses entering China that's headed for failure[42:04]Eye-opening critical differentiators of the Chinese market from the EU and US markets[53:09]Valuable tips and advice any startup and current business owners in Southeast Asia should pay attention to[01:01:12]How to stay updated with developments in China (helpful resources you can use) [01:08:32]Where to find Josh and get updated about China[01:11:54]What was mentioned:Josh Gardner: WebsiteDouyinAlibabaTaoBaoWeChatIdeas worth sharing:"Humility and respect for where you're going in are the two most profound traits; an open mind and change are the other ones. That's what I see with people who do well in China and probably any other market they're going into that's not their home market. That should lead you to good things in your life, especially in business expansion in the Asia Pacific." - Josh Gardner"The digital integrations and merging the worlds completely to protect your core commerce, your business, whether online or offline. That's a significant movement right now and on the ground." - Josh Gardner"China is a high-risk market because most people going in have truly a low level of understanding of what needs to happen to make China viable. Even the conditions for success are not well understood. And that's really where people get into trouble." - Josh Gardner"Instead of working on P&L, what I tell people to work on is category leadership. Can you be a top-five brand in a subcategory or multiple subcategories? The answer to that question is everything. Because everything you do down the line to get that leadership position is about...
eCommerce in Malaysia 2022 with Hans-Peter Ressel, Momentum Commerce
Nov 6 2022
eCommerce in Malaysia 2022 with Hans-Peter Ressel, Momentum Commerce
Hans-Peter Ressel (HP) is the founder/CEO of Momentum Commerce, a leading eCommerce enabler/agency headquartered in Kuala Lumpur, Malaysia.Prior to starting Momentum Commerce, HP spent 6+ years at Lazada as a co-founder and COO/CCO/CEO of Lazada Malaysia and then as Chief International Officer at regional level.Today, he talks about the prevailing e-commerce climate in Malaysia, especially at this time.In this episode, he shares the ease and smoothness of doing business in Malaysia and how the cost of living is much lesser here. But as a very diverse country with a population coming from three major groups of Muslims, Chinese, and Indians, that's where the challenge comes and where his valuable insights and thoughts come in handy. And one interesting thing to take advantage of is his foreseeing of Malaysia's e-commerce and where it is headed five years from now. With the entry of TikTok Shop, which is fast catching up with Shoppee and Lazada, that indeed will open gaps that need to be filled in by service providers and unlock many more opportunities for entrepreneurs.You'll learn:How has life been with Hans now that the world is opening up[01:05]The reason why he started Momentum Commerce [03:59]Why should one consider Malaysia an excellent place to start one's e-commerce business[07:15] What defines Malaysia's openness to cross-border, international e-commerce, and foreign trade[11:31]What remains unchanged through the years and what has shifted in Malaysia's e-commerce landscape[14:23]Momentum is becoming the number one service provider for TikTok Malaysia [18:18]Observations on why Tiktok has gone into driving traffic to conversion within the platform while Facebook didn't, even if it's been around for many years now [21:42]What an efficient supply chain warehouse setup looks like[25:53]Mistakes foreign brands are committing when entering the Malaysian market [29:08]Brand-building activities to increase market brand awareness for those starting from scratch[32:43]Differentiating the EU and US e-commerce from Southeast Asia[35:09]Valuable advice for a startup brand and current brand that just newly got into the Malaysian market[43:44]Where he sees Malaysia's e-commerce going five or more years from now [47:52]Mentions:Hans-Peter Ressel: WebsiteJack MaLazadaShopeeTikTok ShopIdeas worth sharing:"The openness to having foreign investments is very high [in Malaysia]. If you compare it to some other markets where you have a lot of foreign investment and ownership rules, high restrictions to incorporate the business in certain protected industries, and lots of requirements for high paid-up capital; those barriers are much lower in Malaysia. - Hans Peter Ressel"For us, it's very exciting because, after all these years of, pretty much in Malaysia, Lazada and Shopee dominating, and Zalora in the fashion space, there is now a new player [TikTok Shop] which kind of shakes up the tree a bit. Then everyone starts to motion, shift around, and assess what that means for them." - Hans-Peter Ressel"I think that for us is a process that we have to go through where we really have to explain to those brands that reputation in...
Influencer Marketing & The Creator Economy for eCommerce Brands in SE Asia, with Thibault Couperie Eiffel
Oct 26 2022
Influencer Marketing & The Creator Economy for eCommerce Brands in SE Asia, with Thibault Couperie Eiffel
Thibault Couperie Eiffel is an influencer marketing expert as the co-founder and CEO of Capssion.com, an all-in-one influencer marketing platform and also service provider for brands/agencies running influencer campaigns.He’s run an estimated 1,000+ influencer campaigns for 200+ brands in the past 3 years, so really knows his stuff.Prior to starting Capssion, Thibault worked on the marketplace side at Lazada for several years and, before that, as a Venture Capital analyst.Join Thibault Eiffel as he shares how to use social media for e-commerce selling, considering influencer marketing's big show-up in the scene. Understand how repeat collaborations strengthen brand support rather than one-offs. You'll learn:Thibault background as an industry expert in eCommerce, what led him to start Capssion and enter the influencer marketing field [00:50]The search and sourcing of winning eCommerce products [03:36]Understanding influencer marketing [07:18]Influencer marketing tie-in or connection to macroeconomic issues and profitability [09:06]An influencer campaign's key steps [11:58]Things to consider when partnering with an influencer and doing cross-platform content [16:58]Influencer compensation models [18:47] What brand stakeholders should watch out for in the creator/influencer economy before partnering with them [22:44]Partnering with influencers whose audiences are your current customers [25:38]Differentiating Southeast Asian region's influencer strategies compared to US and European countries  [27:30]Influencer marketing tips for eCommerce startups, things to consider when running campaigns [31:46]In five years, how will influencer marketing look in Southeast Asia?  [34:48]Two essential factors startups in SE Asia need to focus on when looking at their marketing campaigns where monthly promos are concerned [35:34]If you are to create a new brand from scratch, how will you look at  growing your brand via influencer marketing 37:34What was mentioned:TwitterTikTokInstagramFacebookLazadaShopeeIdeas Worth Sharing:"A lot of the brands are coming back to the fundamental where they ask themselves, the person that I'm working with, they need to look like my end consumer because the likelihood that the people who follow this influencer will look like them is very high." - Thibault Eiffel"We're now towards quality collaborations more than quantity collaborations."- Thibault Eiffel"We are also shifting from one-off collaborations to repeat collaborations. We are in an industry, even though it's a numbers game, you are interacting with real people."- Thibault Eiffel"The number one thing you need when you're a brand is to understand number one, and that's the most important thing why you're doing this campaign."- Thibault EiffelConnect with Thibault EiffelMarketplace connecting brands and social media influencers · Capssion
Riding the eCommerce Wave in Southeast Asia feat. Ken Leaver, Product & Strategy Consultant
Oct 26 2022
Riding the eCommerce Wave in Southeast Asia feat. Ken Leaver, Product & Strategy Consultant
Ken Leaver started in consulting with 7 years at BCG, then moved to the commercial world (CEO of Group Ukraine, ran a $50m issue product biz for visa). He previously was SVP Product at Lazada, Director of Product at Wayfair, and Head of Product at Pomelo Fashion. He’s also a serial entrepreneur and now spends his time on his startup (therapada.com, an online therapy marketplace) and consulting different (mostly eCommerce businesses) in the region on product management and operations technology. In the past 5 years, he’s helped Ozon, Yandex, BRANDED, Shipper, Wasoko, Ezie.app, Delami, Rainforest. Always at the CEO/CPO/CTO level, typically driving projects himself.Ken is most famous for his incredible organizational systems and disciplines which he calls “seal tactics” and has been a big help/mentor.In this episode, Ken Leaver shares valuable insights and thoughts on the challenges and good opportunities in the Southeast Asian region's e-commerce space.He believes that there are more new generations of independent creators nowadays looking into creating their communities, and content and building their own brands to sell to, thus, we see an e-commerce landscape making a lot of difference three to five years down the road.Topics Covered:Ken's journey to Southeast Asia and why he chose to stay [01:59]Compared with the US and Europe, how did SE Asia's e-commerce business landscape look [05:15]The complexity of finding product differentiation from the supply chain in the SEA region [11:23]Creating product differentiation [12:29]Not just a random way but an analytical process of making decisions about product differentiation [14:10]Achieving product-market fit [15:00]The most a start-up can do when you want to penetrate Southeast Asian e-commerce [ 18:37]Seeing the Southeast Asian e-commerce landscape five years down the road [19:59]The two competencies where you see Southeast Asian region is fast scaling  [22:32]Ways of creating a business and scaling it that not everybody agrees on [26:49]People and Resources Mentioned: - Alibaba - Taobao - Facebook - Instagram -Tiktok  - The KardashiansIdeas Worth Sharing/ Quotable Quote:[on SE Asia’s Uniqueness] "I was sitting in a macroeconomic class at Cornell. And they were just showing how GDP per capita in Asia was so low, and it was increasing quickly. In the US, it was already high. These things would more or less converge as education and technology were available to both. Given these dynamics, I knew the place to be was in a developing country like Southeast Asia." - Ken Leaver"Southeast Asian sellers are sourcing products locally, allowing their supply chain to be relatively not complex. They're starting to think, how do