2020东南亚的社交电商报告（英文）-iKala

1TheRiseofSocialCommerceinSoutheastAsiaNEWRETAIL20202Contents0304051718MethodologyConclusionIntroductionReferencesKeyfindings3MethodologyThisreportisbasedonasurveyof12,000consumersandmorethan1,000iKalabusinesscustomers(socialsellers)acrossThailand,Vietnam,PhilippinesandSingapore,conductedinQ1andQ22020.We’vesupplementedtheseresultswithinsightsfromprimaryinterviewswithdozensofretailers,aswellaspublishedreportsanddatafromHootsuite,WeAreSocial,GlobalWebIndex,Econsultancy,andEuromonitor.Toensurealltrendsarebothspecificandactionable,we’veincludedcorrespondingbrandexamplesandguidelinesforimplementation.4IntroductionThepotentialofsocialcommerceisn’tnew,butanemergingmiddleclass,increasingdigitalconnectivityandahostofnewtechnologiesisstartingtobridgethegapbetweensocialmediaandcommerceacrossSoutheastAsia.A2019reportfromEconsultancyfound85%oftheregion’ssocialmediashoppersnowfindit‘quickandeasy’tobuyproductsviasocialmedia.What’smore,84%ofrespondentssaidtheywouldbuymoreonsocialmediaoverthenextfewyears.There’safewreasonsforthisshift.Overall,digitalusageinAsiaPacificisupnearly1%1,withmorethan2billionmobileinternetusers2.WithinSoutheastAsiaspecifically,morepeopleareseekingconvenienceandvalueandthe‘anywhere,anytime’accessofferedbymobileispromptingthemtodothisonsocialmedia.Theregionisalsohometosomeofthemostavidsocialmediausers,withpeopleinthePhilippines,IndonesiaandThailandspendingasignificantamountoftheirtimeonsocialmediaplatforms.3Butnoonecouldhavepredictedtheexhilaratingchangeofpacethatoccurredin2020—andtheyear’snotoveryet.AccordingtoanewreportfromFacebookandBain&Company,bytheendof2020,thenumberofdigitalconsumersinSoutheastAsiawilltouch310million,anumberbothcompaniespreviouslypredictedwouldbereachedin2025.Tounderstandthemanychangesinthelandscape,iKalaconductedastudyoverthefirsttwoquartersof2020andthein-depthanalysiscorroboratedthetrend.Onthetwokeyparametersofordersandgrossmerchandisevalue(GMV),wefoundasharpincreaseof115%and306%,respectively,comparedtothesameperiodlastyear.Acceleratedbythepandemic,wesawanotheremergingtrend:theremarkableriseoflive-selling.Theopportunitiesareapparentforretailers.Tosucceedatsocialcommerce,retailersmustexperimentwiththegrowingarrayofsocialshoppingtechnologies,laythefoundationsofarobuststrategyandovercomefrictionpoints.Inthisreport,basedonasurveyof1000businesscustomersand12,000shoppers,we’veidentifiedthekeytrends,casestudiesandbestpracticestohelpretailersnavigateanentirelynewshoppingexperience.5KeyFindingsSocialCommerceSpendingExceedsExpectationsTwothingsarehappeningatonce:peopleareshoppingmore,andthey’reshoppingformore.Grossmerchandisevalue(GMV)–whichreferstothemonetaryvalueofgoodsorservicessoldthroughonlinemarketplacesoveraspecificperiod–grewthree-foldinthefirsthalfoftheyearcomparedtothesameperiodlastyear,whiletotalordersmorethandoubled.WhilemuchofthisgrowthisattributedtotheCOVID-19outbreakandlockdownorders,therewasalreadyanappetiteformoreandbettersocialshoppingopportunitiesbeforethepandemic,whichiswhysocialmediacompanieshavesteadilybeenaddingshoppingfeaturestotheirappstomakepurchaseseffortlessandseamless.AVERAGEGROWTHOFSOCIALCOMMERCEBYORDERSOFALL4MARKETS(SG,PH,VN,TH):AVERAGEGROWTHOFSOCIALCOMMERCEBYGMVOFALL4MARKETS(SG,PH,VN,TH):116%307%SGSGVNVNPHPHTHTH155%678%101%28%36%309%173%212%Onordersalone,thePhilippinesprovedtobesomethingofanoutlierwithsomewhatmutedgrowthcomparedtotheotherthreecountriesbecauseFilipinostendtoshoplessfrequently.However,thefindinghadnobearingonGMV.6Adoptionofsocialtechnologiesisup,butitvariesIn2020,manyretailersexperimentedwithagrowingarrayofsocialshoppingtechnologiestolaythefoundationofarobuststrategy,buteachcountryappearstobedoingitsomewhatdifferently.InSingapore,moreretailersareusingAIchatbotstoautomateordercreations,whileThairetailerspreferAI-poweredordermanagementsystems.InVietnamandthePhilippines,there’sagreaterdependencyonleveragingtoolsforpaymentreminders.Acrosscountries,auto-detectionorthefunctionofidentifyingbuyingintentinlive-sellingrankedquitehighlyforsocialsellers.PHTH#2AIChatbots#3MessengerBroadcasts#4OrderManagementSystem#5Buylink#6Auto-detection#2Buylink#3Auto-detection#4AIChatbots#5MessengerBroadcasts#6PaymentReminder#1PaymentReminders#1OrderManagementSystemTHEREGION’SMOSTPOPULARSOCIALTOOLSANDTECHNOLOGYRankedbysellerswhouseShoplusSGVN#1AIChatbots#2PaymentReminder#3OrderManagementSystem#4Auto-detection#5MessengerBroadcasts#6Buylink#2AIChatbots#3MessengerBroadcasts#4Auto-detection#5OrderManagementSystem#6Buylink#1PaymentRemindersKeyFindings7Theriseoflive-sellingLivesellingorbroadcastinglivevideosfeaturingproductsisgrowinginpopularity,too.Inallfourcountries,toolsthatenablelive-salessawthehighestgrowthin2020,butespeciallywithretailersinSingaporeandVietnam.Thesefindingsareinlinewiththebroaderecommercelandscape.AccordingtoarecentreportfromFacebook&Bain,39%oftotalengagementsviaecommercehappenthroughlivecommerce.Theremaining61%takeplaceviatraditionalecommerce,suchason-sitesearchonecommercesitesorapps.Evenbetweenthefirstquarterandsecondquarterof2020,there’saremarkabledifferenceinlivestreamingengagement.Overall,thenumberoflive-salesintheregionincreasednearly13%to67%.Diggingdeeper,ourstudyfoundthatSingaporeandThailandeitherconsumedmorethroughlive-sellingorspentmoretimeengagedwithmerchants.Further,shoppingvialive-sellingisn’taone-timething,andconsumersinVietnamandPhilippinesaremuchmorefrequentwithit.AnanalysisofrepeatpurchasesfoundthatconsumersinVietnamandPhilippinestypicallymakepurchasesvialivesaletwiceaweek,comparedtotheirpeersinSingaporewhoshoponceaweekonsocialmedia.Theriseoflivesellinghasacceleratedfollowingthepandemic,withtheclosureofmallsandphysicalstoresacrossSoutheastAsia,butit’satrendthat’sheretostay.Fortheirpart,retailerscanensuregreatersuccessoftheeffortsbyrecreatingreal-lifeshoppingexperiencesandinvestingintherighttoolsandtechnologiestoengageandconvertaudiences.LIVE-SALELIVE-SALETOCOMMENTRATIOSREPEATPURCHASESMEDIANCOMPLETIONTIME(DAYS)Q1TH53.93%66.78%VN98.08%99.63%Q2SG91.21%93.15%PH95.36%71.84%SGPHVNTHQ1Q213.5%33.7%33.3%28.9%86.5%66.3%66.7%71.1%SG5.6PH3.1VN3TH3.9Socialcommercewasgrowingsteadily,butcombinedwiththepandemicandtheclosureofmallsandphysicalstores,ithasacceleratedlive-sellingacrossSoutheastAsia—atrendthat’sheretostay.Fortheirpart,retailersmustensurethey’reofferingconsumersagreatandseamlessbrandexperience.SegaCheng,Co-founderandCEOatiKala“89TekkaMarketuseslivestreamingtodrivesalesDuringthecircuitbreakerperiodinSingapore,TekkaMarketstallownerswhosawsalesdropsignificantly,partneredwiththeInfocommMediaDevelopmentAuthority(IMDA)tousetechnologytoincreasesales,safely.Aspartoftheevent,eachvendorwasgivenone-hourtolivestreamanddemonstratetheirproductsfromtheTekkaOnlineMarketFacebookpage.Customerscouldplaceanorderbycommentingonthelivestream,andaspartoftheevent,freeislandwidedeliverywasofferedtothosewhospendmorethanS$20.ThecollaborationbetweenIMDAandTekkaMarketstallownerssawthefollowingresults:•Thelive-streamingsessionsresultedin28,000totalviews•Theeventwassosuccessful—itpromptedasecondrun10DrivingresultswithsocialcommerceLoonnystoreisaThaifashionlabelthatdesignsitsownclothesanddistributesthemtobothphysicalretaillocationsandonlinechannels,includinglive-sellingsessionsviaFacebookandInstagram5.LoonnystoreworkedwithFacebookMarketingPartnerShoplusforhelpinmanagingliveorders,aswellasengagingwithcustomersduringitssellingsessionsonFacebookLive.Topurchaseduringalivestream,peopleleaveacommentwiththespecificcodeoftheitemtheywant.Previously,someonefromLoonnystorewouldscrollthroughthecommentsmanuallytogettheorders,sendbills,collectpaymentandarrangeshipping.Now,withShoplus’stechnologythatidentifieskeywords,LoonnystorecanautomaticallylaunchaMessengerconversationwithcustomersinrealtime.TheautomatedexperienceconfirmsordersandsendsthemtoShoplus,whichsubmitstheorderandbillsthecustomerwithintheMessengerchat.•20%increaseinordersfromFacebookLivesessionswithMessengerintegration,comparedtopreviousInstagramLivesessions•15%increaseinaverageordervaluefromFacebookLivesessionswithMessengerintegration,comparedtopreviousFacebookLivesessionsAfterlaunchingtheintegrationinDecember2019,thefashionretailersawthefollowingresults:11WomenarebusysocialshoppersOnsocialmedia,womenaged25-34representthetopshoppersinThailand,VietnamandthePhilippines,whileinSingapore,womenbetween35-44aremuchmorelikelytoshoponsocialmedia.Indeed,womenareemergingasthekeydecision-makersofbrandsthatentertheirhomes.OneNielsenstudyfoundthatby2028,womenwillown75%ofthediscretionaryspend—meaning,retailersmustseriouslyconsiderwhatwomenseekinthesocialshoppingjourney.13-1718-2425-3435-4445-5455-6465+FMFMFMFMFMFMFMTH1.0%0.0%15.0%4.0%31.0%8.0%21.0%4.0%9.0%2.0%3.0%1.0%1.0%0.0%VN2.0%2.0%20.0%12.0%32.0%10.0%14.0%4.0%4.0%1.0%1.0%0.0%0.0%0.0%PH0.5%0.5%23.0%4.0%34.0%7.0%19.0%3.0%5.0%1.0%1.0%0.5%1.0%0.5%SG0.0%0.0%3.0%0.0%23.0%6.0%28.0%8.0%18.0%4.0%7.0%0.0%3.0%0.0%12SocialadvertisingisthemosteffectivewaytoboostingtrafficDespitebiggerbrandshaltingtheiradspendonFacebook,theretailerspolledbyiKalacontinuetoinvestinsocialadsandfinditthemosteffectivewaytodrivetrafficandachievetheirgoals.Toattractbuyers,retailersinThailandandVietnamtendtoprovidespecialoffersandgiveaways,whichtheyregardasgoodwill.ThingsareslightlydifferentinthePhilippineswherelive-sellingandmessengerbroadcastsaregrowingatafastpace,whileSingaporeretailerspreferGoogleAdsmorethanothercountries.THVN56%SocialAdsboost84%SocialAdsboost38%GoogleAdsboost41%GoogleAdsboost28%Messengerbroadcasts39%Messengerbroadcasts19%Emailcampaigns(EDM)29%Emailcampaigns(EDM)44%Live-selling45%Live-selling47%Interactwithaudience*67%Interactwithaudience*25%HireKOLs18%HireKOLs59%Buildsocialcredit**61%Buildsocialcredit***i.e.encouragingthemtosharebyprovidinggiftsorcoupons**i.e.buyerrankingsystemorcustomerfeedbacks13Withmanybrandsvyingforpeople’sattentiononsocialmedia,regularcontentisnolongerenoughtocapturetheirattention.Amajorityoftheconsumerssurveyedsaidtheyshoppedonmobile,whichmeanshigh-qualityvideoiskeytoresonatingwithyouraudience.TH0.2%19.9%79.9%0.4%20.7%78.9%0.7%25.0%74.3%0.4%29.6%70.0%VNPHSGDESKTOPMOBILEDESKTOP&MOBILEPHSG76%SocialAdsboost71%SocialAdsboost30%GoogleAdsboost42%GoogleAdsboost47%Messengerbroadcasts29%Messengerbroadcasts22%Emailcampaigns(EDM)29%Emailcampaigns(EDM)60%Live-selling46%Live-selling47%Interactwithaudience*38%Interactwithaudience*14%HireKOLs17%HireKOLs23%Buildsocialcredit**29%Buildsocialcredit**14SingaporebuckstheclothingtrendIt’sapparenttherearenofixedrulesforshoppingonsocialmedia.WhileclothingisthemostfrequentlyshoppedforproductinThailand,Vietnam,andthePhilippines,inSingapore,socialshoppingwasallaboutgroceriesandfoodandbeverage.Indeed,thepandemicdrovehigherpenetrationofonlineshoppingforFMCGproducts,with7in10consumersgoingonlinetostocktheirpantries6.Therefore,it’simportanttonotethatthefindingsforSingaporereflecttheconvenienceandaccessibilityconsumerssoughtduringthelockdownperiod,andassuch,itislesslikelytobealastingtrend.Q1Q1Q1Q1Q2Q2Q2Q2THVNPHSG#3#3#3#3#3#3#3#3Jewelry/WatchesFastFoodRestaurantTelecommunicationKitchen/CookingShopping&RetailShopping&RetailProduct/ServiceShopping&Retail5.69%21.82%1.48%2.77%7.62%21.68%14.14%14.59%#1#1#1#1#1#1#1#1ClothingClothingClothingGroceryStoreClothingClothingFood&BeverageClothing36.78%44.54%76.61%87.08%31.56%42.77%41.31%46.73%#2#2#2#2#2#2#2#2Product/ServiceShopping&RetailShopping&RetailClothingProduct/ServiceFastFoodRestaurantShopping&RetailGroceryStore21.32%23.54%17.44%5.42%21.16%22.41%15.01%22.47%15TrustremainsanissueUsers’searchforconvenientwaystonavigatetheireverydayliveshascausedsocialmediaplatformstobecomeone-stopshops,buttrust,fraudandalackoffamiliarityareprovingtobebigbarriersforsocialcommerce.Toovercomethis,retailersmayconsiderworkingwithmicro-influencerswhohavesmallerbutmoreengagedfollowersandareoftenconsideredmoretrustworthybyconsumers.Ininterviewswithretailersinthefourmarkets,iKalafoundthatcustomersinSingaporeareleastfamiliarwithdiscoveringandbuyingonFacebook.Theyarealsoleastlikelytotrusttheproductstheyseeontheplatform.16Itisforthisreasonthatdespiteanincreasinginfluxofe-walletsinSoutheastAsia,cash-on-delivery(COD)remainsthemostpopularpaymentmethodintheregion,andconsumersinthePhilippinesandVietnamareparticularlyreliantonit.Unsurprisingly,Singaporeistakingtheleadintermsofembracingmultiplepaymentmethodsincludingbanktransfers,ewalletsandcreditcardpayments.Movingforward,weexpectthegrowthine-walletstocontinue,atrendthatwillinturnfurtherenablesocialcommerce.However,forthattohappen,retailersmustensuretheirpaymentstrategyreflectsthedifferingneedsandexpectationsofconsumers.THVNPHSG*i.e.ApplePay,Paypaletc**i.e.LINEPay,GrabPay,GCash,NetsPayetc***cashondeliveryBANKTRANSFER47%14%3%25%13%8%2%25%0%10%5%25%0%6%21%8%40%62%69%17%CREDITCARDDIGITALWALLET*PEERTOPEERPAYMENT**COD**17ConclusionCovid-19hasintensifiedthemovetosocialcommerceandthedizzyingpaceofchangehasputtremendouspressureonretailers.Thisisonlythebeginning.Socialcommercewillevolvefurther,andprogressiveretailerswillfindthefutureexciting.Associalmediacompaniesaddnewcapabilitiestosupportsocialcommerce,retailersmustfindwaystomakeshoppinglive,interactiveandseamless.Earlyadoptioniskeyforbrandswantingtokeepup,butdoingeverythingatoncemaynotbepossible,especiallyforsmallerretailers.Instead,startbyinvestinginsomeoftheuniquesocialcommercecapabilities—includingreal-timepredictiveanalytics,AI-poweredordermanagementsolutions,socialCRM,andhigh-qualitylightingandaudio-videoequipment.123