Southeast Asia

Shopee ramps up initiatives to adapt platform to changing consumer base (The Business Times)

A wave of digitalisation last year during the pandemic widened Shopee’s access to consumer segments that have typically been hard to penetrate. Now, the South-east Asian e-commerce player wants to double down on adapting its platform to aggressively engage a diverse customer base.

Shopee observed that older, less digitally savvy users in their 40s and 50s began to transact more online, as did consumers outside tier one cities and affluent users with a taste for premium brands.

“But having more consumers means that you have different segments of people who actually have different kinds of needs,” chief commercial officer Zhou Junjie told The Business Times during the inaugural Shopee Brands Summit on Monday.

The company, which is owned by New York-listed Sea, is tackling this on several fronts. For instance, it has created a platform dedicated to high-end brands and has plans to ramp up its grocery delivery service and expand the geographical coverage of its logistics network.

Last October, Shopee launched a dedicated in-app space called Shopee Premium for high-quality brands. Its cleaner, more sophisticated landing page that integrates multimedia storytelling is meant to attract more affluent users, said Mr Zhou.

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The Business Times

25 January 2021

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