Why m-commerce is important in Southeast Asia? How to catch the m-commerce customers in Indonesia, Thailand and Vietnam market? Read more m-commerce insights at http://www.ecomeye.com - Southeast Asia eCommerce Insider!

1. CATCHING UP WITH M-COMMERCE TREND
IN SOUTHEAST ASIA!
Especially Thailand – Indonesia - Vietnam
eMinhBui
Emerging Asia – Ecommerce & Supply Chain conference
July 2015 (Bangkok)

2. Southeast Asia eCommerce from Insiders’ views!
Hot hotel deals for Southeast Asian Explorers!
eMinhBui
Founder

3. WHY M-COMMERCE?
87%
80%
49%
36%
23%
15%
90%+ Mobile Internet users are active daily
SMARTPHONE PENETRATION (Nielsen)

4. WHY M-COMMERCE?
Convenience is
the main factor
motivating
consumers
to shop via
their
smartphone
70.1%
62.9%
58.8%
54.9%
53.8%
45.6%
45.6%
45.2%
36.7%
34.0%
China
India
Thailand
Indonesia
Korea
Malaysia
Asia Pacific
Vietnam
Singapore
Philippines
MOBILE PURCHASE IN THE LAST THREE MONTHS
(MASTERCARD 2014)

5. WHY M-COMMERCE?
Myungjo Choi
Managing Director Facebook Southeast Asia
50% of our revenue is from mobile.
So mobile is not the trend but the
present of us!

6. WHY M-COMMERCE?
Pawoot – CEO/Founder Tarad.com (Rakuten Thailand): Mobile is
also our main channel to reach people outside of Bangkok
Tien Nguyen – VP eCommerce VNG Vietnam: 40%+ our traffic is
from mobile channel. This is our critical channel to be one step
ahead of other players in the field
Chinmay – CEO Foodpanda Singapore: 45% of our
traffic/booking come from the mobile app

7. WHAT DO M-CUSTOMERS BUY?
MasterCard Survey 2014
27.9
21.219.1
31.8
Clothes and
accessories
Apps
Daily deals
Others
The most popular mobile shopping purchases
amongst Asian Pacific shoppers

8. WHAT DO M-CUSTOMERS BUY?
0
5
10
15
20
25
30
35
Indonesia
Thailand
Vietnam
Beauty & cosmetic items
Clothing or Apparel
Electronics
Leisure travel
Tickets
Google Mobile Planet

9. WHAT DO THEY CARE?
We can serve mobile customers better by analyzing these above factors
51% 43%
66%
34% 46%
52%
37%
50%
26%
Thailand Indonesia Vietnam
Location
Promotion
Availability
Price
By Google Barometer

10. WHEN DO THEY USE MOBILE TO SHOP?
USAGE OF SMARTPHONE IN PURCHASE JOURNEY
0
10
20
30
40
50
60
70
Indonesia
Thailand
Vietnam
At beginning of shopping,
looking for inspiration, ideas
In the middle of my shopping,
evaluating the products
At end of my shopping
After shopping process,
writing reviews
Throughout whole shopping
We can use content marketing with tips, stories… to attract more
m-customers while they’re looking for inspiration, ideas

11. 0
10
20
30
40
50
60
70
80
Indonesia Thailand Vietnam
LOCATION OF SEARCH
Home
Work
On-the-go
Coffee shop
WHERE DO THEY SEARCH FOR PRODUCTS?
Customers mostly search at home

12. WHERE DO M-CUSTOMERS BUY THINGS?
0
10
20
30
40
50
60
70
Indonesia Thailand Vietnam
LOCATION OF PURCHASE
Home
Work
On-the-go
In a store
Coffee shop
Customers mostly search & buy at home, especially in the evening.
From this point we can set up customer services and delivery time
accordingly to satisfy their need.

13. WHAT ARE THE KEY BARRIERS
FOR MOBILE PURCHASE?
Can’t see detailed product info Hard to compare prices & options
Cannot trust credit card security Slow loading speed Screen size is too small

14. MARKET SUMMARY – COMMON POINTS

15. MARKET SUMMARY - THAILAND

16. MARKET SUMMARY - VIETNAM

17. MARKET SUMMARY - INDONESIA

18. HOW TO CATCH
THE M-COMMERCE USERS?

19. All of our website are designed in
responsive ways so our customers
easily find their desired flights &
hotels.
David Yong
Head of Product AirAsia Expedia
HOW TO CATCH
THE M-COMMERCE USERS?

20. HOW TO CATCH
THE M-COMMERCE USERS?

21. Visit EcomEye.com!