Southeast Asia’s e-commerce live streaming market: emerging trends and huge opportunities
With the continuous development of digital technology and the popularity of smartphones, the e-commerce industry is changing the way consumers around the world shop at an alarming rate. As one of the most promising economic regions in the world, Southeast Asia has a large population base and a rapidly growing middle class, which provides a vast market and huge business opportunities for e-commerce live broadcasting.
Current status and trends of Southeast Asia’s e-commerce live streaming market
The Southeast Asian e-commerce live streaming market is experiencing rapid growth and innovation. First of all, large e-commerce platforms have increased their investment in e-commerce live broadcasts. Shopee, Lazada, and Zalora have all launched their own live broadcast platforms and actively invited celebrity anchors, Internet celebrities, and well-known brands to conduct live broadcast promotions. In addition, the e-commerce live broadcast market in Southeast Asia also benefits from the popularity of mobile payments and social media. Consumers in Southeast Asia tend to use mobile payment tools for online shopping, and social media platforms such as Facebook, Instagram and YouTube have become their main channels for obtaining the latest product information and participating in live broadcasts. This combination of mobile payment and social media enables e-commerce live streaming to better meet consumer needs and habits and provide a convenient shopping experience.
Pan-entertainment live broadcast and game live broadcast
Live streaming is no stranger to Southeast Asian netizens. There are a large number of live broadcast platforms in Southeast Asia, and pan-entertainment live broadcasts are mainly distributed on platforms such as Bigo Live, StarMe, Nonolive and Twitch. In the pan-entertainment industry, games are another important segment that drives the development of the live broadcast market. According to data from game market analysis company Newzoo Pro, in the first half of 2020, more than half of Southeast Asian netizens watched game-related video content, and 59% of them watched live game broadcasts. At the 31st Southeast Asian Games held in Hanoi last May, e-sports events once again pushed the popularity of e-sports live broadcasts in Southeast Asia to a climax.
Market difference analysis
Although live streaming e-commerce has become a common trend in Southeast Asia, there are still many differences between different countries and markets. For example, Thailand’s live streaming e-commerce is at the forefront of Southeast Asian countries and has the advantage of relatively mature network and logistics infrastructure; Malaysia’s live streaming e-commerce has developed rapidly, and buyers have relatively high acceptance and recognition of this model; Philippine e-commerce The industry is booming, but the development space of live broadcast e-commerce business needs to be further explored. In addition, although the live streaming e-commerce ecosystem in Vietnam, Singapore, Indonesia and other countries is underdeveloped, its consumption potential cannot be underestimated.
Key steps to sell on the Southeast Asian e-commerce market
- Market research and understanding: In-depth research on the culture, consumption habits, laws, regulations and payment habits of countries in Southeast Asia.
- Choose a suitable e-commerce platform: Choose the e-commerce platform that is most suitable for your products and brands, and consider the platform’s payment, logistics, customer service and other support.
- Optimize product and brand positioning: Adjust product positioning and pricing strategies according to local consumer needs and preferences.
- Marketing and promotion strategy: Develop a corresponding marketing plan, work with local influencers and opinion leaders, and use localized content and activities to attract target customers.
- Build a reliable logistics and delivery network: Choose a logistics service provider with broad coverage and reliable delivery capabilities.
- Focus on customer service and after-sales support: Respond promptly to customer inquiries and complaints, and provide good after-sales support.
- Build partnerships: Work with local suppliers, logistics providers and marketing partners to grow your business.
In summary, the Southeast Asian e-commerce live broadcast market is an emerging field full of vitality and huge potential. Brands and merchants should actively seize this opportunity, cooperate with live broadcast platforms, and use the power of live broadcast to drive sales growth. Consumers will also enjoy a more convenient, interesting and personalized shopping experience, and discover new brands, products and shopping fun through e-commerce live broadcasts.