E-Commerce Emergence in APAC

Let me starts with a big picture – Few days ago Flipkart (India #1 online e-commerce site) announced a $1 billion fundraising and incidentally Amazon announced additional $2 billion investment into its India expansion which suggests something brewing in the India market with a growth potential similar to China, where consumers spent almost $300 billion online last year and India where consumers are widely accepting the entire ecommerce way of life. Further, the two emerging markets both have massive populations of over one billion, buoyed by a rising middle class, rapid GDP growth and challenging infrastructure. India's internet retailing sector grew 20 percent last year by value, according to Euromonitor International. Not only that the new wave of online ecommerce companies are targeting shoes, mobile, tickets, but it has also started to revolutionize the education sector in India with India’s leading e-commerce companies such as Flipkart.com, Snapdeal.com and Groupon.co.in are offering online courses and coaching materials, and are even facilitating long duration certificate or business education degrees. Even an interesting concept like Aaramshop that allows your trusted neighborhood retailers to serve their community consumers through their customized web/mobile fronts - https://www.aaramshop.com/.

Now, let me also give you an interesting figure of smart phone sales and internet penetration in APAC.  The reason of sharing the below is to suggest the potential of all these consumer who are foraying into the world of smartphone, which will allow of a percentage of it to move into exploring the world of internet and subsequently buying things online. And I am not talking years here…The tectonic shift is happening at a much faster pace. This not only suggests that consumer are embracing “onlinility or being online” but equally transacting online.   One estimate suggests that Asia-Pacific consumers will account for more than 45% of digital buyers this year and it will expected to grow by 23%.  The mentioned figures certainly endorse my argument that rise of smartphone penetration will also contribute to this retail shift. What’s more, by lowering barriers to entry and removing the need for a physical presence in remote or underdeveloped areas, online retailing will give the traditional retailers the opportunity to expand more rapidly, especially in tier 2 or 3 cities; which historically has been challenging to serve. A recent such example of Xiaomi Mobile Launch in India through flipkart and they claim that the nearly 70% of their first batch order came from tier 2/3 cities which has never been the case in mobile history of India.

  On global perspective eMarketer projections suggest that B2C e-commerce sales will grow by more than 20 percent this year to reach US$1.5 trillion, and surpass US$2.3 trillion by 2017. Forrester Research projections indicate this growth will be partly driven by five of the largest online retail markets in the Asia-Pacific region – China, Japan, South Korea, India, and Australia – which will see e-commerce sales rise from US$398 billion in 2013 to US$858 billion in 2018 at a compound annual growth rate of more than 16 percent. The below chart articulates the share growth potential which is expected in APAC.

Now even if I take the consumer expenditure and disposable income OR age demographics into consideration (as below) , it’s all suggesting one growth direction – up north

Being an Indian and have worked in APAC for man years, I certainly believe in the immense potential that the APAC market has to offer.

With all the above data I am just trying to allude to one fact that I got multiple endorsements in my recent APAC trip when I met many retails and merchants who wants an easy and relative cheap solution to sell their good(s) to a wider audience including serving tier 2 or 3 markets by jumping on the e-commerce bandwagon but don’t know where to buy the ticket or get started with. This forced me to pen this post. I would certainly encourage e-commerce vendors to look it into the opportunity that market has to offer. While, I have more proof points, however I will hold on to that for a later post.

The Evolution of Marketing Data [Infographic]

Being a marketer, I am always a big fan of personalization of communication. Actually, its far easier than what most marketers think. The basic fundamental ingredient to this is how you manage your data and databases at the backend. Subsequently, its imperative for marketers to understand the touch points and the activities history/log of your consumers. If you can bring these ingredients then successful campaigns can only be a by product of that.

The below is an interesting info-graphics that shows an interesting evolution to personalization of communication. Though, I have to say, with all the tools and segmentation available, if marketers are still sticking to the 1960 then please don’t expect results of today. For being successful, you need to match the consumer to the channel to the message…and ensure you move from dissemination to conversation…..