Ecommerce Grows in Southeast Asia as Market Continues to Mature
In 2013, a group of entrepreneurs in Thailand founded aCommerce, a Bangkok-based full-service ecommerce solutions provider that helps brands and retailers sell online in the region’s emerging markets. Today, aCommerce provides digital marketing, channel management and order fulfillment services to clients, including Hewlett-Packard, L’Oréal, Kiehl’s and Nestlé. Sheji Ho, Chief Marketing Officer at aCommerce, spoke to eMarketer’s Lisa Barron about the ecommerce opportunities available in Southeast Asia.
eMarketer: How strong is mobile commerce adoption in Southeast Asia compared with China?
Sheji Ho: Mobile is very interesting. China is not a truly mobile-first market because six or seven years ago people were still on computers accessing ecommerce. Southeast Asia is a mobile-first, and in some cases, a mobile-only market. In Thailand, the average Thai user has 1.4 mobile phones. It’s very common for a Thai consumer to have an iPhone and an Android phone, or even two iPhones.
eMarketer: What are the differences between the ecommerce markets in China and Southeast Asia?
Sheji Ho: China is probably the most advanced ecommerce market in the world, but it’s also a closed environment because of the government influence and the great firewall. Therefore, it’s hard for foreign companies to succeed in China. This is what we’ve seen with Amazon in China, which started with a 15% market share in 2007 and today they are at less than 2%.
Download the full interview here for more insights:
eMarketer Interview with Sheji Ho