Is Selling on Amazon Worth It for Pursuing SEA Consumers?
Evaluate the pros & cons of selling on Amazon in Southeast Asia (SEA). Compare Amazon vs Shopee vs Lazada to make an informed decision for your business.
The dynamic e-commerce landscape of Southeast Asia is a fertile ground for international brands targeting market expansion. With its rapid user growth and a diverse consumer base, the region offers plenty of opportunities for those who can navigate its unique market dynamics. Southeast Asia represents a golden opportunity for international brands due to its large, engaged, and tech-savvy young consumers eager for diverse and quality products from around the world.
This blog aims to provide a comprehensive guide on how to sell on popular Southeast Asian e-commerce platforms like Shopee and Lazada. We’ll also offer tips on how to capture Southeast Asian audiences for international brands looking to enter this lucrative and growing market.
The two most popular platforms in Southeast Asia are without a doubt, Shopee and Lazada. In 2023, the Gross Merchandise Value (GMV) of both platforms in Southeast Asia were 47.9 billion and 20.1 billion respectively. Shopee is the top e-commerce platform in countries like Singapore, Malaysia, Thailand, Vietnam, Indonesia and the Philippines, while Lazada is second in all of these countries except Indonesia, where it is the third most-used e-commerce platform.
Consumer behaviour in Southeast Asia is characterised by high mobile usage, with many consumers preferring to shop via mobile apps. Payment preferences vary, with a mix of digital wallets, credit cards, bank transfers, and even cash on delivery options. Shopping habits throughout the year are heavily influenced by local sales events, making it crucial for brands entering the market to understand and adapt to these nuances.
Setting Up a Seller Account:
To start selling on Shopee, international sellers need to register and set up a store. You’ll need to provide the necessary business information, verify your identity, and select your payment options. Shopee's seller guide offers step-by-step instructions for a smooth onboarding process.
Optimising Product Listings on Shopee:
Optimising product listings on Shopee’s e-commerce platform can significantly increase sales by improving discoverability and building trust with potential buyers. To achieve this, follow Shopee’s guidelines:
Use Shopee’s Promotional Tools:
Shopee offers a variety of promotional tools designed to attract buyers and boost your store's visibility, especially during high-traffic events. Understanding and utilising these tools can significantly enhance your sales performance.
Setting Up a Seller Account:
To start selling on Lazada, you’ll first need to register as an international seller. This allows you to sell your products across all Lazada platforms. Lazada doesn’t charge an initial fee, instead, they take commission fees when orders are generated (between 2% to 4% of your sale). Visit the Lazada Seller Centre, create your account, and choose the option “Sign Up as LazGlobal Seller”.
Optimising Product Listings on Lazada:
Optimising your product listings on Lazada’s e-commerce platform can significantly boost your sales by improving discoverability and building trust with potential buyers. Follow Lazada’s guidelines to enhance your listings:
Utilising Lazada’s Seller Tools:
Lazada offers a variety of seller tools on their e-commerce platform designed to attract buyers and boost your store's visibility, especially during high-traffic events. Using these tools can significantly enhance your sales performance:
Understanding local cultures, festivals, and languages is crucial for tailoring your marketing strategies to resonate with Southeast Asian consumers on e-commerce platforms.
Effective customer engagement is another key aspect. Southeast Asian consumers heavily value word-of-mouth marketing and rely on local influencers for purchasing decisions.
Like any other market, e-commerce shoppers in Southeast Asia expect fast deliveries with no delays.
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Evaluate the pros & cons of selling on Amazon in Southeast Asia (SEA). Compare Amazon vs Shopee vs Lazada to make an informed decision for your business.
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