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E-commerce gains traction in SEA

Nurdianah Md Nur | May 19, 2014
The report by hybris and Econsultancy also revealed that enterprises are planning to invest more in mobile commerce.

Three-quarters of organisations in South East Asia are planning to delve into e-commerce in the next 12 months, according to hybris' and Econsultancy latest report.

Titled 'State of Ecommerce in South-East Asia', the report is based on a survey of 122 marketers and agencies as well as interviews with various senior digital marketing and e-commerce practitioners.

According to the report, three in five companies surveyed claim to have good (48 percent) or very good (14 percent) understanding of return on investment (ROI) from e-commerce. This might be the reason for 41 percent of the companies surveyed indicating that they had a separate e-commerce budget for this year.

Moreover, the report found that client-side respondents are planning to increase their investment in e-commerce technology by 31 percent in the next 12 months. Respondents from the agency side on the other hand claimed that they expect their clients to increase their spend on e-commerce technology by 20 percent in the same period.

"South East Asia is a very diverse, dynamic and challenging landscape but there is an increased appetite from organisations of all shapes and forms to build scalable e-commerce operations," said Econsultancy research manager Monica Savut.

The rise of mobile commerce
Due to the high penetration rate of mobile phones today, enterprises in South East Asia today are looking at experimenting with mobile commerce too.

More than three quarters of the respondents (76 percent) claimed that they plan to increase their investment in mobile-optimised transactional websites over the next three years. Fifty-one percent of them also plan to invest more in mobile applications with transactional capabilities.

Understanding that providing a seamless experience throughout all their channels is vital for a good customer experience, 90 percent of the respondents are working towards delivering a unified customer experience across online and offline channels.

 

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