Ditching search engines, Southeast Asians search for products on e-commerce sites – report
September 1, 2022 | 2:13 p.m.
SINGAPORE – A new report from Lazada reveals changing consumer behavior in Southeast Asia (SEA) during the pandemic, with a number migrating from search engine sites to e-commerce marketplaces when they are looking for products.
The study was presented via Lazada’s report “Transforming Southeast Asia: From Discovery to Delivery” during the 2022 LazMall Brands Future Forum (BFF) held here at Resorts World Sentosa on Thursday.
According to the study, around 57% of SEA buyers search for products directly on e-commerce marketplaces, moving away from commonly used search engines. That said, e-commerce user penetration is expected to reach 413 million users by 2025.
“E-commerce marketplaces like Lazada have overtaken social media and search engines to become the discovery channel of choice,” said James Dong, CEO of Lazada Group, during his keynote address.
“The change in behavior and mindset over the past two years has driven more high-quality consumers who are looking for high-quality authentic products and high-quality experiences to come to LazMall,” Dong added.
This shift, Lazada said, underscores the importance of e-commerce marketing solutions and business digitization to remain resilient and relevant in the face of rising global interest rates and inflationary pressures.
LazMall was launched by Lazada in 2018, which “sells only authentic and original branded products”.
James Chang, the company’s Chief Commercial Officer, and Brigitte Daubry, Chief Customer Officer, shared that LazMall remains a key offering that Lazada will continue to grow and invest in to improve customer experience, engagement and retention. clients.
As it stands, the online industry has seen phenomenal growth from 2019 to 2021. This expansion has accelerated during the COVID-19 pandemic, a time when many shoppers have chosen (or been forced ) to stay indoors while shopping.
Chang said Lazada remains confident as shoppers resume their post-pandemic lifestyles while continuing to embrace online shopping. Lazada’s study found that about “8 in 10 consumers” continue to shop online for ease and convenience despite lower average spend per user than in the past two years.
The report also showed that research-based discovery and product recommendations help shoppers in their decision-making process, with:
- 94% of shoppers use the search function to discover products on Lazada
- 94% actually buy the products they find through search
- 71% of shoppers buy through Lazada’s “recommendations” feature
Lazada’s technology is currently powered by Alibaba’s cloud infrastructure to bring consumers the offerings of the former: consumer engagement, seller empowerment and partner integration.
The 2022 BFF Awards winners were also revealed at the hybrid event, which serves to recognize and honor the most successful and innovative global and Southeast Asian brands on LazMall.
Editor’s note: The trip to Singapore was organized by Lazada to promote LazMall’s Brands Future Forum (BFF) 2022. At no time does the host organization have any say in what stories the coverage generates, interviews conducted, when the stories are published and how the stories are handled. Content is produced solely by Philstar.com in accordance with editorial guidelines.