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1、E-commerce Beyond BordersThe Internet is without borders,so commerce built atop this infrastructure(e-commerce)should operateon the same principle.However,buying something online and making it appear offline is complex.Miles need to be crossed,manpower needs to be invested,and methods need to be fla

2、wlessly followed to facilitate the connectionbetween the online and offline realms.As an e-commerce seller,you might have wondered:how can I further close the gap between the Internet the promoting factor of my business,and logistics the limiting factor of my business?Consider shoppers beyond your b

3、ordersWhat else can you do to grow your sales?You can expand your scope of products,also known as a horizontal expansion,or expand vertically byspecialising in one or just a few peripheral categories.Of course,you can also find a hybrid model thatmeets your business needs.If you have found the right

4、 product-market fit in your country,regional expansion may be just what isneeded to achieve new growth.Consider bringing your local experience and expertise to a wider platformand amplifying your reach to shoppers beyond your borders.And if you wonder whether these shoppers will shop from a foreign

5、website,fret not.11.They are already shopping from overseas e-commerce.Additionally,not only have the overwhelming majority of shoppers bought from foreign websites,mostcontinue doing so at high frequencies.74%in Vietnam said that they have shopped several times fromforeign websites,followed by Sing

6、apore(67%),Thailand(63%),Indonesia(62%),and Malaysia(61%).The Philippines saw the lowest engagement at 48%,still a significant size,just slightly under the halfwaymark.The survey also reported that over 90%of respondents bought from Asia a stark difference comparedto Europe and the United States.2Wh

7、ile a lot of their overseas purchases were sourced from China,there is a significant comfort level inbuying products from their Southeast Asian neighbours.3These consumer trends present a high potential expansion opportunity for Southeast Asia(SEA)-basedbusinesses in the region.With many shoppers ac

8、customed to buying from overseas,there is little need topromote cross-border buying behaviour from scratch.The survey data corroborates with Ninja Van Groups cross-border parcel volume data too.Before theCOVID-19 pandemic from 2019 to 2020,we saw a 1100%growth in cross-border parcel volume in SEA.In

9、 the heat of the COVID-19 pandemic between 2020 to 2021,we still saw a 20%growth despite varyingdegrees of border closures to curb the viral transmission.42.They can and will spend.5The well-oiled narrative of how SEA has been and is still seeing the growth of a huge middle class isstrongly supporte

10、d by the average basket size(ABS)average dollar value spent per order acrossSEA.Interestingly,Singapore,with the smallest population(5.45 million)among the six countries,clockedthe highest ABS(USD52),while Indonesia,with the largest population(276 million)among the sixcountries,saw the lowest ABS(US

11、D18).3.They buy a lot.Frequently.In June 2021,the surveyed shoppers recalled receiving more than oneparcel per week.Ninja Van Groups data attest to online purchases high frequency andvolume.We see a whopping two million parcels delivered per day in thesix countries where we are equipped with 100%net

12、work coverage.To cater to this growth,Ninja Van Group has added sizeable automatedhubs and sortation systems in Singapore(October 2021)and thePhilippines(April 2022),as well as cutting-edge dim weighing systems machines that size and weigh parcels for fair billing and time-saving in Indonesia(July 2

13、021),soon to be rolled out in other countries.6Two main barriers to entryNow that we have established the prospect of selling regionally and thereby stretching the potential ofe-commerce beyond borders,why are we not seeing more e-commerce sellers capitalising on thispotential?We distilled the answe

14、r into two parts.1.The need to localise extensively.SEA is highly fragmented.While your chosen market can be just across the strait,its operatingenvironment can be worlds apart from your home country.Localising shopper experience from currency to language to culture is therefore critical to yourcros

15、s-border e-commerce success.Let us look at how localisation plays a part in getting the shoppers toknow youwant your productsbuy from youAwarenessFor the shoppers to know you,you must first know your shoppers.Do not expect them to behave thesame as those shoppers on your home ground.Evaluate these k

16、ey components:Primary language do you need to translate your marketing messages?Cultural sensitivity could your product images be deemed offensive to any religious group?Marketing channel how do your target shoppers find you?What do they do on their preferredsocial media channel,if they are on any a

17、t all?Shopping season when do your target shoppers buy,and not buy?Online shopping behaviour how do your target shoppers pay for their online buys?Quick tip:Identify a few competitors in the market and experience their shoppers shopping journey.Thatshould help to fast-track a large portion of the ab

18、ove checklist.7ConsiderationTo better manifest desire for your products,you should create a desirable shopping experience.Think about these questions that your target shoppers can be harbouring when they are on youre-commerce site:Do I know immediately what solution this site is offering me?Is this

19、site a breeze or a maze for me to navigate?Is this site giving me all the information I need for decision-making?Are answers to my questions available at my fingertips on the site?If I need additional assistance,is it easy for me to get the attention I need?Quick tip:Keep in mind thatOne desktop scr

20、een is equivalent to at least three mobile screens.So shopping on desktop andon mobile are two different experiences.Internet speeds differ in each country.As a general rule of thumb,keep your e-commerce sitelight and easy to load.ConversionFor your shoppers to buy from you,transparency is key.Make

21、these information easily available on the checkout page:Currency conversionDuty and taxesShipping costs and optionsEstimated arrival dateYou do not need an array of payment methods.You just need to curate a few that work for most of yourtarget shoppers.Cash-on-delivery is still a wildly popular opti

22、on in most of SEA.Quick tip:Use the blueprint of your already successful e-commerce business back home as an entrypoint to the new market.Then iterate.Always conduct tests to see what works and what does not.82.The need for excellent logisticsYour sales volume is nothing if you have no means of real

23、ising them from pixels on screens to parcels ondoorsteps.Cross-border logistics is ladened with paperwork that ensures shipping rules and regulations whichdiffer from country to country are adhered to.This is what a grossly simplified cross-border process looks like in general:1.Collecting:Freight f

24、orwarders or aggregators collect the goods from your place of business oryou arrange for your shipment to be dropped off at your suppliers designated address.2.Consolidating:If you are shipping a less-than-full truckload,your shipment needs to be firstconsolidated with others.To save costs,loading o

25、nto your selected transport will only start whena truckload is maximised.If cost is not an issue,you can pay a premium to buy the entire space.3.Clearing export customs:Custom officers in your home country will inspect your shipment andits accompanying documents.4.Travelling(Cross-border freight):On

26、ce export customs is complete,your shipment will beloaded on your chosen mode of transport.However,all shipments are subjected to offloading atports as determined by the freight carriers.95.Clearing import customs:Custom officers in your target country will inspect your shipment andits accompanying

27、documents.You are also subjected to duties and taxes(D&T)based onprevailing tax regulations in each destination country.D&T has to be paid to the respectiveauthorities before goods can be released.6.Travelling(Domestic haul):Once customs clearance is complete,your order will go to the nextwaypoint i

28、n the destination country.7.Sorting:This process usually happens in the sorting hub,where goods are sorted into batches tobe dispatched to the waypoint nearest to the goods eventual destinations.8.Travelling:The batched goods are delivered to the next waypoint.The above process takes minimally four

29、days by air,and can even stretch up to five weeks bysea.And we have yet to discuss last-mile delivery,the finalstep that closes the distance between your goods andyour shoppers.9.Sorting:Goods will be sorted again and this time,designated to delivery personnel based on shoppersaddresses.10.Loadingon

30、todeliveryvehicles:Deliverypersonnel will scan and load the parcels onto theirvehicles.11.Delivering:When on the road,delivery personneluseamixoftechnology(e.g.routeplanner)andexperience(e.g.radio for real-time traffic updates)toinform them of the optimised routes.12.Receiving:Once your shopper ackn

31、owledgesreceipt of your goods,that is when you can heave a sighof relief.So if you think that shipping companies are a mere commodity think again.Most interviewed shoppers 89%of all 9,000 respondents across six countries want to know who theirdelivery company is.When quizzed,more than 50%of shoppers

32、 replies reflect that it is important to know as they would like tochoose a delivery company which guarantees a good delivery service.In fact,35%of shoppers have theirpreferred delivery company.Many shoppers also shared that knowing the delivery company provides them reassurance that theirparcels ar

33、e in good hands.When asked about their delivery preferences,most countries voted for“real-time tracking”and“deliverywhere I am located”.The importance placed on these options points to the fact that a hassle-freeexperience is of utmost importance to shoppers.10Enabling hassle-free deliveriesWhile yo

34、u vie for a simple and seamless shopping experience for your shoppers,Ninja Van vies for asimple and seamless shopping experience for you.The two main barriers,localisation and logistics,to cross-border e-commerce are complex.While NinjaVan may not be of direct help to you in the former area,Ninja V

35、an can take the weight off you in the latter.By doing the heavy-lifting in logistics for you,we hope to free you up to concentrate on localisationmatters.Being in six countries Singapore,Malaysia,Philippines,Indonesia,Thailand and Vietnam with 100%network coverage also equips us with transferrable e

36、xperience and expertise to share with Ninja Vanshippers.11How Ninja Van shippers do itIn the Box Global,a Singapore-based company selling mattresses and pillows,is one of them.It hasrecently expanded into Malaysia with our cross-border services and is now using Ninja Fulfilment too.This is Ninja Ful

37、filment in a nutshell:1.Receiving inventory:Inbounding shipments from suppliers2.Storing inventory:Organising and storing products in the warehouse3.Picking order:Picking processed orders from the shelves4.Packing order:Packing picked orders with proper packages(e.g.bubble wrap for fragileproducts)5

38、.Delivering of orders:Arranging pick-ups for last-mile delivery to shoppersEstablished brands,like iHerb the US-based company selling supplements and Manscaped theUK-based mens grooming brand,use Ninja Vans customs clearance and last-mile delivery services inthe Philippines and Singapore respectivel

39、y.Eskayvie,a 10-year-old Malaysia-based manufacturer of wellness supplementary products,recentlytapped on Ninja Vans local connections to explore entry to Singapore and Indonesia as well.12ConclusionThe gap between the e-commerce opportunity that the Internet offers and the reality that is rooted in

40、logistical challenges can be bridged,but not without a notable capital,significant manpower,and asizeable risk appetite of the business owner.Therefore,e-commerce beyond borders is not for everyone.An easier way to explore the concept might be through partnering marketplaces,like Shopee and Lazada(N

41、inja Van is proud to be the shipping partner for both).These marketplaces have already establishedtheir audiences in SEA,hence solving a bulk of your localisation barrier.They also have establishedrelationships with shipping partners that have ironed out most wrinkles in end-to-end Logistics,fromcro

42、ss-borders to in-market solutions.All things considered,if you are keen to explore e-commerce beyond borders,do choose Ninja Van to beyour partner for hassle-free deliveries!13MethodologyGfK was commissioned by DPDgroup and Ninja Van for the online data collection that this paper is basedon.Fieldwor

43、k was conducted in July 2021 with a nationally representative sample for each market:Indonesia:1525Malaysia:1551The Philippines:1771Singapore:1502Vietnam:1524Thailand:1517About Ninja VanNinja Van is a tech-enabled express logistics company providing hassle-free delivery solutions forbusinesses of al

44、l sizes across SEA.Launched in 2014,Ninja Van started operations in Singapore and hasbecome the regions fastest-growing last-mile logistics company,powering businesses with innovativelogistics solutions.Today,Ninja Van has grown its network to cover six countries:Singapore,Malaysia,Philippines,Indon

45、esia,Thailand and Vietnam.For more information,visit www.ninjavan.co.About DPDgroupDPDgroup is one of the world-leading parcel delivery networks,aiming to be a reference in sustainabledelivery and become a leading enabler of e-commerce acceleration.We combine innovative technology and local knowledg

46、e to provide a flexible and user-friendly service forboth shippers and shoppers.With 120,000 delivery experts operating in nearly 50 countries,and a network of 70,000 Pickup points,wedeliver 8.4 million parcels worldwide each day 2.1 billion parcels per year through the brands DPD,Chronopost,SEUR,BRT and Jadlog.DPDgroup is the parcel delivery network of GeoPost.GeoPost posted sales of 14.7 billion in 2021.GeoPost is a holding company owned by La Poste Groupe.14