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1、LiveSellingin Southeast AsiaTable of ContentWhat is Live Selling?Why is Live Selling important?The Unsexy Side of Live SellingManaging Live ShoppersChoosing the Live Selling channel(s)Setting up for Live SellingSolutions to Live Selling ChallengesLive Selling channels with end-to-end Live Selling So

2、lutionsLive Selling solutions that can integrate with Live Selling channels06091327Conclusion 37Methodology39Live Selling inSoutheast AsiaE-commerce growth in Southeast Asia(SEA)is here to stay(see Statista,SYNC Southeast Asia by Bain&Company and Meta,and e-conomy SEA by Google,Temasek,Bain)regardle

3、ss of the macroeconomic headwinds.As e-commerce sellers,the more important question is:how can we ensure that we will always ride the waveof e-commerce growth?Rocket Internets 2011 entry into SEA set the e-commerce wavein motion,triggering the proliferation of peripheral services in the ecosystem.Ni

4、nja Van,a tech-enabled express logistics company,is one of them.Being there from the start since 2014 has given Ninja Van a front-row seat to SEAs e-commerce evolution.This enablesus to observe from servicing close to 2,000,000*sellers in SEA across the past 12 months up-and-coming e-commerce trends

5、.Live Selling is one of them.*Figure is accurate as of 30 Sep 2022.In November 2022,we collected over 1,000 responses*fromNinja Vans e-commerce sellers across Singapore,Malaysia,Indonesia,The Philippines,Thailand,and Vietnam to understand more about the rising phenomenon.But first*Click here for our

6、 research methodology.What is Live Selling?Remember those Home Shopping TV Channels?They typically look like this:a charismatic host demonstrating the efficacy of a vacuum cleaner,egging you to CALL NOW for a 50%promotion limited to the first 50 purchases.To sweeten the deal,he will throw in a free

7、mop for every purchase during the session.That is Live Selling,now taken to a new level withtwo key differences for Shoppers:Shoppers do not have to restrict themselves to a single action:“BUY”.Shoppers can interact with the Sellers via the“Comments”section of theLive Selling session to make small t

8、alk,emote,play games,inquire about the products,and buy.This gives more control to the shoppers,engages their attention,and increases their purchase intent.Interactivity Shoppers do not have to plant themselves in front of the TV andtune into Home Shopping TV Channels at fixed hours anymore.Shoppers

9、 can now watch Live Selling sessions on their phones that are with them all the time,across an assortment of channels that play all the time.Accessibility 1 IN 3 Surveyed SEA e-commerce sellers is doing Live Selling.Why is Live SellingImportant?“For e-commerce sellers,this marketing tactic can fast-

10、track shoppers purchase journeys from awareness to conversion.“I can gather as much product information as I need straight from the Live Shopping sessions to help me decide if I want to buy it there and then.”Fariz Maswan,43,Sales&Partnership Manager,Malaysia Live Shopper for golf and LEGO“When I bu

11、y from Live Shopping sessions,I see how they sellers use the product,I listen to how they describe the product,I feel like buying the product.Theres a sense of urgency that I dont get from other sales channels.”Ferisa Mega Putri,26,Special Project Assistant Manager,Indonesia Live Shopper for snacks

12、and anything unique“When I buy clothes,the seller will show and try on the clothes,I can easily see how it looks and make the decision right away through the chat channel.”Nalinthip Pornsomboonkit,43,Sales Manager,Thailand Live Shopper for clothesAfter surveying over 1,000 e-commerce sellers who use

13、Ninja Vans services in SEA,we find these to beLive Sellers top 3 motivators:“A good way to have a deeper relationship with customers”is one of Live Sellings superpowers,giving sellers the ability to build relationships with shoppers at scale.Live Selling puts the human factor at the forefront of you

14、r business and builds relationships in real-time with all your new and returning shoppers.And the benefit is mutual.Brings innew customers A good way to have a deeper relationship with customers Generates more buzzand awareness“For your shoppers,your products are presented to them on a silver platte

15、r.Instead of searching for something they need,they are now discovering products they never knew they wanted.“Live Shopping is like window shopping.You walk into the store,and something cute comes up.You dont need it,but now that youve seen it,you want it.”Guo Lu,36,Portfolio Manager,Singapore Live

16、Shopper for lipsticks“I dont follow any specific brands or channels.It really depends on whos on and whats being sold when I open my Shopee app.”Vinnie Wong,30,Senior Digital Marketing Executive,Malaysia Live Shopper for kitchenware,groceries,and clothesTRY THISYou can do product testing with Live S

17、elling.Before purchasing in bulk,consider introducing test products through Live Selling to gather real-time feedback from Live Shoppers.The Unsexy Side of Live SellingNow that we have established the importance of Live Selling,let us go behind-the-scenes for the less glamorous view.The Unsexy Side

18、of Live Selling:Managing Live ShoppersVicarious product experience allows Live Shoppers to interact with the product through the seller.This real-time display,often steered by the Live Shoppers requests for various angles and usages,makes the product come alive,thereby making it easier to be deemed

19、trustworthy.Interactivity allows Live Shoppers to be seen,not just by the Live Seller,but by fellow Live Shoppers too.The ability to be an active participant with a part to play in choreographing the Live Selling session empowers the Live Shoppers.From durian-bidding in Singapore to orchid-buying in

20、 Vietnam,we speak to active Live Shoppers in SEA*and find two common motivators of their participation:Vicarious product experience and Interactivity.*Click here for our research methodology.Vicarious product experience“I get to see the real product,not a promotional photo.I can ask Live Sellers to

21、show me the details or ask them more questions about the products.”Sasatorn Yahatta,32,Customer Service staff,Thailand Live Shopper for clothes“Live Shopping gives me the feeling of real products.”Phm Hong Oanh,14,Student,Vietnam Live Shopper for clothes,shoes,skincare products“If they Live Sellers

22、sell food like chips,theyll test how crunchy the product is,make us trust them easily.”Ferisa Mega Putri,26,Special Project Assistant Manager,IndonesiaLive Shopper for snacks and anything uniqueInteractivity“The adrenaline rush I get from durian-bidding is amazing.I bid with other shoppers to see wh

23、o gets it,like an auction.They Live Sellers will announce your bids,and then chit-chat with you for a bit.”Ting Guan Zhao,34,Product Manager,Singapore Live Shopper for durian“The seller is kind and sells nice dresses.She also acknowledges us,like she knows us!”Janna De Jesus,27,Marketing Professiona

24、l,The Philippines Live Shopper for dresses“You comment:“I want”,then the sellers will message all who commented“I want”,and the first two to make payment will get the items.So this keeps me on my toes and has a gratifying effect when I know Im one of the selected buyers.”Fariz Maswan,43,Sales&Partne

25、rship Manager,Malaysia Live Shopper for golf and LEGOThese two common motivators of Live Shoppers participation Vicarious product experience and Interactivity corroborate with our aforementioned finding on why e-commerce sellers do Live Selling:“A good way to have a deeper relationship with customer

26、s”.Relationship takes time and effort to build,as over 1,000 of Ninja Vans surveyed SEA e-commerce sellers allude to when answering the question on Live Selling challenges.Says that conducting a Live Selling session takes a lot of effort and energy.Says that Live Selling is a time-consuming process.

27、Says that entertaining and keeping Live Shoppers engaged is a challenge.1 IN 41 IN 31 IN 3The Unsexy Side of Live Selling:Choosing the Live Selling channel(s)In SEA,Shopee(27.0%)and Facebook(25.5%)are taking the lead in popularity,with TikTok(22.5%)treading close behind.But there are disparities whe

28、n we dive deeper into the country data.Survey Question:What channels do you use for Live Selling?ShopeeFacebookYouTube TikTokLazadaInstagram27.0%25.5%3.0%22.5%15.0%7.0%Take Indonesia for example.TikTok tops the chart,closely followed by Shopee,and then Facebook at a staggeringly low adoption rate.On

29、 average,our surveyed SEA e-commerce sellers use two channels for Live Selling.Depending on which country you operate in,you may want to do two sessions,one for each channel,to maximise your outreach.Popularity of Live Selling channels in each countrySGMYIDPHTHVN100%75%50%25%0%ShopeeFacebookTikTokLa

30、zadaInstagramYouTube100%75%50%25%0%33.7%25.2%26.5%30.3%19.8%30.9%25.3%14.2%24.8%22.8%10.1%27.5%26.1%20.5%37.9%31.9%26.9%17.2%A rough calculation tells us that our surveyed SEA e-commerce sellers set aside up to six hours per week for Live Selling.This excludes the time needed for the setup.1 TO 3 HO

31、URSWEEKLYThe average duration of aLive Selling session.The average frequency ofLive Selling sessions.DID YOU KNOW?Shopee penalises Malaysian sellers who duplicate their streaming videos and try to pass them off as Live Selling sessions.This is an offence under the category of“Spamming”.The Unsexy Si

32、de of Live Selling:Setting up for Live SellingLive Selling can look deceptively easy.After all,Live Shoppers only get to see what is on screen:A face or two speaking and demonstrating products to them from a standard smartphone portrait frame.The small space looks almost laughingly easy to fill,whil

33、e the content seems almost ad hoc(after all,it changes according to comments).Many would assume that such a setup would be a breeze to prepare.Let us now go behind-the-scenes.sgkeelat on TikTok Oasis Live Mall on FacebookLovito on ShopeeOf course,it can look as easy as this:But the backstage can als

34、o look as complex as this:Two Live Sellers go LIVE on a phone camera,using printed talking points for show flow reference.The Live Sellers check their phones for comments to pick out and address for shopper engagement.Two Live Sellers go LIVE under a professional camera,using a teleprompter for LIVE

35、 cues while maintaining eye contact with the camera(AKA the shoppers);A backstage crew monitors and moderates LIVE comments while selectinga few for the Live Sellers to answer or engage with.BoozeatNinja XpressApart from on-set logistical requirements,you will also need to make arrangements for the

36、sales and post-sales just like any e-commerce.Here are some of the most common questions:What are you going to say during your Live Selling sessions?How do you plan the flow of your Live Selling sessions?How are you keeping track of and fulfilling the orders from your Live Seling sessions?Solutions

37、toLive SellingChallengesYes,Live Selling is tough.That is why 63%of the surveyed e-commerce sellers who are not doing Live Selling say that they remain unlikely to try Live Selling in the next three months.But will this be the status quo for long?If you look at the increase in Live Sellingsolutions

38、in SEA,you will see that themarket is favouring Live Selling as thefuture of retail.Just like how many astute entrepreneurssaw the opportunity for ride-hailing in SEA(tech giant Grabs co-founder being one ofthem),so too,are more and more businessesrushing forward to cater to the demand forLive Selli

39、ng solutions.With how perfectly Live Selling synergises with the growing e-commerce market,it is looking more and more like this“trend”is here to stay.So let us now look at some of these Live Selling solutions to alleviate your Live Selling challenges.Choose Live Selling channels with end-to-end Liv

40、e Selling solutionsThere are two types of Live Selling channels that come with end-to-end Live Selling solutions.*Disclaimer:Ninja Van is one of the official shipping partners for Shopee,Lazada,and TikTok Shop in SEA.Popular marketplaces,like Shopee and Lazada*,have a suite of built-in Live Selling

41、tools a hassle-free way to gain a foray into the Live Selling space.The biggest advantage is that the audience in these environments is primed with the intent to buy.However,this can evolve into a pay-to-win situation.The marketplace algorithm may play to the advantage of sellers with the budget for

42、 primetime slots.Nevertheless,the marketplace is an excellent place to practise your Live Selling skills.MarketplacesTikTok Shop*,the e-commerce arm of TikTok,enables you to sell seamlessly within the social media platform.In less than a year of its launch in SEA,it is already ranking among the top

43、Live Selling channels amongst Ninja Vans surveyed e-commerce sellers.Apart from its built-in suite of Live Selling tools,TikTok Shop comes with a unique feature:traffic democratisation.Regardless of your follower base,TikTok will direct new traffic to your Live Selling session.As long as you are pro

44、ducing quality content and retaining viewers,TikTok will send more traffic along your way.Social MediaFacebook the second most popular Live Selling channel among Ninja Vans surveyed e-commerce sellers in SEA falls under the social media umbrella.Even though Facebook comes withoutend-to-end Live Sell

45、ing solutions,its widespread popularity in SEA(see Statista)makes it anundeniably significant channelto explore for Live Selling.Choose Live Selling solutions that can integratewith Live Selling ChannelsThere are many tools order management systems,customer relationship management and real-time pred

46、ictive analytics that Live Sellers can use to lighten their load.Here is a list of tools that can helpyou automate at least part of thebackend process of Live Selling sothat you can focus on engagingshoppers during your LiveSelling sessions.KaiboKaibo is a live stream enabler that translates a Live

47、Selling session into actionable data for Live Sellers to improve their Live Selling performance.In the past two years,global brands have been using Kaibo to conduct Live Selling sessions,resulting in over USD150M in GMV.Now available:Singapore,Malaysia,Indonesia,The Philippines,Thailand,and VietnamS

48、TAR FEATUREA teleprompter tool that displays Live Selling script so that 1)you can conduct Live Selling session without the stress of forgetting the flow,and2)you can always keep eye contact with your Live Shoppers!Click here to find out more.SellercraftSellerwizard by Sellercraft allows you to do m

49、ore with less.You can now do all these activities in one place.Manage order statuses Optimise inventory Analyse sales performance Put together a finance report Now available:Singapore,Malaysia,Indonesia,The Philippines,Thailand,and VietnamSTAR FEATUREThe order report feature helps ensure that you wi

50、ll never lose an order or a customer.It also identifies aging orders,oversold orders,and orders of other statuses that need your attention.Click here to find out more.OtterLiveOtterLive is a Live Stream enabler that automates a Live Sellers logistical processes to function like clockwork.It removes

51、the hassle of comment capture,order creation,order management,and payment verification from Live Selling.With the time saved and convenience gained,you can now better focus on engaging your audience and turning them into customers.Now available:Singapore,The PhilippinesSTAR FEATUREFacebook Live Stre

52、aming service tool where orders are automatically captured and created from comments.Join now for 1 year FREE subscription,expiring on 31 Mar 2023,23:59.Click here to find out more.Free Resources on Live SellingWe have compiled a list of free resources on Live Selling for your use:Social Selling 101

53、:A Checklist for Success5 Tools for Live Selling BeginnersHow to win at Live SellingThe Beginners Guide Shopee:Shopee Live Selling:Basics and How-tos Ultimate GuideFacebook:How to use Facebook Live Video:A Step-by-Step GuideTikTok:Everything You Need to Know About Live Shopping on TikTokKaibo has la

54、unched a free TikTok Live Selling training course on its mobile app for you to learn and practise at your own pace.The Live Streamer Skill Practice segment allows you to practise Live Selling with an existing script,and submit your best recording for an AI-calculated score which assesses your perfor

55、mance in the following areas:1.Volume2.Speed3.Face4.Makeup5.Skilful 6.Interaction 7.Gesture 8.Tone 9.Time Control Free Resources on Live SellingConclusionWhile a useful marketing tactic that can fast-track many online shoppers purchase journeys from awareness to conversion,Live Selling is not easy.O

56、ur analysis of over 1,000 data points gathered from Ninja Vans SEA e-commerce sellers finds Live Selling to be most adopted amongst those selling low-involvement products such as Fashion,Beauty&Personal Care,Food and Beverages,as well as Home and Living.That said,Live Selling is still a worthwhile m

57、arketing tactic for you to try even if you are not selling products in these categories.After all,it is free to explore.And if you are looking for a connector to translate pixels on screens to parcels on doorsteps,Ninja Van is here to help!Being in SEA with 100%logistics network coverage in Singapor

58、e,Malaysia,Philippines,Indonesia,Thailand and Vietnam equips us with a unique perspective and experience on e-commerce that we are happy to share with new and existing Live Sellers alike.Qualitative:Ninja Van Group interviewed a total of 40 self-proclaimed active(defined as having interacted with Li

59、ve Shopping content in the last 3 months)Live Shoppers from Singapore,Malaysia,Indonesia,The Philippines,Thailand,and Vietnam to find out more about their Live Shopping behaviours.All quotes in the report are gathered in November 2022,and have been redacted for brevity and editorial clarity.Methodol

60、ogyQuantitative:Ninja Van Group conducted the fieldwork with 1,186 shippers in November 2022 for the data that this white paper is based on.Equal country data weighing has been applied to this data set to represent SEA.204224316153134155RespondentsAboutNinja VanNinja Van is a tech-enabled express lo

61、gistics company providing hassle-free delivery solutions for businesses of all sizes across Southeast Asia.Launched in 2014,Ninja Van started operations in Singapore and has become the regions fastest-growing last-mile logistics company,powering businesses with innovative logistics solutions.Today,Ninja Van has grown its network to cover six countries:Singapore,Malaysia,Indonesia,The Philippines,Thailand,and Vietnam.For more information,visit www.ninjavan.co.