Live selling growing SEA e-commerce trend
Live selling is an interesting marketing tactic for e-commerce sellers
Live selling is a growing trend in the Southeast Asian region, according to the report released today by Ninja Van Philippines. The report said live selling is one of the up-and-coming SEA e-commerce trends while sharing insights from over 1,000 Ninja Van’s e-commerce sellers across Singapore, Malaysia, Indonesia, The Philippines, Thailand, and Vietnam.
While still a nascent industry, nearly one in three surveyed sellers have tried live selling, of those who are already live selling, nine in 10 prefer to do it themselves, and only one in 10 tap influencers do live selling for them. Filipino sellers are among the most prolific live sellers, with 47 percent doing it daily — against a 31 percent regional average.
More Filipinos than their regional counterparts also believe that live selling brings in new business, with 74 percent saying that attracting new customers is a top driver for conducting live selling. A secondary driver would be to increase profit, with 52 percent of Filipino sellers saying live selling is more profitable than just posting items on marketplaces and apps.
“Live selling is an interesting marketing tactic for e-commerce sellers,” says Winston Seow, Chief Marketing and Enablement Officer Ninja Van Group. “It’s the only tactic to fast-track shoppers’ purchase journeys from awareness straight to conversion. Live selling also gives e-commerce sellers the ability to build relationships at scale with their shoppers, both new and existing.”
Filipino sellers can spend up to 14 hours weekly conducting live selling sessions versus a regional average of up to six hours. Most early adopters of live selling are from low-involvement product categories such as Fashion, Beauty & Personal Care, Food and Beverages, and Home and Living.
While Shopee (27.0 percent), Facebook (25.5 percent), and TikTok (22.5 percent) are ranked as the top three live-selling channels, the close margins signal that the champion has yet to emerge in SEA, this could be explained by the fact that on average, the surveyed SEA e-commerce sellers use two channels for Live Selling, presumably to maximize their outreach to live shoppers.