THE rapid advancement of technology has become a major driver in changing the habits of modern society. Fast and easy access to information not only opens up opportunities for individual development and exploration of potential, but also creates a dynamic environment, where innovation and adaptation are the keys to success. One of the impacts of digitalization is the presence of e-commerce platforms, which are the adaptation of the trade industry to the digital world.
E-commerce not only provides a more practical shopping experience, but also opens up great opportunities for business actors, especially MSMEs and local brands, to grow. The positive impact of e-commerce on the growth of the digital economy is more complex than just the ease of online transactions.
This platform plays a role in increasing the number of local brands that dominate the market and creating various new jobs, such as live streaming hosts, online store admins, affiliates, content creators, and workers in the logistics industry. The presence of e-commerce not only increases online transactions, but also improves the economy of various levels of society.
This huge influence makes the landscape of e-commerce strategy in the country always interesting to study. To become a market leader and maintain its position, e-commerce players must pay attention to various integral factors to increase user and seller satisfaction.
What are the innovations and features that can provide benefits to sellers? And what aspects are the key to the success of an e-commerce platform in attracting and maintaining buyer loyalty? Let’s explore more deeply the determining factors of e-commerce platform excellence.
Consumer Satisfaction Indicators in Online Shopping
Buyers are one of the main stakeholders in building a sustainable e-commerce ecosystem. A high user base will be a magnet for business actors to market and sell their products on the platform.
Also read: Local E-Commerce Becomes King in Indonesia’s Marketplace Competition
When first entering a market, themed campaigns and attractive offers are often the main strategy for e-commerce platforms to acquire new users. However, to maintain and ensure the user base continues to grow, a more holistic approach is needed, by understanding consumer behavior and preferences in order to provide the best online shopping experience for each individual.
Referring to the latest IPSOS research results released in June 2024 with the title ‘Online Shopping Experience and Satisfaction in E-commerce’, it was found that Shopee excels in providing and giving the highest level of satisfaction to users in the online shopping experience.
Shopee’s superiority in satisfaction levels is supported by data, where Shopee (62%) is the first choice for consumers to recommend to their close relatives, followed by Tokopedia (46%), TikTok Shop (42%), and Lazada (36%). This finding raises the question again, what are the aspects that influence the level of consumer satisfaction with a platform?
Also read: Shopee Live, Delivers Local Shoe Brand Dushishoes to Increase Orders 16-Fold
To create the best holistic shopping experience, e-commerce platforms must not forget to ensure that orders reach buyers with fast and accurate delivery, because it is also a factor that influences consumer perceptions of convenience in online shopping.
From the same research results, Shopee (60%) is also the most superior online shopping application in terms of shipping speed followed by Tokopedia (16%), Lazada (13%) and TikTok Shop (9%). In addition to shipping which complements the online shopping experience, consumers in Indonesia still make the cheapest price one of the determining factors in choosing an online shopping platform, where Shopee is still the leading e-commerce at 64%, surpassing Lazada (13%), Tokopedia (12%), and TikTok Shop (11%).
As innovations from e-commerce platforms continue to grow, people’s preferences are also increasing, not only in determining product choices but also how to shop. This is what drives e-commerce platforms to be more active in developing and providing interactive features such as live shopping and short videos that increase consumer engagement while helping to determine shopping choices.
Also read: Shopee Achieves Highest Ranking in E-Commerce Consumer Satisfaction by IPSOS
The shopping trend using the live streaming feature is discussed in more depth by research entitled ‘Understanding Live Streaming Shopping Ecosystem in Indonesia’ by Populix which revealed that 69% of consumers said that Shopee Live is the live streaming feature most frequently used by Indonesians, surpassing its competitors, namely TikTok Live (25%), Tokopedia Play (4%) and LazLive (2%).
Just like other shopping activities, live shopping has important factors that underlie consumer preferences, one of which is in the completeness of the category. In the same research, Populix found Fashion and Beauty to be the two categories with the highest percentage among other categories, which are most purchased during live streaming.
Shopee Live is the most frequently used feature by consumers to purchase items from these two categories. For the Fashion category, Shopee Live is used by 79% of consumers, followed by TikTok Live (44%). Similarly, for the Beauty category, Shopee Live is used by 71%, higher than TikTok Live (51%) which failed to catch up with Shopee’s position.
Now, it can be concluded that to win the hearts of consumers in a tight competitive map, e-commerce players not only need to pay attention to aspects that focus on shopping activities, but also the entire consumer journey from upstream to downstream.
Local Brand Sellers and MSMEs Optimize E-commerce as Main Business Strategy, Shopee Becomes Seller’s Choice
As a shopping destination that people rely on, e-commerce platforms are increasingly becoming a business strategy utilized by local brand sellers and MSMEs to increase sales. E-commerce opens up new opportunities and various advantages that are not found in previous sales methods, which of course provide maximum satisfaction in buying and selling activities of local brands and MSMEs.
By making e-commerce a sales strategy, local brand sellers and MSMEs will experience a wider market reach because their products can be accessed by an online consumer base anytime and anywhere. The technology and features presented by e-commerce help minimize operational costs and simplify transaction management, as well as shipping.
Amidst the fierce competition among e-commerce in creating space for sellers to grow their business, the IPSOS survey entitled ‘Understanding the Potentiality in E-Commerce Seller’ stated that the superiority of the e-commerce platform they choose is influenced by several aspects.
One of them, sellers admit that promotions and thematic campaigns are the most frequently used features and have a very big influence, especially in supporting increased sales for local brand sellers and MSMEs.
This can be seen in this research, where Shopee (65%) is associated as the e-commerce that provides the largest turnover for local brand sellers and MSMEs, above Tokopedia (16%), TikTok Shop (9%), and Lazada (6%). Moreover, based on the seller’s choice, Shopee (59%) is also the e-commerce in first place that provides the most profit for their business, followed by Tokopedia (20%) in second place, and TikTok Shop (8%), and Lazada (7%).
The increasingly popular interactive live streaming feature among consumers has also become an important aspect for sellers in choosing their favorite e-commerce. Consumers now prefer this interactive way of shopping because they can see or ask about the products they want to buy directly. This also makes live streaming an important strategy adapted by sellers in responding to requests from their consumers.
This finding is in line with the IPSOS survey entitled ‘E-commerce Live Streaming Trends for Sellers’, where Shopee Live is the most frequently used live streaming feature by local brand sellers and MSMEs. In terms of percentage, 72% of sellers choose Shopee Live, far ahead of its closest competitor TikTok Live (26%). This is in line with the Market Share indicator, where Shopee Live (82%) is also the most widely chosen platform for the sales needs of local brand sellers and MSMEs, far surpassing its closest competitor TikTok Live which is only 18%.
Shopee’s consistency in following the shopping trends of the community and responding to them with technological innovations and new features strengthens its position as a favorite e-commerce in Indonesia. The tight competition between e-commerce players continues to grow, and the strategies and innovations presented to win the hearts of the community will continue to be in the spotlight. (Z-3)
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