电子商务 Mindscape SEA 2024（英）

EcommerceMindscapeSEA2024Gen AI as the Success Catalyst forD2C and MarketplacesEcommerce Mindscape SEA 2024Growth, once it gains momentum, often accelerates exponentially—exactly what we’re witnessing in the Southeast Asian ecommerce market. With a projected CAGR of >10%, the region is rapidly emerging as one of the world’s fastest-growing ecommerce hubs.Rising internet penetration, the dominance of tech-savvy Gen Z, an influx of Gen AI tools, and a strong push to bridge the gap between urban and rural areas are factors driving this surge. While the region’s fragmented nature presents logistical challenges, the growing adoption of digitization and AI technology is steadily enhancing the delivery experiences.Shoppers in Southeast Asia (SEA) prioritize convenience, outstanding experiences, and sustainability. They gravitate towards quick product discovery on marketplaces and social media. Experiences like audio and image search are gaining popularity, while diverse payment options enhance satisfaction.Our research reveals a market shift towards leveraging Generative AI (Gen AI) to elevate virtual assistants, enable granular personalization, facilitate real-time adaptation, and optimize customer journeys through predictive analytics.Mobile apps remain the preferred platform for shoppers, who expect swift product discovery, relevant recommendations, minimal marketing intrusions, and fast checkouts.Marketers should focus on repeat purchases and retention to address rising customer acquisition costs (CACs). Personalization enhances key metrics by 20%. Embracing Gen AI, Customer Data Platforms (CDPs), and Customer Relationship Management(CRM) systems is crucial for perfecting personalization and customer experiences.As we chart this course, let’s turn challenges into opportunities and craft a future where every experience stands out, and every journey becomes unforgettable.Foreword02Report at a Glance 03Ecom Buzz 2024: 04Gen AI meets Gen Z Trends•Marketers are Boosting Investments in Gen AI 06•Personalized Journeys for a Segment07of One are the New Norm•Gen AI is Gearing Up to Match Influencer 08Marketing's Reach•Consistent Experiences are Skyrocketing09Engagement and Conversions•Gen AI is Amplifying the Experiences10on Third StorefrontsUnderstanding Southeast Asian Consumers: 12From Thoughts to Transactions•Everyone’s Hopping and Shopping on Screens14•But There’s a Lot That’s Irking Them16•What will Win Their Hearts Instead?19Mapping the Ecom Landscape: 22Key Benchmarks and Strategies•Am I Meeting the Industry Standards?24 •Why is My CAC Going Through the Roof?29•Will Retention and Repeat Sales Protect Profits?31Gen AI in Ecommerce and Retail 33Epilogue35About Netcore 36Ecommerce Mindscape SEA 2024This report offers actionable insights and strategies to navigate the complexities of Southeast Asia’s ecommerce market. The future is unfolding rapidly—ensure your brand is ready to thrive in this dynamic environment.The ecommerce landscape in Southeast Asia is