What we know about social commerce in South-East Asia

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

High levels of social media engagement and a reliance on mobile devices are two defining characteristics of digital life in South-East Asia, which also contribute to the flourishing social commerce levels in the region. Social commerce is highly convenient for consumers, and reduces the purchase journey, particularly through 'click-to-buy' mechanisms. Effective social commerce is not just about understanding the consumer path-to-purchase matrix, though – it also involves taking stock of wider social media trends that are fuelling live, community and conversational commerce.

Definition

Social commerce describes online retail which uses social networks or peer-to-peer communication to drive sales.

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