E-commerce in APAC continues to boom, with China leading the way. Brands will need to adapt to each market, making strategic investments in tools like data and content, and, critically, they will need to identify and build the channels that work best for them. A deep understanding of the customer will underpin it all.
The China example
Looking at the evolution of Chinese e-commerce during the pandemic, here are three takeaways from a recent WPP Commerce event:
1. It is not just about shifting media budgets but also consumer experiences.
2. Brands are taking big steps to reframe operating models by involving resources in digital transformation, be it retail staff, stores or even fans for community and peer-to-peer selling.
3. There is growing sophistication in leveraging data to prospective customers, matching them with influencers and content in a measurable way.
Sourced from WARC