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The Ultimate Guide to 2014 
FMCG E-Commerce Statistics 
in Southeast Asia & Vietnam
Agenda 
E-Commerce: The Definition 1 and models 
2 E-Commerce: The current status in SEA and Vietnam 
3 E-Commerce: A broader Perspective with Online Consumer Behavior 
4 
5 Q&A 
2 
Case Study & Guidelines for E-Commerce Strategies in FMCG
E-Commerce: The Definition 1 and models
Defini&on 
and 
popular 
business 
models 
Electronic 
commerce, 
commonly 
known 
as 
E-­‐commerce 
or 
eCommerce, 
is 
trading 
in 
products 
or 
services 
conducted 
via 
computer 
networks 
such 
as 
the 
Internet 
– 
Wikipedia. 
There 
is 
2 
main 
popular 
e-­‐commerce 
models: 
Marketplace: 
C2C 
: 
eBay 
B2C: 
Amazon. 
B2B: 
Alibaba 
B2B2C: 
Rakuten. 
Direct 
selling: 
Consignment 
model 
Outright 
model 
Dropship 
model
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
E-Commerce: The Definition and models 
E-Commerce: The current status 2 in SEA and Vietnam
Recent 
investment 
news 
in 
Asian 
Online 
F&B 
Retailing 
Walmart’s 
online 
supermarket 
for 
China 
-­‐ 
Yihaodian 
saw 
$1.9 
billion 
in 
sales 
in 
2013 
Amazon’s 
first 
ever 
investment 
in 
China 
is 
an 
online 
fresh 
food 
grocer, 
Yummy77 
Facebook 
co-­‐founder 
joins 
online 
grocery 
store 
RedMart’s 
$5.4m 
funding 
round 
in 
Singapore 
Sumisho 
E-­‐Commerce 
Indonesia 
officially 
launched 
its 
Indonesian 
grocery 
e-­‐commerce 
website 
Sukamart.com 
Tesco 
Online 
Shopping 
setup 
& 
fulfillment 
service 
launched 
in 
Malaysia 
in 
2013 
eBay 
and 
HomeShop18 
Add 
Food 
and 
Groceries 
For 
Indian 
Customers 
Online 
grocery 
shopping 
on 
the 
rise 
in 
Pakistan 
with 
Smartmart, 
AaramShop, 
PakistanGrocery.
Why they are here?
Beautiful beaches? 
Photo 
credits: 
Myshaadiwale
Internet 
penetra&on 
in 
Singapore, 
Malaysia, 
Vietnam, 
Philipinnes 
is 
now 
growing 
faster 
than 
the 
world’s 
average 
! 
Source: 
World 
Bank
In 
2011, 
the 
Internet 
users 
in 
Southeast 
Asia 
was… 
17m 
4m 
36m 
11m 
28m 
22m 
Source: 
Euromonitor 
Total 
118m 
Internet 
Users 
In 
“Big 
6” 
SEA 
countries
21m 
In 
2016, 
the 
Internet 
users 
in 
Southeast 
Asia 
will 
be… 
17m 
4m 
11m 
28m 
22m 
Source: 
Euromonitor 
21m 
80m 
43m 
36m 
36m 
Total 
205m 
Internet 
Users 
In 
“Big 
6” 
SEA 
countries
Source: 
Euromonitor 
In 
2011… 
Retail 
Market 
E-­‐Commerce 
Market 
0.8% 
0.33% 
2.30% 
0.25% 
0.30% 
0.6% 
% 
EC 
Penetra&on 
rate, 
not 
inclusive 
of 
services
Source: 
Euromonitor 
In 
2016… 
Retail 
Market 
E-­‐Commerce 
Market 
1.4% 
0.47% 
3.86% 
0.71% 
0.54% 
0.94% 
% 
EC 
Penetra&on 
rate, 
not 
inclusive 
of 
services
Focus on Vietnam 
Photo 
credit 
dulich.chudu24.com
Source: 
We 
are 
Social, 
2014
Source: 
We 
are 
Social, 
2014
Source: 
We 
are 
Social, 
2014
Source: 
We 
are 
Social, 
2014
Online 
Commerce 
Market 
Size 
Source: 
Euromonitor
Online 
Commerce 
Top 
Categories 
Source: 
Euromonitor 
In 
2014… 
In 
2016… 
This 
is 
exclude 
hotel 
booking, 
travel 
packages, 
online 
insurance, 
and 
movie 
&ckets
E-Commerce: A broader Perspective with Online 3 Consumer Behavior
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
F&B 
Online 
Retailing 
share 
low, 
but 
expected 
to 
con&nue 
at 
rapid 
rates 
Singapore 
F&B 
Online 
Retailing 
– 
Currency: 
SGD 
millions 
Malaysia 
F&B 
Online 
Retailing 
– 
Currency: 
RM 
millions 
Vietnam 
F&B 
Online 
Retailing 
– 
Currency: 
VND 
Billions 
Let’s 
put 
the 
number 
on 
it! 
Source: 
Euromonitor
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
Vietnam Online Consumer Benchmark Study 
The primary objective of this research was to: 
Understand 
the 
shopping 
behaviors 
of 
online 
consumers 
in 
Vietnam 
across 
a 
variety 
of 
product 
categories 
Key research questions included: 
• How do online resources, including search engines, online advertising and 
online videos contribute to [category] decision-making? 
• How does the Internet compare to traditional media and personal sources in 
terms of its impact on purchase decisions? 
Research was conducted in Vietnam among 1275 recent buyers of a variety of 
consumer products 
Respondents age 18+ were required to have purchased at least 1 products 
within the last 3 or 6 months. 
Online Consumer Benchmark Study. Vietnam. 2013. Netpop Research, LLC
This report presents an initial overview of online consumers in Vietnam, followed 
by an analysis of shopping behaviors across the following product categories: 
30 
Report Overview 
Main Product Categories Purchase 
Time Frame n 
Broadband/Wireless Broadband Services Last 6 months 339 
Computers Last 3 months 340 
Digital Cameras Last 6 months 311 
Food or Beverages (never before purchased) Last 3 months 345 
Mobile Phones or Smartphones Last 6 months 343 
Mobile Phone Plans Last 6 months 345 
Personal Care Products (never before purchased) Last 3 months 343 
Online Consumer Benchmark Study. Vietnam. 2013. Netpop Research, LLC
Among traditional and in-person sources, TV ads and friends/ 
family are most influential 
6% 
3% 
17% 
15% 
14% 
32% 
32% 
39% 
39% 
37% 
43% 
54% 
54% 
66% 
72% 
96% of new food or beverage buyers use 
at least one type of traditional/in person 
source to research … 
… and 92% of them 
consider at least one type 
influential* 
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 
Friends/family 
TV ad 
TV show 
Retail store 
Newspaper ad 
Sales person 
Magazine ad 
Newspaper article 
Billboard or outdoor ad 
Magazine article 
Radio ad 
Radio show 
Postal mail ad or catalog 
Print phone book 
Telemarketing 
Source is Influential* Use Source 
Base: New Food n=345 or Beverage Sub-Group 
*Top 2 box scores (4, 5 on 5-pt. scale) 
Use and Influence of Traditional/In Person Sources 
5.5 
Average Traditional/In 
Person Sources Used 
(of 15 sources measured)
Search engines are used more – and are more influential – 
than other types of websites 
Expert 
review 
sites 
are 
very 
influen&al 
(for 
those 
who 
use 
them) 
13% 
13% 
20% 
17% 
27% 
24% 
33% 
30% 
38% 
43% 
42% 
46% 
55% 
79% 
92% of new food or beverage buyers 
use at least one type of website to 
… and 84% of them 
consider at least one type 
influential* 
research … 
5.2 
Average Websites Used 
(of 14 types of sites measured) 
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 
Search engine 
News website 
Manufacturer website 
Online retailer or store website 
Community 
Consumer review website 
Website with reviews by experts 
Classified listings website 
Social networking website 
Shopping comparison website 
Portal 
Blog 
Video website 
Auction website 
Source is Influential* Use Source 
*Top 2 box scores (4, 5 on 5-pt. scale) 
Use and Influence of Websites 
Base: New Food n=345 or Beverage Sub-Group 
** Use search engines as a source or as a gateway to other online sources 
**
*Top 2 box scores (4, 5 on 5-pt. scale) 
Websites and traditional/in-person sources are fairly 
equivalent in use and influence 
Traditional/In-Person Sources Websites 
96% of new food or beverage 
buyers use at least one type of 
traditional/in person source to 
research … 
92% of new food or 
beverage buyers use at least 
one type of website to 
research … 
n=345 Base: New Food or Beverage Sub-Group 
… and 92% of them 
consider at least one type 
influential* 
5.5 
Average Traditional/In 
Person Sources Used 
(of 15 sources measured) 
… and 84% of them 
consider at least one type 
influential* 
5.2 
Average Websites Used 
(of 14 types of sites measured)
Online sources are most helpful for general information 
gathering and evaluating and comparing options 
0% 10% 20% 30% 40% 50% 
Internet/online sources 
TV ad 
Friends/family 
TV show 
Newspaper ad 
Retail store 
Magazine ad 
Sales person 
Percent Who Participated at Each Phase 
Postal mail ad or catalog 
Billboard or outdoor ad 
Radio show 
Newspaper article 
Magazine article 
Radio ad 
Gathering general information (n=264) 
Evaluating and comparing options (n=266) 
Making a final purchase decision (n=276) 
Purchase 
Most Helpful Source at Each Phase 
General 
informa&on 
gathering 
Evalua&on 
& 
comparing 
Final 
purchase 
decision 
78% 
79% 
82% 
n=338 
Base: New Food or Beverage Sub-Group 
who used at least one source 
Friends/family 
are 
most 
helpful 
in 
the 
final 
decision 
phase
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
4 Case Study & Guidelines for E-Commerce Strategies in FMCG
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014
5 Q&A 
49
Brought 
to 
you 
by 
Johnny 
Tri 
Dung/ 
ecommercemilo.com 
Special 
thanks 
to 
CK 
Wong, 
Adrian 
Oh 
E-­‐Commerce 
Insights 
n.com/ecommercemilo

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The Ultimate Guide To F&B e-commerce statistic in SEA and VN.2014

  • 1. The Ultimate Guide to 2014 FMCG E-Commerce Statistics in Southeast Asia & Vietnam
  • 2. Agenda E-Commerce: The Definition 1 and models 2 E-Commerce: The current status in SEA and Vietnam 3 E-Commerce: A broader Perspective with Online Consumer Behavior 4 5 Q&A 2 Case Study & Guidelines for E-Commerce Strategies in FMCG
  • 4. Defini&on and popular business models Electronic commerce, commonly known as E-­‐commerce or eCommerce, is trading in products or services conducted via computer networks such as the Internet – Wikipedia. There is 2 main popular e-­‐commerce models: Marketplace: C2C : eBay B2C: Amazon. B2B: Alibaba B2B2C: Rakuten. Direct selling: Consignment model Outright model Dropship model
  • 6. E-Commerce: The Definition and models E-Commerce: The current status 2 in SEA and Vietnam
  • 7. Recent investment news in Asian Online F&B Retailing Walmart’s online supermarket for China -­‐ Yihaodian saw $1.9 billion in sales in 2013 Amazon’s first ever investment in China is an online fresh food grocer, Yummy77 Facebook co-­‐founder joins online grocery store RedMart’s $5.4m funding round in Singapore Sumisho E-­‐Commerce Indonesia officially launched its Indonesian grocery e-­‐commerce website Sukamart.com Tesco Online Shopping setup & fulfillment service launched in Malaysia in 2013 eBay and HomeShop18 Add Food and Groceries For Indian Customers Online grocery shopping on the rise in Pakistan with Smartmart, AaramShop, PakistanGrocery.
  • 8. Why they are here?
  • 9. Beautiful beaches? Photo credits: Myshaadiwale
  • 10. Internet penetra&on in Singapore, Malaysia, Vietnam, Philipinnes is now growing faster than the world’s average ! Source: World Bank
  • 11. In 2011, the Internet users in Southeast Asia was… 17m 4m 36m 11m 28m 22m Source: Euromonitor Total 118m Internet Users In “Big 6” SEA countries
  • 12. 21m In 2016, the Internet users in Southeast Asia will be… 17m 4m 11m 28m 22m Source: Euromonitor 21m 80m 43m 36m 36m Total 205m Internet Users In “Big 6” SEA countries
  • 13. Source: Euromonitor In 2011… Retail Market E-­‐Commerce Market 0.8% 0.33% 2.30% 0.25% 0.30% 0.6% % EC Penetra&on rate, not inclusive of services
  • 14. Source: Euromonitor In 2016… Retail Market E-­‐Commerce Market 1.4% 0.47% 3.86% 0.71% 0.54% 0.94% % EC Penetra&on rate, not inclusive of services
  • 15. Focus on Vietnam Photo credit dulich.chudu24.com
  • 16. Source: We are Social, 2014
  • 17. Source: We are Social, 2014
  • 18. Source: We are Social, 2014
  • 19. Source: We are Social, 2014
  • 20. Online Commerce Market Size Source: Euromonitor
  • 21. Online Commerce Top Categories Source: Euromonitor In 2014… In 2016… This is exclude hotel booking, travel packages, online insurance, and movie &ckets
  • 22. E-Commerce: A broader Perspective with Online 3 Consumer Behavior
  • 24. F&B Online Retailing share low, but expected to con&nue at rapid rates Singapore F&B Online Retailing – Currency: SGD millions Malaysia F&B Online Retailing – Currency: RM millions Vietnam F&B Online Retailing – Currency: VND Billions Let’s put the number on it! Source: Euromonitor
  • 29. Vietnam Online Consumer Benchmark Study The primary objective of this research was to: Understand the shopping behaviors of online consumers in Vietnam across a variety of product categories Key research questions included: • How do online resources, including search engines, online advertising and online videos contribute to [category] decision-making? • How does the Internet compare to traditional media and personal sources in terms of its impact on purchase decisions? Research was conducted in Vietnam among 1275 recent buyers of a variety of consumer products Respondents age 18+ were required to have purchased at least 1 products within the last 3 or 6 months. Online Consumer Benchmark Study. Vietnam. 2013. Netpop Research, LLC
  • 30. This report presents an initial overview of online consumers in Vietnam, followed by an analysis of shopping behaviors across the following product categories: 30 Report Overview Main Product Categories Purchase Time Frame n Broadband/Wireless Broadband Services Last 6 months 339 Computers Last 3 months 340 Digital Cameras Last 6 months 311 Food or Beverages (never before purchased) Last 3 months 345 Mobile Phones or Smartphones Last 6 months 343 Mobile Phone Plans Last 6 months 345 Personal Care Products (never before purchased) Last 3 months 343 Online Consumer Benchmark Study. Vietnam. 2013. Netpop Research, LLC
  • 31. Among traditional and in-person sources, TV ads and friends/ family are most influential 6% 3% 17% 15% 14% 32% 32% 39% 39% 37% 43% 54% 54% 66% 72% 96% of new food or beverage buyers use at least one type of traditional/in person source to research … … and 92% of them consider at least one type influential* 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Friends/family TV ad TV show Retail store Newspaper ad Sales person Magazine ad Newspaper article Billboard or outdoor ad Magazine article Radio ad Radio show Postal mail ad or catalog Print phone book Telemarketing Source is Influential* Use Source Base: New Food n=345 or Beverage Sub-Group *Top 2 box scores (4, 5 on 5-pt. scale) Use and Influence of Traditional/In Person Sources 5.5 Average Traditional/In Person Sources Used (of 15 sources measured)
  • 32. Search engines are used more – and are more influential – than other types of websites Expert review sites are very influen&al (for those who use them) 13% 13% 20% 17% 27% 24% 33% 30% 38% 43% 42% 46% 55% 79% 92% of new food or beverage buyers use at least one type of website to … and 84% of them consider at least one type influential* research … 5.2 Average Websites Used (of 14 types of sites measured) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Search engine News website Manufacturer website Online retailer or store website Community Consumer review website Website with reviews by experts Classified listings website Social networking website Shopping comparison website Portal Blog Video website Auction website Source is Influential* Use Source *Top 2 box scores (4, 5 on 5-pt. scale) Use and Influence of Websites Base: New Food n=345 or Beverage Sub-Group ** Use search engines as a source or as a gateway to other online sources **
  • 33. *Top 2 box scores (4, 5 on 5-pt. scale) Websites and traditional/in-person sources are fairly equivalent in use and influence Traditional/In-Person Sources Websites 96% of new food or beverage buyers use at least one type of traditional/in person source to research … 92% of new food or beverage buyers use at least one type of website to research … n=345 Base: New Food or Beverage Sub-Group … and 92% of them consider at least one type influential* 5.5 Average Traditional/In Person Sources Used (of 15 sources measured) … and 84% of them consider at least one type influential* 5.2 Average Websites Used (of 14 types of sites measured)
  • 34. Online sources are most helpful for general information gathering and evaluating and comparing options 0% 10% 20% 30% 40% 50% Internet/online sources TV ad Friends/family TV show Newspaper ad Retail store Magazine ad Sales person Percent Who Participated at Each Phase Postal mail ad or catalog Billboard or outdoor ad Radio show Newspaper article Magazine article Radio ad Gathering general information (n=264) Evaluating and comparing options (n=266) Making a final purchase decision (n=276) Purchase Most Helpful Source at Each Phase General informa&on gathering Evalua&on & comparing Final purchase decision 78% 79% 82% n=338 Base: New Food or Beverage Sub-Group who used at least one source Friends/family are most helpful in the final decision phase
  • 36. 4 Case Study & Guidelines for E-Commerce Strategies in FMCG
  • 50. Brought to you by Johnny Tri Dung/ ecommercemilo.com Special thanks to CK Wong, Adrian Oh E-­‐Commerce Insights n.com/ecommercemilo