The file brings you near to all needed info and data for F&B e-commerce in either SEA or VN with detailed case studies from Europe. Hope you all enjoy!
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
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.
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
21. Online
Commerce
Top
Categories
Source:
Euromonitor
In
2014…
In
2016…
This
is
exclude
hotel
booking,
travel
packages,
online
insurance,
and
movie
&ckets
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
25.
26.
27.
28.
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
35.
36. 4 Case Study & Guidelines for E-Commerce Strategies in FMCG