The Impulso Podcast E54: Jasper Knoben on ecommerce in Southeast Asia: past, present and future
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Jan 19, 2024 In a lively discussion, Jasper Knoben, CEO of Flywheel Southeast Asia, shares his extensive expertise from his journey at Lazada and Philips. He explores the rise of platforms like TikTok Shop and live commerce, emphasizing innovative strategies for brand engagement. Jasper also dives into the impact of AI on e-commerce, discussing both generative and general AI applications. He offers insights on balancing centralization and localization for operational efficiency and outlines the future outlook for the industry, prioritizing sustainability in 2024.
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Episode notes
Flywheel’s Origin Story
- Jasper described Flywheel's origin as a consolidation of 11 acquired companies into a regional digital commerce business.
- He explained Flywheel's acquisition path via Intrepid, Essential and its recent integration into Omnicom.
Marketing-Driven Flywheel Concept
- Jasper defines the flywheel as higher ROAS driving more sales which unlocks more marketing budget and accelerates growth.
- He adds that insights and analytics function as a second flywheel to further optimize performance.
Market Dynamics And New Entrants
- Early market entrants like Lazada and Shopee shaped expectations but new models (e.g., TikTok) disrupted assumptions about market end-states.
- Jasper notes Southeast Asia’s demographics and mobile-first behavior make it fertile for rapid new-platform growth.