The Impulso Podcast E77: Why is live commerce in Southeast Asia so patchy?
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May 17, 2024 Shawn Teow, live commerce expert, discusses the patchy state of live commerce in Southeast Asia due to different platform focuses. He explores the competition among TikTok, Shopee, and Facebook, highlighting audience growth, content quality, and domestic brands' roles. The discussion delves into predictions on the future of live commerce in the region.
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Patchy Live Commerce Landscape
- Live commerce in Southeast Asia is patchy with different countries at various development stages and category focuses.
- This patchiness arises from varied experimentation in content format, operations, and differing product ASPs.
Cross-Border Live Selling Success
- Thai sellers often stream live into China using Chinese language to reach that market.
- One example involved selling cosmetics at Mount Fuji with wildly different sales when streamed onsite versus in studio.
TikTok vs Shopee: Investment Standoff
- TikTok Shop and Shopee are locked in a competitive investment race to dominate live commerce in SEA.
- Shopee must invest heavily to maintain parity, making this a 'Mexican standoff' where neither can stop investing.