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Collaborating to unlock new omni-channels and spur eCommerce growth

Leading online sales platform Lazada partners with DKSH to unlock new omni-channels and marketing activities to accelerate eCommerce growth for brands in Thailand.

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Business Units

Consumer Goods, Healthcare

Business Lines

Fast Moving Consumer Goods

Services

Marketing and sales

Markets

Thailand

Lazada, part of the Alibaba Group, is the leading eCommerce player in Southeast Asia. With their headquarters located in Singapore. Lazada has operations in six countries, namely Thailand, Malaysia, Vietnam, Singapore, Philippines and Indonesia. For DKSH, Lazada is an important eCommerce platform, where we sell directly to consumers.

Collaborating to unlock new omni-channels and spur eCommerce growth

Challenge

eCommerce sales in Southeast Asia have grown by more than 62 percent over the past three years and are projected to exceed USD 100 billion in gross merchandise value (GMV) by 2025. The region has become a fast-paced battleground, with brands and platforms alike competing for a lucrative share of wallet from local consumers eager and ready to spend online.

To keep their leadership position, Lazada gains more online followers and buyers through attractive promotions and discount offers. They also want to step on engagement activities with consumers through more innovative marketing activities.

For DKSH, we are looking for opportunities to help grow and drive eCommerce sales growth for our brands as well, as it is a constant challenge for them to stay visible on platforms like Lazada amongst thousands of other sellers and tens of thousands of stock keeping units.

Approach

Working with Lazada, DKSH consolidated over a dozen brands across four categories – health and beauty, fashion, groceries and toys – with the objective to maximize sales potential for each brand and help grow their online share on Lazada.

Both parties collaborated on a joint business plan including marketing activity planning and project execution with DKSH ensuring all stocks are allocated, promotions are properly implemented and to drive traffic to the brand stores. Lazada assured brands will attain premium on-site visibility and provide the support needed to achieve our joint GMV targets.

Result

The evidence of this ongoing collaboration with Lazada in Thailand has demonstrated DKSH’s ability to successfully manage end-to-end eCommerce activities from operations, commercials and including effective performance marketing activities.

The collaboration also unlocked new marketing technologies for the brands resulting in substantial growth of brands since commencing the partnership.

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