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Shopee, E-commerce Paling Populer di Asia Tenggara

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Shopee menjadi e-commerce paling populer di Asia Tenggara, diikuti Lazada, Grab, dan Amazon. Tokopedia berada di urutan kelima.

Jakarta, TechnoBusiness Insights • Sebelum terjadinya pandemi COVID-19, berbelanja online memang sudah mulai lazim bagi konsumen di Asia Tenggara. Namun, setelah wabah meluas, grafik peningkatannya didorong lebih cepat.

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Hal itu terungkap dalam laporan hasil riset Blackbox Research dan Toluna terhadap 4.780 responden di enam negara, antara lain Singapura, Indonesia, Malaysia, Thailand, Filipina, dan Vietnam, pada Juni lalu yang dirilis pada Rabu (23/9).

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Proporsi konsumen tertinggi (71%) merujuk pada Shopee.

Dalam laporan tersebut diketahui bahwa pandemi telah memaksa orang untuk berdiam di rumah.

Akibatnya, belanja online menjadi jalan untuk memenuhi kebutuhan konsumen selama pembatasan.

Hampir 3 dari 5 (59%) konsumen di Asia Tenggara menyatakan intensitas belanja online-nya meningkat selama pandemi. Sebanyak 56% Gen Z, 60% Gen X, dan 59% Gen Milenial mengaku semakin sering berbelanja online.

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Lantas, platform e-commerce apa yang mereka pilih dalam berbelanja online selama pandemi? Dalam riset tersebut diketahui bahwa secara keseluruhan, proporsi konsumen tertinggi (71%) merujuk pada Shopee.

Shopee, milik Sea Group asal Singapura, memang menjadi e-commerce paling populer di Malaysia (83%) dan Indonesia (76%), walaupun di negeri asalnya hanya 52%.

Strategi Shopee dalam menggarap pasar sesuai karakteristik lokal melalui dukungan para selebriti ternama membuat Shopee menjadi e-commerce paling populer di Asia Tenggara.

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E-commerce paling populer kedua disandang oleh Lazada (48%). Lazada, yang sahamnya dikuasai oleh Alibaba Group asal China, cukup memainkan peran di Thailand (62%), Malaysia (60%), dan Filipina (59%).

E-commerce paling populer ketiga justru ditempati oleh super-app Grab (42%). Sementara itu, Amazon asal Amerika Serikat dan Tokopedia asal Indonesia berada di urutan keempat dan kelima dengan persentase sama: 15%.

Namun demikian, tingkat popularitas e-commerce—yang dipengaruhi oleh tingkat agresivitas dalam berekspansi—tidak sama dengan tingkat kepuasan pelanggan.•

Teks: TechnoBusiness Insights

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Data: Blackbox Research dan Toluna, September 2020

Gambar: Sea Group

 

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