Is Southeast Asia ready to give birth to interactive e-commerce platforms like Pinduoduo?

We, humans, are social creatures. We crave interactions. 

The mirror neurons within our brain allow us to connect unconsciously. For the majority of us, we are most comfortable when we connect and share our emotions. 

Human psychology plays a pivotal role in shaping retail experiences. We have realised that retail experiences do not centre around purchasing goods.

Addressing the need for people to connect when retailing, shopping malls were created in the late 1950s to bring people together.

Amenities such as indoor waterfalls and gardens serve to increase the engagement of shoppers. By enticing them to remain within the mall longer, they are more likely to increase their spending. 

While we have cracked the code for creating an engaging offline shopping experience, its online counterpart is proving a tougher nut to crack within the region.

Popularity of interactive e-commerce in China

However, one does not have to look far for successful examples of the rise in interactive e-commerce.

Also Read: Is China the new global e-commerce leader?

Led by Pinduoduo’s rapid rise since 2015, Chinese e-commerce players have started to embrace the model due to its lower user acquisition costs and high networking effects to grow their customer base.

Pinduoduo claims it has over 731 million active users on its platform. Leveraging on the universal usage of WeChat within the Mainland, the e-commerce giant has been able to incorporate it within its platform to increase engagements between customers.

By introducing gamification elements such as Candy Crush, Pinduoduo further promotes user engagement and interactions to offer customers a different online shopping experience.

“Our interactive features were welcomed by our users. Previously, the e-commerce shopping experience was solitary where the user simply typed in what they wanted into the search bar,” Frank Di, Director of International Corporate Affairs for Pinduoduo, shared in an interview with e27.

Di shared that the company has adopted a push-based model rather than a search-based one where users browse through items rather than search for a specific product.

Why creating an interactive experience is key

Pinduoduo had recognised that games play a pivotal role in improving user experience when one visits its platform. The interactive nature of games increases engagement and entices users to remain on the platform for longer periods.

Also Read: 5 reasons to work interactive video into your marketing strategy

A popular game asks the user to choose a specific tree to water regularly. To supply it with water, users need to buy from the app, share offers or invite their friends to join. When the virtual tree matures, the user wins a box of real fruits from their tree.

Through this, user-app interaction increased and new users are acquired organically through existing customers.

Importance of infrastructure

However, the rise of Pinduoduo and the rapid growth of the e-commerce industry should be attributed to pioneers within the field too, Di remarked.

Spearheaded by Alibaba in 2003, the first wave of e-commerce companies within China led to the development of the appropriate infrastructure to support online commerce.

From logistics networks being set up across the country to online payment solutions, these services form an important cog within the e-commerce industry.

He also shared that rising smartphone penetration within the nation is further fuelling this growth.

According to a Deloitte report in 2018, China ranks first globally in smartphone ownership, with a staggering 96 per cent of the population owning one.

This has led to a shift in the daily behaviours of the population. Gone were the days where computers represented the sole access to the internet.

Today, we have the internet and its capabilities at our fingertips.

The convenience of accessing a smartphone has led to what Di terms, “more fragmented time to browse our phones.”

Citing the example of one browsing through their phone while waiting for the subway, he remarked this was the key behind Pinduoduo’s decision to adopt a push-based model.

User demographics

Much has been discussed about Pinduoduo’s customer demographics and how the majority of their users reside in lower-tier cities in China. However, Di was quick to debunk the myth that Pinduoduo deliberately targets these rural cities.

“Our user distributions merely mirrors the population distribution in China. We want Pinduoduo to benefit all users. Therefore, we serve all kinds of users across China and the majority of them reside in the lower-tier cities,” Di shared.

However, he remarked that there were factors that have led to the favourable growth of interactive e-commerce within these cities.

Firstly, those residing in these lower-tier cities lead a more sedentary lifestyle compared to their Tier 1 counterparts in Beijing or Shanghai. This results in more disposable time for them to browse through e-commerce platforms such as Pinduoduo.

Secondly, the offline options in these rural cities are less desirable than Tier 1 cities. This results in a shift to online commerce as the primary option for purchasing quality goods. 

Influence of live streaming

While numerous e-commerce platforms in the region have introduced live streaming features onto their platforms, Pinduoduo embraces it on a different scale.

For its recent Singles Day shopping event, the e-commerce company partnered with a prominent local television company to host a gala night featuring performances from various Chinese superstars on their platform.

“Our users could watch the gala on the app and at the same time, purchase products on our platform,” Di shared.

 Also Read: 3 considerations to ensure viewer satisfaction with live streaming events

Given the importance of establishing trust within a customer’s retail journey, Di opined that live-streaming will represent the new normal in e-commerce.

“Mainly because of the nature of live-streaming, it’s easier for users to better understand a product. From a merchant perspective, it’s going to help the merchants to build trust with the users,” he said.

Will Southeast Asia be ready?

While the concept of social commerce has been widely adopted by e-commerce firms in Southeast Asia, interactive e-commerce remains nascent within the region.

This can be attributed to the lack of a widely-used social media platform where these interactions can occur. Unlike in China, where over 90 per cent of the population is on WeChat, users within the region have not gravitated towards a dominant social media platform.

This has resulted in e-commerce players facing difficulties integrating platforms within the app to capture the benefits of interactive e-commerce.

Although one can certainly argue that China, with its homogenous demographic and lack of competitors for WeChat, represents an unfair ecosystem for a diverse region like Southeast Asia to emulate, there have been inroads made.

Twitter has emerged as a possible platform to unite the region given its ease of posting short-form content.

Tokopedia utilised the social media platform for its #TokopediaWIB show, which had BTS fans across Indonesia interacting with the boyband through exclusive content and interviews.

According to Twitter’s recently released Global mCommerce 3.0 study, Shopee Live received 120 million views in Indonesia for its live streaming event in April, marking a new record for the brand.

Remarking that the future of e-commerce would centre around interactivity, Di suggested firms should focus on creating an engaging user experience to capture and retain users.

“Most importantly, one needs to focus on the user experience. Users always want to have deals with some element of interactive experience to it. Therefore, gamification features should be released to better serve the needs of the users,” he concluded.

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Image Credit: Pinduoduo

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