SHOPEE'S E-COMMERCE

The development and evolution of information technology has shaped the lifestyle of
contemporary society and economy. Due to the large number of internet users and the desire to
shop online, Shopee uses global marketing strategies to succeed in foreign businesses. The goal
of this study is to learn how Shopee's marketing strategy has changed and expanded in
international markets. The results of this study show that Shopee combines various methods,
including a push strategy and a pull approach, to boost customer loyalty. A new curriculum
called Shopee Streamer Academy has been introduced by Shopee. Shopee's new initiative is a
novel marketing public relations strategy for affecting public perception, which helps the
business's sales.
Introduction
In the rapidly evolving age of globalization, people's lifestyles are gradually changing in tandem
with the growth and development of technology. One of the technological advancements is the
use of computers, which is already crucial to information dissemination and will only grow as
the internet becomes more prevalent. Regardless of time or location, the Internet can inform the
entire population. Because daily activities are so mobile today, human lifestyles are becoming
more instantaneous and simpler. One of the advantages is that people can shop online. Since the
advent of the internet, online shopping and selling has emerged as a new social phenomenon.
The fourth industrial revolution facilitates human access to a variety of information through the
internet because of the changing global environment. The evolution of service delivery and
processes for service delivery change can be influenced by the Internet and information
technology advancements.
There is now a lot of competition among established E-Commerce businesses to rank at the top
of different categories due to the E-Commerce industry's rapid and continuing growth and the
emergence of numerous new E-Commerce businesses that provide a variety of alluring benefits
and conveniences. To improve consumer decision-making when competing, businesses need to
have a distinct identity. The company slogan becomes very important when advertising is done
on television or social media, where the time frame for each advertisement is minutes or even
seconds. For the tagline to grab consumers' attention and convince them to purchase the
promoted product, it must be creative and distinctive. Increased competition among significant
E-Commerce businesses to rank at the top of various categories has resulted from the emergence
of numerous new E-Commerce businesses that offer a variety of alluring benefits and
conveniences due to the E-Commerce industry's rapid and growing progress. To compete better,
businesses need to have their own identity. The company slogan becomes very important when
advertising is done on television or social media, for instance, where it can only be done for
minutes or even seconds at a time. To catch the attention of customers and convince them to
purchase the promoted product, the tagline needs to be creative and distinctive.
Method
This research uses both a qualitative approach and a descriptive methodology. This study uses
secondary data collection and literature review as a data collection method. Any information
gathered will be sorted by sentence in the analysis of this research to demonstrate the marketing
strategy employed by Shopee E-Commerce in detail or to provide a general or accurate picture of
its evolution.
Literature Review
Analysis of the competition and customer satisfaction
The online marketplace Shopee also enables customers to shop whenever and wherever they
want with a variety of reputable small sellers and marketplace vendors who offer the best
discounts and savings (Shopee Careers, 2021). Shopee, however, has found it challenging to
compete with Lazada in all areas, such as monthly platform visits or the type of business model
used to establish a better working relationship. with its customers (Lim, Osman, Salahuddin,
Romle, & Abdullah, 2015). Shopee faces a significant challenge to realize this concept: retaining
and attracting the interest of potential customers from e-marketplaces. To achieve that, it needs
to keep conducting in-depth market research that can address the issue and help it become one of
Malaysia's most important e-commerce platforms. As a result, in this study, to better understand
what is happening with Shopee's marketing strategies, the researchers put forth a hypothesis.
When looking for products on the platform, consumers have a direct relationship of trust with the
price and the brand of the product, and when they are browsing the product catalog, consumers
expect the product to be what it claims to be—a product with all the necessary functionalities
that they can consume and/or use for a purpose. This presents another challenge for the strategies
that Shopee presents. Whether (Lim & Fern, 2021) Customers will perceive a lack of service,
making it harder for Shopee to keep its customers. Other financial disadvantages of customer
satisfaction are represented by the strategy of lower prices and the products' inadequate product
descriptions. According to Dholakia and Ching (2003), the price that consumers perceive when
making a purchase is a significant factor in comparison to the actual costs of the product because
it influences the consumer's decision to make a purchase. If the consumer does not perceive a
reasonable price for the product, the consumer will lose interest in it.
Consumer trust & Increase advertising
The success of an organization can be attributed to its ability to inspire confidence in both new
and loyal customers. (McMurrian & Matulich, 2016) state that a few elements connected to
exchange make up the definition of trust. As a result, an online store like Shopee must treat
customers well because it must be a two-way relationship, but the owner of the business, in this
case, Shopee, must be ready to comprehend all of their client's needs. It should be remembered
that customer happiness will depend on the level of assurance and purchasing style the customer
chooses when making an online purchase. This step is crucial for attracting new potential clients,
so the business needs to comprehend the traits of trust and satisfaction that customers display
when buying their products. Customers form their judgments based on their experiences, and
their initial shopping trip will determine whether they will trust an online retailer or a traditional
brick-and-mortar business. Typically, they will assess each step of the purchasing process,
including payments, shipping times, personal information, the offeror's availability, and the
caliber of a good service or products. This will ensure that there is a direct correlation between
consumer trust, loyalty, and satisfaction for the products they use with the business that offers
the service (Lim & Fern, 2021).
Marketing Communication Strategy
Nowadays, marketing communications should highlight the tangible qualities of the product
while also disclosing information about the intangible values of the brand. As a result, in
promotional activities, emphasis should be placed on brand values associated with the product,
enjoyment, joy, and the promotion of freedom, security, and lifestyle. A marketing strategy that
highlights the brand's historical connections can be quite successful. It facilitates communication
with opinion-forming sources, distributors, and potential clients, which highlights the
characteristics that each of these group's values (Grebosz & Pointent, 2015). E-commerce
businesses should use websites as their main marketing and communication tool while
conducting business online. Consumers can research products or services offered online, such as
product specifications, pricing details, promotions, payment options, shipping details, return and
exchange policies, and after-sale support (Dewi & Hartono, 2019). The websites must offer
information and specifics on how to place an order and the things that will be delivered. For the
ease of online purchasers shopping for products and services, sufficient information on those
products and services must be offered in depth. A certain thing to make them understandable. A
system of email or other interactive components must be available to handle more inquiries (Lim
et al., 2015). For instance, Shopee is progressively utilizing chatbots on its social media pages
and websites to make it simpler for users to get in touch with customer service agents. They are
able to improve their customer-business interactions and modify their offerings to better meet
customer needs.
Results and Discussion
Shopee has put in place a few strategic marketing strategies to expand its business
internationally, including the Big Mobile Shopping Day campaign, free shipping, lowest price
assurance, and Shopee guarantee. Public relations marketing is one of the many global
techniques that Shopee uses as a business development strategy. Public relations marketing is a
strategy for informing the public, educating them, building their trust and confidence, and
winning their compassion and support (John Wiley & Sons, Inc. Hermawan, 2012). Three public
relations marketing tactics (the "Three Ways Strategy"), namely the "push strategy," "pull
strategy," and "pass strategy," can be employed to accomplish the desired result (Ruslan, 2010).
A push strategy is a marketing technique used to advertise a company's goods or services to
potential customers. The goal of a pull approach, on the other hand, is to employ consumer
advertising to foster brand loyalty and encourage repeat business. The pass strategy, on the other
hand, is described as a strategy that focuses on the company's involvement in community
activities that involve deciding which information will have an effect or help the company
develop a favorable public perception. Combining marketing, PR, and advertising can help you
achieve more of the desired outcomes, and it's also great for raising brand awareness and
knowledge among consumers.
Shopee also employs a combination of pull and pass strategies in the application of marketing
public relations through the Shopee Streamer Academy program. Here, the pull strategy is used,
emphasizing the use of consumer-facing advertising and promotional initiatives to boost demand
and foster brand loyalty (Ruslan, 2010). One of the Shopee program's features, Shopee Streamer,
is a great way to earn money and expand your business. An online store called Shopee
encourages customers to buy products by piqueing their interest with an appealing assortment of
items made by steamers. This interpretation is accurate even though Shopee Streamer Academy
is not a community. Connecting the business with its clients is the responsibility of steamers.
Additionally, steamers help businesses by acting as a third party to raise public awareness,
particularly for goods connected to the content that is discussed and bought using the Shopee
application.
Shopee also offers fresh concepts like cost reductions, free shipping across Indonesia, and other
intriguing deals. Of course, consumers will want to purchase goods from Shopee E-Commerce.
Shopee has also closed the gap between itself and other long-established E-Commerce platforms
in Indonesia. Starting with 10.10, mobile shopping campaigns. Although it has been
demonstrated that this shopping campaign, which is typically conducted each month based on the
results of the previous month, increases consumers' purchasing power. Because service quality is
a deciding factor for customer satisfaction, the marketing strategy that has been designed in this
way must be accompanied by a service strategy for potential customers.
Shopee bases everything it does as part of its international business operations on an
international marketing strategy. The goal of foreign marketing strategies is to boost the
effectiveness of global marketing. The reputation and brand awareness of a company are
significantly impacted by its global marketing strategy. As it draws in a large number of new
customers, enables Shopee to conduct international trade exchanges, and acts as a bridge
between the domestic and global economies, an effective marketing plan will produce marketing
benefits and increased trade.
Conclusion
A multinational corporation has been established as a result of the improvement of life, the
accessibility of information and communication technology, and the use of the internet.
Businesses that emerge in this era must be able to satisfy customer needs because consumers
have a significant influence on all commercial and manufacturing operations in the modern
economy. Consumer marketing is used by all businesses to identify market needs. Applying
marketing strategies, methodologies, and tactics to target markets abroad is known as
international marketing. The secret to success in international marketing is the company's ability
to comprehend the needs and wants of important markets and distribute its goods and services in
a global marketplace. To compete in the global market, businesses need to learn about the
customs, perspectives, and preferences of consumers from other countries. Using its public
relations marketing plan, Shopee, one of the E-Commerce companies that has successfully
entered the Asian market, has adopted a variety of approaches to international marketing
strategies. Shopee employs a combination of pull and pass strategies to boost customer loyalty.
The Shopee Streamer Academy program also transforms into a global marketing tool with the
implementation of three steps, which include competitions (organized by the K-Pop Stream
Competition organizers), demonstrations (presenting content like product reviews), and product
placement (packaging content in livestreams). One of the business's strategic initiatives is to
make ordering and purchasing products for customers, particularly Shopee app users, simple and
efficient.
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