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FACULTY OF BUSINESS

REPORT

ANALYZING MAIN DIMENSIONS AND CRITERIA

INFLUENCING THE PLATFORM SHOPEE

Student Name Nguyen Thi Minh Trang

Tran Hoai Ngoc
Student ID Hs171143
Hs176048
Class Subject Principles of Management
Lecturer Phi-Hung Nguyen Ph.D

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Contents
I.Introduction: 3
1. Brief overview of the Shopee platform: 3
2.Importance of understanding the main dimensions and criteria that influence the platform: 4
II. User experience: 4
1.Importance of a seamless and user-friendly experience for customers: 4
2. Key features of Shopee's user experience, such as easy navigation and personalised
recommendations: 5
Promotions and discounts: Shopee frequently offers promotions and discounts to users, which helps
to encourage repeat purchases and foster loyalty. These promotions can include flash sales, discount
codes, and free shipping offers. 5
III. Product Variety: 5
1. Significance of offering a wide range of products across different categories: 5
2.Examples of the product categories available on Shopee: 6
IV. Pricing and Promotions: 6
1.Impact of competitive prices and frequent promotions on customer acquisition and retention: 6
V. Payment Options 8
VI. Main criteria affecting the shopee platform. 8
VII. Seller Support 9
VIII. Security and Trust 10
IX. Mobile Optimization 10
X. Conclusion 11

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I.Introduction:

1. Brief overview of the Shopee platform:

● Shopee is the leading e-commerce platform in Southeast Asia and Taiwan.
Launched in 2015, the Shopee commerce platform was built with the aim of
attracting users to experience an easy, safe and fast way to shop online through a
successful support system and transportation.

2.Importance of understanding the main dimensions and criteria that influence the
platform:

● Platform design: Understanding the key dimensions and criteria that influence a platform
enables designers and developers to create a platform that is effective and user-friendly.
This includes understanding how users interact with the platform, what features they
need, and what design elements are most important.
● User experience: Knowing the main dimensions and criteria that influence a platform can
help improve the user experience. For example, understanding how users engage 13with
the platform can help developers create features that are more intuitive and user-friendly.
● Platform performance: Understanding the key dimensions and criteria that influence a
platform can help developers optimise its performance. This includes understanding how
the platform handles data, how it scales, and how it performs under different user loads.
● Competitiveness
● Business

II. User experience:

1.Importance of a seamless and user-friendly experience for customers:(Gettalkative, 2022)

● Increased customer satisfaction: A seamless and user-friendly experience helps to ensure

that customers can easily navigate through your website or app, find what they need, and
complete transactions with ease. This leads to increased customer satisfaction, as
customers are more likely to return to a business that provides them with a positive
experience.
● Improved brand image: A seamless and user-friendly experience helps to build a positive
brand image. Customers who have a positive experience are more likely to recommend
your business to others, which can help to improve your brand's reputation and increase
customer loyalty.
● Higher conversion rates: A seamless and user-friendly experience can help to increase
conversion rates, as customers are more likely to complete transactions when they
encounter fewer obstacles or frustrations.

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● Reduced bounce rates: A seamless and user-friendly experience can also help to reduce
bounce rates, which is the percentage of visitors who leave your website or app after only
viewing one page. By providing a positive experience, customers are more likely to stay
on your site and explore what you have to offer.
● Increased revenue: Finally, a seamless and user-friendly experience can lead to increased
revenue. As customers are more likely to complete transactions and return to your
business, this can lead to a boost in sales and ultimately, revenue.

2. Key features of Shopee's user experience, such as easy navigation and personalised
recommendations(boxme team, 2020)

Shopee is a leading e-commerce platform in Southeast Asia and Taiwan, known for its user-friendly
experience. Here are some key features that contribute to Shopee's user experience:

1. Easy navigation: Shopee's interface is designed to be intuitive and easy to navigate,

making it easy for users to find what they're looking for. The search bar is prominently
displayed at the top of the page, and the homepage features a variety of categories that
users can click on to browse products.
2. Personalised recommendations: Shopee uses data and algorithms to provide personalized
recommendations to users based on their browsing and purchasing history. This helps to
make the shopping experience more personalized and convenient and can help users
discover products they might not have otherwise found.
3. Seamless checkout process: Shopee's checkout process is designed to be simple and easy
to use, with multiple payment options and a streamlined interface that makes it easy to
complete transactions quickly.
4. Social features: Shopee has a range of social features that encourage users to engage with
each other and with sellers. For example, users can leave product reviews, follow sellers,
and share products with their friends on social media.

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Promotions and discounts: Shopee frequently offer promotions and discounts to users, which helps to
encourage repeat purchases and foster loyalty. These promotions can include flash sales, discount
codes, and free shipping offers.

III. Product Variety

1. Significance of offering a wide range of products across different categories (Paul O’Connor,
2021)

● Meeting the needs of diverse customers: A wide range of products across different
categories helps businesses cater to the diverse needs and preferences of customers.
Customers may have different needs or interests, and offering a diverse range of products
can help businesses capture a wider customer base.
● Increasing customer loyalty: Offering a wide range of products can help businesses foster
customer loyalty as customers will not have to look for the same products from other
competitors. If customers find all their required products in one place, they are
● Increasing
● Competitive advantage: A business that offers a wide range of products across different
categories can set itself apart from competitors. This can help the business gain a
competitive advantage and attract more customers.
● Brand building: Offering a wide range of products across different categories can help
businesses build their brand image as a one-stop shop for different products. This
enhances brand recall and can help the business expand to new categories and product
lines in the future.

2. Examples of the product categories available on Shopee(Locad Team, 2022)

● Electronics: Shopee offers a variety of electronic products such as smartphones, laptops,

cameras, and other electronic accessories.
● Fashion: Shopee offers fashion products for both men and women, including clothing,
shoes, bags, and accessories.
● Home and living: Shopee offers products related to home decor, bedding, kitchen
appliances, cleaning supplies, and furniture.
● Beauty and personal care: Shopee offers a variety of beauty and personal care products,
including makeup, skincare, haircare, and grooming products.
● Baby and toys: Shopee offers products for babies and kids, including baby gear, toys,
educational games, and clothing.
● Sports and outdoors: Shopee offers sports and outdoor products such as fitness
equipment, sports apparel, camping gear, and hiking equipment.
● Health and wellness: Shopee offers products related to health and wellness, including
supplements, vitamins, and medical supplies.
● Groceries: Shopee also offers an extensive range of groceries, including fresh produce,
packaged food, and beverages.

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IV. Pricing and Promotions

1.Impact of competitive prices and frequent promotions on customer acquisition and

retention(Kim, 2019)
Competitive prices and frequent promotions can have a significant impact on customer acquisition
and retention for businesses, especially in a highly competitive e-commerce market. Here are some
ways in which competitive prices and frequent promotions can impact customer acquisition and
retention

1. Attracting new customers: Competitive prices and frequent promotions can attract new
customers who are looking for the best deals and discounts. Such promotions can make a
business stand out from competitors and attract customers who may not have been aware
of the business before.
2. Encouraging repeat purchases: Frequent promotions and discounts can encourage
customers to make repeat purchases, which can increase customer loyalty and retention.
Customers are more likely to return to a business that offers regular promotions and
discounts.
3. Increasing sales: Competitive prices and frequent promotions can also lead to increased
sales for businesses. Lower prices and attractive promotions can encourage customers to
make purchases they may not have made otherwise.
4. Building brand reputation: A business that offers competitive prices and frequent
promotions can build a strong brand reputation as a reliable source of products at
reasonable prices. This can help the business gain trust and build a loyal customer base.
5. Maintaining competitiveness: In a highly competitive market, businesses need to offer
competitive prices and promotions to keep up with competitors. Businesses that fail to do
so risk losing customers to competitors who offer better prices and promotion

2. Discussion of Shopee's deals and discounts system, including flash sales, daily deals, and voucher codes
(Marlex, 2023)

Shopee's deals and discounts system is a key component of its marketing strategy and is aimed at
attracting and retaining customers. The platform offers a variety of deals and discounts, including flash
sales, daily deals, and voucher codes (EcomEye, 2023)

● Flash Sales: Shopee offers flash sales, which are limited-time promotions that offer
significant discounts on specific products. These sales are available for a short period,
usually a few hours, and are often promoted through Shopee's app notifications, social
media channels, and emails. Flash sales are designed to create a sense of urgency among
customers and encourage them to make a purchase before the sale ends.
● Daily Deals: Shopee also offers daily deals, which are discounts on specific products that
are available for 24 hours. These deals are updated daily and offer customers a range of
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discounted products across different categories. Daily deals are designed to encourage
customers to visit Shopee regularly and to take advantage of the discounts available.
● Voucher Codes: Shopee offers voucher codes that customers can use to receive discounts
on their purchases. These codes are available through Shopee's app notifications, social
media channels, and emails. Voucher codes can be used for specific products or
categories and are often offered to loyal customers or as part of a promotion.

V. Payment Options
* Main Dimensions
-Convenience and Accessibility
-Security and Fraud Prevention
-Integration and Compatibility
-Fees and Charges
*Criteria:
-Credit and Debit Card Acceptance
-Mobile Payment Options (e.g. e-wallets, mobile banking)
-Bank Transfers
-Cash on Delivery (COD)
-Payment Gateway Providers
-One-click Payment Options
-Payment Confirmation and Receipts
-Payment Security Measures (e.g. SSL, 3D Secure)
-Fraud Detection and Prevention Measures
-Refund and Chargeback Policy
-Availability of Payment Support
-Multi-Currency Support
-Payment Limits and Restrictions
-Loyalty and Reward Programs
-Seller and Buyer Protection Policies
-Payment Data Privacy and Protection
-Integration with Third-Party Payment Services (e.g. PayPal, Alipay)
-Payment Option Customization
-Real-Time Payment Notification
-Compliance with Local Payment Regulations and Standards

VI. Main criteria affecting the shopee platform (SEA Group, 2020)
Shopee is an e-commerce platform developed by Sea Group, a multinational company with
headquarters in Singapore. The main criteria affecting the Shopee platform include:

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1.Reliability and Reputation of Products: To ensure the reliability and reputation of products
on Shopee, the platform often uses quality standards to evaluate suppliers and products on the
platform. foundation. Products must meet quality and safety standards, and suppliers must be
verified before selling on the platform.
2.User Experience: Shopee always strives to improve the user experience by providing features
and conveniences. For example, to make it easier for customers to find products, Shopee
provides search tools and filters products by category, price, and review. In addition, Shopee
also provides a secure and convenient payment system for customers, and programs to ensure
product quality and prompt delivery.

3.Marketing and Advertising Strategies: Shopee uses marketing and advertising strategies to
attract customers to the platform. These strategies include promotions, online advertising,
partnering with merchants, and partnering with shipping providers. In particular, Shopee often
has great promotions such as Hunting Sale, Super Sale, 9.9 Sale, 10.10 Sale, 11.11 Sale, 12.12
Sale to attract customers to shop.

4.Delivery and delivery system: Shopee has a professional and fast delivery and distribution
system to ensure that products are delivered to customers at the right time and place as
promised. . In addition, Shopee also offers free shipping on some products and has programs to
deliver within a few hours.
5. Flexibility and professional staff: Shopee always strives to meet the needs of customers and
the market by improving and enhancing the flexibility of the platform. This includes using the
latest technologies and developing new features to solve problems.

VII. Seller Support (Jake Pool, 2022)

Shopee offers a variety of merchant support tools on the platform to help them manage and
grow their businesses. Here are some examples of Shopee seller support tools:

1.Sales Center: This is where the seller can manage products, orders, reviews, answer customer
questions and update his account information.

2.Sales Guide: Shopee provides online sales guides to help sellers learn about sales policies on
the platform, how to advertise products and attract customers.

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3.Customer Support: Shopee has a professional customer support team to solve customer
problems and assist sellers in the sales process on the platform.

4. Advertising tools: Shopee provides advertising tools on the platform to help sellers advertise
their products to target customers. These tools include search ads, product page ads, and home
page ads.

5.Other features: Shopee provides other features such as purchase message templates, priority
product ordering, loyalty program and discount promotions for sellers. All these tools and
features help Shopee sellers to optimize their business and achieve their sales goals.

VIII. Security and Trust (E-Cards, 2021)

Shopee provides a variety of security and trust measures to protect user information and
transactions on their platform.
To protect user information, Shopee uses strong encryption methods to ensure that your
information is secure while it is being transmitted over the network. In addition, Shopee also
offers a range of account protection options, such as two-factor authentication and anomalous
traffic redirects.
To ensure transaction reliability, Shopee provides a safe and reliable payment service,
including online payment and payment on delivery. Shopee also provides a user rating and
feedback system, which helps users gauge the credibility of other sellers and purchases.
In addition, Shopee also provides security and trust guidelines to help users protect their
accounts and personal information. You should always keep your account information up to
date and use strong passwords to keep your account secure.

—> Shopee has many security and trust measures in place to ensure the safety of users and
transactions on their platform. However, users should also take necessary security measures to
protect their accounts and personal information.

IX. Mobile Optimization (Brian Harnish, 2022)

Mobile optimization is a very important factor for Shopee, especially as users increasingly turn
to mobile devices to access the internet and shop online. Here are some tips for Shopee's
mobile optimization:
Website design suitable for mobile devices: Shopee needs to ensure its website is beautifully
designed and easy to use on different mobile devices, with a user-friendly interface for the
convenience of users. users access and shop on mobile devices.
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Optimise page load speed: Website loading speed is extremely important for mobile devices.
Shopee needs to make sure its website is optimised for faster loading times and more
convenience for users.
Improve search feature: The search feature on Shopee needs to be improved to make it easier
for users to find products faster and more accurately on mobile devices.
Integrated convenient payment features: Shopee should provide diverse and convenient
payment methods so that users can shop online quickly and easily.
Mobile advertising and marketing: Shopee should invest in mobile advertising and marketing
to reach mobile users and get them to use the Shopee app.
Mobile optimization is a very important factor for Shopee to maintain and grow its mobile
users. If Shopee can ensure the above factors, especially page load speed and search features,
then this will be an important factor for Shopee to increase sales and compete effectively in the
e-commerce market.

X. Conclusion
Recap of the main dimensions and criteria influencing the Shopee platform (Yo et al., 2021)
User experience: Shopee prioritizes a seamless and engaging user experience through easy
navigation, personalized recommendations, and a user-friendly interface.
Product and service offerings: Shopee provides a diverse range of products and services from
different categories, ensuring that users can find what they need quickly and easily.
Customer service: Shopee places a high emphasis on customer satisfaction through its
dedicated customer support team, fast response time, and a user-friendly return and exchange
policy.
Security and trust: Shopee ensures the protection of user information and transactions through
robust security measures such as two-factor authentication and buyer protection programs,
which help build trust among users.
Pricing and promotions: Shopee offers competitive pricing and a range of promotions and
discounts to attract users and encourage them to make purchases.
Social and community engagement: Shopee creates a sense of community among its users
through social features such as in-app chat and user-generated content, which allows users to
share their experiences and build trust with others.
Implications of these factors for Shopee's continued success and growth:
Shopee's focus on these factors has helped the platform to establish a strong presence in the e-
commerce market, particularly in Southeast Asia. These factors are critical for Shopee to
continue growing and remain competitive in the market. For example, providing an excellent
user experience and a wide range of products is crucial to attracting and retaining users.
Furthermore, customer service and security measures are essential for building trust and

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loyalty among users. Shopee must continue to innovate and improve in these areas to remain
competitive and keep up with changing user preferences and expectations.
Overall, Shopee's success is due to its focus on providing an excellent user experience, a broad
range of product offerings, exceptional customer service, strong security measures,
competitive pricing, and engaging social features. By continuing to prioritize these dimensions
and criteria, Shopee can continue to grow and succeed as a leading e-commerce platform.

References:

boxme team. (2020, January 13). 3 key factors contribute to answer why Shopee is sucsessful.
https://blog.boxme.asia/3-key-factors-to-answer-why-shopee-is-successful/
Brian Harnish. (2022). 14 Mobile Optimization Best Practices You Need To Know.
https://www.searchenginejournal.com/mobile-optimization-best-practices-mobile-first/250449/
E-Cards. (2021). What exactly is ‘Trust and Security’ in the digital field? Is it just about cybersecurity? -
EU4Digital. https://eufordigital.eu/e-card/what-exactly-is-trust-and-security-in-the-digital-field-is-it-just-
about-cybersecurity/
EcomEye. (2023). Shopee Marketing Strategy 2023. https://ecomeye.com/shopee-marketing-strategy/
Gettalkative. (2022). The Ultimate Guide to Providing a Seamless Customer Experience.
https://gettalkative.com/info/seamless-customer-experience
Jake Pool. (2022). Amazon Seller Support: What They Can and Can’t Do For Sellers – Webretailer.com.
https://www.webretailer.com/amazon/amazon-seller-support/
Kim, J. (2019). The impact of different price promotions on customer retention. Journal of Retailing and
Consumer Services, 46, 95–102. https://doi.org/10.1016/J.JRETCONSER.2017.10.007
Locad Team. (2022). 21 Top-Selling Products & Categories on Shopee Philippines 2023 | Locad.
https://golocad.com/blog/top-10-product-categories-shopee-philippines/
Marlex. (2023). 12.12 Sale | Exclusive Shopee Voucher Codes | March 2023.
https://productnation.co/ph/27556/shopee-voucher-philippines/
Paul O’Connor. (2021). The importance of having a wide product range as a reseller.
https://www.linkedin.com/pulse/importance-having-wide-product-range-reseller-paul-o-connor
SEA Group. (2020). 3 key factors contribute to answer why Shopee is sucsessful.
https://blog.boxme.asia/3-key-factors-to-answer-why-shopee-is-successful/
Yo, P. W., Kee, D. M. H., Yu, J. W., Hu, M. K., Jong, Y. C., Ahmed, Z., Gwee, S. L., Gawade, O., & Nair,
R. K. (2021). The influencing factors of customer satisfaction: A case study of shopee in malaysia.
Estudios de Economia Aplicada, 39(12). https://doi.org/10.25115/EEA.V39I12.6839
 

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