CASE STUDY – E COMMERCE
BACKGROUND:
Lazada and Shopee are two of the leading e-commerce platforms in Southeast Asia. Both
platforms offer a variety of products, implement effective marketing strategies, and use
data-driven approaches to attract and retain customers. They focus heavily on promotions
such as free shipping, flash sales, and influencer marketing campaigns to remain
competitive. However, they also face challenges such as managing logistics, ensuring
customer satisfaction, and dealing with counterfeit products.
QUESTIONS TO ANSWER:
1. Discuss the importance of promotional campaigns like flash sales and free shipping in
driving customer engagement for e-commerce platforms. Use Lazada and Shopee as
examples to illustrate your points.
2. Analyze how Lazada and Shopee leverage technology (e.g., AI, mobile apps) to improve
the customer experience. Which platform, in your opinion, is more effective in its approach?
Justify your answer.
3. E-commerce platforms often face challenges with counterfeit goods and logistical
complexities. Propose two solutions that Lazada or Shopee could implement to address
these issues effectively.
4. Compare the brand positioning strategies of Lazada and Shopee in Southeast Asia. How
do these strategies align with the needs and preferences of their target customers?
5. Shopee has become popular for its mobile-first strategy and gamified features. How do
these features impact customer retention and loyalty? Could Lazada benefit from adopting
similar strategies? Why or why not?
