If you want to understand the future of e-commerce, look to Asia. Today, Coupang went public on the New York Stock Exchange, raising $4.6 billion in the biggest U.S. IPO of the year (so far). The South Korean e-commerce giant’s success is a compelling reminder that many Asian companies are among the world’s leading innovators in digital retailing and beyond. In the U.S., we have all been amazed by the speed, ease, and selection of Amazon. In reality, we are three to five years behind Asia. Americans are familiar with e-commerce giant Alibaba, but a new wave of companies such as Coupang, Pinduoduo, and Bytedance are quickly transforming the online shopping experience for millions of consumers. (Softbank Investment Advisers, my firm, is an investor in Bytedance and Coupang, and Softbank Group is Alibaba’s largest shareholder.) Here are the four prominent e-commerce trends in Asia that I predict will take hold in the U.S. and around the world: From e-commerce to “AllCommerce” using social media Asia’s brick-and-mortar companies were making the transition to digital well before COVID-19 forced businesses to shut their physical footprints. South Korea’s high-density urban landscape, high mobile penetration rate ( 95 percent of adults have smartphones, more than anywhere else in the world), and culture of late-night shopping have enabled the rapid growth and success of e-commerce by connecting local brick-and-mortar businesses to the online world. In 2020, technology platforms such as Flipkart in India and Tokopedia in Indonesia added new offerings to support the digitization of small businesses and “solopreneurs.” (I am an investor in Tokopedia and backed Flipkart, which Walmart now controls.) Tokopedia launched TokopediaByMe, which allows influencers and individuals to build their own affiliate businesses via social media. These easy-to-use tools brought an extraordinary array of businesses online, from the local warung (family-owned) shop to the neighborhood restaurant. Tokopedia also offers logistics support to help sellers deliver products and services to their customers. I expect we’ll see more e-commerce companies integrating with social media platforms to make it easier for small merchants to sell their wares without having to build a website or digital storefront. A great example close to home is a new feature from Shopify that adds shopping functions to Facebook and Instagram pages. Look for future marriages of e-commerce tools with social platforms such as Facebook and Bytedance’s TikTok. The upshot is a future in which every social post becomes an opportunity to make a sale. It’s not e-commerce, it’s “AllCommerce.” Live commerce Though not a term yet familiar to most Americans, live commerce is a very simple but powerful modality that has seen explosive growth in Asia. Live commerce enables purchase engagement between a customer and seller through live video and chat. For Americans of my generation, this format is best understood as the next generation of HSN or QVC on mobile platforms.
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Look out, Amazon. Asia-based companies such as Coupang are leading the next e-commerce revolution