Commerce
E-commerce Growth Across Marketplaces and Owned Channels
Growth in Southeast Asian e-commerce usually comes from a combination of channels: marketplaces for discovery and trust, owned storefronts for margin and data, and creator-led social for demand. We work across all three rather than optimising one in isolation.
The problem we usually find
- Marketplace listings compete on price alone with no differentiated content.
- Promotional calendars are reactive and erode margin.
- Owned channels get traffic but convert poorly.
- Customer data is fragmented across platforms with no retention plan.
How we approach it
- Rebuild listings and content for both marketplace search and social-referred buyers.
- Plan promotions against margin and campaign calendars, not competitor reactions.
- Fix conversion blockers on owned storefronts, starting with mobile.
- Build a retention motion for the channels where customer data is available.
What's included
- Channel and marketplace strategy
- Listing optimisation and content upgrades
- Pricing and promotional planning
- Conversion rate optimisation
- Marketplace campaign and voucher management
- Customer acquisition and retention programmes
- Performance dashboards by channel and SKU
Process
- 01
Diagnose
Analyse traffic, conversion, pricing and SKU performance.
- 02
Prioritise
Rank fixes by revenue impact and effort.
- 03
Implement
Ship listing, content, pricing and funnel changes.
- 04
Acquire
Layer creator, affiliate and paid demand onto fixed funnels.
- 05
Retain
Build repeat purchase and lifecycle programmes.
Benefits
- Higher conversion before extra traffic is bought
- Promotions that protect margin
- Clear SKU-level economics
- A balanced mix of marketplace and owned revenue
KPIs we manage against
- Conversion rate by channel and device
- Revenue and contribution by SKU
- Repeat purchase rate
- Promotional depth versus incremental volume
- Customer acquisition cost by channel
Who it's for
- Marketplace sellers scaling into owned channels
- DTC brands entering marketplaces
- Brands preparing for regional expansion
Should we prioritise marketplaces or our own store?
Most brands need both. Marketplaces provide discovery and payment trust, while owned channels protect margin and give access to customer data for retention.
Explore other services
Affiliate Marketing
Programme design, partner recruitment, commission structures, tracking and ongoing optimisation.
Creator & Influencer Marketing
Discovery, recruitment, campaign strategy, content collaboration and measurement.
Influencer & KOL Marketing
Strategic influencer and KOL campaigns across relevant categories and platforms.
Talk to us about e-commerce growth
Share your objective, market and current setup, and we'll come back with an honest view of what would move the number you care about.