Investor Presentaiton
High Margin Category + Leading Engagement + Asset-light C2C Model
= $$
Given the higher margins in Fashion and Beauty, it's crucial to note that Shopee has the highest exposure to these categories out
of all its competitors.
-
Of Shopee's GMV, ~30-55% is in the Fashion and Beauty categories (varies by country).
For example, in Indonesia, this is ~8% higher than Lazada, and ~11% higher than Tokopedia.
Relatively cheap and discretionary items (like $2 dresses) are great for markets that are new to E-commerce. The lower order
values lower the barrier to trusting online purchases, and the discretionary nature means urgency (i.e. shipping times) isn't as
crucial.
Reasons For Shopping on Platforms
Survey of Indonesian shoppers by ecommerceIQ
Top Categories by Platform
Survey of Indonesian shoppers by ecommerceIQ
com
blibli.com
Bukalapak JD.ID
LAZADA
Shopee tokopedia
blibli Bukalapak
JD.ID
LAZADA
Shopee
tokopedia
Effortless Shopping
Effortless Shopping
Mobile & Electronics
21%
25%
15%
20%
13%
22%
Good reputation
14.8%
13.0%
12.9%
13.7%
10.9%
14.3%
Fashion
17%
16%
11%
19%
24%
12%
Cheaper product price
6.5%
15.1%
11.0%
13.5%
18.0%
13.3%
More product selection
6.5%
14.6%
5.2%
11.3%
13.0%
16.8%
Beauty
4%
4%
11%
9%
12%
5%
Authentic products
13.9%
3.9%
19.5%
7.2%
4.2%
4.3%
Health & Wellness
3%
2%
3%
3%
5%
5%
Good customer service
12.0%
8.9%
5.2%
6.5%
7.7%
8.8%
Mom & baby
8%
4%
10%
8%
8%
4%
Fast delivery
7.4%
6.0%
8.6%
10.0%
7.6%
5.8%
Toys
5%
5%
5%
5%
5%
9%
Free delivery
13.0%
6.8%
14.8%
10.6%
18.4%
3.2%
Groceries
17%
9%
19%
10%
11%
11%
Easy return policy
6.5%
5.7%
2.9%
5.4%
4.5%
5.3%
Lifestyle and Hobby
8%
10%
7%
7%
8%
10%
Easy navigation on site
4.6%
7.0%
3.3%
3.8%
3.5%
9.3%
Home & Living
7%
8%
10%
9%
8%
9%
More payment options
9.3%
8.9%
11.0%
13.4%
5.3%
8.4%
Sports
4%
6%
3%
4%
3%
4%
Better mobile app
4.6%
9.6%
5.7%
4.4%
6.8%
9.4%
Travel
5%
3%
3%
2%
2%
3%
Loyalty program
0.0%
0.3%
0.0%
0.0%
0.1%
0.0%
Automotive
0%
7%
2%
3%
1%
4%
More promo
0.9%
0.0%
0.0%
0.0%
0.2%
0.9%
Others
0%
1%
0%
1%
1%
2%
More secure
0.0%
0.3%
0.0%
0.1%
0.0%
0.2%
Figure 4: Reasons why shoppers prefer certain online platforms over others; ecommerceIQ E-Marketplace Indonesia Survey
HAYDEN CAPITAL
Fred Liu, CFA | [email protected]
Figure 7: The most popular product categories on ecommerce platforms in Indonesia;
ecommercelQ E-Marketplace Indonesia Survey
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