Recently, Shopee has ramped up investment in its operations and logistics within the Malaysian market, to maintain its leading position. According to a statement issued on April 3rd, Shopee commands a 70% share of young buyers (Generation Z) aged 32 and under in Southeast Asia, who dedicate an average of 30 minutes daily to the app.
In the preceding year, Shopee bolstered its infrastructure to cultivate a smoother and more secure shopping journey for young buyers. Enhancements to delivery services, including next-day delivery and instant delivery, were implemented. By 2023, Malaysian users navigating the Shopee app experienced issue resolution within 30 seconds on average, boasting a success rate of 98% and achieving an industry-leading customer service satisfaction rate of 80%.
Survey results indicate that the majority of Generation Z users gravitate towards e-commerce platforms, with 18% favoring social platforms and the remaining 14% opting for alternative channels. Concurrently, 67% of respondents emphasized the importance of product recommendations and customer reviews. This emphasis on external validation aligns with their prioritization of trust. Users exhibit a heightened interest in the dissemination and efficiency of product information, valuing products with optimal cost-effectiveness over mere affordability (16%) or product quality (17%).
Hence, China's overseas e-commerce platforms must comprehend and acknowledge the characteristics and consumption patterns of their target users. By diversifying sales channels, fortifying product recommendations and social engagement, prioritizing user experience and service excellence, and instituting trust-building mechanisms, overseas e-commerce platforms can effectively cater to user demands, augment competitiveness, and augment market share.