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Mobile-first mindset driving Lazada e-commerce expansion

 | September 13, 2017

Lazada Malaysia CEO Hans-Peter Ressel says mobile business accounts for more than 60 to 65% of daily visitors, and goes up to as high as 80% during long weekends.

Hans-Peter-Ressel-lazada-mobile-commercePETALING JAYA: In the era of a growing digital economy, going mobile is the way forward, says Hans-Peter Ressel, the CEO of e-commerce platform Lazada Malaysia.

Ressel said Lazada’s mobile business accounted for more than 60 to 65% of its daily visitors on weekdays, and going up as high as 80% during long weekends and public holidays.

Speaking to reporters today, he said even when users were not in front of their laptops or desktops, they turned to their mobile phones to research and conduct purchases online.

“We saw that shift two years ago, and it has accelerated. A survey has shown that Malaysians spend 4.3 hours daily online on their mobile phones, and they have 1.4 mobile phones each on average.

“I think it is very natural for us to entertain this trend. It is a mobile-first mindset that you need to have,” he said at a press conference after the launch of the #EveryoneCanSell programme, which is an end-to-end, fully integrated e-commerce programme to further spur the growth of local small and medium enterprises.

The programme was launched by Deputy International Trade and Industry Minister Ahmad Maslan.

Lazada was founded in 2011 by Rocket Internet in Singapore and operates sites across Southeast Asia, including in Indonesia, Malaysia, the Philippines, Singapore and Thailand.

China’s e-commerce giant Alibaba Group bought a controlling stake in Lazada last year.

Ressel said a mobile-first mindset covered the way content on their website looked on the mobile phone screen, and how it provided information to customers.

“You would be surprised how much time we spend looking at our own pages, looking at new features and development, how they look on the mobile phone screen.

“We look into how the mobile experience is, across all platforms, across all screen sizes.

“We look at how we can speed up a mix of quality and loading speed.”

He said Lazada also looked out for the sellers, how they were monitoring their business on their mobile phones.

“Sometimes you’re in a meeting, taking a train or taxi. We look at how you can monitor your business, monitor how things are going — if you have uploaded your products and if you have enough stocks.

“You need to be able read your data on mobile phones. If you are engaging with your customers, you need to be able to do it on your phone,” he said.

Ressel said it was difficult to quantify how much time, money and development capacity would go into the mobile strategy.

“We see ourselves as a technology company that enables and empowers local businesses and creates good customer experience.

“Whatever tool we roll out has to have mobile support. This is a device we use for a couple of hours a day, on a daily basis, during the weekends, and even in the shopping mall.

“Everything we do has a mobile strategy at the heart of it,” he said.

To date, Lazada has more than seven million app downloads.

The platform also has over 19,000 merchants, a figure the company hoped to incrementally increase to over 50,000 by 2018.


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