Live Selling in Southeast Asia

Ninja Van Study: 47% of Filipino Live Sellers Conduct Daily Sessions

Ninja Van's study on Live Selling in Southeast Asia shows that Filipino live sellers are among the most active and most prolific.

Filipino live sellers are among the most prolific in Southeast Asia, according to Ninja Van Philippines‘ first-ever white paper on Live Selling in Southeast Asia (SEA).

The white paper introduces live selling as one of the up-and-coming SEA ecommerce trends, and shares insights collected from over 1,000 Ninja Van ecommerce sellers across Singapore, Malaysia, Indonesia, The Philippines, Thailand and Vietnam.

While still a developing industry, nearly one in three surveyed sellers have tried live selling. Of those who are already live selling, 9 in 10 prefer to do it themselves, and only one in 10 tap influencers to do live selling for them. Meanwhile, 47% of Filipino live sellers do sessions daily — against a 31% regional average.

More Filipinos than their regional counterparts also believe that live selling brings in new business, with 74% saying that attracting new customers is a top driver for conducting live selling. A secondary driver would be to increase profit, with 52% of Filipino sellers saying live selling is more profitable than just posting items on marketplaces and apps.

Filipino live sellers
Many Filipino live sellers say live selling is more profitable than
just posting in marketplaces.

“Live selling is an interesting marketing tactic for ecommerce sellers,” says Winston Seow, Chief Marketing and Enablement Officer at Ninja Van Group. “It’s the only tactic that can fast-track shoppers’ purchase journeys from awareness straight to conversion. Live selling also gives ecommerce sellers the ability to build relationships with their shoppers, both new and existing.” 

The study found that Filipino sellers can spend up to 14 hours weekly conducting live selling sessions, versus a SEA average of up to six hours. Most of the early adopters of live selling are from Fashion, Beauty & Personal Care, Food and Beverages, as well as Home and Living industries.

Top live selling platforms in SEA

Live Selling study SEA
Shopee, Tiktok and Facebook live selling are preferred by more online sellers in SouthAsia.
Source: Ninja Van’s Live Selling in SEA

While Shopee (27.0%), Facebook (25.5%), and TikTok (22.5%) are ranked as the top three live selling channels, the close margins signal that the champion has yet to emerge in SEA. This could be explained by the fact that, on average, the surveyed SEA ecommerce sellers use two channels for live selling, presumably to maximize their reach to live shoppers. 

Preferred live seller platforms Southeast Asia
On average, SEA ecommerce sellers use two channels for live selling to maximise customer reach.
Source: Ninja Van’s Live Selling in SEA

Sellers also use live selling as a means to build deeper connections with consumers. “Live selling allows us to easily and directly engage with our audience, who have become regular viewers of our live sessions. We’ve also seen lower product return rates since we have started live selling,” says Nikka Arasa of Suniega Stainless Products Tradings, a stainless product manufacturer and Ninja Van shipper based in Nagcarlan, Laguna.

The white paper further explores the challenges faced by live sellers, such as keeping live shoppers engaged, preparing on-set logistical requirements, as well as sales and post-sales arrangements, while providing some recommended solutions. 

While you’re here, check out our top tips on:
How to Win at Live Selling
How to Sell Products on Facebook Live

Hassle-Free Solutions for Live Sellers

Ninja Van Pro Account
Ninja Van provides hassle-free solutions to create a seamless experience
for shippers and shoppers.

The Live Selling in SEA white paper reaffirms the Ninja Van’s commitment to understanding the ever-changing landscape to provide hassle-free delivery solutions to ecommerce sellers. 

Ninja Van Philippines plans to conduct its first-ever live seller accelerator program, designed to equip new and would-be live sellers with the necessary skills and seed money to bridge their business to live selling platforms. 

With its dominance in Southeast Asian ecommerce logistics, Ninja Van continues to nurture an ecosystem that provides value-added services and tools to ensure a seamless experience for shippers and shoppers alike.

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