13 May 2014 – Around three-quarters of organisations say they are going to experiment heavily with ecommerce during the next 12 months. Additionally, the vast majority (90%) are working towards delivering a unified customer experience across online and offline channels.

Mobile commerce is expected to come to the forefront and will be a key focus for four in five organisations, with around three-quarters (76%) planning to increase investment in mobile-optimised transactional websites over the next three years. Additionally, half (51%) plan to invest more in mobile applications with transactional capabilities.

The State of Ecommerce in South-East Asia report, published by Econsultancy in partnership with hybris software, an SAP company, is based on a survey of 122 marketers and agencies, plus interviews with a range of senior digital marketing and ecommerce practitioners.

While three-quarters of companies surveyed agreed that they understand the importance of omnichannel, around a third (31%) don’t currently have a strategy to embrace this.

Asked about the most significant challenges to growing an ecommerce business, lack of budget and resources emerged as the most common problem, cited by 59% of company respondents and 39% of supply-side respondents as one of the three greatest barriers to success. The second biggest issue was alack of integration with the rest of the business, with 45% of companies and 47% of agencies reporting this to be a barrier.

Eric Toon, Country Manager, Southeast Asia and India at hybris software, said: “We see high interest from B2C retailers, B2B suppliers and related ecommerce services companies alike in developing the market, with both local and foreign investment that will drive maturity and innovation. Only organisations that make it easy for customers to do business with them, regardless of whether they operate B2C or B2B, will survive.”

Econsultancy Research Manager Monica Savut said: “Although China has taken much of the APAC spotlight when it comes to ecommerce, South-East Asia is rapidly emerging as a buoyant market. It’s a very diverse, dynamic and challenging landscape, but there is an increased appetite from organisations of all shapes and forms to build scalable ecommerce operations.”

Other findings from the report include:

-) On average, client-side respondents indicate they are planning to increase their investment in ecommerce technology by 31%. On the agency side, respondents report that they expect their clients to increase spend by 20%.

-) Two in five (41%) companies surveyed indicate they have a separate ecommerce budget.

-) Three in five companies surveyed claim to have a ‘good’ (48%) or ‘very good’ (14%) understanding of return on investment (ROI) from ecommerce.

The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers, or on a pay-per-view basis.
For more information about this report, contact:

Monica Savut, Research Manager, Econsultancy
e: monica.savut AT econsultancy.com
t: +44 (0) 207 269 1450

About Econsultancy

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About hybris software

hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device. hybris delivers OmniCommerce™: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. hybris' omni-channel software is built on a single platform, based on open standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies will ever need.

Both principal industry analyst firms rank hybris as a “leader” and list its commerce platform among the top two or three in the market. The same software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility.

Over 500 companies have chosen hybris, including global B2B sites W.W.Grainger, Rexel, General Electric, Thomson Reuters and 3M as well as consumer brands Toys“R”Us UK, Metro, Bridgestone, Levi's, Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa. hybris is the future of commerce™. For more information, visit www.hybris.com.

Published on: 3:00AM on 13th May 2014