Thailand e logistics painpoints 2015
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The qualitative summary of Thailand eLogistics pain point. I gathered these information from all level of sellers in Thailand in 2014-2015.
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Thailand e logistics painpoints 2015
- 1. Thailand eLogistics Pain Points
- 2. 1999-2006 Scania, Engineering Marketing 2006-2007 New Era Interactive : Marketing Manager 2007-2014 7-Eleven, Head of eCommerce 2014-2015 DHL, eCommerce Director 2010… 2015 Thai Webmaster Association, Former General Secretary 2008-Present Thai eCommerce Association, Executive Committee, (Former VP,) 2015… Ministry of ICT Committee of eCommerce Development of Thailand, PARINSONGPRACHA PARINEST@GMAIL.COM
- 3. Multi Channel Retailer Ex. Central.co.th eTailer Ex. CDiscount Brand/ MLM Ex. lamer.co.th Marketplace Merchants Ex. Weloveshopping C2C Seller/ Buyer Consumer Type Enormous multi channel retailer Only online channel but really good at it High trusted brand supported by massive customer groups Middle man between buyers & registered sellers (only provide IT) Middle man between buyers & anonymous sellers (only provide IT) Online shopper
- 4. Facts from my interview (1/3) eTailers 1. HAVE NO IDEA about the another level of e-logistics service. So it is the job of logistics provider to lead them, otherwise they only compare cost, speed and performance. 2. Cost is more important than speed. But they open for better service or better cost. 3. Most of the eTailers have been Satisfied with the current delivery service. Too high price seem to be the only problem for using this service. (They don’t really see the consumer’s problem) eMarketplace Didn’t provide the logistics for the consumer yet. Merchant select the delivery option mostly with Thai post. eMarketplace are suffering from the transaction out of the system between buyer and seller to avoid fees. Which are around 20%-30% of the total transaction. Merchants 1. Merchant seeking for the cost reduction, time saving service. These kind of service could be charged in the premium price. 2. Looking for the sign of trust for their online store. For example, present the list of previous customer tracking code in the homepage to gain trust from new customers. 3. Door to Door service is interesting in term of time saving.
- 5. Facts from my interview (2/3) Consumers In term of delivery fee there are 2 groups of consumers (shoppers) - The Cheap shopper, who tend to get a free shipment even they have to buy more. Most likely to be a fashion or cosmetics shopper. - The Fast shopper, who willing to pay premium price to get product faster. Most likely to be personal IT, Gadgets shopper. Last mile logistics could be the experience turning points of customers. Multichannel Retailers All planning to built the complete e-infrastructure. Such as Web front, Payments channel and Delivery network. There are 3 reasons behind that - To capture the customers in the online space. - To prepare for the Omni-channel strategy to integrate online space to the existing channel. - To create customer database for the future benefits.
- 6. Facts from my interview (3/3) Brand Brand are considering to have the presence in online space. Some brand want to create eCommerce space. Some brand still concern about channel. Classified and C2C Seller, Buyer In Bangkok, face to face exchange at BTS, MRT is the most popular method for C2C delivery option. C2C Buyer -> Suffer from the Under qualified product or fake. Classified platform provider want to promote trust between seller and buyer. Some of them offer the free QC services for the high value transaction. Most of the C2C Seller use various social medias to expose to the consumers. In parallel, they also open the free shop in the eMarketplace in order to use the back office as the Order management system.
- 7. E-COMMERCE TRANSACTION CHANNELS SIZE Organized Informal/“Social Commerce” via own web-shops via marketplaces via social media via marketplaces via social media 1 3 2 4 Size B2C Large B2C Medium B2C Small/C2C 150 20 149 21 Order per Day Order per Day Order per Day
- 8. SIZE Size to Type Multi Channel Retailer Ex. Central.co.th eTailer Ex. CDiscount Brand/ MLM Ex. lamer.co.th Marketplace Merchants Ex. Weloveshopping C2C Seller/ Buyer Consumer B2C Large B2C Medium B2C Small/C2C 150 20 149 21 Order per Day Order per Day Order per Day
- 9. SIZE Size toVolume Contribution Large Seller 20% of volume Medium Seller Account for 30% of volume Small Seller Account for 50% ofVolume B2C Large B2C Medium B2C Small/C2C 150 20 149 21 Order per Day Order per Day Order per Day
- 10. SIZE B2C Large Top 15 merchants with 150+ orders/day1) B2C Medium 20-150 orders/day B2C Small/C2C <20 orders/day Size toVolume Contribution Want to manage various 3PL into their platform Need better door step experiences, customer service Customer is not at home Want to use CoD Want to have IT integration, report Want to have door pick up Customer is not at home Small Seller I need a trustworthy appearance
- 11. Services and Customer Demand Mapping Late Cut off Time Interactive Delivery Experiences eFacilitation Best Practice Customer Service Faster Shipment Turn key solution Seamless customer experiences Faster Shipment Great customer Experience Brand Images Great customer Experience Brand Images Turn key solution Seamless customer experiences Great customer Experience Brand Images Time Saving Resolve Raining Problem (when go to Post) Fast CoD Remittance Liquidity Security Convenient Parcel Lockers 7-11 One App for all Tracking Code Convenient Time Convenient Type B2C Large Top 15 merchants with 150+ orders/day1) B2C Medium 20-150 orders/day B2C Small/C2C <20 orders/day
- 13. Cancelled(Order(( From(customer( Order(my(mistake( From(customer( Sugges6on(for( Delivery( (80%(of(Cust.(Sat.( How$to$order$ Special$request$ Ask$about$$ Delivery$ Top$80%$of$Others$ Delay&Product& Delivery& Missing&Part& Defect& Top&80%&of&Complaint& 10,160 Customer Service Call Summary Where is my product??