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