05_Preread_StoreStrategy

Diversified O+O touchpoints are reshaping how, where, and when consumers engage with purchases

Shift from Physical to Phygital Touchpoints

E-Commerce Platforms Becoming Discovery + Engagement Hubs

Mobile Becomes the Primary Retail Interface

► Modern retailers integrate QR codes, AR/VR, mobile payments, and loyalty apps

 Evolved Role of Platforms like Lazada, Shopee, TikTok Shop:

Mobile touchpoints includes:

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Content discovery platforms

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Social engagement spaces

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Livestream commerce venues

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App push notifications

In-app wallet campaigns (GCash, ShopeePay)

…

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Flash sale countdowns

Gamified shopping (coins, vouchers)

Livestreaming “ shoppertainment ”

SMS/WhatsApp commerce

In-app games for discounts

Indonesia, the Philippines, Vietnam, and Malaysia , over 70 – 80% of e commerce traffic is now mobile-based Shopee’s Shopee Farm or Coin Rewards gamifies daily app visits, turning casual browsing into habitual engagement

► Flagship stores act more as experience centers, while conversions often happen online

Conversation online

Purchase offline

Thailand and Vietnam, TikTok Shop has made video content the first point of product discovery

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Source: company information, public articles, broker reports

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