05_Preread_StoreStrategy

Disruptive changes: Reshaping consumer behaviors and preference

Rise of Mobile First, App-Centric Commerce

Faster Fulfillment Expectations

Shift to Digital Wallets

Alibaba (via Lazada ), ByteDance (via TikTok Shop ), and Tencent (via investments like Shopee ) pushed commerce deeply into mobile ecosystems

TikTok Shop and LazLive (Lazada) popularized live selling, where influencers or merchants sell in real time via livestreams

Cainiao (Alibaba) and Shopee Xpress (Tencent backed) accelerated the development of same-day or next-day delivery across Southeast Asia Consumers expect fast, traceable logistics , pressuring legacy postal and local delivery services to upgrade or partner with Chinese tech systems

Alipay+ enable consumers to pay like a local, using their preferred digital wallets and banking apps with millions of businesses

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Content and commerce mixed, encouraging impulse buys and “ entertainment-led shopping ”

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Consumers increasingly browse, compare, and purchase within mobile apps , especially during flash sales or live shopping events

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Trust in peer creators and KOLs now competes with traditional brand marketing

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In Indonesia, Thailand, and the Philippines , e-commerce is now social, gamified, and real-time, with Gen Z driving this trend

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Esp. in the Philippines, Indonesia, and Vietnam , this has accelerated the decline of cash-on-delivery and increased adoption of mobile financial services , including buy-now-pay-later (BNPL)

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Cainiao x Lazada

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Source: company information, public articles

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