Hyper-Localization Within Shopee Marketplace

DOI

10.2991/assehr.k.201202.084How to use a DOI?

Keywords

hyper-localization, omni-channel marketing, multi-channel marketing, Shopee, marketplace

Abstract

This paper is a preliminary study within Shopee Malaysia (shopee.com.my), Shopee Indonesia (Shopee.co.id) and Shopee Singapore (shopee.sg) marketplace regarding hyper-localization content used by Shopee to conquer the South East Asia e-commerce marketplace. Hyper-localization is not a new thing in the marketing world, but the way Shopee used it in their platform is obviously structured and autonomous. This preliminary study used literature review, basic visual analysis, and user interaction study to gather the primary data. The localization approach used by Shopee in new media integrated elements like gamification and omni-channel approach should be discussed so other marketplace platforms can learn this big secret to share the market fairly.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anwar Fikri Abdullah
AU  - Azlan Zainal
AU  - Hanafi Mohd Tahir
AU  - Muhammad Fikri Saidi Othman
AU  - Ahmad Khairul Azizi
AU  - Nor ‘Azizull Hakim Bin Nothamdani
PY  - 2020
DA  - 2020/12/03
TI  - Hyper-Localization Within Shopee Marketplace
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)
PB  - Atlantis Press
SP  - 248
EP  - 253
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201202.084
DO  - 10.2991/assehr.k.201202.084
ID  - Abdullah2020
ER  -