E-Commerce Marketplace Strategy Fundamentals Workshop

Workshop Description:

This preview session introduces offline retailers to key e-commerce strategies for setting up, optimising, and managing an online store in Southeast Asia’s most prominent marketplaces, Shopee and Lazada. In this interactive session, participants will learn foundational marketplace skills, develop practical approaches to targeting customers, and get a taste of designing promotional campaigns.

Engaging quizzes, hands-on activities, and real-world examples will guide participants through essential elements of e-commerce marketplace management, giving them insights to drive growth and prepare for the full 2-day course.

Workshop Objectives:

By the end of this session, participants will:

1. Understand key elements of Southeast Asia’s marketplace ecosystems.
2. Learn effective store setup and optimisation practices on Shopee and Lazada.
3. Develop basic customer segmentation strategies using marketplace data.
4. Experience designing a marketplace campaign

Target Audience:

Offline retailers, entrepreneurs, e-commerce managers, marketing specialists, and business owners who want to expand their business online and gain a competitive advantage in the regional marketplace.

Session Outline

1. Welcome and Course Overview

• Objective: Set expectations and introduce the course’s goals.
• Content: Overview of e-commerce platforms in Southeast Asia, emphasising Shopee and Lazada.
• Activity: Quick group discussion on participants’ prior experience with e-commerce and marketplaces.

2. Introduction to Marketplace Ecosystems

• Objective: Provide foundational knowledge of Southeast Asia’s marketplace landscape.
• Content:
  • Overview of Lazada and Shopee, covering platform structures and features.
  • Key differences and benefits for offline retailers moving online.
  • User engagement dynamics unique to each platform.
• Interactive: Quick quiz on marketplace features to assess participant understanding.

3. Setting Up and Optimising Marketplace Stores

• Objective: Teach basics of setting up and optimising a marketplace store.
• Content:
  • Essential steps for store setup, from inventory to storefront presentation.
  • Optimisation tactics: SEO for product listings, visual appeal, and descriptions.
  • Best practices in managing operations on Shopee or Lazada.
• Interactive: Practical activity to create a mock product listing with a focus on titles, images, and descriptions.

4. Targeting and Segmenting Customers

• Objective: Explain customer segmentation and targeting methods.
• Content:
  • Types of customers commonly found on marketplaces.
  • Basics of segmentation and tools available on marketplaces for customer analysis.
• Interactive: Group activity where participants create a simple customer segmentation strategy for a hypothetical product.

5. Developing Promotional Campaigns

• Objective: Introduce key elements of campaign creation on e-commerce platforms.
• Content:
  • Basics of designing promotional campaigns to engage marketplace audiences.
  • Aligning campaign objectives with marketplace algorithms for visibility.
  • Real-world example: A successful promotional campaign on Shopee or Lazada.
• Interactive: Brainstorming session where participants outline a campaign idea, defining objectives, target audience, and strategies. Brief group presentations with feedback.

6. Q&A and Next Steps

• Objective: Summarise the session, answer questions, and introduce the full course.
• Content:
  • Recap of key takeaways from the preview session.
  • Information on the full 2-day course, including registration and topics covered.

Instructor

Workshop Dates:

In-Person: 13 Jan 2025 (Mon), 2:00PM – 5:00PM

FAQ