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MEDay 2018: speakers advocate expanding e-commerce on mobile devices
By Chi Thinh
Saturday,  Jul 21, 2018,11:16 (GMT+7)

MEDay 2018: speakers advocate expanding e-commerce on mobile devices

By Chi Thinh

Le Hoang Vy, manager of Lazada University Vietnam at Lazada Group, shares her experience in designing online stores and marketing products to attract more customers - PHOTO: CHI THINH

HCMC – Mobile E-commerce Day 2018 (MEDay), a conference held on July 20 in HCMC, delved into consumer trends, sales methods and marketing strategies to promote consumer sales using mobile devices.

The event, entitled “Sales on mobile devices – Proper understanding and performance”, was attended by representatives from Nielsen Vietnam, Zalo Business, Lazada Vietnam and other firms.

Addressing the conference, e-commerce marketing experts said that enterprises and online sellers should pay more attention to customer services and optimize marketing tools, as well as increase investments in e-commerce on mobile platforms, as most customers frequently shop online or search for product information via smartphones and tablets.

The speakers also stressed that e-commerce operators should target specific groups of consumers, called Connected Spenders, who readily spend money on online shopping, noting that most of these consumers are young. As for this group, providing online services via mobile devices is more feasible and efficient than using computers, as they always remain connected through social media platforms, shopping websites, and mobile apps.

In addition, sellers should expand their online stores and provide better customer service to obtain greater profits. For example, some online retailers on the e-commerce website Lazada have received good reviews from their buyers and very large volumes of orders thanks to their great care in designing and arranging of stores, along with offering promotional codes to their customers, said Le Hoang Vy, manager of Lazada University Vietnam at Lazada Group.

Earlier, other participants discussed the difficulties they have faced in carrying out  e-commerce on mobile devices.

Nguyen Thi Tra My, product marketing lead at Zalo Business, said many consumers look for product details on mobile devices, but use computers to actually shop, as the computer boasts more convenient functions regarding payment methods and order procedures, than do mobile devices. Also, they prefer directly consulting staff at stores or through online chatting, before purchasing a product.

Besides this, many e-commerce operators are struggling with conducting online sales or marketing techniques on mobile platforms, leading to failures in meeting consumers’ needs and increasing conversion rates, which are used by marketers to compare the number of visitors to a website with the number of paying customers, said Tran Trong Tuyen, CEO of the multichannel sales platform developer Sapo. Consequently, many firms lose potential customers and revenue due to the inadequate provision of shopping experiences on mobile devices.

According to the event’s organizers, the conversion rate when consumers use computers to shop online is 1.7 times higher than on mobile devices, despite a rising number of mobile users shopping online.

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