Shopee Live Still the Top Choice for Local Brands and MSMEs

Kapanlagi.com - Shopping through live streaming continues to be a major attraction, even more popular among the public in the middle of 2024. Its ability to reach various consumers has made e-commerce players in Indonesia, such as Shopee, TikTok, Tokopedia, and Lazada, compete to present live streaming features.

The live streaming feature provides the best experience for consumers, especially in creating sustainable impact and benefits for local brands and MSMEs. The IPSOS survey entitled "Trends in Live Streaming E-commerce for Sellers" in 2023 shows the situation and condition of the digital market in the third quarter of that year.

Involving sellers from local brands and MSMEs in Indonesia who utilize various live stream features in marketplaces through the IPSOS Online Panel, this survey discusses several important indicators and aspects considered by local brands and MSMEs in choosing live streaming features for selling.

Based on the survey, Shopee Live is still the top choice for live streaming feature most preferred by local brands and MSMEs in that year. The indicators include:

Shopee Live ranks first in popularity as the most remembered live streaming feature by local brands and MSMEs (Top of Mind - TOM) with a percentage of 77%, far surpassing its closest competitor TikTok Live (19%).

Meanwhile, in the indicator of the most frequently used live streaming feature by local brands and MSMEs (Brand Used Most Often - BUMO), Shopee Live occupies the top position with a percentage of 72%, far ahead of its closest competitor TikTok Live (26%).

Furthermore, in terms of Market Share, Shopee Live (82%) is also the most chosen platform for the needs of selling local brands and MSMEs, far surpassing its closest competitor TikTok Live, which only accounts for 18%.

Executive Director of IPSOS Indonesia, Andi Sukma, said, "At the end of 2023, we saw how the presence of Shopee Live dominated the live streaming market for sellers. In 2024, the e-commerce world is marked by significant changes, dynamic challenges, and the emergence of new players."

Andi Sukma added, "If we look back at the survey conducted by IPSOS, Shopee Live is the superior live streaming feature in various important aspects considered by local brands and MSMEs, such as providing the best service and generating the highest revenue."

"Therefore, if Shopee continues to maintain and improve the benefits of this feature for sellers, Shopee Live is predicted to still dominate the live streaming feature choice of local brands and MSMEs among other e-commerce platforms this year," he added.

The continuous influence and significant development of the live streaming trend bring changes to the competition landscape, both in sales business and the e-commerce industry itself. As one of the leading market research companies in the world, IPSOS sees this phenomenon as an interesting topic to discuss.

Considering the current situation, IPSOS will delve deeper into the live streaming trend in 2024, with the complexity of issues and ongoing regulatory changes being hot topics of discussion.

So, among the existing players, which e-commerce platform has the favorite live streaming feature for sellers to provide the best revenue and enhance interaction with potential consumers?

Important Aspects Behind Sellers' Live Streaming Choice

The success of Shopee Live in providing excellent interactive services makes it the top choice for local brands and MSMEs based on the IPSOS survey at the end of 2023.

So, what are the aspects sought and influencing the preferences of sellers in choosing live streaming features on e-commerce platforms? Here is the distribution of preferences:

Live streaming feature with satisfying services for sellers and buyers

Live streaming has become a popular shopping trend in the e-commerce industry in recent years. One of the main advantages of live streaming is its ability to provide direct interaction between sellers and consumers.

Through live streaming, local brands and MSMEs can communicate in real-time, answer questions, and provide direct information to consumers. This feature and service is able to create a shopping experience that goes beyond buying and selling activities and brings closeness between sellers and consumers.

According to IPSOS survey data at the end of 2023, Shopee Live shows a significant advantage in providing the best service for local brands and MSMEs with a percentage of 67%, far ahead of TikTok Live (25%), Lazada Live (5%), and Tokopedia Play (3%).

This is in line with IPSOS survey findings where Shopee Live (63%) is considered by local brands and MSMEs as the best interactive live streaming feature, followed by TikTok Live (25%), Lazada Live (7%), and Tokopedia Play (6%).

Live streaming features that help increase the revenue of local brands and MSMEs

The advantage of live streaming feature in providing a different shopping experience for consumers also has an influence on the revenue of local brands and MSMEs.

In comparison between e-commerce platforms, more than half of local brands and MSMEs (67%) admit that Shopee Live provides the biggest revenue increase for their business. Far surpassing its competitors such as TikTok Live (25%), Tokopedia Play (4%), and Lazada Live (4%).

Not only providing an impact on revenue, Shopee Live is also chosen by sellers as the live streaming feature that provides the best advantage (67%) for their business, followed by TikTok Live (26%), Tokopedia Play (4%), and Lazada Live (3%).

Live streaming features that contribute to business growth

IPSOS survey at the end of 2023, local brands and MSMEs in Indonesia who use live streaming e-commerce features reveal that Shopee Live with 64% dominates the position as the most helpful live streaming feature for local brands and MSMEs to grow. This figure is far ahead of other e-commerce platforms such as TikTok Live (27%), followed by Lazada (6%) and Tokopedia Play (3%).

There are other aspects of excellence in Shopee Live, which is providing education to sellers. 65% of local brands and MSMEs consider the education program offered by Shopee Live to be very beneficial and helpful for sellers.

This shows a commitment on the platform to equip sellers who join with knowledge and skills to obtain optimal benefits in live streaming sales. In addition, the adoption of similar programs in other e-commerce platforms is still far behind, with TikTok Live (28%), Lazada Live (5%), and Tokopedia Play (3%).

"With this data, it can be concluded that Shopee Live becomes the preferred live streaming platform for local brands and MSMEs. Shopee Live answers various important aspects needed by sellers in developing their business and provides the biggest revenue for local brands and MSMEs," said Andi Sukma, Executive Director of IPSOS Indonesia.

Despite the shift in shopping habits in Indonesian society, Shopee Live continues to innovate and provide the best offers for local brands and MSMEs to win the competition in the digital market.

If Shopee Live continues to innovate and develop its potential and technology, this live streaming feature is believed to be able to maintain its position as the preferred live shopping platform for sellers today, which provides great opportunities for local brands and MSMEs.

This live streaming trend is also predicted to continue to grow, and of course, it can become a new and more interesting form of competition among e-commerce platforms in Indonesia.

(kly/tmi)