The evolution of cross-border e-commerce merchants

Singapore

AS e-commerce continues its rapid evolution, industry insiders say the model of setting up an e-shop to sell goods is regarded as traditional. Selling through influencers - well-known Internet personalities - using live streaming is now gaining popularity across South-east Asia, as the model evolves towards social commerce.

In the social commerce model, the channel for attracting buyers is shifted from e-commerce platforms to social media, where more interactive aspects come into play. Facebook, Instagram, TikTok, Line and other messaging applications are some of the biggest platforms popular among sellers, who can set up their own online shops that are embedded within the apps, or use them as a channel for publicity and promotion.