Hyper-Localization Within Shopee Marketplace
Anwar Fikri Abdullah, Azlan Zainal, Hanafi Mohd Tahir, Muhammad Fikri Saidi Othman, Ahmad Khairul Azizi, Nor ‘Azizull Hakim Bin Nothamdani
Anwar Fikri Abdullah
Available Online 3 December 2020.
- https://doi.org/10.2991/assehr.k.201202.084How to use a DOI?
- hyper-localization, omni-channel marketing, multi-channel marketing, Shopee, marketplace
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/assehr.k.201202.084 ID - Abdullah2020 ER -