Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020)

Hyper-Localization Within Shopee Marketplace

Authors
Anwar Fikri Abdullah, Azlan Zainal, Hanafi Mohd Tahir, Muhammad Fikri Saidi Othman, Ahmad Khairul Azizi, Nor ‘Azizull Hakim Bin Nothamdani
Corresponding Author
Anwar Fikri Abdullah
Available Online 3 December 2020.
DOI
https://doi.org/10.2991/assehr.k.201202.084How to use a DOI?
Keywords
hyper-localization, omni-channel marketing, multi-channel marketing, Shopee, marketplace
Abstract
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.

Download article (PDF)

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  -