Expanding ASEAN Market Access through Live Commerce
In a rapidly evolving digital landscape, live commerce is emerging as a powerful tool for businesses looking to expand their reach, especially in the ASEAN region. SOCIAL AGENT UNIVERSAL SDN. BHD., headquartered in Selangor, Malaysia, has introduced an innovative cross-border e-commerce support service named "AGENTS." This initiative harnesses the expertise of over 100 local influencers, KOLs, and affiliates to assist small and medium-sized enterprises (SMEs) in navigating the complexities of the ASEAN market.
As predicted, the live commerce market is expected to skyrocket to ¥10 trillion by 2030, establishing itself as a primary purchasing method in ASEAN. Given that e-commerce is advancing rapidly and Japanese brands are highly trusted in this region, the potential for SMEs to leverage live commerce for market expansion is enormous.
The "AGENTS" service allows businesses to collaborate with a diverse network of over 100 local content creators and KOLs, ensuring a multifaceted approach to sales, market research, and brand awareness. Notably, a small beauty brand that adopted this service saw their sales exceed ¥3 million just in the first month.
Challenges in the ASEAN Cross-Border E-commerce Landscape
While entering the ASEAN market via cross-border e-commerce has become more accessible, many Japanese companies face difficulties in achieving their expected results, leading to withdrawals from the market. Traditional approaches are often hindered by several structural issues:
- - Brand Power Limitations: Without strong brand recognition, products struggle to sell in e-commerce malls, limiting traffic generation strategies.
- - Advertising Restrictions: Multiple limitations on mall advertising, including a lack of retargeting options, make it difficult to implement effective PDCA cycles.
- - High Advertising Costs: Rising ad costs can burden initial investments for self-operated e-commerce sites.
- - Selection Missteps: Incorrect choices in influencers or platforms can result in ineffective live commerce strategies.
Given this context, the "AGENTS" approach emphasizes understanding the market through actual sales as a foundation for a phased development model encompassing research, promotion, sales expansion, and investment decisions.
Key Features of the AGENTS Service
1. Utilizing a Seller Network
The service connects businesses with a network of over 100 sellers, including live streamers, KOLs, micro-sellers, and drop shippers in the ASEAN region. This diverse seller network allows for tailored sales approaches based on product characteristics and target demographics.
2. Market Research from a Sales Perspective
By measuring consumer responses through actual sales, businesses can gather data on local preferences and purchasing motivations. This dual approach, both qualitative and quantitative, provides a tangible 'feel' for the market that traditional methods may overlook.
3. Performance-Based Sales Model
The commission-based structure incentivizes sellers based on their sales success, facilitating a performance-driven model without significant upfront investments necessary for a small start.
4. Fostering UGC and Word-of-Mouth
Social media posts and campaigns from partner sellers can create user-generated content (UGC), a highly trustworthy asset that not only increases brand awareness but can also be repurposed for long-term marketing benefits.
5. Comprehensive Fulfillment Support
From importing inventory and obtaining sales permits to product shipping, fulfillment, return management, and customer service, the AGENTS service offers a complete package to minimize logistics hassles for selling internationally.
6. Setup and Operation of TikTok Shop and Local E-commerce Stores
The service provides support for establishing and managing stores on TikTok Shop and leading Southeast Asian e-commerce platforms, assisting with everything from creating compelling product pages to daily management and optimization tips.
Upcoming Webinar: Insights into Live Commerce Strategies
To introduce potential users to the AGENTS service, the company will host a free online seminar titled "Live Commerce: Conquering ASEAN with New Borderless E-commerce Strategies." This event aims to enlighten SMEs on current trends in the ASEAN market, success stories, and proven strategies for achieving results.
- - Date: June 24, 2025 (Tuesday) from 15:00 to 17:00
- - Format: Online
- - Details: For further information and registration, please visit the dedicated seminar site. Find out more here
With live commerce reshaping the retail landscape, leveraging platforms like this presents an unprecedented opportunity for SMEs to thrive in the ASEAN region.