From experiment to necessity: How leading brands are leaning on eCommerce for growth


eCommerce has seen slow and steady growth across Southeast Asia. But what the pandemic did last year was to catapult the growth so that eCommerce went from being an experiment for some brands to a necessity for most.

Alexandra Vogler, senior director, e-business, Asia, Middle East and Africa, Procter and Gamble, who said that today, P&G is rethinking and relabelling “eCommerce” as “eBusiness” as it sees the area as one where sales, marketing and supply chain all come together in a “unique confluence”.

“We need to rethink the model. One of the areas we are focusing on is in trying to sustainably win consumers’ hearts, minds and wallets,” she said.

“We don’t think of eCommerce as a segregated channel, but rather an all-in-one business channel,” Vogler explained.  She added that while it is easy to think of eCommerce as a transaction-based platform, having the right strategy goes a long way in building presence in the minds of consumers, aiding in overall brand building.

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