The middle class is on the rise in South East Asia (SEA) as is the number of internet users. These trends are combining to increase the disposable income available to online retailers and fuel the digital economy. One study predicts the SEA ‘internet e-Conomy’ to be worth as much as $200B by 20251, and competing for its share of this growth is Lazada.
Lazada is a trailblazer in eCommerce with its platform a leading destination for online shopping and selling in SEA. It operates in six markets across the region, connecting thousands of local and international sellers and brands to 560 million consumers.
Lazada offers a wide range of products in various categories including fashion, health and beauty, home and living, babies and toys, automotive, electronic devices and groceries. New sellers are onboarded fast through the Salesforce customer success platform.
Tushar Kuchhal, Executive Vice President of IT at Lazada Group, said that the company had used Sales Cloud to reduce the sign up process from weeks to days, but it was not entirely smooth. “When I joined Lazada, we overhauled the process again so we could sign up sellers much faster,” said Kuchhal.
DocuSign for Salesforce from the Salesforce AppExchange helped to close the loop on automation. Lazada uses it to send pre-filled contracts directly to new sellers who can execute these electronically.
“We fully automated our onboarding process on Salesforce and it now takes just minutes. We were able to drive a 3-5x increase in new sellers onboarded per month in a matter of weeks and provide them all with the same smooth experience,” said Kuchhal.
Once sellers are onboarded, Marketing Cloud helps Lazada to nurture relationships through personalised communications. These may include reports on current trends or training sessions to help sellers market their offerings and become more successful.
“Marketing Cloud gives us the flexibility to tailor our communications and engage a growing number of sellers across six different markets. We can also measure the effectiveness of our training and events, and make changes to improve the experience of our sellers,” said Kuchhal.
The increase in sellers on Lazada's platform can be attributed to both a growth in funnel and better lead management.
“As leads come in from the website, we're capturing a lot of data that helps us score and filter them to the right team. So rather than spending time qualifying leads, Sales can focus on key accounts,” said Kuchhal.
Lazada can also analyse conversion rates for each step of the sales process and identify opportunities for improvement. At one point, it realised some leads were not converting because they didn’t want to attend one of Lazada’s mandatory training courses. So, the company restructured its training to address the issue and subsequently increased conversions.
“We fully automated our onboarding process on Salesforce and it now takes just minutes. We were able to drive a 3-5x increase in new sellers onboarded per month in a matter of weeks and provide them all with the same smooth experience.”
Lazada has not only increased the number of sellers on its platform but also the number of buyers, and these scale exponentially during events like the annual Lazada Online Revolution. This sale — considered to be South East Asia’s biggest online shopping event — is so large it requires Lazada to hire thousands of temporary service agents.
Kuchhal spearheaded the comprehensive search for a customer service solution that would support these agents to provide efficient service to customers in all markets. The company chose Service Cloud for its scalability. “Other solutions we looked at were either too simple or too complex. Service Cloud offered all of the capabilities we required and was easy for our IT team to maintain,” said Kuchhal.
The use of apps from the Salesforce AppExchange has simplified admin and maintenance even further and helps Lazada scale its use of Service Cloud to manage customer service on all massive campaigns. Kuchhal noted that “I can always rely on Salesforce to scale without issue as we manage massive spikes in our operations within a span of a few days.”