Which social media platforms are most important for e-retailers to monitor for consumer opinions?

While most e-retailer followers are on Facebook, consumers most actively share their opinions and experiences about e-retailers on Instagram and Twitter. These platforms are therefore key for community engagement and monitoring customer feedback.

Which countries did Digimind's 'Social Shopping in 2017' study focus on?

Digimind's study, 'Social Shopping in 2017', assessed the e-retail industry in Singapore, Malaysia and Indonesia. It monitored 15 local and regional e-retailers across these three countries.

Research

e-retail brands out of the social media loop in SE Asia

By Maria SantosIndonesia

2 min readUpdated May 31, 2025Jul 5, 20172:07 AM

In this article (5)

Over 85% of consumers in Singapore, Malaysia and Indonesia, who mention e-retailer brand names in their social media posts don’t tag brand handles, according to Digimind.

This means brands need to be vigilant in monitoring their brand reputation in the wider social media space to ensure they aren’t missing out on key conversations and trends, and are able to act upon any customer service concerns quickly.

With the rise of empowered consumers and an increasing adoption of online shopping, e-retailers need to adopt customer-centric strategies in order to thrive. With so much of our daily conversations happening online, data from social media can provide key insights for e-retailers wishing to optimize customer experiences.

Digimind’s study, Social Shopping in 2017, assessed the state of the e-retail industry in the three countries by monitoring 15 local and regional e-retailers, including Lazada, Zalora, and Berrybenka.

“It’s no secret that brands who implement customer-centric strategies are excelling. With 2.8 billion active social media users in Southeast Asia, it is crucial for e-retailers to listen to what is being said about their brand, competitors and the industry online,” said Stephen Dale, general manager of APAC at Digimind.

“Understanding what consumers are saying on social media can provide companies with an arsenal of insights that can be used to develop content strategies, improve customer service, build brand advocacy, and increase sales,” said Dale.

He added that when analyzed in conjunction with other data such as web page visits and browsing behavior, this can further inform marketing plans and Voice of the Customer programs.

The study also revealed that while the majority of e-retailer’s followers in the countries studied were on Facebook, consumers were most actively publicly posting their opinions and experiences on e-retailers on Instagram and Twitter.

This means while Facebook is the ideal channel for brands to communicate with followers, Instagram and Twitter are key channels for community engagement.

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What this means

This Digimind study starkly reveals how traditional social listening falls short for e-retailers in Southeast Asia, highlighting a critical gap between brand engagement efforts and actual consumer behaviour. While Sephora Singapore and Skechers have focused on physical retail expansion, the digital market demands equally sophisticated strategies. The challenge for brands like Lazada and Zalora is not merely presence but deeply understanding unprompted conversations to inform customer-centric strategies. Without actively monitoring the wider social sphere, brands risk brand erosion and missed sales opportunities by overlooking key insights and service concerns. The next crucial step is observing how e-retailers adapt their social listening tools.

Maria Santos · Retail News Asia newsroom

Questions & Answers

What percentage of consumers in the studied countries mention e-retailer brands without tagging them?

Over 85% of consumers in Singapore, Malaysia and Indonesia mention e-retailer brand names in their social media posts without tagging the brand handles. This highlights a need for vigilant monitoring of the wider social media space.

What is the primary implication for e-retailers if consumers aren't tagging their brands on social media?

Brands need to be vigilant in monitoring their wider social media presence to ensure they don't miss key conversations or trends. This also allows them to address customer service concerns quickly and maintain brand reputation.

Reader pulse

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