Consumer engagement key to e-commerce growth

Reaching out: Sophia Chu (centre) of Chinese startup ShopShops is seen here talking to viewers on their live stream. Live streams have become a key component in customer engagement for e-commerce. — Los Angeles Times

DEVELOPMENTS in digital technology and a higher penetration of smartphones are enabling merchants to better engage their customers. This will give them a greater opportunity to build brand loyalty.

In a panel discussion at the recent Alibaba Business School Asian reunion, Lazada Malaysia chief operating officer Kevin Lee urges merchants to make use of relevant tools to enhance their interaction with consumers.