An evaluation of the online marketplace giants, Lazada and Shopee, conducted through the platform of Facebook.
Lazada and Shopee are both popular e-commerce platforms that offer a wide range of products from fashion to electronics, home and living to groceries, and everything in between. While they share some similarities, they also have significant differences that set them apart from each other, as discovered by Capstone-Intel Corporation through Facebook between April 26, 2022 and May 26, 2023. Capstone-Intel is a high impact research organization that transforms data and information into ground-breaking insights and useful intelligence outputs using cutting edge research technologies, tools, and methodologies. It is dedicated to becoming the nation’s top private intelligence agency and to assisting its clients in resolving issues, locating solutions, expanding markets and constituencies, establishing reputations, navigating dangers, and handling crises.
Background Information
The way of life has altered in the modern era. Visits to crowded marketplaces are time-consuming and uncomfortable for most people – bad traffic flow can be blamed. Thus, online shopping is a windfall because it saves a ton of time.
Online shopping is a process where clients go directly to a vendor on the Internet to buy products, services, and more. Customers can browse online shops while sitting in front of a computer or using their mobile phones while resting in their homes. As a result, they find online buying to be quite handy. This convenient service comes from online shopping and selling destinations.
Two of the top Philippine eCommerce platforms are Shopee and Lazada with obvious competition due to different competition based on their services, products, and marketing strategies.
Shopee is an e-commerce platform in Southeast Asia and Taiwan. Launched in 2015, it is a platform tailored for the region, providing customers with an easy, secure, and fast online shopping experience through strong payment and fulfillment support.
Lazada is an international e-commerce company started in 2012 and covers countries like Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. The company connect vast and diverse region through technology, logistics and payments capabilities. They also have the largest selection of brands and sellers.
Online Presentation
This is the overview of the presentation with an in-depth analysis of the online performance of two major e-commerce platforms, namely Lazada and Shopee, on the social media giant Facebook. Also, this presentation further clarified a comparative study of their respective engagement scores, reaction distribution, top posts, and sources, along with a comprehensive website comparison.
Methodology
The approach employed for this study involved the utilization of publicly accessible Facebook data sourced from the Philippines, with a strict adherence to ethical guidelines regarding the non-tracking of demographics and personal data. A proprietary framework was designed and implemented for the purposes of conducting a political analysis on commercially available social media data. The framework sought to identify specific keywords, namely Lazada and Shopee, and subsequently conducted a comprehensive sentiment analysis on relevant data points, leveraging a range of data analytics techniques including reactions, channels/influencers, and word clouds. The data was also subjected to rigorous quantitative analysis, including the counting of posts, shares, reactions, number of comments, and engagement score. The insights gleaned from this data analysis exercise encompassed a range of factors, including the nature of content, channels utilized, and prevailing sentiments among users.
Facebook performance of the keyword Lazada
During the period spanning from April 26,2022 to May 26,2023, a comprehensive scan conducted on Lazada’s publicly available pages yielded 2,6190 posts. These posts were accompanied by an impressive 107,732 comments, shared 142,644 times, and had a reaction count of 1,361,409. Furthermore, the engagement score of these posts was calculated to be an exceptional 289,578.1, with an average of 72 posts per day.
The metric for engagement can be expressed mathematically as the sum of the product of comments and reactions multiplied by a factor of 0.1 and the total number of shares. This formula serves as a valuable tool for assessing the level of audience interaction with online content.
Facebook performance of the keyword Shopee
During the period spanning April 26, 2022 to May 26, 2023, a comprehensive scan unearthed a total of 32,874 posts pertaining to Shopee on publicly available pages. Within this corpus, there were 160,135 comments, 216,333 shares, and an impressive 1,645,349 reactions.
The overall level of engagement was calculated to be 39,6881.4, based on a formula that considers the number of comments and reactions (weighted at 0.1) and shares. On average, there were 91 posts per day during this timeframe.
Comparative Engagement Scores
According to the Comparative Engagement Scores, the Facebook Engagement Score analysis demonstrated that Shopee received a substantial percentage of 57.8% in contrast to Lazada, which obtained a mere 42.2%.
Reactions Distribution for Lazada
The distribution of reactions for Lazada’s online content has yielded compelling results. Out of the 1,361,409 total reactions, 69.2% comprised of likes, with an additional 25.4% consisting of love reactions, and 4.2% representing the love reaction. Impressively, a mere 1% of responses were categorized as wow reactions.
These findings demonstrate that the Lazada audience has exhibited overwhelmingly positive reactions towards the brand’s content, with likes and love reactions accounting for an impressive 94.6% of the total responses. Notably, there were no significant numbers of angry or sad reactions, further strengthening the observation of a positive audience engagement.
Reactions Distribution for Shopee
Out of a total of 1,645,349 reactions received, most of the audience expressed positive sentiment with a combined 82.4% of likes and love. A mere 1.2% of reactions were categorized as wow, indicating a relatively minor level of surprise or amazement. Notably, there were no statistically significant numbers of angry or sad reactions registered. These findings suggest a predominantly upbeat and favorable response from the audience.
Comparative Positive Reaction Percentage per Keyword
According to the findings of the chart analysis, “lazada” recorded a significantly higher proportion of positive responses during the specified time frame, with a commendable rating of 94.5%. In contrast, “shopee” exhibited a relatively inferior performance, garnering a score of 82.3%.
Comparative Negative Reaction Percentage per Keyword
The keyword “lazada” generated a markedly unfavorable response, garnering a meager rating of 0.19. Conversely, “batang quiapo” fared better with a score of 0.35.
Top Posts for Lazada
The most compelling narratives emanate from the Facebook pages of Brands and Lazada. However, the post that garnered the highest level of engagement was the one shared by Power Mac Center during the May 1 to 7 iPhone sale event.
Top Posts for Shopee
According to data analysis, the three most captivating narratives stem from the Facebook pages of prominent social media figures. Specifically, the highest performing post features Donnalyn Bartolome donning the Bloom Bra.
Top Sources for Lazada
The top sources for Lazada are from Lazada’s Facebook pages, Lotto Results Today, Honor Philippines, Rakrakan Festival, and more. Of these, Lazada obtained the highest engagement score with a score of 35,448.5 followed by the Lotto Facebook page with a score of 22,154.2. The lowest score is OPPO Philippines with 4,742.9
Top Sources for Shopee
The top sources for Shopee are from Donnalyn, Kiray Celis, Seaman Bars, Truth Slaps and others. Of those on this list, the highest engagement score was Donnalyn’s page with 20,803.7 while Kiray’s page came in second with 17,812.8. Lowest score is on Rakrakan Festival page with 8,296.7 score.
Website Comparison
During the period spanning from May 2022 to May 2023, the scan reported that the website lazada.com.ph received an average of 35.47 million monthly visits, while Shopee garnered 48.59 million visits per month.
Traffic Share by Device
In Traffic Share by Device, Lazada has a 66.1% share on mobile while 33.9% on desktop. Meanwhile, Shopee has a 50.4% share in mobile while 49.6% on desktop.
Other Social Media Mentions
Regarding additional references on social media, an extensive analysis conducted over a period of 30 days indicated that Shopee had a significant presence with a total of 16,528 mentions across Twitter, TikTok, and YouTube. In contrast, Lazada was mentioned merely 295 times.
This article was originally posted at www.capstone-intel.com
