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Is Chinese-style e-commerce the way forward for Southeast Asian players like Shopee, Lazada and Tokopedia? Despite regional characteristics that led to operational differences, the region’s e-commerce sector has taken inspiration from China in the past and will continue to do so Shopee’s rise as the largest, strongest and most popular contender on the back of free shipping is an example of how Chinese-style e-commerce can be adapted

He was previously with Grey for more than four years, last helming the role of creative director for Asia Pacific, Middle East and Africa.

Promate offers up to 70 percent discount on Shopee, Lazada ‘6.6 Mid-Year Sale’

Though e-commerce accounted for just 3 per cent of Vietnam’s retail market in 2020, the nation’s digital economy is forecast to reach US$52 billion by 2025.

"To be able to work with a group of talented and amazing colleagues, who are now friends, has been an experience that has made a mark in my career," Liu said.