Bilding Top of Consumer's Mind Through Market Penetration: The Case of Shopee

Abstract

The growth of the e-commerce industry in Indonesia has made many companies start entering the online market because people are starting to realize the benefits and convenience provided by e-commerce. The COVID-19 pandemic has accelerated the adoption of e-commerce, because people must quickly switch to online to meet their daily needs that are not allowed to leave the house. One of the well-known e-commerce in Indonesia is Shopee which has as of August 2021 as many as 26.92 million users according to SimilarWeb. In the e-commerce market, online businessmen are required to develop innovative marketing strategies to be able to win the competition and be able to maintain their market share. Shopee as one of the main successful players has succeeded in achieving high popularity in the eyes of consumers and Shopee has succeeded in instilling that it can become a "Top of Mind" in the minds of consumers, with its main focus on developing market penetration. This article also explains the marketing strategy implemented by Shopee, including promotions, use of social media, creative approaches, and innovative features. It also explained how Shopee was able to succeed in expanding its market share by adopting an effective marketing strategy described in the "Top of Mind" concept in the context of consumer behavior in achieving Shopee's competitive advantage.