Business Model And Platform Development Strategy Of The Shopee Application And Shopee Video In The Beauty Product Sector (A Case Study of Glad2glow)
Abstract
The beauty product industry has become increasingly popular across various age groups in the digital era. The shift in consumer behavior compels companies to adapt to interactive e-commerce based business models. This study employs a qualitative descriptive approach using the business model canvas (bmc) framework to identify the nine key components of the glad2glow business model on the shopee platform. The purpose of this research is to analyze the business model and sales platform development strategy on the shopee application supported by the shopee video feature, particularly within the local beauty product sector represented by glad2glow. The findings indicate that glad2glow adopts a business to consumer (b2c) model by utilizing shopee video and shopee live as its primary channels for promotion and sales. The main value proposition offered includes natural based skincare products at affordable prices, along with direct interaction between the brand and consumers through video content and live-streaming sessions. Effective development strategies involve enhancing the quality of educational video content, collaborating with beauty influencers, and optimizing customer loyalty programs through exclusive promotions and discounts. In conclusion, digital innovation through the shopee video and shopee live features enhances customer engagement and strengthens the positioning of local brands within the e-commerce market. The study recommends that companies prioritize the management of creative, user-experience-based content and leverage sales data analytics to formulate more targeted marketing strategies.
Keywords: Shopee Video; Business Model Canvas (BMC); E-commerce Strategy; Digital Innovation; Beauty Industry; Glad2Glow; Customer Engagement; Live Streaming Marketing
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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