THE CONTRARIAN

Entropia eCommerce Offering, MEDICI, Takes on South-East Asia’s USD100bn Internet Economy

In November 2020, Entropia launched three new services under its eCommerce arm, MEDICI. MEDICI Live, MEDICI Engage and MEDICI ROI serve to optimise each stage of the commerce funnel to maximise sales conversion for Entropia’s clients.

MEDICI delivers eCommerce solutions for brands, distributors and retailers across the region, combining strategic, technological, and operational support; and covering strategy and brand commerce in owned social media channels (interactive and influencer-led livestream commerce), and third-party marketplaces such as Lazada and Shopee.

Together with international technology partners, Bambuser, Jumper.ai and Split Dragon, the newly-launched services aim to convert leads to customers – from demand generation to demand capture – helping brands stand out from the saturated South-East Asian digital marketplace.

Considering consumers increasingly rely on live video to assist in their online shopping decision process, MEDICI Live will drive an elevating digital brand experience by integrating live stream shopping and utilising live selling via influencers/KOLs, an increasingly-popular sales strategy. Relevant to high context categories such as cosmetics, education, infant nutrition, financial services, or even electronics, with this technology, viewers become paying customers, all without missing the show.

As one of the top-ranked countries globally in mobile social media penetration, it is not surprising that about 80% of Malaysian consumers obtain information on products and services from social media. MEDICI Engage leverages the power of a conversational commerce and shopper engagement platform, to tap into social media's massive, yet cost-effective reach. The chatbot turns comments into conversions with checkout via chat, i.e., users can go right from awareness, to consideration, and ultimately, decision via platforms like Facebook Live and Instagram Stories.

For brands, simply featuring products on marketplaces and spending money on direct marketing channels is not enough to attract the evolving consumer. In response to that, MEDICI ROI helps brands optimise shops on eCommerce platforms like Lazada and Shopee, by improving product visibility, storefront design and search ranking.

Entropia partner, Sourabh Agrawal, commented, “In the Malaysian context, considering there are more than 55,000 sellers across marketplaces in Malaysia alone, brands need more than deep discounting, free shipping and special event campaigns to stand out from the crowded digital marketplace. And now, equipped with MEDICI’s data-driven approach, these new services and partnerships offer just the right measurable solutions for our clients looking to reshape their commerce transformation.”

Tasked with leading Entropia’s end-to-end eCommerce offering and forging strategic partnerships to further accelerate the agency’s competence in this area, Kelferd Hor, added, “Part of our mandate is to bring best-in-class technology partners on board to implement clients’ direct-to-consumer trade strategies – helping marketers up their ‘See Now Buy Now’ game, capitalise on impulse purchases, and increase conversions. We’ve also made great strides in ensuring a seamless and consistent eCommerce experience for users across devices and platforms.”

Utilising the diverse skillset of its 22-member specialist team, MEDICI has already managed to enroll more than half a dozen clients, with focus areas ranging from marketplace strategy, designing and customising the shop, aligning payments and logistics, and category management. One of its most exciting features is a fully-functional end-to-end Sandbox environment that allows a brand to go live in 10 days – offering a fast and affordable way to test the market, without heavily investing in full eCommerce infrastructure.

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