Seoul Team 1
Group C
FSDA May 2022
Analysis on Pakistan’s Largest E-Commerce
Final Project:
Meet The Teams
Debby Syefira
Visualization & Presentation Team
Hario Ardi Nugroho
Project Lead
Allessandro Yudo A
Data Cleaning & Analysis Team
Table of Contents
01
02
03
04
Dataset Overview
Scope and goals, methodology, and executive summary
Business Problem
Business statement
Data Exploration and Findings
Dataset Analysis and results
Summary Highlight
highlight and recommendation
1. Dataset Overview
Total GMV
(Jul 2016 - Aug 2018)
>Rs 1.6B
Total Number of customer as of Aug 2018
69.6k
Total product solds
386,350
Product categories,
15
Including mobiles & tablets,
fashion, appliances, etc
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Scope and Goals
Scope of Problems
The sale increased annually but the loss of sales was still high
Increasing Sales reported throughout every November. However, the loss of sales was still high
Achieve higher growth in upcoming promotion by increase cust loyalty
Decreasing in loss sales caused by cancelled order in upcoming year
Goals
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
A
B
Methodology
Planning
Conducting
Analyzing
Synthetizing
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Executive Summary
Top 5 Contributors
Top Payment Method
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Total Sales and Quantity Grouped by Product Category
To stimulate more growth, pakistan e-commerce have to maintaining their top 3 most active categories, specially mobile & tablets which is give ⅓ revenue for company
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
The Total Transaction
VS Transaction Amount
Payment using COD method are decreasing over the year, and customers tend to switch to digital payments such as e-wallets and credit cards.
Even though COD is most popular payment method, E-Wallet has highest transaction amount.
Why cod is the most popular payment? many ecommerce trying to tap to rural area with COD since buyers are not suited to mbanking and other modern payment.
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
2. Business Statement
How to Increase sales by identifying which causes canceled orders from 2016 - 2018 and evaluate the effectiveness of the white Friday campaign to customers' loyalty in Pakistan's Largest E-commerce?
?
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
For the last three years, the average revenue received increased annually with highest revenue and total transaction happened in November 2017
3. Data Exploration and Finding
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
White / Blessed Friday campaign every November each year successfully acquired a high number of transactions and also have succeeded in increasing sales
White Friday Campaign Gives Us 8x Increase In Revenue
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Sadly, White Friday campaign doesn’t attract loyal customers
Customers churn rate from White / Blessed Friday is very high (>90% churn rate in first month after customer registration)
Mostly, customers from 2016 were always repurchased next month (or year), they can be flagged as a loyal customer
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Around 3.3B Potential GMV could acquire from canceled order
Their completion rate never achieve more than 60% which mean cancelation rate is always higher than 40% in every quarter, with 24.64% of the canceled reason from the total canceled order being a refund.
Cancel means that the customer has not processed the payment yet so that there is no delivery process, while the refund means that the customer has made the payment process and the product may have been delivered.
But MORE sadly, cancelation rate is always above 40%
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
E-wallet is the most frequently canceled payment method, which is unfortunate because E-Wallet has the highest amount of transactions
E-wallet payment is the most significant source of canceled orders . . .
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Specifically, what are the most canceled E-Wallet Payments?
Total transaction with E-Wallet Payments
Total transaction cancelled on E-Wallet Payments
Payaxis and Easypay are the most frequently used E-Wallet but also most canceled payments method
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
For 3 years
Refunded Items
Top 4 items that most canceled are also in the top 5 contributors to revenue with two of them are high value item (mobile & tablets and Appliance) in refund, customer have to cancelled the order forcefully or not
From Q3 2016 - Q3 2018
November always gets more than 10% cancel orders each year, which is 4x the average number of refund each month
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Canceled Items
The top 3 items that are canceled are also in the top 5 contributors to revenue with mobile & tablets is most frequent cancelled
November always gets more than 13% cancel orders each year, which is 3x the average number of cancel each month
From Q3 2016 - Q3 2018
Business problem
Summary & Recommendation
Dataset Overview
Data Analysis
Data Analysis
High Transaction
Always happen during a promo, especially during the White / Blessed Friday event in November.
4. Highlight Summary
Top Product Category
Mobiles & Tablets and Fashion category show a significant continuous uptrend since 2016. However their cancelation & refund rate were also high
Favorable Payment Method
COD has been the favorite payment method for since 2016 but started to be replaced by E-wallet on 2017 onwards. The customer behavior begin to change to digital payments onward over the year
Canceled Order
are always more than 40% in every quarter and even growing more after Q3 2017 - Q3 2018
Dataset Overview
Business Problem
Summary & Recommendation
Recommendation
High Cancelation Rate
24% canceled reason was refund
80% GMV comes from 6 product
> 40 % cancelation rate within Q3 2016 - Q3 2018.
80% GMV is comes only from 6 of 15 categories which 3 of them were low in value item.
What we know
Solutions
Create an upselling events for the underperform 20% categories. Having bulk buying discount for low value item such as fashion to double basket size.
Refunds occur when the stock of goods runs out even though the payment has been processed, or the goods sent do not meet customer expectations (wrong product or poor quality).
Leveraging positive insight
Promotion (such as Blessed Friday) can acquire a lot of new customer which is good for growth of company.
Customer who registered from 2016 are most loyal customer.
Have more promotion to acquire new customer and more transaction for increasing total customer and GMV.
Create loyalty program for loyal customer (such as member point).
Performing customer journey funnel analysis for more detail to evaluate what and when happened in cancelation.
Create a good scheduling system to stock items, and use previous data for stock projections for every month especially for the next high season to minimize refunds.
Dataset Overview
Business Problem
Data Analysis
Summary & Recommendation
Goals A -related
Goals B -related
Thank You!