Table of Contents
Task 1: Evaluating the current customer experience of Shopee with measures and metrics
............................................................................................................................................. 3
1.
The current customer journey with specific touchpoints ......................................... 3
2.
Collecting preliminary data ...................................................................................... 6
3.
Measures and metrics for CX evaluation ................................................................. 8
4.
Strength and Weakness of Shopee’s current Customer Journey ............................ 15
Task 2: Devising measures and metrics to improve Shopee’s customer experience ........ 17
Stage 3: Conversion ....................................................................................................... 18
Stage 4: Retention .......................................................................................................... 19
Stage 5: Advocacy.......................................................................................................... 21
References ......................................................................................................................... 24
Appendix ........................................................................................................................... 27
Task 1: Evaluating the current customer experience of Shopee with measures and metrics
1. The current customer journey with specific touchpoints
Customer Characteristics:
Shopee is the leading and easy-to-use e-commerce platform in Vietnam which mainly
targets users in the age of 18-35 who grew up in digital age, has the ability to adapt to
technology fast and fond of online shopping because of its convenience, price or
attractive rewards given in the application
Stage 1: Awareness
Customers either has an initial knowledge about a product, or Shopee in this stage
through touchpoints like an article, website, social media, word-of-mouth referrals,
indirect and direct advertisement, outdoor advertisement like billboard and poster. Shopee
heavily focuses on content marketing, influencer marketing and social media marketing
on several platforms like TV, Facebook, Instagram, YouTube. Another touchpoint Shopee
has with customers in this phase is in-app advertisement. Customers can receive Shopee
links through Shopee’s referral options to share its product in various methods. At this
stage, customers are curious about Shopee, or surprised to know that a product is sell in
Shopee.
Stage 2: Consideration
Before making a purchase, customers evaluate their options, comparing various
possibilities, including alternative e-commerce platforms. They often explore livestreams,
social media ads, reviews, blogs, and other resources for insights. After gathering
information about features and benefits, they may visit Shopee’s application or website
and read product reviews. During this phase, Shopee can influence customers by
providing detailed product information on its platform, showcasing competitive pricing,
and highlighting security labels for added trust. The chat box feature also plays a crucial
role in guiding customers and encouraging them to choose Shopee for their purchase. In
this stage, customers are happy if Shopee has everything they want to consider, or
annoyed if they cannot find the information.
Stage 3: Conversion
At this stage, a seamless conversion process is crucial. Shopee ensures a
convenient, flexible, and time-efficient purchasing experience. Once customers decide to
make a purchase on Shopee, they access the product page, which provides comprehensive
and detailed information about the item. If the users have enquiries about Shopee, there is
the “Talk to Shopee” and “Tép Thám Tử” chatbot customer service (Shopee, 2024). To
drive action, Shopee incorporates clear “call-to-action” buttons, such as “Add to Cart”
and “Buy Now for xxx VND,” along with vouchers to further incentivize buyers. Shopee
supports multiple payment and shipping options, all of which can be completed with just
a few clicks. To maintain engagement, Shopee provides order tracking through the app
and promotes ongoing deals to encourage repeat visits. Finally, to conclude the
conversion process, Shopee sends a “Delivery Finished” notification and a confirmation
email to buyers, ensuring a complete and satisfying shopping experience. If their
customers are happy in the previous stage, they engage in this stage. At this stage, they
might feel contented or dissatisfied, depending on their experience.
Stage 4: Retention
To retain customers in this phase, Shopee provides great customer service and has
a free refund policy in 15 days for customers who are dissatisfied with the purchase.
Shopee also holds out a tiered Loyalty program based on the tendency of purchase. The
Shopee Rewards loyalty program offers various perks based on customer spending,
including free shipping, cashback, discounts, and birthday vouchers (Shopee, 2024).
Notification push and personalization are also used by Shopee in this phase. If the
journey continues to this stage, the customers will be pleased about the conversion. From
here, they might be enthusiastic to buy more from Shopee or completely apathetic, or
even annoyed, depending on Shopee’s retention
Stage 5: Advocacy
At this stage, satisfied customers become brand advocates, sharing their positive
experiences on social media, blogs, and Shopee's review section. These experiences,
ranging from fast shipping and authentic products to excellent customer service, flexible
payments, and a user-friendly app, encourage word-of-mouth recommendations. Until
this point, the customers’ feelings are either excited and anticipated the reactions from
their advocacy, or demotivated if they think they do not have any remarkable reward for
coming to this stage.
2. Collecting preliminary data
For this report, I use both primary and secondary source to explore the customers’
activity, thoughts and feelings, their emotions, the key moments, their needs, their
experience with all aspects of Shopee.
For secondary source of data, I collected information about Shopee’s site well-being via
similarWeb and Reputa to examine the first two stages of the customer journey.
About the primary source of data, a survey was created aiming towards 40 participants
who are mainly in Shopee’s targeted customers mentioned above. The survey consists of
7 questions, focusing on Conversion and Retention, and Advocacy stage of the customer
journey. The limitation of this survey is Google filtering some data in its analysis. Here
are the survey data results
https://docs.google.com/spreadsheets/d/1H_sbf_gAPgKV6iEcx92IF3aNxZUVxqcbAwU
FChM3fpk/edit?resourcekey=&gid=1764714130#gid=1764714130
Stage 3: Conversion
 Customer service: Most of the customers feel that their connection with Shopee’s
customer service is at 3-4/5 points, which indicates that they moderately regard it
as easy to access. However, the reply speed mostly ranges from 2-4, which means
that the support from Shopee is inconsistent.
 Functions: most of the customers are satisfied with the seamless functioning of
Shopee, and the payment methods support them in the purchasing experience in
Shopee.
Stage 4: Retention
Most survey respondents are satisfied with Shopee’s retention notifications (the most
populated range being 4/5 points). However, there are still small negative answers, which
indicates that Shopee has to find a way to neutralize the notification.
Stage 5: Advocacy
The number of respondents who are willing to promote Shopee (score 9-10) is 14, which
is almost equal to the number of those who are unlikely to do so (16), which means that
Shopee users are split into two drastic side.
Overall, according to the question “How satisfied are you when shopping at Shopee?”,
the satisfaction of customers ranges in the “Satisfied” (4/5 points) level in their
experience with Shopee, the second popular is neutral, which means that Shopee still
needs to improve in this stage to achieve more “Very satisfied” answers.
3. Measures and metrics for CX evaluation
a. Engagement rate (Touchpoint 1: Social media ads, Touchpoint 2: Online
newspaper, Touchpoint 3: SEO (Awareness))
The engagement rate is a metric which calculates the level of engagement from a brand’s
campaign or content, in other words, it gauges the level of interaction with followers
which is generated by a user through contents (CFI Team, 2024). It can be calculated as
following:
Shopee can assess directly the interaction in advertisements through SEO, social media
contents or online newsletters by the engagement rate in these posts, or how the
engagement rate is impacted after these online marketing activities. Even though the
information about Shopee’s engagement rate is limited, the 2023 Total Score (which
includes Engagement rate) of social media among e-commerce conducted of Reputa
shows that Shopee is the most popular e-commerce in Vietnam, which means that it has
the highest Engagement rate among the industry (Reputa, 2024).
Advantage: Compared to concentrating only on specific indicators like likes, comments,
or shares, the engagement rate provides a more realistic evaluation of content
performance. It offers a more thorough insight of audience interaction and total impact as
a comprehensive statistic (CFI Team, 2024).
Disadvantage: It does not take into consideration which interactions of customers is more
valuable. For instance, simply liking/commenting a post cannot have as much impact as
sharing it via social media to push the purchase opportunity, therefore, the metric needs to
be tailored before application (CFI Team, 2024).
b. Bounce rate (Touchpoint 4: Website and Application, Touchpoint 5: Live streams
(Consideration))
In their simplest form, bounce rates refer to the ratio of very brief sessions, typically
single-page visits, initiated either by direct entry (when a user types the URL into the
browser) or referral entry (when a user clicks on a hyperlink), and their corresponding
landings. (Poulous, et al., 2020). The formula of it is the image below:
Shopee can use SimilarWeb to assess Bounce rate. The image above shows Shopee
Vietnam’s bounce rate at the moment. The website has 175 million monthly visits with a
bounce rate of 28.02% and an average visit of almost 5 minutes (SimilarWeb, 2024). The
average of e-commerce sites bounce rate globally is 38.7%, which indicates that Shopee
is doing great at keeping customers in their pages to look up for information and the
chances for users to execute next steps are increased (Statista, 2023).
Advantages: The bounce rate is a key indicator of how effectively a website or
application captures visitors' interest. A low bounce rate reflects success in engaging
users, encouraging them to explore more content or products. Additionally, this metric
helps assess the website's user-friendliness and visual appeal, as a high bounce rate often
signals that users find the site difficult to navigate or lacking in aesthetic appeal (Chaffey
& Ellis-Chadwick, 2019).
Disadvantages: The bounce rate does not explain why a visitor left the site; it primarily
suggests that users may have left due to issues with informational content or visual
design. However, it cannot account for other reasons behind their departure. Additionally,
measurement tools fail to track what happens when users engage with other brand
touchpoints after leaving the site. Furthermore, if users spend significant time on a single
page before bouncing, this behavior is not fully captured or reflected in the bounce rate
metric. Bounce rate needs to be applied with other metrics to gauge the customer's
experience the best (Poulous, et al., 2020).
Recommendation: The design of Shopee site is distinguishable and special which pulls
people in and retains them to stay, however Shopee can increase the visit time to around
10 minutes by applying more incentives or interactions on the website/application.
c. Customer Satisfaction Index (Touchpoint 5: Payment Methods Option, Touchpoint
6: Customer Service (Conversion & Retention), Touchpoint 7: Order Finished
Notification (Retention))
The Customer Satisfaction Index (CSI) is a key metric used to measure and track
customer satisfaction levels across different companies and sectors. Unlike traditional
financial metrics, the CSI focuses on customer experience and sentiment. By monitoring
the CSI over time, businesses can identify trends, pinpoint areas for improvement, and
ultimately enhance customer loyalty and satisfaction (Prasadh & Arun, 2020). It can be
measured as following:
Advantage: Analysts often view improvements in customer satisfaction favorably,
making it essential for managers to provide them with detailed information on
satisfaction metrics and scores. This enables analysts to accurately assess the company's
growth potential and make reliable forecasts. This, in turn, can enhance the company's
appeal to top management, including CFOs and CEOs, as a solid marketing investment.
By utilizing the CSI as a performance evaluation tool and considering satisfied customers
as a valuable asset, businesses can better gauge the connection between their current
performance and future growth prospects (Prasadh & Arun, 2020).
Disadvantage: Despite its advantages, CSI has certain limitations. It relies on subjective
customer perceptions, which can vary significantly and may not fully reflect emotional or
behavioral aspects of the customer experience. Furthermore, as the CSI focuses on small
aspects of the experience, it overlooks the hierarchy of these aspects in customer’s mind,
so it cannot signify where the firm should improve. The nature of the scales allows
customers to evaluate the firm in a polite way as they do not want to give out criticism.
Additionally, conducting frequent surveys risks can cause fatigue and increase the
probability of inaccurate responds (IBD, 2024).
Conversion:
Customer service: ((0.15*5 + 0.325*4 + 0,3*3 + 0,225*2) + (0.15*5 + 0.275*4 + 0.275*3
+ 0.275*2 + 0.025*1)) / 2 = 3.325
Payment: ((0.325*5 + 0.4*4 + 0,275*3) + (0.26*5 + 0.48*4 + 0.26*3)) / 2 = 4.025
Retention
Customer service = 3.325
Order Finished Notification: (0.025*2 + 0.173*3 + 0.475*4 + 0.325*5) = 4.094
Recommendation: The biggest problem that customers have in the conversion stage is
Shopee’s customer service. A lot of them find it hard to connect with Shopee since this is
virtual shopping. To improve, Shopee must fasten its customer service to provide
information on-the-spot, upgrade its application functions for smoother purchase and add
more paying methods if possible. While customers are pretty contented with the Shopee’s
notification of order completion, their satisfaction with after-sale customer service is
alarmingly low, therefore, Shopee needs more after-purchase customer service which
quickly connect with customers and make them feel the emotion attachment.
d. Net Promoter Score
Net Promoter Score (NPS) measures customer loyalty to a company's products or
services by asking customers a single question: "How likely are you to recommend our
company to a friend or colleague?". NPS measurements use a 0-10 scale in which 0
signifies extreme unwillingness to recommend and 10 signifies strong willingness. This
scale categorizes customers into three groups: promoters (9-10), passives (7-8), and
detractors (0-6) (Baquero, 2022). The NPS is calculated like the image below:
Adovacy: Shopee’s NPS according to the survey question “From a scale of 1-10, how
likely would you promote Shopee to your family/friends/colleague”: = 35% - 40% = -5%.
As this is a small survey, the results may vary if the number of participants increases,
however, we can see that the number being below 0 is concerning as most customers
might be hesitated to promote Shopee to their peers/relatives.
Advantage: The NPS question can be combined with other targeted questions about the
company’s services to create a comprehensive satisfaction questionnaire. This approach
allows management to calculate an NPS score from the specific loyalty question while
also gathering detailed customer satisfaction insights from the additional questions. By
integrating NPS with broader satisfaction metrics, companies gain a dual advantage: a
clear measure of customer loyalty and actionable data on specific areas of the customer
experience, enabling them to address both high-level loyalty trends and specific service
improvements effectively (Baquero, 2022).
Disadvantage: However, NPS has its limitations. It does not provide actionable insights
on how to improve, focusing solely on retaining existing customers rather than attracting
new ones. The concept of a “passive” customer is also debatable, as customers typically
lean towards being either promoters or detractors. Additionally, NPS lacks competitive
data, making it difficult to benchmark performance against competitors. Moreover, it is
primarily internally focused, offering limited insights into external market dynamics
(Fisher & Kordupleski, 2019). Also, in some cultures like Vietnam, customers might
refrain from being too blunt and grade 3 or 4 points even if they are dissatisfied. As a
result, it is not a perfect tool to predict future sales (IBD, 2024).
Recommendation: To improve its NPS of -5, Shopee should focus on key areas
highlighted by customer feedback and proactively engaging promoters through referral
programs and addressing detractors' pain points—such as delays or poor product
standards. Also, the referral program needs to be more attractive and has some prizes for
customers in the Advocacy stage.
e. Customer Satisfaction Score
CSAT (Customer Satisfaction Score) measures how satisfied customers are with a
product, service, or experience. It is typically gathered through surveys or questionnaires
where customers rate their satisfaction on a set scale, in this survey: 1-5. This metric
helps companies evaluate customer satisfaction levels and pinpoint areas needing
improvement (Gastezzi, et al., 2024). This is CSAT’s formula:
26/39 participants are satisfied with Shopee’s purchasing experience as they grade it 4-5,
which makes up 66.7%, which is also a mildly great level of satisfaction. Shopee still
needs to improve the rate to the highest, as 30.8% of the survey respondents (12 people)
have neutral opinion, and 1 people have negative evaluation.
Advantage: One of the most significant advantages of CSAT is its ability to provide
immediate feedback by strategically deploying surveys after specific customer
interactions. This immediacy enables swift responses to issues, allowing companies to
address concerns, rectify problems, and enhance the overall customer experience
promptly (IBD, 2024).
Disadvantage: CSAT metric scores can fluctuate widely based on individual expectations.
Furthermore, customers’ feelings change in a matter of minutes, so the immediate
calculation of CSAT might not be the best indicator of overall satisfaction. In addition,
CSAT metrics frequently have a narrow focus, often concentrating on specific
touchpoints or interactions. This can limit their ability to assess overall customer
satisfaction across the entire customer journey (IBD, 2024).
4. Strength and Weakness of Shopee’s current Customer Journey
Stage
Strengths
Weaknesses
Stage 1: Awareness
Shopee has successfully
No weaknesses
attract customers in many
ways, the firm has
diversified its networks and
did a spectacular job on
social media presence,
which is crucial for ecommerce platforms like
Shopee.
Stage 2: Consideration
Shopee's extensive range of The weaknesses may come
products and sellers attracts from the fact that maybe
diverse customer interests.
the customers just want to
Also, flash sales, discounts, scroll Shopee and do not
and free shipping
intend to buy anything in a
incentives encourage
particular day, which
customers to explore. The
results in the high Bounce
app's intuitive interface
rate.
makes browsing products
simple and engaging, and
the detailed information
showed in each section can
help customers to consider
better.
Stage 3: Conversion
A variety of payment
Each shop in Shopee has its
methods instills buyer
own account and chatbot
confidence. The firm has
script for replies with
great algorithms which
customers. This may
increase the likelihood of
disunite customer
purchase. Verified seller
experience as not every
badges and customer
shop is friendly or
reviews provide
responsive. Also, even
reassurance.
though Shopee has the
chatbot “Tép Thám Tử” for
enquiries about Shopee’s
functions, customers are
not aware of it and have to
go to the often-asked
sections or search on the
Internet, which may cause
discomfort. Also, if you
type your questions on
“Tép Thám tử”, it will have
general answers, as you
have to click in the
suggested questions for
more detailed answers.
Stage 4: Retention
Shopee Coins and voucher
Shopee often receives
rewards with decent
complaints about after-sale
Loyalty Program
customer service: either
encourage repeat
about the speed of replying
purchases. Shopee also
or they have to work
provides sufficient
through the shops first or
information about the order delays in resolving disputes
to make users feel clear.
or refunds. Also, the
retention of Shopee lacks
emotion as it over-relies on
heavy discounting.
Stage 5: Advocacy
The integration of social
Even though most
media and user-generated
customers are pretty
program are great
satisfied, there is not
incentives for people in this enough motivation in
stage with Shopee.
Shopee’s referral program
to push customers to
promote.
Task 2: Devising measures and metrics to improve Shopee’s customer experience
It is implied that the Awareness and Consideration stage of has little to no weaknesses, to
there will no new touchpoints in these stages and Shopee should try to promote the
existing touchpoints.
Stage 3: Conversion
New Touchpoint 1: Improved “Tép Thám Tử” Chatbot
Suggested frequently asked questions might be good, however the customers may want to
ask enquiries which are different to what is suggested while purchasing the product.
Therefore, a system which tracks keywords for proper reply should be applied. Pop-up
for “Tép Thám tử” can also be applied to increase awareness of the bot. Applying this
touchpoint, Shopee can modify the feelings of dissatisfied customers to
happy/appreciative.
New Metric 1: Customer Effort Score for New Touchpoint 1
Customer Effort Score (CES) is a single-item metric that gauges the level of effort a
customer must put in to resolve an issue, fulfill a request, purchase or return a product, or
get a question answered. CES surveys usually ask, "On a scale of 'very easy' to 'very
difficult,' how easy was it to interact with [company name]?" The concept is that
customers tend to be more loyal to products or services that are easier to use
(QualtricsXM, 2024). The easiest way to calculate CLV is in the visual below
Benefit: It emphasized the importance of shifting away from the growing obsession with
trying to 'delight' customers, which had become an epidemic of excessive service,
ultimately harming both the company and the overall customer experience. It can be a
strong predictor of purchase behavior problems such as how likely customers repurchase,
how likely they increase their spending, how likely they will go to the Advocacy stage
(IBD, 2024).
Challenges: However, it does not reflect the overall relationship between Shopee, and
customers and it cannot segment the customers. It is only suitable if the researcher is
looking for data about one touchpoint, you cannot assess how the customers have it
overall when shopping in Shopee. As a result, relying on only CES can make the firm
have flawed judgement of what aspects to improve (Birkett, 2023).
Suggestion: To effectively use the Customer Effort Score, deploy it at key touchpoints in
the customer journey, to gauge how easy it was for customers to achieve their goals, in
this case: how easily customers use the chatbot. Keep the survey simple and timely, using
a clear scale like 1 (very difficult) to 7 (very easy). Finally, communicate improvements
to customers and integrate CES with other metrics for a holistic view of the customer
experience. CSAT and NPS can be integrated because it measures by the experience as a
whole, and also if the customer feels supported and wasted no unnecessary with the
upgraded “Tép Thám Tử”, the chance of Advocacy stage is higher.
Stage 4: Retention
New Touchpoint 2: After-sale Chatbot
When an order is finished, Shopee only suggests the buyers to leave review in a month
for a reward of 200 coins and potential discounts vouchers exchanged from it, and only a
few selective shops has after-sale automatic messages. When this happens, the emotional
connection between Shopee customers is non-existent, which may hinder customers from
continuing buying. As a result, Shopee can add the after-sale care functions for “Tép
Thám Tử” or launch a new chatbot along with it may be called “Tôm Thám Thính”.
Applying this, Shopee customers may feel more valued and potentially eliminate any
apathetic reaction.
New Metric for New Touchpoint 2: First Time Response
The First Response Time (FRT) is a key performance indicator used to quantify the
duration taken by an organization in responding to initial communication from customers
via newly created support tickets. This metric holds significant importance as it enables
an accurate assessment of customer service department efficiency regarding prompt
responses to incoming inquiries, thereby facilitating enhanced organizational
effectiveness (Rahaman, 2024).
Shopee can calculate the First-Time Response using this metric
FTR = (Sum of First-Time Response / No. of contact) * 100
Benefit: A quicker response time helps businesses lower abandons and increase retention,
possibly alongside acquisition rates; and the rate can indicate that trend. For e-commerce
shoppers, the more they wait, the more they will switch to other sites, therefore knowing
the FRT can help Shopee to know what to improve on their “Tôm Thám Thính”. Also, a
fast response puts them at ease and builds the perfect atmosphere for a mutually
beneficial conversation, maximizing the value of a human touch in CX. Also, this rate
can help to train employees to tackle with customers’ problems, especially necessary for
companies like Shopee (IBD, 2024).
Challenges: FRT measures the speed of initial responses, not issue resolution or quality,
and can be manipulated by quick but unhelpful replies. It only applies during working
hours, potentially skewing performance metrics for after-hours requests. Additionally,
FRT excludes requests from less tracked channels, like social media, making it an
incomplete metric. These include the inability to measure the speed or quality of problem
resolution, the potential for manipulation, the restriction to business hours, and the
monitoring of specific channels (Rahaman, 2024).
Suggestion: To effectively use FRT for Shopee's new after-sales chatbot while addressing
its flaws, Shopee should focus on meaningful initial responses rather than placeholders.
Segment FRT data by timeframes and issue types and integrate tracking across all
platforms to ensure consistency. Utilize customer feedback metrics like CES or CSAT
helps gauging the impact of faster responses on satisfaction, and monitor escalation rates
to measure chatbot efficiency. Shopee needs to regularly review data to identify
inefficiencies, update workflows, and ensure FRT reflects genuine service improvements.
Stage 5: Advocacy
New Touchpoint 3: Gamified Referral Program
Other than joining Shopee’s affiliated marketing program, Shopee users do not get any
reward for sharing Shopee links across several social networks. From the survey, it can be
indicated that even though the customers are moderately satisfied with their purchasing
experience with Shopee, they cannot find the incentive to further promote Shopee. So
gamified referral program serves as a solution to add incentives for users to promote the
application, Shopee can employ the reward of 100 coins every time a customer shares a
Shopee link. This can motivate customers to join the program voluntarily and excitedly,
and they feel happy about promoting Shopee.
New Metric for New Touchpoint 3: Customer Lifetime Value
This metric measures how much one customer has brought to a business in the entire
relationship. The calculation also considers how much a business is spending to keep that
customer. It oversees whether a customer is satisfied and making more purchases or if
they spend less with your business (IBD, 2024)
Benefits: The benefit from CLV calculations is twofold: understanding the potential value
of customers and prompting firms to learn more about the patterns of individuals or
groups of customers. This information allows the firm to devise optimal strategies for
each customer, eliminate wasteful costs, and create a long-term perspective of the
potential relationship with customers. CLV models offer insights into managing the
existing customer base. It can also be used to suggest a way to optimize customer
acquisition and retention investments (Chang, et al., 2012).
Challenges: Due to its large nature of calculations, it can be hard to measure. First of all,
mistakes are more likely to happen with the huge database, which may bring about
misleading analysis for high-level results. Secondly, it might cover some problems in
certain customer segment as it mainly considers the total, not the specific details (IBD,
2024)
Suggestion: Shopee can use Customer Lifetime Value effectively in a gamified referral
program by grouping customers into segments based on historical data, such as average
spending and retention rates after receiving Shopee Coins. They can focus on short-term
CLV projections, like the value generated within a specific period after referral, to reduce
inaccuracies. By combining CLV with readily available metrics like NPS and conversion
rate, Shopee can gain actionable insights without overcomplicating the analysis, ensuring
the program's impact is effectively measured.
In conclusion, the new devised customer journey map of Shopee can be designed as
following:
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Available at: https://help.shopee.vn/portal/4/article/79660
[Accessed 3 December 2024].
SimilarWeb, 2024. shopee.vn. [Online]
Available at: https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/websiteperformance/*/999/1m?webSource=Total&key=shopee.vn
[Accessed 4 December 2024].
Statista, 2023. Bounce rate on e-commerce websites worldwide as of September 2023, by
product category. [Online]
Available at: https://www.statista.com/statistics/1423813/online-shopping-bounce-rate-
by-industry/
[Accessed 28 November 2024].
Appendix
Survey form: https://forms.gle/KzP2vo4bSHHrRVsr8
Question 1: What age range are you in
 Under 18
 18-25
 25-35
 Below 35
Question 2-7: In the scale of 1-10, evaluate your experience purchasing at Shopee
through these criteria
1
2
3
4
5
Easily connect
with Shopee
sellers/customer
service for
support.
Shopee
provides quick
responses to
customer
support
inquiries.
The purchasing
function
buttons on
Shopee are easy
to identify and
use.
The payment
process on
Shopee is easy
and convenient.
Shopee
provides
comprehensive
and timely
notifications as
soon as the
order is
delivered.
Overall, I am
satisfied with
Shopee’s
purchasing
experience.
Question 8: Answer this question in the scale of 1-10
1
How likely
are you to
recommend
Shopee to
your
family,
2
3
4
5
6
7
8
9
10
friends, or
colleagues?