Earlier today fashion e-commerce site Zalora launched its iOS shopping app for users in Southeast Asia. On the same day, the company’s Indonesian branch also revealed to us some updates about its progress and upcoming plans.
Zalora Indonesia managing director Hadi Wenas says that the site’s traffic now reaches up to 200,000 visitors every day, which is a good increase on November’s 150,000 daily visits. 20 percent of those visits come from mobile devices, with the mobile purchasing conversion rate being less than half of that. Hadi hopes that the new app could boost the mobile conversion rate up to three times, and targets 10,000 app downloads within the next three days.
If you’re wondering when Zalora Indonesia will launch its Android app, the answer is next month. But Hadi says that the upcoming app is for Zalora Indonesia only. Its Blackberry app will come in the near future too. Hadi emphasizes that the company’s focus this year is on mobile. You might recall Zalora launched its mobile-specific site just a few months ago.
Zalora Indonesia has also been quite busy in between. Today the company announces its co-promotional effort with Indonesia’s largest telco, Telkomsel, by launching the Zalora Simpati Fashion Zone program. This entitles Simpati users to get discounts from Zalora, among other things. Hadi teased that by the end of May, they will have a cooperation with a large female community as well as have celebrities onboard to push sales even more.
The Rocket Internet portfolio company recently laid off 20 percent of its staff in Indonesia. The laid off people were given full severance packages, an additional one month salary, and recommendations to potential employers. Hadi explains that after going through the early days of trying out a lot of things at Zalora, now they understand better what needs to be done, and they need to be more efficient in doing so. This lead, he explains, to the lay-offs. The current team is 150 people.
So far it doesn’t look like money is a problem for Zalora. The fashion e-commerce company received US$26 million from German retail company Tengelmann Group last month.