Chinese ecommerce enabler sets up regional headquarters in SG

Chinese ecommerce enabler Baozun launched its new regional headquarters in Singapore in a bid to expand further into Southeast Asia.

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The firm believes that there is an increasing demand for ecommerce tech and infrastructure in the region, as ecommerce sales in Southeast Asia are expected to cross the US$100 billion mark by 2023.

“We’re acutely aware that Southeast Asia is a highly diverse region, so we look forward to prioritizing a localized approach and creating custom solutions that help brands grow sustainably through a long-term relationship,” said Baozun board member Thomas Yeoh.

Founded in 2007, Baozun offers custom end-to-end omnichannel services, covering IT solutions, store operations, digital marketing, customer service, and warehousing and logistics.

The firm, which expanded into Hong Kong and Taiwan in 2013, has identified Singapore and Malaysia as key markets in Southeast Asia. It’s also in the midst of setting up its Philippine office and is looking to expand into Indonesia, Vietnam, and Thailand by the end of 2023.

See also: Series SEA: Who’s investing in the region’s ecommerce startups?