Southeast Asia Launch

eCommerce Sites

Weeks From Concept To Live Operations


Stable Uptime


With the rapid growth of eCommerce in Southeast Asia, adidas aimed to expand quickly throughout the region. adidas was looking for a partner able to provide an infrastructure that was scalable and efficient. An efficient warehousing and distribution model was a key consideration in its plan to cater to its large number of consumers.

Southeast Asia is a diverse set of different countries, cultures, financial and legal frameworks, and consumer behaviours which require a regional partner with the necessary local expertise. Given the accelerated growth of online shopping in the region, adidas required a partner who was able to provide a scalable eCommerce technology ecosystem ready to cater for rapid increases in website traffic,  as well as a solid regional logitics network ready to handle massive daily order fulfilment.

Why SP eCommerce?

adidas wanted a partner who could implement end-to-end capabilities and roll out the first site within 4 months, thereafter be able to scale up to 4 more markets within Southeast Asia. adidas had the option of developing its own eCommerce channel or to collaborate with a partner with an existing infrastructure. With timing being a crucial factor, adidas decided to leverage on SP eCommerce’s existing infrastructure and expertise in the various Southeast Asian markets.

How SP eCommerce Helps

Backed by cutting edge eCommerce technology, seamless distribution capabilities and postal networks, SP eCommerce offers an end-to-end eCommerce solution consisting of six pillars: eCommerce technology, warehousing solutions, delivery & returns, store operations, regional customer care and performance marketing. SingPost handles fulfilment for adidas in all five markets and offers consumers a localised shopping experience, which is crucial in Southeast Asia where cultural nuances vary by country.


One of the main challenges was launching the adidas site in sixteen weeks – which proved to be a tight timeline. The first webstore was developed in twelve weeks, and thoroughly tested end-to-end for four weeks before going live. Each localised adidas online store was successfully launched in Southeast Asia thereafter.


In under a year, SP eCommerce had built web and mobile stores for adidas and is drawing growing traffic every month. Marketing strategies have driven substantial amounts of shoppers to the mobile platform, and overall adidas are seeing strong performance in their eCommerce stores across Southeast Asia.

“eCommerce features prominently in adidas’ global business plan Route 2015 as we continue to establish eCommerce as our third sales channel. It presents an exciting growth opportunity in Southeast Asia and complements our already strong retail presence here. We look forward to making adidas products more easily and conveniently accessible to customers, and are excited to work with a strong partner like SP eCommerce to ensure we deliver a smooth and reliable consumer experience across the region.” – adidas’ Managing Director for Southeast Asia

Our Solution:

A Full Service end-to-end eCommerce Solution

eCommerce Technology

SP eCommerce leveraged on an advanced front-end management system to build adidas’ online shopping platform to ensure flexibility. Responsiveness is maximised by ensuring full integration between the front-end management system, the order management system, and the warehouse management system. Site design, language support and payment methods are tailored to every country to ensure superior customer experience.

Performance Marketing

Comprehensive performance marketing solutions were developed for adidas. Fundamentals of search engine optimization and marketing, customer relationship management and electronic direct mailers push the webstores before the eyes of their internet audience. Daily reporting and analytics give insights to how well the campaigns are performing.

Warehousing Solutions

Strong logistics capabilities form the backbone of an effective eCommerce solution. SP eCommerce developed a responsive and efficient logistics chain helping adidas to keep costs low and serve a large online customer base across Southeast Asia.

Managing inventory is the primary challenge, due to their large number of items. Using advanced technology SP eCommerce built an end-to-end solution to handle the front-end website, deliver effective order management, and tie into a warehouse management system.

Delivery & Returns

With years of experience in mail and parcel delivery, SP eCommerce is able to tap on its expertise in distribution throughout Southeast Asia. This existing infrastructure helped adidas launch with an efficient final-mile delivery structure for their consumers. Putting together a robust returns system is fundamental to successful eCommerce, and both parties worked closely to create a convenient process for end consumers. One call to SingPost’s customer care team provides assistance to return an item.

Regional Customer Care

Customer support is provided to adidas at every level, from self-service FAQs, to email responders and local call centers. To effectively localize, teams have been provided who speak English, Mandarin, Malay, Indonesian and Thai, and every agent has been subject to a rigorous training developed in conjunction with adidas.

Store Operations
adidas leverages SP eCommerce’s store operations team to deliver and manage the day-to-day operations of the five eCommerce sites in Southeast Asia. SP eCommerce manages daily tasks across the following key areas:

  • Product catalogue and content management
  • Marketing coordination
  • Order and payments management
  • Customer management

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