2025年6月3日

ソーシャルメディア・プラットフォームがE-Commerce 分野を席巻

cscambodia3931 mins

ソーシャルメディアがカンボジアのE-コマース分野を急速に支配しつつあり、ほぼすべての地元企業がソーシャルメディア・プラットフォームを利用してサービスを宣伝していることが、最新の市場レポートで明らかになった。
デジタル化の専門家は現在、eコマース・ベンチャーや企業がカンボジアの市場で成功するためには、ソーシャルメディア・プラットフォームを活用し、その可能性を最大限に活用する必要があるとの見解を示している。
スタンダード・インサイト社がコンフルエンス社と共同で発行した『Consumer Report 2023』では、「e-Commerce – Online Shopping Penetration」と題された特別セグメントで、経済におけるソーシャルメディアの重要性を強調している。
様々な推計によると、カンボジアのソーシャルメディアユーザーは1095万人で、これは総人口のほぼ65％にあたる。ソーシャルメディア・プラットフォームの中では、フェイスブックをはじめとするメタ・プラットフォームがユーザー数と人気でリードし続けている。
1,045万人のユーザーを抱えるフェイスブックは、カンボジアの他のすべてのソーシャルメディアプラットフォームをリードしており、フェイスブックメッセンジャー（720万ユーザー）、TikTok（706万ユーザー）、インスタグラム（175万ユーザー）、リンクトイン（53万ユーザー）、ツイッター（39万3,200ユーザー）がこれに続く。

「多くの東南アジア諸国と同様、カンボジアでもオンラインショッピングの人気が高まっており、買い物のためにインターネットを利用する人が増えている。
「カンボジア人の4分の1以上（29.97％）が月に複数回オンライン・ショッピングを利用しており、その大部分はプノンペンに居住している。しかし、隣国のタイ（46.57％）やベトナム（51.47％）よりははるかに頻繁である。
報告書はまた、ソーシャルメディアが、ユーザーがより新しく革新的な製品を発見することを可能にする人気の情報源であり続けていることを強調した。それによると、顧客の61.90％が、買い物をする際にフェイスブック、インスタグラム、ツイッターなどのソーシャルメディア・プラットフォームの影響を受けていることを認めている。

eコマース分野の課題を強調した報告書によると、サービスの提供はDHL、UPS、Grab、Kerry Express、J & Tといった民間の配送サービスに大きく依存している。
「多くの人にとっての大きな懸念は、購入者保護の欠如である。
報告書はまた、サイバーセキュリティー会社オムニスキアの事業開発マネージャー、クレメント・バルビエ氏の言葉を引用し、カンボジアのE-コマース部門は間違いなく上昇傾向にあると述べている。「eコマースの競争は時間とともに激しくなるでしょう。しかし、これはプロバイダーが顧客中心主義を貫く限り続くと思います。市場に参入するプラットフォームが急増し、その後、市場がスキミング効果を経験するにつれて淘汰されることが予想されます」。
Exchange SquareにあるHuawei Cambodiaのオフィスで開催された会議の傍ら、クメール・タイムズの取材に応じたCellcardのChief Commercial OfficerであるJohnny Wong氏は、ソーシャルメディア・ユーザーがモバイル・デバイス経由でソーシャルメディア・プラットフォームにアクセスする割合は99.1%に上ると述べた。
また、カンボジアにおけるソーシャルメディア利用の概要を説明し、ソーシャルメディアユーザーの55パーセントが男性であり、残りの45パーセントは女性であると述べた。

クメール・タイムズは、中国のインターネットテクノロジー企業ByteDanceが所有するソーシャルメディアプラットフォームTikTokが、技術データ分析ポータルdatareportal.comから提供された情報を解釈し、2023年第1四半期に王国のデジタルマーケティング分野におけるメタプラットフォームに対して大幅にリーチを拡大したと発表した。
ByteDance独自の広告プランニングツールに掲載されたデータによると、カンボジアにおけるTikTokの潜在的な広告リーチは、2022年初頭から2023年初頭にかけて381,000（5.7%増）増加した一方、メタプラットフォームは同期間に減少を示し、TikTokが今後数年でメタプラットフォームを追い抜く明確な足場を築いた。
しかし、フェイスブックをはじめとするメタ・プラットフォームは、ソーシャル・メディア・プラットフォームの中では、ユーザー数と人気で引き続きリードしている。Facebookは1,045万人のユーザーを抱え、カンボジアの他のすべてのソーシャルメディアプラットフォームをリードしており、Facebook Messenger（720万人）、TikTok（706万人）、Instagram（175万人）、LinkedIn（53万人）、Twitter（39万3,200人）がこれに続く。

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