E-commerce Segment Analysis: From Data to Action

How can e-commerce segmentation data benefit businesses?

YouNet ECI’s EcomHeat platform collects daily data from more than 2.6 million stores across Shopee, Lazada, Tiki, and TikTok Shop.

Thanks to this massive “data goldmine,” YouNet ECI is currently the only company in Vietnam and Southeast Asia capable of providing in-depth data, analysis, and consulting by product segment on e-commerce platforms. This analytical power enables brands to get closer to their key goals:

• Evaluate business performance: Identify which segments are growing rapidly and which are becoming saturated with competitors.
• Allocate resources effectively: By understanding which product segments hold the most growth potential, brands can allocate their budgets, time, and efforts more strategically.

For example, through price-segmentation analysis in the Skincare category, YouNet ECI discovered a premiumization trend emerging in the market. This insight allows brands to focus more resources on developing premium products, designing targeted marketing campaigns, and managing inventory for the high-end segment.

• Strategy Development: Based on data from YouNet ECI, brands can craft pricing strategies and product development plans tailored to customer needs in each market segment.

For instance, through product segmentation analysis in the Infant Formula category, YouNet ECI identified a growing demand on e-commerce platforms for stick-format milk powder designed for infants under six months old. As a result, infant formula brands can consider developing new products in this convenient packaging format to capture this emerging opportunity.

Age and Packaging Segmentation Analysis for the Infant Formula Category, Source: YouNet ECI

Challenges in Leveraging E-commerce Segmentation Data

Currently, e-commerce platforms do not provide built-in features to classify product items by product line or segment.

This reality poses challenges for brands, agencies, and consulting firms that wish to view data by specific segments.

The common practice among e-commerce professionals who want to analyze the revenue of similar product lines is to check Shopee Brand Portal or explore competitors’ Mall stores.

However, this approach presents three major issues that distort a brand’s understanding of the market:

• Incomplete coverage of total GMV: Data on Shopee Brand Portal includes only GMV from official brand stores, while the market also consists of unofficial sellers, cross-border distributors, and small individual vendors that are not counted.

For example, in the Infant Formula category, YouNet ECI data revealed that unofficial stores accounted for 44% of total GMV in August 2023—figures completely missed by Brand Portal.

• Unfiltered GMV irregularities: GMV data disclosed on Brand Portal does not completely filter out fraudulent orders, bulk purchases, or gift items, which significantly skew final GMV results.

For instance, in Q2 2023, YouNet ECI’s filtering system identified and excluded ₫9.44 billion in fake GMV within the Beauty category.

• A key limitation of Brand Portal is that it only provides data for individual product items, without any aggregation or reporting by product line or segment.

By applying its proprietary 6-step EMDA process, YouNet ECI is currently the only company in Vietnam and Southeast Asia capable of addressing all three major data challenges, providing brands with actionable, segmentation-based insights.

The Power of E-commerce Segmentation Analysis by YouNet ECI

EMDA (E-Commerce Measurement and Data Analysis) is an advanced analytical framework developed by YouNet ECI. Its six-step process enables precise and comprehensive segmentation analysis of e-commerce data.

• • STEP 1: DAILY DATA COLLECTION FROM MAJOR E-COMMERCE PLATFORMS

  YouNet ECI gathers daily data from over 2,600,000 stores across Shopee, Lazada, Tiki, and TikTok Shop – including both mall stores and regular retailers.

  This allows YouNet ECI to compile data that represents the entire market, not just a limited set of official brand stores.

  • STEP 2: DEFINING DATA SCOPE – CLARIFYING CATEGORY AND SEGMENT STRUCTURE BEFORE CLASSIFICATION

  At the start of each project, the YouNet ECI consulting team collects client requirements and explores how the brand defines its product segmentation.

  From this, a detailed list of brands and product lines per segment is created to guide data tracking and analysis.

  • STEP 3: AI-POWERED DATA PROCESSING TO REMOVE IRREGULARITIES AND MISCLASSIFICATION

  YouNet ECI applies AI-based data processing to automatically identify and classify product items by brand and product line.

  This classification is cross-referenced with the segment definitions from Step 2 to generate datasets containing revenue, average price, and distribution channel information for each segment.

  This results in exclusive datasets – available only from YouNet ECI.

  At this stage, the system also filters out fraudulent orders or proxy transactions, ensuring data accuracy.

  • STEP 4: HUMAN-LED QUALITY CONTROL BY CATEGORY SPECIALISTS

  The final quality control step is performed by YouNet ECI’s data classification specialists.

  Using their expertise in the retail and FMCG industries, they manually review packaging types and product descriptions to finalize classification, ensuring no items are miscategorized or missed.

  This human verification layer is a distinctive feature of YouNet ECI that guarantees market-accurate data.

• • STEP 5: DETAILED CATEGORY REPORTING AT THE PRODUCT-LINE LEVEL

  Following analysis, YouNet ECI provides comprehensive, multi-dimensional reports to clients. These reports are updated daily on the EcomHeat platform, featuring modules such as Market Insight, Search Ranking, Shop Monitoring, and Price Monitoring.

  • STEP 6: STRATEGIC CONSULTING TO OPTIMIZE BUSINESS PLANNING

  Finally, based on detailed product and segment-level data, YouNet ECI offers strategic consulting to help brands plan and optimize their business operations.

  By leveraging multi-dimensional data analysis tailored to client objectives, YouNet ECI delivers deep, market-grounded insights that drive real business impact.

  Contact YouNet ECI today for tailored consultation on how to apply e-commerce data analytics to your product category:https://youneteci.com/lien-he/

  About YouNet Ecommerce Intelligence:

  YouNet ECI is a pioneering solution in Vietnam that empowers brands to manage market share, monitor competitors, distributors, and partners, and optimize operations on e-commerce platforms.

  Its flagship service, YouNet ECI Services, provides in-depth analytics to help brands gain a comprehensive understanding of market dynamics, uncover growth strategies for market share, and enhance operational efficiency through data-driven reports, including:

  • Market Trend Research & Insights
  • Product Portfolio Analysis
  • Mega Campaign Performance Evaluation
  • Brand Visibility Analysis on E-commerce Platforms

  For consultation: 070.3214.359 – [email protected] – Mr. Truong – Marketing Department