Southeast Asia Launch: adidas

10 August 2014


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 logistics network ready to handle massive daily order fulfilment.


Why SingPost?

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 SingPoste’s existing infrastructure and expertise in the various Southeast Asian markets.


How We Helped

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

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