Work &
Insights
A closer look at the problems, decisions and trade-offs behind the work.
Practical digital commerce insights grounded in real business experience.
Selected Work
When High ROAS Doesn’t Mean More Growth
A high ROAS can look like a reason to spend more. But when paid GMV grows without proportional total-store growth, the real question is what is constraining the business.
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Building the Business Behind a New Channel
A new channel is rarely just a channel launch. When the existing organisation is not ready for it, the real work is making the business capable of capturing the opportunity.
Read the case →Building a Category from Two SKUs
A new multivitamin category started with two SKUs. The challenge was not simply selling more, but changing the conditions needed for the category to scale.
Read the case →From Platform Access to Strategic Partnership
Building a strategic platform relationship is not simply about asking for more support. It starts with creating enough credibility, leverage and mutual value for both sides to invest in the partnership.
Read the case →Thinking in Practices
Why Brands Keep Renting Platform Visibility?
Marketplace growth can be hard to walk away from. The harder question is what the business is actually building that it will own beyond the transaction.
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Lazada, Shopee, TikTok Shop and the Challenger Pattern
Lazada, Shopee and TikTok Shop each challenged Southeast Asia’s e-commerce market in different ways. Looking across their rise reveals a recurring pattern: the challengers that matter most are often the ones that build around changing consumer behaviour.
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Shopee Isn’t Trying to Beat TikTok Shop
TikTok Shop changed where commerce begins by integrating discovery, content and transaction. Shopee is taking a different route — connecting its commerce infrastructure to more places where discovery happens.
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Beyond the Work
I’m also interested in understanding how people think, grow and make sense of the world around them.