CLOCKWORK Webisode #2: How Ray Alimurung’s transformational leadership shaped Lazada Philippines

Summary

In this Clockwork interview, Ray Alimurung, CEO of Lazada Philippines, shares insights into the e-commerce industry. He discusses his personal online shopping habits, the importance of a clear vision for a CEO, and the challenges of building trust in digital payments. Alimurung also talks about Lazada's response to the COVID-19 pandemic, the company's commitment to technology, and his leadership style that fosters a culture of experimentation and respect.

Takeaways

• 🛒 Ray Alimurung, CEO of Lazada Philippines, is a frequent user of his own platform, often purchasing floor cleaners, disinfectants, groceries, and personal care items online.
• ⏰ Ray starts his day by checking his schedule, which is managed by an assistant, and prefers to book meetings in 30-minute increments to maintain focus.
• ☕ Ray is a coffee drinker and prefers a business casual attire, reflecting the tech startup culture.
• 🚀 The most important trait Ray believes a CEO should possess is the ability to set a clear, simple, and consistent long-term strategic vision.
• 🌐 Ray faced the challenge of building multiple industries simultaneously while establishing Lazada, including e-commerce, logistics, and payments.
• 📈 E-commerce in the Philippines is still less than five percent of retail, indicating significant growth potential.
• 👨‍⚕️ Ray initially pursued a career in medicine to help people but was inspired by the internet's potential to impact development on a larger scale.
• 🛍️ Lazada has evolved from a retailer to a marketplace to scale and meet consumer needs, showcasing the company's willingness to experiment and adapt.
• 🛒 Lazada expanded its product assortment during the COVID-19 pandemic to cater to essential needs and launched services like online grocery and medicine purchases.
• 💼 Ray emphasizes the importance of a digital strategy for businesses, suggesting investments in high-traffic channels and store management on platforms like Lazada.
• 🔒 Trust is a key focus for Lazada, with efforts to improve seller and product ratings, reviews, and an efficient online return system to address consumer concerns.

Q & A

What is the significance of the shopping app discussed in the interview?

The shopping app is one of the top e-commerce platforms in the Philippines, making online shopping convenient and changing consumer buying behavior.

What does the CEO of Lazada Philippines usually buy online?

The CEO buys floor cleaners, disinfectants, groceries, and personal care items online, as he finds it convenient and it has changed his buying behavior.

What is the most important trait for a CEO according to Ray Alimurung?

Ray Alimurung believes that a CEO must be able to set a clear, simple, and consistent strategic long-term vision, emphasizing that leadership is a marathon, not a sprint.

How does Ray Alimurung manage his daily schedule?

Ray Alimurung checks his schedule first thing in the morning, managed by an assistant, and books meetings in 30-minute increments to maximize focus.

What was Ray Alimurung's career aspiration as a child?

Ray Alimurung aspired to be a medical doctor to help people, inspired by his grandfather who was a heart doctor and a pioneer of Philippine medicine.

Why did Ray Alimurung transition from medicine to e-commerce?

Ray Alimurung saw the potential of the internet to impact Filipinos on a national scale and to capitalize on development in a broader way than one patient at a time.

What was the biggest challenge Ray Alimurung faced in the e-commerce industry?

The biggest challenge was realizing that building Lazada was not just about building a company but several industries at once, including e-commerce, logistics, and payments.

How did the COVID-19 pandemic affect Lazada's operations?

During the pandemic, Lazada expanded its product assortment to cater to consumer needs, launched online grocery and medicine services, and continued to empower businesses to grow online.

What is Ray Alimurung's view on cash on delivery?

Ray Alimurung acknowledges that cash on delivery addressed early trust concerns but is more expensive for the company due to higher failure rates compared to digital payments.

What does Ray Alimurung believe is essential for big companies in the digital age?

Ray Alimurung emphasizes that big companies need a digital strategy and should invest in high-traffic channels, store management, and operations to be where consumers are.

How does Ray Alimurung define his leadership style?

Ray Alimurung's leadership style is meritocratic, treating everyone with respect, and fostering an environment where ideas from all levels are heard and valued.