AnyMind Group recently took part in the Yellow Commerce 2025 event in Indonesia, hosted by International Digital Retail Forum (IDRF), which explored themes around e-commerce and marketing, including AI utilization, commerce enablement and influencer marketing.
In a panel discussion session titled ”Bridging the Funnel: How Marketing and E-commerce Can Actually Work Together”, Lidyawati Aurelia, Country Manager, Indonesia, AnyMind Group, along with other panelists, discussed that the persistent gap between marketing and e-commerce departments is more than an internal challenge, but more a critical barrier to growth, leading to disconnected strategies and missed revenue.
The insights from the panel not only provided a roadmap for organizational alignment but also tied directly into the key trends shaping the future of Indonesia’s dynamic digital market.
Traditionally, marketing has focused on brand building while e-commerce teams focused on transactions. This siloed approach is now obsolete. The modern consumer journey is non-linear, where discovery on social media often leads directly to a purchase on a marketplace – or even vice versa. This new reality demands a unified strategy where awareness and conversion are treated as two sides of the same coin.
As teams of e-commerce enablement and marketing work to align internally, they must also adapt to rapidly changing external trends. To stay competitive, brands should look to emerging channels like AI-powered livestreaming, which is starting to blossom in markets across Southeast Asia and East Asia. A key strategy is a hybrid model using human hosts during peak hours and AI hosts for non-peak hours to develop a 24/7 presence whilst maintaining an authentic connection. This approach leverages the power of video, which is the preferred content format for consumers, with demo videos, user reviews, and influencer videos being the most effective.
Furthermore, affiliate marketing has become a crucial sales driver, and success requires a smart strategy that includes using a mix of affiliate tiers, offering exclusive promotions, and focusing on video and live streaming content.
The Future is an “Infinite Loop”
Both the panel discussion and market trends point to the same conclusion: e-commerce has evolved beyond a simple sales channel into an “Infinite Sales & Marketing Loop.” In this model, marketing (awareness and consideration) and sales (conversion) are no longer separate, linear functions. Instead, they exist in a continuous cycle where marketing activities feed directly into conversions, and the data from those sales informs the next wave of marketing efforts.
When marketing and e-commerce share goals within this loop, the entire business wins with faster go-to-market timelines, more effective ad spend, and consistent messaging. Navigating this complex new landscape requires a holistic approach, which is why end-to-end “Business-Process-as-a-Service” (BPaaS) is becoming vital for helping businesses master every stage of this modern marketing playbook.
