Local e-commerce firm Webtika.net will set up its online flower shop concept in Singapore this month as part of ambitious plans to expand to nine countries by the end of the year.
Webtika partners with some 150 florists to deliver flowers in 75 provinces domestically through its web site at http://www.misslilly.com. The company has recently been in talks with local shops in Singapore, which it says appreciated the concept since they would not have to invest in the system themselves. Misslilly does not challenge traditional distribution through flower shops, but rather adds another channel through the web, according to Webtika.net founder Rawat Chindapol.
Traditionally, Misslilly was a call centre that has now been developed to operate over the Internet. According to Mr Rawat, the company spent four months studying various e-commerce models before deciding to work with existing businesses.
"When we get orders from customers, we send them by fax or email to the shops at the closest destination," said Mr Rawat, adding that web customers get the flowers at the same price as walk-in customers, with the local shop absorbing the transportation fee.
Profit sharing is 50-50 between the company and the shops.
"There is a tracking system for customers to trace the delivery procedure and we can also know the time of delivery," said Webtika managing editor Wattana Kooptaporn.
As well as Singapore, the Misslilly service is planned for Vietnam, Malaysia, the Philippines, Brunei, Laos, Cambodia, Australia and Hong Kong.
Mr Rawat noted that Misslilly had only eight staff members with two departments: customer service and finance. "We developed the back office by ourselves at a very low cost compared to using ERP software," he said.
The financial investment in Webtika.net was raised through venture capital, and other web sites under the Webtika.net banner are also planning to move into regional markets.
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