This Semester’s Case Study Is About Carousell, Which Is A Cl

This semester’s case study is about Carousell, which is a classifieds marketplace. Carousell states that their platform makes selling “as easy as taking a photo, buying as simple as chatting". Launched in August 2012, Carousell began in Singapore and is now one of the world’s largest Carousell is the leading classifieds group in Greater Southeast Asia. Carousell’s mission to “make second-hand the first choice†has many positive aspects for sustainability.

This semester’s case study focuses on Carousell, a prominent online classifieds marketplace that has significantly impacted the way individuals buy and sell second-hand goods in Southeast Asia and beyond. Since its inception in August 2012 in Singapore, Carousell has experienced substantial growth, expanding its services across multiple countries and establishing itself as the leading classifieds platform in the Greater Southeast Asia region. The company's core philosophy is centered around simplicity and convenience—making selling as effortless as taking a photo and purchasing as straightforward as chatting with a seller.

Carousell’s platform emphasizes ease of use through its intuitive mobile application and website, which facilitate quick and efficient transactions. Sellers can list their items by uploading photographs and providing brief descriptions, eliminating the need for complex listings or lengthy processes. Buyers, in turn, can browse listings, communicate directly with sellers via chat, and complete transactions seamlessly. This user-centric approach has contributed to the platform’s explosive growth and widespread adoption, particularly among younger demographics who favor quick, mobile-friendly solutions.

Furthermore, Carousell’s mission to “make second-hand the first choice” reflects its commitment to promoting sustainability through the encouragement of recycling, reusing, and reducing waste. By providing a convenient avenue for individuals to sell pre-owned items, the platform reduces the tendency toward using new products and diminishes the environmental impact of consumerism. This aligns with global efforts to promote sustainable living by minimizing landfill waste and conserving natural resources.

In addition to its environmental benefits, Carousell also offers economic advantages. It empowers individuals to monetize unused or unwanted possessions, creating entrepreneurial opportunities for small-scale sellers and local entrepreneurs. The platform democratizes commerce, enabling anyone with a smartphone to participate in the economy and reach a broad audience without the need for physical storefronts or substantial investment.

Despite its many positives, Carousell also faces challenges related to competition, trust, and regulatory issues. The online classifieds market is highly competitive, with several regional and global players vying for market share. Trust and safety concerns, such as fraudulent listings or disputes between buyers and sellers, require ongoing platform improvements and community moderation. Additionally, regulatory compliance regarding data privacy, transaction security, and consumer protection remains critical for sustainable growth.

In conclusion, Carousell exemplifies how digital platforms can revolutionize traditional commerce by making buying and selling more accessible, convenient, and environmentally friendly. Its emphasis on simplicity, sustainability, and community engagement has resonated with millions of users and contributed to its prominence in Southeast Asia's digital economy. Continued innovation and strategic management will be vital for Carousell to maintain its leadership in the evolving online classifieds landscape while further promoting sustainable consumption practices.

References

• Chia, H. H. (2020). The role of mobile platforms in Southeast Asian consumer behavior: A case study of Carousell. Journal of Digital Market, 15(2), 87-102.
• Nguyen, T. T., & Pham, T. P. (2021). Sustainability and consumer participation in second-hand marketplaces: Evidence from Carousell. Sustainability, 13(4), 2134.
• Sharma, R., & Lee, S. (2019). E-commerce growth and challenges in Southeast Asia: The case of Carousell. Asian Business Review, 4(3), 45-59.
• Smith, J. A. (2022). Digital peer-to-peer marketplaces and environmental impact. Journal of Online Commerce, 7(1), 23-39.
• Tan, K. H., & Lim, S. (2020). Consumer trust in online classifieds: An analysis of Carousell users. Journal of Consumer Behavior, 19(5), 534-550.
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• Zhang, X., & Kumar, S. (2023). Digital platforms and environmental sustainability: A review. Journal of Sustainable Business, 5(3), 156-170.
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