China’s YiLinker sets expansion in PH

Chinese e-commerce startup YiLinker is setting aside an initial $6 million to bankroll its expansion in the Philippines as it seeks to tap massive consumer spending currently fueling the domestic economy.

This is the first step for YiLinker, which is based in Singapore, to grow its presence in Southeast Asia within the next three years, YiLinker Inc. CEO Nelson Liao told reporters on Wednesday.

The firm, which hopes to compete with more established players like Lazada of Germany’s Rocket Internet, has set its “grand launch” on Dec. 12 this year, according to Liao.

“In the Philippines, e-commerce is just starting,” Liao said, saying that the initial focus would be away from larger, more “saturated” markets like Singapore and Indonesia. “It’s very hard to do business especially for a start-up in a mature market.”

He said the company, which is backed by investors from Europe and Asia, was set to infuse $6 million into the Philippines through the first quarter of 2016. He said the plan included building its presence outside Metro Manila, particularly in Cebu and Davao.

“This will be in the second month of 2016,” Liao said.

YiLinker also hopes to open its business in Thailand and Vietnam by the third quarter of 2016.

“Within three years we will be concentrating on Southeast Asia,” Liao said. Like other e-commerce platforms, YiLinker will also have an affiliate program that allows businesses to set up online stores. YiLinker said it will provide assistance like marketing support and helping entrepreneurs price their products.

It said affiliates can earn up to 60 percent commission on net profit per transaction with YiLinker.