CASE STUDY
How BackMarket, A $5.6Bn E-commerce Giant, Successfully Launched into South Korea with Ascension 6
Company
BACK MARKET
Company Size
500 - 1000 EMPLOYEES
Industry
E-COMMERCE
Executive Summary
Back Market, a leading $5.6bn e-commerce giant specializing in refurbished electronic goods, embarked on a mission to expand its global footprint by entering the South Korean market. Back Market formed a strategic alliance with Ascension 6 to ensure a successful launch, leveraging our profound technical e-commerce expertise, agile software development capabilities, and seamless communication. Together, we successfully introduced Back Market to South Korea, prompting a paradigm shift in tech consumption and cementing a solid partnership for further expansion to new APAC markets.
The Back Market Story
Back Market, a $5.6bn global e-commerce giant on a mission to build trust and desire for reborn tech to life, has been challenging people across the globe to re-think their tech consumption with their passion for refurbished electronic goods.
Headquartered in Paris, Back Market has helped over 8 million customers in 16 countries across the Americas, Asia Pacific (APAC), and Europe to rethink their tech consumption firmly, establishing themselves as a leader in the refurbished electronic goods market.
Having successfully launched in APAC, starting with Japan, under tough market conditions through Covid lockdowns, Back Market’s next target was the dynamic and booming K-pop-driven South Korean market.
backmarket-story
Back Market’s Challenge
South Korea was a brand-new market for Back Market. One with no brand awareness whatsoever. However, equipped with learnings from their successful Japan launch, Back Market was ready to tackle the South Korean market.
One of the key challenges Back Market faced was finding a tech partner who could meet the demands of a fast-paced Minimum Viable Product (MVP) launch. Back Market was looking for a tech partner who could:
  • Bring deep technical e-commerce expertise
  • Blitz agile development velocity
  • Bridge any remote team communication gaps
backmarket-challenge
Proving Our Technical Expertise
Heeding the call, Ascension 6, stepped up to the plate to tackle the South Korean launch challenge head on.
Before starting the partnership, a Proof of Concept (PoC) was devised. Back Market wanted to improve the customer experience for multi-item purchases originating from different merchants which they had experienced difficulties implementing it for the Japanese market. The challenge, therefore, was the technical development and implementation of a single checkout experience for customers making multi-item and multi-merchant purchases.
Exceeding expectations, Ascension 6 completed the PoC over a week ahead of the proposed schedule, showcasing our prowess in delivering beyond Back Markets key requirements of:
  • Provide in-depth knowledge in electronic commerce
  • Accelerate agile development pace 
  • Overcome any distance-based team communication hurdles
This exceptional achievement secured Back Market's trust and started a solid partnership ready to tackle the South Korean market.
backmarket-technical-expertise
Cementing Our Partnership with Back Market
Meticulous planning was required to successfully launch into the South Korean market. Back Market and Ascension 6 collaborated to devise a two-phased roadmap that incorporated business objectives and technical challenges.
The key themes of the two-phased plan was to Launch Successfully and Grow Rapidly.
Our projects with A6 have always been delivered on time and consistently of high industry standards. Their technology team is highly knowledgeable and delivers well above my expectations.
CONG CAO - Head of Products at BackMarket
Phase 1 – Launch Successfully
Before starting the partnership, a Proof of Concept (PoC) was devised. Back Market wanted to improve the customer experience for multi-item purchases originating from different merchants which they had experienced difficulties implementing it for the Japanese market. The challenge, therefore, was the technical development and implementation of a single checkout experience for customers making multi-item and multi-merchant purchases.
  • Adopting agile scrum to streamline cross-border communications
  • Re-architecting AWS cloud services for rapid deployment
  • Accelerating shop localization by integrating local shipping, payment, and language options
Launch Successfully, pun intended, was a great success as Back Market South Korea launched on time in November 2022, enabling Back Market to capitalize on the end-of-year peak shopping period
Phase 2 – Grow Rapidly
After a successful on-time South Korean launch, the next step for Back Market was to Grow Rapidly. Growing Rapidly meant increasing trust within the South Korean Market. To build trust, deeper localization features were rapidly developed and implemented. Localization features included:
  • Kakao integration – owned by over 90% of the South Korean population, enabled customers to identify Back Market as South Korean and enhanced the checkout experience
  • Reviews revamp – online reviews are crucial for e-commerce purchase decisions, this feature improved local trust in Back Market by allowing customers better understand refurbished product battery, screen, and grade conditions
  • Enhanced UI/UX - simplifying the online customer experience led to better usability and reduced bounce rates
Achievements: Back Market's venture into South Korea has set new records. It now boasts the highest Customer Visit Rate (CVR) across all their global markets. Not only that, but they've also exceeded their business targets in the region. This success story is a testament to the fruitful collaboration between Back Market and Ascension6. These wins highlight the value of a reliable tech partner when businesses aim to expand their reach. 
Looking to the Future
Having launched and grown successfully into the South Korean market, Back Market and Ascension 6 have begun challenging the South Korean market to re-think their tech consumption, advancing the sustainable tech narrative across APAC.
Back Market and Ascension 6 continue to strengthen our partnership as we look to grow further within the South Korean market together. Plans are also underway to launch into new APAC opportunities together.
Our partnership with Back Market is a testament to the extraordinary achievements born from a shared vision, dedication, and teamwork, forging a path towards a sustainable and eco-friendly world that benefits generations.
backmarket-future
Ignite Your E-commerce Expansion in APAC with Ascension 6
Expand your business horizons and tap into the vast potential of the APAC market. Ascension 6 is here to empower your e-commerce journey with proven expertise and strategic guidance, inspired by Back Market's remarkable South Korean launch success.
Connect with our dedicated team of tech specialists today to explore tailored solutions for your unique expansion goals. Together, we'll navigate the complexities of the APAC landscape, unlocking new opportunities for sustainable growth and lasting success.
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