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Singles Day sales in SEA increased 140% this year

There was more than three times increase in sales on 11/11 in Southeast Asia – a 337 per cent increase, data from Criteo highlighted.

Online sales in SEA was 2.4 times that of Singles Day 2016 – an increase of 140 per cent.

The totality of all online engagements (browsing, searching, purchasing) was three times that of 2016 – an increase of 200 per cent. Three-quarters of all transactions was made on mobile in SEA – 32 per cent increase from 2016. Half of all transactions were made through apps – 26 per cent increase from last year.

“We are seeing rapid year-on-year growth for Singles Day. To effectively engage with shoppers during this sales season, retailers need to place the shopper at the centre of everything by putting data into action at every point of the purchase journey. They must tap into an open commerce marketing ecosystem and use machine learning to connect shoppers to the products they need and love, and also engage with them at the right time. By doing so, shoppers will be able to purchase what they want at the best value, which drives increased sales for retailers,” said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan, Criteo.

In Singapore, online sales was 1.6 times that of Singles Day 2016 – an increase of 60 per cent. The totality of all online engagements (browsing, searching, purchasing) was 2.4 times that of 2016 – an increase of 135 per cent. Half of all transactions was made on mobile – 17 per cent increase from 2016. 32 per cent of all transactions were made through apps – 8 per cent increase from last year.

“Shoppers will continue to demand a seamless omnichannel experience. Retailers need a strategy that optimises the use of offline and online data, and also pay attention to the growing trend of mobile and app use. Criteo’s technology allows brands to engage shoppers with relevant experiences on both retail apps and third-party platforms, thereby directly driving sales and profits,” Villani added.

Based on an analysis of more than 5.1 million online transactions made in Southeast Asia last year (1 October to 31 December 2016), Singles Day saw an upsurge in average visitors on key Southeast Asian retailers’ websites, and marks the start of the year-end shopping season.

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