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SEA consumers increasingly shopping on Singles Day

Southeast Asian consumers are shopping more on Singles Day, which falls annually on 11 November, and browsing up to two days earlier, a Criteo report highlighted.

Criteo’s data shows that based on an analysis of 21 million online transactions made in Southeast Asia last year (25 October to 30 November 2015), Singles Day saw an upsurge in average visitors on key Southeast Asian retailers’ websites.

“Singles Day is becoming more popular across this region. Most Southeast Asian countries are also ‘mobile-first’, so it’s unsurprising that mobile has become the preferred device for online shopping during this season. To drive increased sales, retailers must respond and leverage technologies like dynamic retargeting and exact matching to deliver personalised and seamless consumer engagement across multiple platforms,” said Alban Villani, Commercial Director, Criteo, Southeast Asia, Hong Kong and Taiwan.

Online coupon platform Flipit.com also reported similar rise figures for the region for Lazada’s sales last year. Following Alibaba’s 11.11 success in China, leading retailer Lazada launched the Online Revolution in SEA. Lazada’s Online Revolution is carried out over one month from November 11 to December 12.

Indonesia saw a 135 per cent increase in traffic on Flipit.com during Lazada’s Online Revolution in 2015 compared to the previous period. Malaysia saw a 46 per cent and Singapore witnessed 91 per cent growth.

FlipIt’s data highlighted that ecommerce opportunities are growing exponentially in Indonesia and Philippines due to their relatively large markets with low levels of penetration and fast rate of growth. Malaysia and Singapore are more mature markets with lower rates of growth.

Criteo’s report found that traffic to key retailers’ websites on Singles Day in 2015 started rising from November 9 onwards. Between November 9-12, there was a rise of 44 per cent in average online traffic on key retail companies’ websites and an increase of 167 per cent in overall sales, with traffic and sales both spiking on 11 November.

Cross device was another trend spotted by Criteo in last year’s sale as about 64 per cent of users made the final purchase on a different device than the one they initially browsed with.

The FlipIt infographoc shows that events like Lazada’sOnline Revolution are drawing more consumers online in the hunt for a bargain, they are becoming more privy to online coupons and the saving opportunities that can be made. Looking at Lazada’sOnline Revolution projected sales, Flipit.com and Voucherpedia Ph are expecting a three times increase in traffic for 2016.

FlipIt’s data also highlighted that consumers in SEA largely purchase electronics and digital products when shopping online during the campaign period. The most popular coupons used are those offering a percentage discount off a particular category – eg. 10 per cent off electronics – as opposed to a set monetary value, free shipping or free gift coupons.

For this year, Criteo predicts that mobile commerce will dominate ecommerce in driving sales this year – 34 per cent of online transactions on major retail companies was generated by mobile phones, and a further 33 per cent via mobile applications, in November 2016.


Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.