KUALA LUMPUR: The pandemic has led to a paradigm shift in the consumers' purchasing journey. According to the annual SYNC Southeast Asia report by Facebook and Bain & Co, Malaysia has emerged to the top Southeast Asia country with the highest percentage of digital consumers (88 per cent of the total population), and it is estimated that the country's e-commerce sales will continue to grow by 230 per cent in the next few years.
Despite China having a subdued version of its Singles' Day shopping spree, Malaysia has seen big players continue celebrating the annual sales day. 11.11's impact has certainly grown beyond 'a China sales bonanza'. Over here, consumers rushed to purchase e-vouchers (store credits to be used for product purchases at brand's platform) via ShopBack prior to 11.11, and checked out promotional items right when the clock hits 12AM.
ShopBack studied consumer purchasing data in the first 2 hours (peak hour) of the 11.11 sale and found:
1. Significant increase in terms of shopping traffic in the first 2 hours.
2. ShopBack platform experienced a traffic spike of 15x from (12.00AM – 02.00AM) compared to an average day in October 2021.
Top categories and merchants (by visits/shopping traffic):
1. Top 3 categories with most visits (shopping traffic): Online Marketplace, Fashion & Sports, Travel.
2. Top 10 merchants with most visits (shopping traffic): Shopee, Lazada, Taobao/Tmall, Agoda, Booking.com, Lenovo, Nike, Uniqlo, Watsons, Zalora.
3. Travel bookings continue to see a surge in demand after the lifting of travel restrictions and especially with recent announcements of the Vaccinated Travel Lane (VLT) between Singapore and Malaysia.
Compared to the first 2 hours of 11.11 last year: all the major travel aggregators or OTAs namely Agoda, Booking.com, Klook, Trip.com experienced a traffic uplift of up to 9x .
4. Top 3 destinations that Malaysians are planning their vacations at are Kuala Lumpur, Melaka, and Penang.
In addition, ShopBack said a new trend in online shoppers' behaviour - a rush in pre-purchasing e-vouchers, gift cards or store credits before the clock strikes 12am for popular online stores on the Nov 10 (1 day before 11.11). It is evident that shoppers are getting savvier in ensuring that they maximise their savings through the cashback offered by e-vouchers before they start their shopping journey on 11.11.
ShopBack also said e-vouchers on its platform saw the highest orders on Nov 10 since its launch in August 2021
Sale of vouchers increased 9x on the Nov 10, compared to to a 30-day average, and the top 3 most purchased e-voucher brands are Lazada, Zalora and foodpanda.
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