Since Alibaba’s first Singles Day in 2009, the festival has evolved right into a week-long multi-platform retail event. This is becoming a must-see event for marketers, providing a glimpse into disruptive retail technologies and shopping trends. It can be often called Double 11 or 11.11. Its meteoric success prompted local competitors resembling JD.com and ByteDance’s Douyin to launch their very own shopping events.
These festivals have gotten increasingly popular outside China. In Southeast Asia, Lazada and Shopee, funded by Alibaba and Tencent, hold monthly sale festivals on the identical dates, resembling Shopee 9.9 Super Shopping Day on September 9. Discounts of as much as 90% are possible during events, in addition to additional bonuses resembling free delivery and product gifts. Year-end sale festivals will happen on October 10 (10/10), November 11 (the unique Singles Day) and December 12 (12/12).
This is a technique these events are impacting e-commerce in Southeast Asia.
E-commerce adoption is promoted. These events help nurture first-time digital shoppers, especially as COVID-19 restrictions limit in-person shopping and young people grow up with sales festivals becoming an element of their every day lives.
According to an April 2021 GlobalWebIndex survey conducted on behalf of Facebook and Bain & Company, 86 percent of Internet users in Southeast Asia aged 16 and older said they purchased items online during a double-digit shopping festival, resembling 6, 6 or 7, 7. 43 percent of those respondents were shopping digitally for the primary time. Thailand and Vietnam had the best percentage of recent digital buyers within the survey, followed by the remaining of Southeast Asia.
In a separate study, Facebook and Bain & Company predicted that the variety of digital product buyers in Southeast Asia aged 15 and over (defined as individuals who purchased a product online within the last 12 months) would reach 317 million in 2020, which suggests a rise of PLN 37 million from the previous yr.
