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Shopback study: 11.11 awareness in Malaysia spikes with Lazada reaping benefits

The awareness level surrounding 11.11 among Malaysian online shoppers has jumped from 69% in 2016 to 96% this year. According to the 11.11 online shopping survey conducted by ShopBack, only 3% of the 2,000 respondents are clueless about 11.11 and 1% indicated the day has other meanings for them.

Meanwhile, Lazada emerged as the top choice among Malaysian online shoppers when it comes to having the best 11.11 Singles’ Day deals in 2018, followed by Shopee and 11street. ShopBack Malaysia’s country general manager, Alvin Gill, said Alibaba’s investment in Lazada and the massive promotions it rolls out via multiple online and offline channels, as well as education efforts done by reward partners throughout the years likely contributed to the awareness growth.

Nonetheless, Gill said it is important for sellers to target consumers who feel that 11.11 is “just another shopping event” through better product and promotional strategies. Majority (98%) of respondents said they are willing to make more purchases if the products they require are available with greater offers online.

The top three offers that would encourage consumers to spend are high product discounts, free shipping/delivery and promo codes/coupon.

“We witnessed 10 times more than usual web traffic directed to our partner’s sites on 11.11 in 2017. More than RM6 million worth of transactions were made through our platform and over RM200,000 cashback saved by using ShopBack. Together with our partner merchants, ShopBack Malaysia has tailor-made the 2018’s 11.11 campaign according to shopper’s needs and we aim to break the record by doubling our performance as well as cashback number this year,” Gill said.

ShopBack’s survey also revealed that online shoppers prefer their shopping to be affordable, fast and safe. Mobile and electronics emerged as the most popular category for 11.11, followed by home and lifestyle, which Gill said shoppers are probably searching for items to make over their living spaces before the New Year. Other popular categories include fashion and health and beauty.

The survey covered views from 2,000 of ShopBack’s active online shoppers, of which 98.7% are aged 21 years old and above and around 85% have RM2,000 monthly income and above. About 68.1% of the survey respondents use credit/debit card to make online payments while 25.4% select online banking as the preferred method, followed by cash on delivery 3.3%, Paypal 2.8%, and others 1.3%.

ShopBack operates in Singapore, Malaysia, Indonesia, the Philippines, Thailand, Taiwan and Australia. It works with online sites such as Lazada, 11street, Taobao, Tmall, Booking.com, Expedia, Traveloka, ZALORA, Hermo, among others.

(Photo courtesy: 123RF)

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