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RESEARCH, ANALYSIS & TRENDS

Shoppers seek engaging formats

In Southeast Asia, the growth of the digital most of the shopping season.
economy has contributed to the addition of 70
million new online shoppers since the start of Anyway, mega-sales are as popular as ever among
the Covid-19 pandemic that clearly accelerated Southeast Asian consumers, with more than half a mil-
lion online conversations on the subject in 2021, Melt-
shifts in shopping behavior since physical retail water data found. Most of these conversations took
came to a standstill amidst global restrictions place on Twitter, and peaked right before the annual
and lockdown orders. Adobe expects global e- 9.9 shopping sales, as consumers sought discounts
commerce sales to reach US$4.2 trillion this and deals during campaign days. Corroborating this,
year, making clear that competition is heating Shopee found that consumers across the region started
up, and data from the region’s leading e- adding their desired items to cart as early as 30 days in
commerce player, Shopee, shows a 60% year-on- advance.
year uplift in the number of active sellers on the
platform. Shopping events like 9.9 have become an annual affair,
as e-commerce players in the region beef up their cal-
What this means is that even though the e-commerce endars to maintain a steady pipeline of year-round
opportunity is apparent in the region, retailers need to sales events. But even with the increased frequency,
work harder than ever to win consumers’ attention and these sales events haven’t lost their luster. Data from
share of wallet. Shopee shows that sellers participating in the 11.11
event for the first time last year saw 10 times more or-
Meltwater studied online consumer conversations ders than on an average day.
across the Southeast Asia region to help retailers stay
on top of consumers’ ever-changing preferences and Mega-sales are also an opportunity for brands to en-
identify emerging trends and opportunities to make the gage their audiences at scale and in more meaningful

December 2021: Customer Journey Analytics 9