The 11.11 Singles’ Day has been a huge success for Alibaba when it generated US$30.8 billion of GMV, a 27 per cent more compared to last year. The global shopping festival, which is said to be bigger than Black Friday and Cyber Monday, saw many top e-commerce players in Southeast Asia participating it. As ranked on Map of E-commerce, top players such as Qoo10, Lazada, Shopee introduced various new and attractive promotions to cater the high interest this year.
To gain more insights on Singapore online shopping scene, we analysed the behaviours of online shoppers on their participation and interest during what deemed as one of the biggest global shopping festivals.
Anticipation Starts Early with Traffic Doubling Up Right Before 11.11
Singaporeans start shopping for 11.11 as early as 7PM, few hours before the actual event. By analysing the online traffic of shoppers a day before 11.11, it showed a consistent trend from 9AM before increase significantly 7PM onwards. A slight decrease is observed at 11PM but it soon rose sharply in one hour, reaching 109 per cent more traffic compared to 5 hours ago.
It appeared that Singaporeans were already browsing shopping site before 12AM, where most deals occurred. This might be highly driven by the new and many promotion tactics introduced by e-commerce merchants this year.
One of the most popular methods is shoppers are encouraged to add the products they wished to buy to their online shopping carts before the 11.11 sales start. This is to ensure they may complete their purchases as soon as possible. For example, Lazada listed out the prices of products that will be on sales before the discounted price is activated at 12AM. This helped shoppers to better prepare in getting the best deals. Various coupons were also available to be grab before the sales start.
Besides that, Singaporeans showed a much higher interest for 11.11 this year. By comparing the growth of the online traffic from 7PM to 12AM between both years, the hourly traffic grew at a higher rate this year. It recorded a very steep rise in 5 hours, whereas it only grew gradually for each hour last year.
This year, most e-commerce merchants can be seen to be putting more efforts to upscale their 11.11 sales. The promotions offered are comprised of few different types. There are "traditional" deals such as coupons and products discounts and engaging offers such as in-app games and live streaming. Along with that, they also offered educational tips for shoppers. Merchants can be seen to share more specific tips and tricks to educate shoppers on how to make the best out of all offers. Tricks such as adding products to the cart, flash deals notification reminders, a complete guide to all the promotions available help in contributing to the higher interest for 11.11 this year. It brings significant values to the whole online shopping experience for both regular and new online shoppers.
Online Traffic Correlates with Promotions by Merchants with Last Minute Deals Gaining More Interest
During the Singles’ Day, the online traffic also appeared to correlate with the types of promotion by merchants. Shoppers can be seen actively browsing shopping site at 12AM. E-commerce players such as Lazada, Shopee and more introduced special deals as 11.11 kicked off at 12AM. Various promotions are held between 12AM and 2AM to encourage shoppers to purchase more within the golden hour.
It then decreased late at night at the time that normal sleeping hours occur. It increased gradually again at 9AM. A slight dip is observed when nears normal lunch and dinner hours at 1PM and 7PM respectively. This signifies the average hour Singaporeans had their meals for the day.
The online traffic for Singles’ Day reached its peak at 10PM. The traffic grew significantly starting at 7PM until 10PM. This indicated to us that many shoppers flock shopping site at the end of the day for last minute deals and shopping. The same trend can be observed from the previous year where traffic grew exponentially from 8PM, and eventually reaching the peak at 11PM.
Lazada Tops the Most Popular Queries Related to “11.11 promo”
By analysing keywords related to “11.11 promo” using Google Trends, Lazada took up 59 per cent of the most popular queries. Some of the most popular queries used are “Lazada 11.11”, “Lazada 11.11 promo code”, “Lazada 11.11 sale” and more. Shopee took the second spot with 15 per cent. Shoppers are searching for “Shopee 11.11”, “Shopee 11.11 promo code” and “Shopee promo code”. Zalora and 11.11 also made it to the most popular search queries. Klook, the only travel-focused site in the list, placed 5th with queries such as “Klook promo code” and “Klook 11.11”.
About iPrice Group
iPrice Group is a meta-search website where Singaporean consumers can easily compare prices, specs and discover products with hundreds of local and regional merchants. iPrice’s meta-search platform is also available in six other countries across Southeast Asia namely in; Malaysia, Indonesia, Thailand, The Philippines, Vietnam, and Hong Kong. Currently, iPrice compares and catalogues more than 100 million products and receives more than five million monthly visits across the region.
iPrice currently operates three business lines: price comparison for electronics and health & beauty; product discovery for fashion and home & living; and coupons across all verticals.