Online shopping set for year-end boom

Many online shopping platform launch promotion programmes to attract customers (Photo: VNA)

HCM City (VNS/VNA)– Online
shopping is expected to surge in the remaining months of this year with many
e-commerce players launching promotions.

During this period the biggest promotion will be Singles’ Day on November 11,
which has become popular in Asia and a huge commercial hit.

According to Criteo, an advertising platform, November 11 was originally
celebrated in Chinese universities and meant for singles. It then spread to
other markets like Taiwan, Indonesia, Vietnam, and Singapore.

Silvia Siow, Criteo’s head of account strategy for Southeast Asia, Taiwan and
Hong Kong, said: “In recent years the day has become a major opportunity both
for shoppers and online retailers.

“This is not just a one-day celebration but the clear start of the winter
shopping season.

“A strong retail sales uplift across various product categories is seen in the
weeks following November 11 with the most spectacular sales spike happening in
December.”

For Vietnamese market, Siow said, the retail sales during November 11 last year
increased by 245 percent compared with the time from 24 to 30 September 2017.

She told Viet Nam News that sales would further increase this year.

“Online retailers should not stop promotions with a single day and have to
continue to capitalise on the momentum created by this big promotion day as
bigger consumption will follow in December.”

In Vietnam last year the biggest sales day was December 12 but sales remained
high for the next two days, she said.

Retailers should benefit from the momentum created by November 11 and maximise
sales by sustaining promotional efforts until December 21, she suggested.

[Infographics: Vietnamese consumers’ demand for online shopping]

An online shopping insights and trends piece presented jointly by Facebook and
Shopee, which found that shoppers in the region, especially mobile shoppers,
are increasingly regarding Singles’ Day as an integral part of the year-end
shopping season.

According to Facebook conversion data across six APAC markets, 1.3 times more
conversions were generated on November 11 than on an average day that same
month while the share of mobile conversions during the holiday season grew to
76 percent.

To capture the opportunities, in the current week online marketplaces launched
promotion programmes.

Shopee, an e-commerce platform in Southeast Asia and Taiwan, launches November
11 Shopee Sie Sale which features an upsized and improved package of non-stop
promotions from 25 October to 11 November, including the return of the
highly-popular themed days, new in-app games, and deals at up to 50 percent off
across all categories and more.

Pine Kyaw, managing director of Shopee Vietnam, said: “Consumers across the
region, including Vietnam, are increasingly embracing Singles’ Day as a key
date in their online shopping calendar. This is the third year that Shopee is
running a November 11 event and it is slated to be our biggest ever November 11
event to date.”

Kyaw said last year’s campaign far exceeded his company’s expectations on all
fronts and that motivates them to organise this year’s November 11 event with
more incentives to bring consumers excitement and surprises.

Another online marketplace, Lazada, invites shoppers to make the most of its
November 11 shopping festival along with plenty of entertainment, celebrity
interactions and shopping deals and discounts. 

Lazada said Vietnamese shoppers would be able to enjoy the full customer
shopping experience during its biggest sale just like all shoppers in
Indonesia, Malaysia, the Philippines, Singapore, and Thailand with bigger and
better deals.

Shoppers across Southeast Asia can look forward to more than 50 million deals,
including discounts of up to 90 percent on more than one million items during
the 24-hour shopping spree.

“For a company to enter and succeed in Vietnam we recognise the importance of
understanding and serving the unique local market needs,” Zhang YiXing, CEO of
Lazada Vietnam said. “Hence, Lazada Vietnam want to provide the full shopping
experience for Vietnamese shoppers where our consumer can have some fun while
browsing, buying and getting discounts.” — VNS/VNA