Mega-sales days driving online shopping adoption in Southeast Asia: report

Mega-sales days are the main drivers for online shopping adoption in Southeast Asia, according to a study Facebook and Bain & Company that looks at the impact of such events on the consumer journey and how they contribute to Southeast Asia’s growing e-commerce momentum.

Why it matters

The SYNC Southeast Asia: Discover the New Wave of Mega Sale Shoppers report highlights how mega-sales days have an enormous impact in introducing people to online shopping and discovering new brands and products. The purchase behaviours, motivations and platforms used by shoppers during such events in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam also showed the role of online platforms in guiding consumers throughout their purchase journey.

Five findings

• 86% of Southeast Asian shoppers have purchased products online during mega-sales days.
• For 43% of them, it was their first time shopping online, with Thailand and Vietnam leading the way.
• Mega-sale shoppers continue to use newly discovered brands instead of switching back to old ones – 91% of SEA consumers buy brands never tried before during such events.
• Consumers are savvy and influenced prior to mega-sales days, with 72% of shoppers across the region saying they had prepared for the event.
• Social media is key to discovering new products, with video as a leading source of inspiration – 63% discovered the products they bought on social media.

Sourced from Facebook, Bain & Company