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10 June 2021
SEA e-commerce dips: Ramadan and another year of COVID-19
Health & well-beingChristmas & festivalsE-commerce & mobile retail
For a second year in a row, Muslims in Southeast Asia had to observe Ramadan under the COVID-19 cloud and technology company Criteo has found some shifting e-commerce patterns in the 2021 holy month, from 12 April to 12 May, compared to last year.
Why it matters
Southeast Asian e-commerce underperformed this year compared to last year’s Ramadan period, with a notable dip observed in the final week of the holy month suggesting consumer caution in spending amid the ongoing economic downturn.
Mobile sales saw the largest lift throughout Ramadan in 2021, with a 107% surge at the end of the religious period on 12 May.
Earlier on 1 May, app sales rose by 60%, while desktop sales saw the smallest spike of 40% during the second week.
Only two categories posted growth from pre-COVID Ramadan in 2019: fashion/luxury and mass merchant products.
Fashion/luxury outperformed mass merchant products during Ramadan, up 50% from baseline from 23 April to 5 May.