SEA e-commerce dips: Ramadan and another year of COVID-19 | WARC | The Feed
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SEA e-commerce dips: Ramadan and another year of COVID-19
Health & well-being Christmas & festivals E-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.
Sourced from Criteo
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