Double Days sales go Big Bang in Singapore, SE Asia

“Double Days” are growing into sales events of their own, continuing to gain momentum in Singapore and elsewhere in Southeast Asia, according to data from Criterio, the advertising platform for the open internet.

Numbers from the recent Singles’ Day show that Malaysia and Thailand saw the highest increase in indexed sales this year, of 600% and 305% respectively. Singapore saw a 248% increase in indexed sales this year.

Popular categories in Southeast Asia for this year include apparel and accessories (+454%), Arts and Entertainment (+351%) and home and garden (+345%).

In earlier Double Days, in Malaysia and Vietnam for example, 7.7 was revealed to be an emerging sales peak this year, with increased retail sales by 132% and 64% in the two countries, respectively.

Also, substantial growth was recorded in retail sales in September, during 9.9, particularly in Vietnam, Singapore, and Malaysia, of 213%, 183% and 156% respectively. 

In October, during 10.10, the Southeast Asia region recorded an overall 46% increase in sales, when compared to the last two weeks of September, and saw a conversion rate of 460% during the retail moment.

Criteo also notes that shopping apps continue to grow in popularity amongst users in Southeast Asia. 

According to Criteo’s Peak to Recovery study, which surveyed over 13,000 consumers worldwide in May 2020, 53% of consumers discovered at least one form of online shopping during the peak of the pandemic– be it purchasing through mobile apps, or picking up online purchases in stores – that they wish to continue.

“The unique circumstances of navigating COVID-19 have resulted in evolving consumer behaviour with regard to online shopping,” said Taranjeet Singh, Criteo’s managing director in Southeast Asia and India. “Not only are people shopping more, they are also more inclined to using apps for retail.”

Singh said that in the third quarter of 2020, their data revealed that the share of app sales was 75% for retailers with a shopping app and that Southeast Asia was one of the regions with the highest app share globally. 

Criteo advises that as brands get ready for the next Double Days ahead, they should keep in mind the following best practices to drive maximum traction with customers — targeting the most valuable audiences, maximising customer value, and enhancing ad relevance.