|Source: Criteo infographic. Mobile plays a significant part in the purchase journey.|
Criteo, the performance marketing technology company, has revealed that Southeast Asian consumers are shopping more on Singles Day, which falls annually on 11 November, and browsing up to two days earlier.
Based on an analysis of 21 million online transactions made in Southeast Asia last year (25 October to 30 November 2015), Singles Day saw an upsurge in average visitors on key Southeast Asian retailers’ websites.
“Singles Day is becoming more popular across this region. Most Southeast Asian countries are also ‘mobile-first’, so it’s unsurprising that mobile has become the preferred device for online shopping during this season. To drive increased sales, retailers must respond and leverage technologies like dynamic retargeting and exact matching to deliver personalised and seamless consumer engagement across multiple platforms,” said Alban Villani, Commercial Director, Criteo, Southeast Asia, Hong Kong and Taiwan.
Other findings include:
Traffic to key retailers’ websites started rising from 9 November onwards
Between 9 and 12 November, there was a rise of 44% in average online traffic on key retail companies’ websites and an increase of 167% in overall sales, with traffic and sales both spiking on 11 November.
Multiple devices are used
For six in 10 users (64%), the final purchase was made on a different device than the one they initially browsed with.
Criteo predicts that mobile commerce (m-commerce) will dominate e-commerce in driving sales this year - 34% of online transactions at major retail companies was generated by mobile phones, and a further 33% via mobile applications, in November.
While technological enhancements have facilitated shopping on mobile, marketers are challenged with targeting consumers across every environment along the path to purchase. Brands can no longer ignore mobile platforms as a primary means to drive e-commerce sales. To boost revenue, retailers must combine a strong mobile web and app presence with personalised mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase.
View the infographic of Criteo’s analysis of shopping behaviour during Singles Day