14 April 2017

Criteo breaks down Ramadhan 2016 shopping behaviour in SEA

+Online sales and website traffic start increasing three weeks before Ramadhan in Southeast Asia (SEA)

+E-commerce sales spiked by 110% during the third week of Ramadhan

+Shoppers spend less time browsing and shopping online during sunset

+Mobile continues to be a key driver for discovery and sales with an increase of 126% during Ramadhan

Source: Criteo infographic. Fashion sells best during Ramadhan.
Source: Criteo infographic. Fashion sells best during Ramadhan.

Criteo, the performance marketing technology company, has released seasonal data to help e-commerce businesses better engage consumers during the festive season.

It revealed that online sales and traffic increased in the lead up to and during Ramadhan, but declined during Eid el-Fitr (Hari Raya), the holiday that marks the end of Ramadhan. Based on consumers’ online browsing and buying activity, the three weeks leading up to Ramadhan, and also the third week of Ramadhan represent the biggest opportunity for retailers to engage consumers when they are actively browsing and purchasing items for upcoming celebrations. During this period, there was an average of 67% uplift in online retail sales and 14% uplift in online travel sales.

Criteo’s data also revealed that Ramadhan traditions influence shoppers’ behaviour throughout the day. To engage with shoppers, retailers need to know when they are most active online. During the fasting period between sunrise and sunset, e-commerce transactions were lower at 71%, compared to 76% for the period prior to Ramadhan. However, after breaking fast, there is an increase in e-commerce sales to 29%, from 24% pre-Ramadhan, representing a timely opportunity for retailers to reach out to shoppers.

Understanding how and what shoppers are buying is also crucial. With 37% of onsite retail conversions happening on the mobile app, retailers need to be investing beyond just a mobile-friendly site to an intuitive app. Fashion-related items are the most popular during this period, followed by home and living products and electronics, toys and games.

“Ramadhan is an important festive season in this region. Rapidly rising disposable incomes, a growing appetite for modest fashion, halal products and services mean that retailers need to enlist smart solutions to engage shoppers across all touchpoints and deliver the most impactful content at every point in the customer journey. As shoppers spend time with their friends and families after sundown and on Eid, they are less likely to browse and shop online. Retailers must pick the right time of the week and time of day to increase their digital marketing efforts, so they can achieve an uptick in online transactions,” said Alban Villani, GM, Southeast Asia, Criteo.

Criteo analysed more than 8 million online transactions from 143 retailers based in Indonesia, Malaysia and Singapore. Other key findings from the report include:

+Website traffic and e-commerce sales increased from three weeks before Ramadhan and spiked during weeks three and four, with an increase of 110% and 77% respectively.

+During the start of Eid el-Fitr, there was a decline of 44% in online sales and 20% in website traffic. However, in the week post-Eid, online sales rebounded, increasing 35%.

+During weeks three and four of Ramadan, online mass merchants were the biggest growth driver – with an increase of 87% and 52% respectively.

+The cross-device journey was evident – 46% of shoppers were found to be viewing products across multiple devices, with one in four shoppers switching devices at least three times during their purchasing journey.

“In addition, retailers need to embrace omni-channel marketing – as we continue to see the rise of offline-to-online and online-to-offline (O2O) shopping habits. Our data shows that during the period of Ramadhan, shoppers are browsing in stores and purchasing online, and vice-versa. However, whichever way you look, mobile will still be the foundational building block and key driver in O2O retail. Half of the retail transactions in Southeast Asia are already taking place on mobile,” said Villani.

Ramadhan 2017 will begin around May 25, 2017. The date varies in different countries depending on the sighting of the moon.


Download the infographic on Ramadhan 2016