Criteo has seen a significant shift from websites to apps for online shopping. The company observed a 25% drop in web traffic but a 4% uplift in app traffic, with highest increases observed in Thailand (18%) and Singapore (9%).
- Absolute app traffic volume saw an increase in all Southeast Asian countries, with Singapore (207%) and Indonesia (128%) in the lead.
- In terms of year-on-year growth (baseline: October 2020), Thailand and Singapore saw the highest increases in indexed sales in the app environment, of 12% and 10% respectively.
Chinese New Year also saw an uplift for retail. Criteo said Thailand and Singapore experienced the highest increase in absolute sales volume, of 110% and 86% respectively, and that there were consistent upward surges in retail sales across Southeast Asia.
Criteo recommends that retailers ramp up on promotions and explore new ways of engagement with consumers 20 to five days before Chinese New Year, as well as from the 3rd day of the festive event, as there is a lull during the holiday itself. The company suggests considering mobile apps as a channel, and livestreams as well as time-sensitive promotions as possible promotions.
*Statistics from sales/traffic data via 71 retailers across six markets in Southeast Asia, with 260 billion visits and 3 million transactions analysed by Criteo.
