Lazada, Shopee, Taobao drive 15-fold increase in Double 12 orders

Among the 40 partner stores that the portal collaborated with during the period, Lazada, Shopee and Taobao emerged as the top three stores (Pic: TMRpic)

By NUR HAZIQAH A MALEK / Pic By TMR

Lazada, Shopee and Taobao drove a 15-fold increase in Malaysian orders during the Double 12 — also known as 12.12 — sales, said cashback portal ShopBack.

ShopBack Malaysia country GM Alvin Gill said the sales were driven by heavy purchases on travel, as well as Christmas and New Year- related items.

“Compared to the average number of orders in the first week of December, the orders that shoppers made in one day (Double 12) increased by a whopping 15 times,” he said.

He said among the 40 partner stores that the portal collaborated with during the period, Lazada, Shopee and Taobao emerged as the top three stores.

“Marketplace, Fashion and Beauty, and Travel were the popular verticals, which are the same as 11.11, or Singles’ Day.

“Malaysians like to grab the best deals right after midnight from 12am to 12.59am, and this behaviour is observed in major online sales throughout the past three years,” he said.

In addition, 65% of the total traffic came from mobile applications, driven by purchases on Lazada and Shopee.

“For the Malaysian market, it is estimated that the gross merchandise value for 12.12 will be seven times higher than a typical day in December,” he said.

The Malaysian Reserve previously reported that in 2017, Malaysians tended to buy using their smartphones — Picodi.com’s statistical data noted that 50% of online orders were placed through mobile applications.

It was also reported that the top most popular item categories were fashion, electronics, underwear, home appliances and entertainment, with order placements peaking at 12am.

According to Picodi.com, the Double 12 sales were expected to engage the participation of 92% of local Internet users.

Meanwhile, Gill added that among all the South-East Asian countries that ShopBack operates in, Malaysia ranks second in terms of the number of orders placed during Double 12.

“This is slightly behind Indonesia, but about 80% higher than Singapore. Moreover, Lazada and Shopee remain as the top stores in South-East Asia — a consistent result that we observed in both 11.11 and 12.12,” he said.