E-commerce players’ sales jump within 1st hour of 11.11 Sales

Home appliances, groceries, baby products and mobile accessories had the highest traffic

by SHAHEERA AZNAM SHAH/ pic by MUHD AMIN NAHARUL

ONLINE retailers’ sales surged within the first hour of the year-end, one-day online shopping craze dubbed the 11.11 Sales.

ShopBack Malaysia, an online cashback platform, said it recorded uncommonly higher traffic growth of more than 1,200% on Nov 11 or “Singles’ Day”, compared to its average website traffic flow for November.

“A significant traffic through the website and mobile application which spiked in the first hour.

“It has increased by more than 300% compared to the same hour between 12 midnight and 1am last year, which represented around 35% of the whole day traffic on Nov 11, 2018.

“If we compare it to the same hour on an average day in November this year, the traffic growth is more than 1,200% higher than usual,” ShopBack Malaysia country manager Eddy Han said in a statement yesterday.

The cashback platform received the most orders under Lazada, Shopee and Taobao platforms during the first hour of the shopping craze.

The platform partners with over 500 e-merchants in Malaysia to reward shoppers with up to 30% cashback when they use ShopBack Malaysia to make purchases.

Among these e-merchants are Lazada, Shopee, Zalora, Alibaba’s Taobao, Tmall and AliExpress and many more.

During the first hour of the 11.11 Sale, the platform observed high traffic in the marketplace, e-Wallet and fashion and beauty categories, Han said.

The platform also witnessed higher transactions through a mobile application for this year’s sales compared to the traffic in 2018.

In 2019, the mobile application recorded 95% in transactions in the first hour of the sales compared to 85% in the last year.

Meanwhile, transactions on the website fell from 15% last year to 5% this year.

“On Nov 11, 2018, around RM11 million worth of transactions were made through ShopBack Malaysia in just one day.

“This year, we expect to surpass last year’s record and give out at least half a million worth of cashback on the day,” Han added.

Meanwhile, Singapore-based e-commerce platform Shopee recorded a threefold hike in the number of orders during the firs hour of the sales across its worldwide operations.

“We have most definitely seen a surge in demand from consumers during 11.11 Sales. Shopee has recorded three times the orders in the first hour yesterday compared to the first hour on Nov 11 last year.

“We are on track to surpass last year’s performance. In 2018, Shopee recorded a total of over 11 million orders on the 11.11 Sales,” its regional MD Ian Ho (picture) said.

Home appliances, groceries, baby products and mobile accessories had the highest traffic, including fast-food chain KFC, which made its debut on Shopee.

Lazada Malaysia also surpassed its 2018 performance with sales of one million goods in the first hour of the 11.11 Sales this year.

The platform delivered its first parcel to a customer at 1.20am yesterday, it added.

E-commerce giant Alibaba Group Holding Ltd, which holds a controlling stake in Lazada, said its sales in the first hour of the shopping blitz hit US$13 billion (RM53.8 billion), 32% higher from last year.

Also known as “Double Eleven” and originating from the calendar date Nov 11, the shopping haul began in China and was introduced by e-commerce players as the Singles’ Day sales.