More premium brand items purchased online


MORE consumers are purchasing branded and premium items online, signalling an increased level of confidence in e-commerce.

Online retailer platform Shopee said in a statement that demand has increased across all categories, but the most apparent are among brands and retailers in the middle and upper segments.

Shopee Malaysia regional MD Ian Ho (picture) said demand for e-commerce has definitely accelerated in 2020 as the platform has recorded a parallel increase in the level of trust and comfort that people have with online shopping.

“Shopee has seen growing confidence and comfort in the purchase of premium and branded items priced between RM3,000 and above on its platform. The shift is reflected in what consumers search for and buy,” he said.

Ho said some of the most popular keywords on the search button include iPhone, washing machine and smart television, while bestsellers include Apple MacBook Pro, Bosch Built-in Dishwasher and Delonghi Coffee Machine.

“These developments signify new heights for the e-commerce industry. Some trusted brands, such as Samsung, have broken records in 2020, recording up to RM46,000 in a single transaction, among many other achievements,” he said.

Ho said the use of e-commerce is also increasing in the outskirts of states like Perlis, Kedah, Sabah, Sarawak and Labuan.

“As e-commerce solves the perennial challenge of limited access to consumer goods outside of the Klang Valley, Shopee also found that demand for the premium and branded segment multiplied by over 300 times since 2015.

“Rural buyers are also seen to be getting more comfortable with the entire digital ecosystem as many have converted from using offline payment methods to ShopeePay during checkouts,” Ho said.

There are also more brick-and-mortar brands moving online and leveraging Shopee’s integrated system of strong logistics network and marketing tools.

“We are encouraged by the growing number of local and international brands on our platform; it just goes to show that there is a place in the digital economy for everyone.

“Our annual 10.10 Brands Festival will further serve as a springboard for them to bridge and build connections with buyers,” he said.

The campaign that started from Sept 25 to Oct 10, 2020, is the region’s biggest online shopping event for brands.

“There are RM10 deals, free shipping with a minimum spend of RM10 and various selections of 100% authentic products from favourite brands via the Million Dollar Brands Discounts in-app portal,” Ho said.

Meanwhile, Lazada’s 9.9 Big Brand’s Sale broke new ground in retail sales and smashed its 2019 record.

The platform has also introduced new interactive features and interface to enhance its offerings.

Lazada also appointed its first-ever chief discount officer (CDO) Ain Edruce to participate in goods selection and bargaining to help buyers navigate through the platform, secure the best deals and promote them during the live show.

Lazada Malaysia CEO Leo Chow said the success of its CDO was indeed remarkable for both the platform and industry.

“It goes to show that Malaysians are embracing livestream commerce. Livestream is becoming the mainstream. As a fixture in our Shoppertainment innovations, LazLive has become an invaluable tool for our brands and sellers, not only to engage with consumers, but also turning into a powerful avenue to drive sales during campaigns,” he said in a statement.