How S’pore Firm Shopee Turned 9.9 Into SEA’s Biggest Shopping Holiday

One of Southeast Asia’s biggest shopping vacations, 9.9 serves as an unofficial opening act for the region’s massive year-end sales.

Every year, without fail, we see e-commerce sites hosting shopping festivals from August to December. 9.9, 10.10 and the very famous 11.11 are just a few of the key dates in the online shopping calendar.

Sale 9.9 was first introduced to meet the rapid growth of the e-commerce industry in Southeast Asia and Taiwan.

But did you know that Shopee was the company that launched the 9.9 Shopping Vacation?

Orders have tripled last year

The 9.9 Shopping Festival was started by Shopee in 2016. Each year’s 9.9 festival surpasses that of the previous year.

In 2019, Shopee received three times the number of orders received in 2018. Over 113 million offers were made and they were selling up to 187,606 items per minute.

Brands and sellers performed exceptionally well, with the top performing brands averaging 286 times more traffic and 339 times more sales compared to a typical day.

buyer 9.9
Image Credit: Shopee

The festival is an extension of Shopee’s deep understanding of the region’s e-commerce landscape, as it continues to anticipate the needs of its users.

Responding to Southeast Asia’s focus on shopping experiences that go beyond simple transactions, Shopee’s 9.9 campaign evolves every year to meet the changing needs of consumers in the region.

The success of 9.9 is not just a reflection of our consumers’ strong appetite for offers and promotions, especially in Singapore where users have shown a propensity for sales and offers.

It also reinforces our continued commitment to understanding the landscapes of our different markets and responding well to local needs.

– Zhou Junjie, Commercial Director of Shopee

Junjie said Shopee is always refining its recommendation engines to offer more personalized and relevant buying suggestions, promotions and push notifications, tailored to user needs.

“We dig deep into the data to find out which products and categories are popular throughout the day. This allows us to better plan our flash sales calendar and create better shopping experiences for our users to enjoy every day, ”he added.

Cumulative success of 9.9 over four years in the region demonstrates Shopee’s ability to meet the appetite of Southeast Asian consumers for deals and promotions, through the use of very popular tools such as Flash Deals.

Shopee is present in seven markets but launched as a country-specific app, specifically designed to meet the needs of each of its markets. This allows Shopee to create “hyper-localized” consumer experiences for all of its users.

“Our region needed an e-commerce platform that was completely designed to respond to local cultural nuances and behaviors,” Junjie explained.

In 2015, Shopee saw the need for a localized approach to e-commerce to meet the unique preferences of Southeast Asian markets.

Our data science team works closely with local marketing teams to create buying models based on various behavioral and demographic data available to us, resulting in agile marketing campaigns that resonate well among all of our users. .

– Zhou Junjie, Commercial Director of Shopee

For example, in Indonesia, Shopee launched Islamic products and services to meet the needs and demands of a predominantly Muslim audience.

On the other hand, celebrity endorsements are used in countries like Thailand and Vietnam, where they have a bigger effect on buying habits.

Shopee Indonesia
Image Credit: Warnaplus

Shopee has bypassed the desktop experience and has been designed for mobile from day one to meet the needs of Southeast Asian users – the world’s most engaged mobile internet users.

According to a report from Google, Temasek and Bain & Company, 90% of the region’s 360 million internet users connect to the web via their mobile devices and more than 95% of Shopee’s orders are placed on phones.

But it’s not enough to cater to local tastes, Junjie noted.

“Today’s shoppers are looking for more than just a transactional shopping experience – they’re looking for personalization, engagement, and social interaction.”

Shopee continues to anticipate these evolving consumer needs, creating experiences that meet the need for a high shopping experience.

In Singapore, 54% of consumers discover new products through social media, according to a report from Facebook and Bain & Company. As a result, Shopee has improved its social features – its in-app social feed and live chat – over time to respond to this growing sentiment.

By creating in-app experiences to deliver what users want, a suite of entertainment features has been launched to engage users.

Social media elements such as live feeds, stories, chats and video streaming have been integrated to facilitate the buyer-seller interaction.

Shopee Live Stream
Image Credit: Hype And Stuff

For example, from your Shopee feed, you can browse your favorite sellers’ posts and community content across different product categories. The feed is extremely useful for staying up to date with the offers started by your favorite sellers.

It’s also easy to learn more about a product you’re interested in when the post is directly linked to its listing in the Marketplace.

Engage buyers in the app

Shopee has also launched attractive in-app games that offer rewards like vouchers and Shopee coins that can be spent on in-app items.

In the 2020 National Day sale, localized edits on popular apps were released, such as Shopee Flappy – Siam, ERP edition.

In Singapore, built-in games were played over 60 million times, while Indonesia recorded 1.6 billion games in 2020 over two months.

In Singapore and Malaysia, the number of hours broadcast on Shopee Live increased by 200% and live streaming reached a new record of 120 million views in Indonesia between February and April 2020.

The e-commerce platform is also partnering with great artists and is keeping up with the latest consumer trends. Riding the Hallyu wave, Shopee live-streamed a big K-pop festival, KCON: TACT, in July.

Launched in collaboration with CJ ENM, a leading entertainment and lifestyle company, the festival responds to the growing demand for online entertainment as part of social distancing measures in the region.

Popular K-pop artists included Chung Ha, GFriend, and Monsta X, who made special appearances on Shopee Live. Shopee users enjoyed the daily K-pop themed streams and challenges.

For this year’s 9.9 festival, Phua Chu Kang, an iconic comedy figure in the sitcoms of the late 90s, will be the Shopee Singapore brand ambassador.

Despite Covid-19, Shopee users spend 40% more time in the app; talk about the success of Shopee’s focus on delivering personalized, social and engaging shopping experiences.

In the months of February and April 2020 alone, Shopee recorded an astounding 60 million total plays of its built-in games. Shopee Live has increased the number of live broadcasts by 40 times with over 200,000 live chat messages sent per day over the same period.

Users want more than just transactional experiences – and they get it.

To respond to the trend of online grocery shopping, Shopee has also increased its food variety eightfold and brought fresh fruit and seafood vendors aboard Shopee Live.

Subsequently, Shopee saw a 20-fold increase in the number of users placing multiple food orders per month.

What to expect for this year’s 9.9 sale

This year 9.9 runs from August 20 to September 9 and will continue to offer deals and promotions to buyers for more than three weeks.

As always, users can take advantage of $ 1 million cashback offers, 50% coupons, and 18% cash back with no minimum spend. You also have the chance to win prizes from the range of built-in games on Shopee.

In order to support local communities during the Covid-19 pandemic, Shopee is committed to providing a super ecosystem and overfeed recovery for sellers and brands on its app.

Shopee has stepped up its offerings for ShopeePay and partnered with major vendors for smooth and secure transactions. To prepare for 9.9, logistics and warehouse operations have been stepped up for maximum efficiency.

Since the pandemic hit, Shopee has also offered a vendor support package to cushion the impact of the pandemic. In addition to this, it has also improved its Seller Center to help sellers with their e-commerce activities.

Over 70% more new brands will open their official stores on Shopee Mall in 2020, diversifying the platform.

The icing on the cake of the 9.9 of 2020 will be the Shopee brand ambassador for this year: local cultural icon Phua Chu Kang. On 9.9 itself, Phua Chu Kang will be hosting an exclusive Shopee Live session from 9pm to 10pm.

In a pandemic, the community comes first

The pandemic has only accelerated the growth and adoption of e-commerce and Shopee is no exception.

As consumers embraced social distancing and home keeping measures during the breaker, Shopee has seen increased demand on its e-commerce platform for health, personal hygiene and household items.

In 2019, Shopee was already the fastest growing e-commerce player in the mobile shopping industry in Southeast Asia.

In Q2 2020, Shopee continued to rank number one in the Shopping category in terms of downloads in Southeast Asia and was among the top three worldwide in the same category, according to App Annie.

Currently, the priority of the e-commerce giant is to support the communities of Southeast Asia during the crisis. This includes tightening up payment systems and logistics, integrating and supporting brands, and stepping up user engagement with more entertainment and offers.

Initiatives such as the $ 1 Million Shopee Seller Support Pack and ESG Booster Pack – in partnership with Enterprise Singapore – have been launched to support Shopee’s brand and seller ecosystem.

Despite the whims of Covid-19, it looks like we can expect this year’s 9.9 sales to continue to deliver unique and memorable shopping experiences, just like every year.

Over the years, 9.9 has grown into an annual celebration that brings together millions of people across the region.

“We are confident that 9.9 this year will continue to do just that,” Junjie said.

Join Shopee’s Super Shopping Day 9.9 sales now! Click on here to start browsing. For new users enter SHOPEE99VP for S $ 7 off minimum S $ 15 spend, valid until Jan 31, 2021 11:59 PM.

This article is written in collaboration with Shopee.

Featured Image Credit: Shopee

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Jothi Venkat

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