Shopee revealed today that it achieved a record-breaking sale of 12 million items within the first 24 minutes of its 12.12 Birthday Sale, across its seven markets in Southeast Asia and Taiwan. At its peak, one million items were bought in a single minute as users browsed through some two billion products available on the platform.
Within Malaysia, Shopee customers also participated in an equally lively online shopping scene. In fact, the e-commerce platform recorded over 875,000 items being sold in Selangor itself in the first hour of 12 December. One user even single-handedly made 180 orders on the morning of the sale festival, as consumers took advantage of the slew of vouchers and coupons available only on 12.12.
Shopee further noted that some of the best-selling categories this time round are home & living, health & beauty, groceries, as well as mobile & accessories. Here are some key trends seen during Shopee’s 12.12 Birthday Sale:
- Home & living: 1.2 million home improvement and décor items were sold, including 3D self-adhesive wallpapers, hotel-grade pillows, foam mats, vinyl flooring and recessed lighting. These handy DIY materials – suitable for a simple home makeover – were mostly purchased by users aged between 35 to 49.
- Health & beauty: Users bought more than 628,000 skincare items, with facial masks and lipsticks being the most popular among users aged 34 and below.
- Groceries: Chocolate malt beverage Milo continued to be highly popular, with 120 packs being purchased every minute on the morning of 12 December. Also, more than half a million snacks were sold during the sale. Meanwhile, laundry detergents saw strong demand, especially among users aged above 50 years old.
- Electronics & entertainment: 8 out of the top 10 performing Malaysia SMEs were electronic retailers who recorded an average sale of over RM800,000 each. Shopee Mall brands also saw a surge in sales, such as in the case of realme, which saw RM2 million in sales for its realme 6 series within the first hour of the sale.
On top of these observations, Shopee also noted that there was an increased adoption of digital payments across the e-commerce platform’s seven markets during the sale. This is particularly so for its integrated e-wallet ShopeePay, where orders paid with ShopeePay surged 18 times more than average during the sale. The convenience of an almost instant purchase with ShopeePay is further incentivised thanks to the many free shipping vouchers that are exclusive only for orders made with ShopeePay.
Prior to the actual 12.12 Birthday Sale on 12 December, Shopee had also carried out an early birthday campaign from 1 to 12 December to help drive traffic from its platform to offline retailers’ physical stores. The campaign – which offered up to 98% discount on various F&B products – saw significant success, with businesses like FamilyMart selling close to 80,000 vouchers. This translated to tens of thousands of new and returning customers to their outlets.
“Being able to record another ground-breaking 12.12 Birthday Sale and coming a long way the past five years is extremely humbling for all of us at Shopee. This year especially as 2020 has presented us with a whirlwind of experiences. Given the unprecedented circumstances, we wanted to ensure that our fifth birthday would be a special day not just for Shopee, but more so for the people we serve,” said the regional managing director of Shopee, Ian Ho.