Retail in Asia

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Lazada’s 11.11 shopping festival breaks records

Lazada's 11.11 Shopping Festival_2020 Key Highlights

Lazada, Southeast Asia’s leading eCommerce platform, again surpassed its 11.11 shopping festival records, with more than 40 million users and 400,000 brands and sellers participating in the one-day sale event across the region. The majority of these brands and sellers were local small-and-medium enterprises.

SEE ALSO : Alibaba 2020 11.11 Global Shopping Festival generated US$74.1 billion in GMV

LazMall, Lazada’s premium platform for authentic brands and the region’s largest virtual mall, also broke record by exceeding its 11.11 sales performance last year in under half a day. It welcomed four new joiners, including Tefal, to its list of 26 brands who made the ranks of its LazMall Millionaires Club, which are brands that achieved sales exceeding US$1 million in one day. Electronics brand Samsung also became one of the first two brands to hit over US$10 million in sales.

“This year’s 11.11 performance is very much a reflection of the seismic shift in more consumers and merchants going online and an overall digitalisation of the retail landscape, which has vastly accelerated in 2020,” said Chun Li, Lazada Group’s Chief Executive Officer.

“Soon after we kicked off the campaign at midnight, we were already surpassing US$100 million in sales, in less than half the time we took last year,” continued Chun Li.

With digital adoption here to stay, this year’s 11.11 also saw more local brands and sellers outperforming on Lazada’s platform. The number of small-and-medium merchants with over US$10,000 in sales doubled to more than 8,000 from last year’s 11.11. Thai fashion label Mitr achieved more than US$66,313 in the first hour from sales of one product, as Southeast Asian brands which onboarded Tmall Global through Lazada’s Sell to China programme also continued to break records.

Beauty brand Sunnies Face, from the Philippines, achieved a year-on-year sales growth of almost five times, while Indonesian hair care brand Ellips, as well as Singapore snack brand Irvins, who participated in Tmall Global’s 11.11 event for the first time, recorded sales of 50 times the norm or more on 11th November.

Lazada stepped up its Shoppertainment strategy by launching new game Happy Bounce in the lead-up to 11.11, and saw increased user engagement of over 3.5 times as consumers spent more than 70 million minutes playing Lazada’s in-app LazGames titles. Along with Fun Farm, both new games saw players collect more than 20 million vouchers in 24 hours. LazLive, Lazada’s livestreaming technology, gathered over 11 million views on Nov 11 alone and saw more sellers adopt the service, which resulted in a 380% year-on-year growth in GMV generated from their sessions.

In a recent report by Google, Temasek and Bain & Company, there are 40 million new internet users this year alone, which means that 70% of the region’s population now has access to the digital economy. More than one in three consumers are new to digital services, and 90% of them intend to continue their newfound habit of shopping, ordering food and paying online.

Other key highlights from the campaign include:
• 100 seconds: The time it took Lazada to reach US$11 million in sales
• Philippines: 1,111 Honda car bookings made in 11 minutes
• Thailand: Sales hit > US$33.1 million in under two hours
• Singapore: Sold 16,000 items/min in first 11 minutes
• Malaysia: > 40% new sellers who onboarded via Lazada’s stimulus plan participated in 11.11
• Vietnam: Viewership of 10 million for Vietnam’s Super Show on 10th November.
• Indonesia: A delivery – the longest in Indonesia – clocked 5,000km from Aceh to Eastern Flores.

It was well-supported by Lazada’s logistics facilities, which are powered by data-driven smart-routing algorithms, and its proprietary network that sorts more than 85% of total parcels delivered.

“Every 11.11 is a showcase of our technology and logistics capabilities to serve, engage and deliver to our customers,” Li said.

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“It is defined by our brands, sellers, consumers and partners across the ecosystem, whose support has helped shape this event into what it is today. We are glad to conclude yet another successful campaign, having set new benchmarks while enabling more than 350,000 brands and sellers to serve 80 million annual active consumers on our platform,” continued Li.