Unlike previous years, this time the 12.12 sales had Malaysians cooped at home due to the pandemic, this strikingly resulted in customers making different choices in terms of goods purchased. Lazada Malaysia saw a massive jump in toys and games, sports and outdoors and mobile and tablets, increasing 100% compared to other categories, giving an insight on what consumers were planning to do while at home.
In these tough economic times, we aimed to give back to our local community of shoppers, brands, and sellers through the recent 12.12 sale. We are glad to have helped shoppers save and stretch their Ringgit, while enabling our merchants to bounce back via the digital economy’s continuous uptrend in growth,” said Leo Chow, Chief Executive Officer, Lazada Malaysia.
Leo added: “‘Toys & Games’ and ‘Mobiles & Tablets’ were among the three highest-growing categories during this Lazada 12.12. This is likely due to Malaysians conducting their gift shopping for friends and loved ones online. Meanwhile, the strong performance of ‘Sports & Outdoors’ also indicates that consumers’ mindset has shifted to become more health-conscious as the New Year approaches, and people begin to reflect on their goals and overall well-being.”
The year-end sale is also an indicator of a successful digital migration for businesses in Malaysia. Nearly 80% more local LazMall brands and SME sellers participated in Lazada Malaysia’s 12.12 this year, whereas the number of local merchants, for both brands and sellers, that generated online sales also increased by over 80% year-on-year.
“The surge in both number of participating local merchants as well as selling local merchants on Lazada 12.12 this year are very encouraging and inspiring. It shows that not only are more brands and sellers coming onboard our eCommerce platform, but also that businesses have been better leveraging our eCommerce solutions to achieve sales online, such as via our Sponsored Search and Sponsored Affiliate tools. Our commitment goes beyond just digital adoption, but also to support the end-to-end digital transformation of entrepreneurs from customer engagement to conversion,” stated Leo.
The top-performing local sellers using the Sponsored Search tool during Lazada Malaysia’s 12.12 sale saw up to RM1,000 return on investment (ROI) for every RM1 spent, while the Sponsored Affiliate function directly contributed to 100% of the sales for over 600 sellers.
Among other tools offered within Lazada’s slew of eCommerce solutions during the recent 12.12 includes livestreaming and the in-app LazGames – its two pioneering Shoppertainment features. The two-hour 12.12 CDO livestream show recorded about 2 million views nationwide. LazGames kept shoppers engaged too, as Malaysians collected over 7 million coins in the week leading up to 12.12, with over 2 million coins exchanged for rewards during 12 December itself.
“The success of Lazada 12.12 Grand-Year End Sale in Malaysia is attributed to the increasingly digital local population, where online shopping has become a pervasive cultural phenomenon that’s entrenched in the daily lifestyle of the country’s new normal. We are grateful for the ever-growing trust and support from our Malaysian shoppers that made our 12.12 a stunning success,” said Leo.
The growing trust amongst Malaysian consumers towards eCommerce is further evidenced by a 40% year-on-year average increase in the value of top-ups in their Lazada Wallet. This trust was also reflected on Lazada’s digital-giving platform, LazadaForGood, which garnered over RM30,000 worth of donations for participating NGO partners within just a week.
With Malaysians becoming more confident to adopt digital payment solutions for their online shopping and daily lifestyle, the growth momentum of eCommerce in 2021 is expected to continue.