Online visits from the Philippines to the Singles’ Day on 11 November grew 91 percent from last year’s version of the world’s largest shopping event, according to e-commerce analyst iPrice Group.
There were a total 92,603 visitors from the Philippines from 48,385 online visits last year during the 11.11, based on the iPrice Group’s report titled “Analysing the Singles’ Day Consumer Behaviour in the Philippines” released Friday.
From pre-sale day on 10 November to 11.11, online visits grew 29.7 percent to 92,603 from 71,386.
The report is based on iPrice data and other external data using Google Analytics and Google Trends.
Interestingly, despite that both Singles’ Day sale events this year and last year occurred during the weekends, majority of Filipinos still preferred to shop at the very last minute.
“Based on our proprietary data from Google Analytics, majority of online Filipino shoppers are actively searching for products during the late-night hours. The hourly consumer behavior of Filipinos is consistent comparing the sale trends from 11.11 pre-sale, and the 11.11 sale period this year and last year,” the report said.
Early mornings specifically around 3:00 am is the dead hour for the online shopping while it slowly gains momentum in terms of number of visits starting from 5:00 pm surging continuously every hour where 9:00 pm is the most active hours.
“The rationale behind this late-night hour shopping trend is correlated with Filipinos’ social media activity which coincidentally peaks in the late-night hours,” said the report.
Meanwhile, a majority of Filipino online shoppers during 11.11 are from Quezon City, Makati City and Manila. The most popular eCommerce merchants where majority of Filipinos searched for online deals were Lazada and Shopee while Cebu Pacific and Air Asia were the most searched sites for airline promotions.
Quezon City, Makati City and Manila are the top three most active cities that participated in this year’s Singles’ Day sale having 36 percent, 26 percent and 11 percent consumer activity. Other cities in Metro Manila namely Pasig and Caloocan took the 6th and the 8th spot, respectively, with five and three percent consumer activity.
Only three provincial metropolis cities namely Cebu, Davao and Cavite made it on the list of most active cities placing 4th, 5th and 7th spot which is significantly less than that of Quezon City, Makati City and Manila.
The rationale behind the activity in these cities can be traced from their respective minimum wages. Metro Manila citie have the highest minimum wages in the country justifying their high shopping activity during the sale event.
The reason behind the interest in Lazada and Shopee this Singles’ Day sale is that Filipinos’ online shopping preference is based on brand familiarity thus directly seeking mainly for the top online merchants in the country. This is according to Kantar Worldpanel survey, revealing that 84 percent of Filipinos preferred to buy from established companies despite the alternatives available in the market.
Meanwhile, airline promotions are one of the most searched keywords during this sale period which is consistent across Southeast Asian markets: Malaysia, Singapore, Thailand, Vietnam, Indonesia and Philippines. The rationale behind the popularity in airline promotions is that majority of the participating airlines in the Singles’ Day sale are offering an early Christmas and New Year holiday promotions.
The top two most searched keywords are “Cebu Pacific” and “Lazada” placing 1st and 2nd respectively. Interestingly, the respective competitors of Cebu Pacific and Lazada namely “Air Asia” and “Shopee” came in for the 3rd and 4th spot. General search interest in “11.11” and “Seat Sale” came in as the 5th and 6th most popular keywords.
Singles’ Day overwhelmed merchants like Lazada as the company reported that it needed to further expand its local warehouse due to the after sale surge. Lazada Philippines’ CEO of Logistics, Juan Spencer, said that its continued growth prompted the company to scout for another logistics hub that would raise its footprint from 60,000 square meters in warehouse space to 120,00 square meters by 2021.
This success of Lazada Philippines proves that Filipino online consumers are becoming more and more active in online shopping especially in the Singles’ Day sales events despite their “malling culture.”
The Singles’ Day sale on 11 November have surpassed yet again its recorded revenue from last year by selling $30.8 billion. Its annual growth rate, however, is the lowest in its history as it only increased to 27 percent from $25.3 billion sold last year.