Lazada’s recent 12.12 shopping festival recorded doubled sales compared to last year’s and high consumer engagement with shoppers, who spent a total of more than 420 million minutes on the platform.
Consumers also launched the app an average of seven times per day, twice compared to a normal day.
The trend says a lot about the buying behavior of Filipinos, who are more and more embracing eCommerce.
“We’ve definitely seen more Filipinos embracing eCommerce this year, and increased excitement around campaigns like our recent 12.12 Grand Christmas Sale. This 12.12, we saw interesting trends emerge that reflect how Lazada has become an integral part of our customers’ lifestyles, and we are eager to continue supporting brands and sellers in the road ahead, as they diversify strategies to meet the evolving needs of customers,” said Ray Alimurung, Lazada Philippines’ chief executive officer.
Brands and sellers with strong performance
Lazada’s 12.12 shopping event saw nearly 80,000 participating sellers, out of which close to 14,000 were new sellers joining the 12.12 campaign for the first time.
It also recorded 1,006 Lazada Millionaire Sellers during the three-day shopping festival.
Top sellers during the sale were homegrown brands Tala by Kyla and Colourette.
LazMall, Southeast Asia’s largest online mall that directly connects brands, retailers and authorized distributors to consumers in the region, also recorded two times increase in sales, compared to last year’s 12.12. Top brands include Bosch, Nike, Pampers, Samsung, and Xiaomi.
Consumer shopping trends
Lazada’s 12.12 Grand Christmas Sale first hour traffic recorded a high of 1.6 million shoppers on the Lazada app. There was also a growing preference for contactless payment methods. Lazada Wallet is also the fastest growing digital payment option, with four times the number of carts checked out using the Lazada Wallet compared to last year’s 12.12 sales.
In the recently concluded three-day sale, the average amount a single shopper spent was twice the amount compared to a normal day.
One customer also checked out 200 items in one purchase, making it the biggest shopping haul during this year’s Lazada’s sale.
More Filipino shoppers purchased products other than daily essentials, with the top-three categories being fashion, shoes and clothing selling over 3.5 million items, followed by beauty selling close to 2 million items, and electronics accessories selling over a million items.
Purchases of car and motorcycle reservations have also surged. Lazada recorded over 6,000 car and motorcycle reservations from sellers and LazMall brands including Honda and Ford Autohub.
Some shoppers stocked up on essentials like face masks, as reflected by over 550,000 pieces of Indoplas disposable face masks sold in the three-day sale.
Shopping to help others
Filipino shoppers were not just shopping for themselves and loved ones, but also purchased donations to be given to communities and those who need help the most. Shoppers supported Lazada’s #BrandAid initiative – in partnership with Unilever, Dole, RFM, and Century Pacific, and Rise Against Hunger – by purchasing Noche Buena kits for families in need this Christmas. In addition, shoppers also made donations to partners and causes under LazadaForGood.
Sales of Lazada’s digital gift cards also surged, with an uplift of 17 times compared to normal day sales. One of the most purchased digital gift cards was KonsultaMD’s Family Telehealth Membership Plan.