Shopee’s 11.11 Big Sale saw 200 million items sold on one day across SEA

By Digital News Asia November 20, 2020

Over 20mil hours of live streams viewed; in-app games played more than 2.5bil times
Platform noted a surge in Beauty & Personal Care products, with 155K products sold

Shopee’s 11.11 Big Sale saw 200 million items sold on one day across SEA

As the 11 November and the online shopping sales dust settles, it’s time we delve a little into how some Southeast Asian e-commerce platforms have performed. For Shopee, their 11.11 Big Sale was a record-breaking success with 200 million items sold during the duration of 11 November.

According to Shopee, sellers participating in the 11.11 Big Sale for the first time saw 10 times more orders than on an average day. On top of that, more than 20 million hours of live streams were viewed on Shopee Live, while their in-app games were played more than 2.5 billion times.

“The success of 11.11 Big Sale reflects the continued growth of e-commerce in the region and the many opportunities it presents for businesses and shoppers,” says Shopee Chief Commercial Officer Zhou Junie.

“At a time where the business landscape is transforming, we are committed to helping sellers and brands capture new growth opportunities, while making online shopping more engaging and rewarding for consumers. We are humbled by the strong support this 11.11 and we will continue building on our vision of making e-commerce for everyone.”

In Singapore, the sale saw a few interesting shifts in trends. For one, Shopee noted a surge in demand for Beauty & Personal Care products, with over 155,000 skincare products sold during the sale.

On the other hand, Home & Living remained best sellers, with 100,000 kitchen and dining products sold.

As for the overall best-selling products for that day, Shopee says they are the Merries Giant Pack Diapers, Innisfree My Real Squeeze Masks, and Nintendo Switch consoles. The best-selling brands on the platform during the sale were Xiaomi, Sasa and Muji; while the hottest keywords were “Mask”, “Adidas” and “AirPods Pro”.

Shopee says that the surge in shopping activity on 11 November created tangible growth for local businesses. Electronics retailer Mobile Relation, for one, recorded over US$743,691 (SG$1 million) in sales in a day, with bestsellers including electronics, gadgets, and mobile access.

Across the region

Shopee in other Southeast Asian countries saw similar successes. In Malaysia, the top 3,000 Malaysian MSMEs on the platform achieved an average of US$13,415 (RM55,000) in sales during the day.

Major states like Selangor, Kuala Lumpur and Johor clocked in high shopping activities, with 650,000 items sold in an hour in Selangor at the peak of the sale. The largest single transaction made by one user on the platform (within the first 8 hours of the online shopping event) amounted to RM70,000.

[RM1 = US$0.23]

Home and Living, Electronics as well as Groceries and Pets Products were the bestselling categories. MILO, detergent, hand sanitizers, disinfectant, smart robot vacuum cleaners, air fryers, cookware sets as well as pet food continue to be Malaysians’ favourite.

This also includes the sales of over 560,000 snacks, of which 1 in 5 were packets of the Samyang Hot Chicken noodles. Home improvement products such as tools and fittings, flooring, splashback and wall panels too recorded a high demand with close to 1 million items sold.

A good number of Malaysians utilised the sales to secure new electronics and gadgets. For one, Huawei recorded about RM1 million in sales just on its Matebook D 15 laptop within the first 10 minutes of the sale on Shopee.

Personal Care & Beauty products soared in Indonesia during the sale, with 4 million facial care products sold at the peak of 11 November. Shopping activity continued to expand outside the capital region, with 1.2 million items sold in an hour in West Java at the peak of 11 November.

In Indonesia, the 11.11 Big Charity campaign has received positive support in all regions. It was supported by three official brand partners, namely Philips, LG, and Kao who provide several collections of special products, while the live streaming of Big Charity's 11.11 charity concert on Shopee Live was watched 1.2 million times.

“We are thankful for the continuous support shown by our users, sellers, and brand partners and for their generosity in supporting 11.11 Big Charity. We look forward to wrapping up the year on a high note with our upcoming finale event, 12.12 Birthday Sale,” Zhou concludes.

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