More than half of SEA shoppers returned for Singles Day: report

New buyers over the region increased by 335%.

Over 50% of Singles Day new shoppers from 2022 return for more, opening an untapped potential for Southeast Asia retailers.

In a report by Criteo, the number of sales in Southeast Asia increased more than twice compared to the average of the last two weeks of July (18 July – 31 July 2022). Over the region, Singles Day stood as the busiest shopping season, with a 139% surge in sales.

Singapore, Malaysia, and Thailand experienced the largest upsurge of 192%, 214%, and 210%, respectively. Other shopping events like 12.12 received a 112% spike in sales. In addition, Black Friday experienced a 42% growth, with Vietnam seeing a 141% increase, compared to Singles Day (+90%) and Double 12 (+77%).

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Importantly, new buyers account for 335% on Singles’ Day and 9% on Black Friday. Around 51% of 2022 Singles’ Day new buyers had purchased from the same retailer between December 2022 and May 2023. The prominence of these consumers shows another valuable market that brands and retailers can maximise, especially during peak days.

The report also provides best practices that retailers can seize to elevate their platform and appeal to their market, ranging from starting campaigns early to gauging seamless customer engagement. But it also highlights the benefits of capturing new opportunities to monitor best and take advantage of the shifting market.