Since 2015, ShopBack has been staging its annual Stat Wars – a grand duel where we pit Singles’ Day, Black Friday, Cyber Monday and 12.12 against one another and observe the retail battle in numbers.

Here’s what we did in Dec 2015 for Stat Wars: The Force Awakens and Rogue One: A Stat Wars Story in Dec 2016.

This year, we’re starting earlier for Stat Wars: The Last Jedi (yes, before the movie hits in Dec 2017).

We take a look at the 2017 performance of Singles’ Day in Southeast Asia (Singapore, Malaysia, the Philippines, Indonesia, Thailand) and Taiwan.

We call it – The Jedi Order.

ShopBack Stat Wars 2017 Singles Day E-commerce Trends Infographic

Interesting findings from Singles’ Day 11.11 Sales 2017

*Data gathered from six countries: Singapore, Malaysia, the Philippines, Indonesia, Thailand and Taiwan

1. Close to 6,000 orders were made in an hour. That’s six times of our usual performance. Malaysia topped the chart with over 40 orders made per minute, followed by Singapore with 22 orders made per minute.

2. Alibaba shared that 90% of their sales were made on mobile. On our side, while the app traffic did overtake web traffic in all six countries, it wasn’t significantly higher.

This showed that desktop usage is still prevalent in this part of the world. Take a look at the percentage ratio below:

 Country/Ratio Web App
Singapore 40 60
Malaysia 40 60
The Philippines 25 75
Indonesia 30 70
Thailand 40 60
Taiwan 40 60

3. Almost 60% of the web and app traffic came from new customers. This signals the possibility that Singles’ Day has encouraged people who don’t have the habit of shopping online to jump on the bandwagon. The attractive deals, promotions and Cashback have encouraged customers to give e-commerce a try.

4. Customers earned over USD200,000 in Cashback, with the top spender chalking up almost USD4,000 of savings for his or her travel bookings.

5. Each customer spent an average of USD30 on Singles’ Day.

6. General marketplace and fashion emerged as the top shopping verticals across six markets. Pulsa (pre-paid phone credits) overtook the fashion vertical as most popular in Indonesia.

7. Lazada has successfully dominated Southeast Asia as the most popular store in Singapore, Malaysia, Philippines, Indonesia and Thailand.

8. British online fashion and beauty store ASOS snagged the top three spots on Singles’ Day for Singapore and Taiwan.

9. Contrary to popular belief, the most popular shopping time belt was not the first hour of Singles’ Day (12:00AM – 12:59AM). While it stayed true for Singapore and Malaysia, here are the most popular shopping timings for other countries:

  • Philippines: 9:00PM – 9:59PM
  • Indonesia: 11:00AM – 11:59AM
  • Thailand: 8:00PM – 8:59PM
  • Taiwan: 10:00PM – 10:59PM

Did any of this data surprise you? Stay tuned and look out for our Stat Wars Black Friday and Cyber Monday edition where we go over to the dark side.

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