Shopee 12.12 Birthday Sale: 12 million items sold within first 24 minutes

In Malaysia, shopping activity was on a high with one user making 180 orders in the morning of 12 December 2020.

Shopee wraps up the year-end shopping season with a record-breaking 12.12 Birthday Sale in Malaysia. Shopping activities were high across the country, with over 875,000 items sold in Selangor in the first hour of 12 December. One Malaysian even single-handedly made 180 orders in the morning of 12 December.

Ian Ho, Shopee's Regional Managing Director said, "Being able to record another groundbreaking 12.12 Birthday Sale and coming a long way the past five years is extremely humbling for all of us at Shopee. This year especially as 2020 has presented us with a whirlwind of experiences. Given the unprecedented circumstances, we wanted to ensure that our fifth birthday would be a special day not just for Shopee but more so, for the people we serve."

Earlier this month, Shopee announced efforts to drive traffic from its platform into footfall at offline retailers' physical stores. Hundreds of thousands of Malaysians took advantage of the attractive F&B deals offered on Shopee where discounts went up to 98% on various food, beverages, set meals and more. Businesses like FamilyMart went on to record a sellout of close to 80,000 vouchers on various deals throughout the duration of the campaign from 1 December to 12 December; effectively driving tens of thousands of new and returning customers to their outlets. 

Shopee 12.12 Birthday Sale Infographic

Further, Shopee treated more than 50,000 Malaysians with the famous FamilyMart Basque Burnt Cheesecake Sofuto Sundae through the Shopee Farm game as part of its birthday celebration and in support of its offline partner.

Home & Living, Groceries, Health & Beauty, and Mobile & Accessories emerged as some of the best-selling product categories as Malaysians took this chance to fulfil all their essential and entertainment needs.
 

Home & Living: Consumers, especially those aged 35 - 49, purchased tools to revitalise their homes in preparation for the upcoming festivities, as seen with the 1.2 million home improvement and decor items sold on 12 December. Popular items include 3D self-adhesive wallpaper for rooms, kitchen and toilet, hotel-grade pillows, foam mats, vinyl flooring and recessed lighting - all handy DIY materials for a simple makeover.

Back-to-school: Despite uncertainties of the school term, parents stocked up on back-to-school items in preparation for the new year. Over 670,000 stationery items were sold on Shopee, while more than 200,000 school uniforms, bags, shoes, pencil cases and more were sold in total on 12 December.

Groceries: As stay-home efforts continue, people were seen to be stocking up on essentials, especially food items. MILO continues to be Malaysians' favourite chocolate malt beverage with 120 packs sold per minute in the morning of 12 December. Malaysians' snacking habit which the e-commerce platform observed during its 11.11 Big Sale also continued on this 12.12 Birthday Sale with more than half a million snacks purchased once again. Meanwhile, laundry detergents also recorded a strong demand on the platform, and these items were mostly purchased by users aged over 50. 

Health & Beauty: Skincare and cosmetics were a big priority as people geared up for the festive season and the new year. Over 628,000 skincare items flew off the virtual shelves on 12 December, with facial masks and lipsticks being the most popular among users aged 34 and below. 

Electronics and entertainment: Malaysians took advantage of the sale to upgrade their home appliances, gadgets, and buy new game consoles. It was also noted that 8 out of the top 10 performing Malaysian SMEs were electronics retailers who clocked in an average sales of over RM800,000 each. Meanwhile, Shopee Mall brands saw a surge in sales, with realme recording RM2 million in sales on its realme 6 series within the first hour of the 12.12 sale. 

Lifestyle: Lifestyle athletic brand adidas who joined the platform only in September 2020 witnessed some 300,000 visits to its official store on 12 December. The visits translated into strong single-day sales especially on its sneakers, t-shirts and football jerseys.    

Meanwhile, on a regional level across seven markets in Southeast Asia and Taiwan, Shopee recorded a sellout of 12 million items in the first 24 minutes of 12 December. At its peak, 1 million items were bought in a single minute as users chose from a selection of over 2 billion products. Consumers also spent more time on Shopee's in-app games and features, which offered greater rewards and value: 

  • 450 million views were recorded on Shopee Live across the entire 12.12
  • Shopee's in-app games were played a record of 2.7 billion times
  • Two of Shopee's newest games, Shopee Bubble and Shopee Candy were a big hit, with a total of 28 million hours played

The surge in shopping activity was also met with increasing adoption of digital payments. In particular, users enjoyed the convenience of Shopee's integrated mobile wallet ShopeePay, with orders paid via the mobile wallet surging 18 times from an average day.

Ho concluded, "E-commerce is truly proving to become an increasingly important part in our lives and we are glad to be on the forefront of this change. A heartfelt thanks to all Malaysians, sellers, brands and partners for allowing us to celebrate the past five years with you. Because of your trust, we can look forward to what is to come."

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ecInsider News: Shopee 12.12 Birthday Sale: 12 million items sold within first 24 minutes
Shopee 12.12 Birthday Sale: 12 million items sold within first 24 minutes
In Malaysia, shopping activity was on a high with one user making 180 orders in the morning of 12 December 2020.
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