Credit from App Annie
Across the world, sales events provide shopping platforms a unique opportunity to stand out among competitors at any time of the year. In Southeast Asia, largely inspired by the success of November 11th’s immensely popular Single’s Day, similar shopping event spikes can be observed on corresponding month and day dates, such as September 9th and December 12th, across all of the markets in the region.
In Indonesia, seasonal campaigns are held during Ramadan to provide contextually relevant customer experiences, and it's not just by one retailer, like in the case of Prime Day — it's dedicated shopping days that most mobile-savvy retailers get behind.
It is clear that shoppers are turning to mobile to access these flash sales events, with most markets in SEA seeing lifts in total weekly sessions. Each session represents an opportunity to purchase.
M-commerce platforms participating in these events throughout the region enhance their mobile apps during these high-traffic sales, ranging from subtle tweaks to app icons marking the dates of sales events, to more comprehensive mobile-focused features such as gesture based mini-games with daily prizes, to celebrity-fueled social affiliate program, an innovative feature that allows anyone to recommend their favorite products and generate profits from it.
Mobile shopping apps offer conversion rates 3x mobile web and 2x desktop for US retailers. We expect this trend to hold, if not be greater in Southeast Asia. M-commerce platforms who optimize their mobile user experience by leveraging features that draw on the inherent advantages of mobile — such as personalized offers, loyalty programs, mobile payment integrations and advanced customer support — will be able to capitalize on these timely opportunities by improving the shopping experience and driving conversions.
Having a comprehensive view of mobile performance will be crucial in deciding where to prioritize your efforts and how to plan your campaigns to delight customers.
We will keep a close watch on mobile shopping developments in Southeast Asia, as both the competition among major platforms and engagement level through seasonal events continue to expand. We expect to see this sector not only continue to grow in 2019 but to be a key pillar of mobile growth in the region.