South-East Asia’s attempts at replicating Singles’ Day sales drive shopping boom

About 86% of the roughly 4,000 people surveyed in South-East Asia said they bought products online during sales days pegged to identical-number dates such as 6/6 and 7/7, according to the study. — Photo by Pickawood on Unsplash

Monthly mega-sales events are emerging as a key driver for South-East Asia’s online-shopping boom, a study showed, as the region’s retailers are seeking to duplicate the success of China’s Singles Day and North America’s Black Friday.

About 86% of the roughly 4,000 people surveyed in South-East Asia said they bought products online during sales days pegged to identical-number dates such as 6/6 and 7/7, according to the study by Facebook Inc and Bain & Co. Of these buyers, 43% were first-time online shoppers, with the highest percentage of them in Thailand and Vietnam.