Discussions on e-commerce live streaming in Southeast Asia are heating up, and the power of middle-aged and elderly people cannot be ignored!

The report pointed out that online shopping in Southeast Asia has been growing steadily thanks to favorable demographics and growing incomes. The arrival of the epidemic has accelerated the shift in shopping behavior. Due to global restrictions and blockades, physical retail has stagnated and e-commerce has flourished.

The report cited data from Facebook saying that the growth of the digital economy has led to 70 million new online shoppers in Southeast Asia since the outbreak .

In addition, after sorting out relevant data, Meltwater found that shopping carnivals are very popular among Southeast Asian consumers. More than 500,000 discussions in 2021 were about this topic, and most of these conversations took place on Twitter and peaked before the annual 99 promotion.

In addition to the 99 promotion, the Double 11 promotion is also popular among consumers. The report cited data from Shopee, saying that sellers who participated in the Double 11 event for the first time last year received 10 times the usual orders.

In order to promote consumption, many retailers will invite celebrities to conduct marketing. Among the topics about shopping sprees this year, nearly one-fifth revolved around business cooperation with Korean stars such as Mamamoo, BTS, Twice, and Treasure.

It is particularly important for sellers to make full use of the prime time of the shopping carnival to carry out targeted marketing.

In addition, live shopping is also a way to attract Southeast Asian consumers.

So far this year, Southeast Asian consumers have discussed live shopping-related topics on social platforms more than 1.4 million times, twice as much as the same period last year. The report also cited data from Shopee, saying that Shopee's annual live broadcast viewership increased by 2.5 times. It is worth noting that the fastest growth is among users aged 34-50. This proves that live shopping is not only suitable for young people, but also has a large market among middle-aged and elderly people.

In addition, gaming products are also an area of ​​increasing concern for consumers. This year, Southeast Asian consumers have increased their discussions on gaming on social platforms by 48%. Importantly, 60% of consumers said that if they like a brand's games, they are more likely to buy that brand's products. Shopee found that brands that add interactive elements such as Q&A to the platform to attract consumers have seen a 6-fold increase in likes and clicks on each post. In other words, increasing interaction with consumers is becoming increasingly important.

The epidemic has changed consumers’ shopping behavior. Today, consumers are not only driven by prices and discounts, but also seek more real-time and interactive shopping experiences.

Southeast Asia

E-commerce