The study found that the most important factor influencing Malaysians' online purchasing decisions was discounts and flash sales. Free shipping came in second, followed by Lowest Price Guarantee.
Shopee Malaysia has just announced the results of its latest study on Malaysians' online shopping behaviour. The study found that Malaysian online shoppers are becoming increasingly savvy when shopping online, adopting deliberate practices to benefit from online discounts and flash sales.
Conducted in June 2017, the consumer behaviour study was based on Shopee data and survey results collected from over 7,500 online shoppers across Malaysia.
Discounts and flash sales are the biggest drivers of online purchases
The study found that the most important factor influencing Malaysians' online purchasing decisions was discounts and flash sales. Free shipping came in second, followed by Lowest Price Guarantee (programmes that reward shoppers if they find a lower price on another platform). 97% of respondents indicated that they plan their online shopping around discounts, flash sales and vouchers availability.
"Malaysians love discounts and flash sales, and plan their online shopping around these promotional efforts. It appears that getting maximum value out of online shopping has become a lifestyle choice among Malaysians. Many users log in multiple times a day to get updates on the latest deals when they intend to buy something online," said Ian Ho, Regional Managing Director of Shopee Malaysia.
Based on the survey, over 46% of respondents indicated that they browse Shopee three to six times daily to compare prices and check for deals. Over 26% indicated that they would log in more than 6 times a day to hunt for deals. Additionally, the peak hours for online shopping among Malaysians are during lunchtime from 12:00 to 14:00 and after dinner time from 21:00 to 00:00.
A closer look at Malaysian online shoppers and their purchases
he study found that the savviest online shoppers are 18 to 32 years old, as shoppers from this age group typically make up the largest participants of sales and campaigns. Female shoppers from 18 to 24 years old tend to shop for Fashion and Health & Beauty products during sales, while those aged 25 to 35 prefer Home & Living and Toys, Kids & Baby products. When it comes to Mobile & Gadgets, male buyers take the lead, with 60% of participants in past mobile phone sales and campaigns being male.
Furthermore, Malaysian online shoppers ranked Clothes & Fashion, Home & Living, Health & Beauty, Mobile & Gadgets, and Home Appliances as their top five categories to search for deals.
While survey respondents indicated that the typical online purchasing decision happens within one week, Malaysians tend to be more price sensitive towards expensive items like mobile phones and home appliances. 25% of respondents indicated that they are willing to wait for at least a one month to find better deals or discounts on more expensive items.
Shopee presents Shocking Sale - flash deals at deep discounts
Based on these findings, Shopee Malaysia decided to launch a new daily campaign called Shocking Sale to cater to the demands of Malaysian online shoppers. Starting on 9 July 2017, Shocking Sale will feature curated flash deals at deep discounts, including 'shocking' RM9 deals updated daily from 9 to 15 July. After 15 July, these special RM9 deals will continue to run on the 9th of every month.
"We want to give Malaysian online shoppers exactly what they want, that is, deals at the lowest prices you can find online across all categories. In fact, we will make this even better by guaranteeing all Shocking Sale items with Shopee's Lowest Price Guarantee," added Ho.
All items featured on Shocking Sale will be covered by Shopee's Lowest Price Guarantee, which means if any shopper finds a lower price for the same item on another platform, Shopee will refund 120% of the price difference via a cash voucher. Shoppers can also enjoy free shipping by spending as low as RM30 on selected stores.
Shocking Sale will go live on 9 July 2017 on the Shopee Malaysia app and on shopee.com.my. Shopee is available to download for free from App Store and Google Play.