, Singapore
699 views

Online shopping habits during Ramadan revealed

E-commerce websites can tap the spike in online browsing and sales after sundown.

Online sales and traffic increased in the lead up to and during Ramadan, but declined during Eid al-Fitr, also known as Hari Raya Puasa in Indonesia, Malaysia, Singapore and Brunei, the religious holiday that marks the end of Ramadan, according to data from Criteo.

Based on consumers’ online browsing and buying activity, the three weeks leading up to Ramadan — and more specifically, the third week of Ramadan — represent the biggest opportunity for retailers to engage consumers when they are actively browsing and purchasing items for upcoming celebrations. During this period, there was an average of 67% uplift in online retail sales and 14% increase in online travel sales.

Website traffic and e-commerce sales increased from three weeks before Ramadan and spiked during weeks three and four, with an increase of 110% and 77% respectively. During Ramadan’s third and fourth weeks, the biggest growth driver were online mass merchants, with an increase of 87% and 52% respectively, revealed Criteo.

The performance marketing technology company added that Ramadan traditions also influence shoppers’ behaviour throughout the day. During the fasting period in the day, e-commerce transactions were lower at 71%, compared to 76% for the period prior to Ramadan. However, after breaking fast at sundown, there is an increase in e-commerce sales to 29%, from 24% pre-Ramadan.

Additionally, 37% of on-site retail conversions happen on the mobile app. Fashion-related items are the most popular during this period, followed by home and living products and electronics, toys and games, as well as health and beauty items.

Decline during Eid

During the start of Eid al-Fitr, there was a decline of 44% in online sales and 20% in website traffic. However, in the week post-Eid, online sales rebounded, increasing 35%.

Interestingly, 46% of shoppers were found to be viewing products across multiple devices, with one in four shoppers switching devices at least three times during their purchasing journey.

With the rise of offline-to-online and online-to-offline (O2O) shopping habits, Criteo opined mobile will still be the foundational building block in O2O retail. Mobile continues to be a key driver for discovery and sales with an increase of 126% — surpassing desktops — during Ramadan.

More than eight million online transactions from 143 retailers based in Indonesia, Malaysia and Singapore were analysed for this report.

Ramadan is slated to begin on May 26 this year in these countries.

Swarovski menguasai TikTok untuk perluas skala luxury di kalangan Gen Z

Produsen Kristal asal Austria ini bekerja sama dengan influencer untuk menjangkau pasar Singapura.

Foodpanda mengotomatisasi ‘dark stores’ di Singapura untuk mempercepat pengiriman

Gudang 24/7-nya memastikan pemenuhan pesanan sepanjang waktu.

Peritel Singapura masuk pasar Thailand dan Malaysia melalui Shopee dan Lazada

Menjual di platform-platform ini jauh lebih murah dibandingkan membuka toko fisik.

Dear Me Beauty berencana membuka flagship store

Store ini dapat menjadi fondasi bagi pertumbuhan pasar yang lebih luas.

Rakuten menggunakan robot otonom untuk meningkatkan pengiriman tahap akhir

Mereka dapat melakukan pengiriman pada malam hari dan saat cuaca buruk berkat sensor LiDAR.

Erajaya Digital membuka toko elektronik terbesarnya

Cabang ini merupakan toko konsep ke-80 dari sekitar seribu cabang yang tersebar di seluruh Indonesia.

Pasar perawatan hewan peliharaan melejit di Singapura

Mereka menghabiskan uang untuk pelajaran renang, yoga hewan, pilates, dan lainnya.

Jaringan makanan cepat saji asal Cina membidik listing di Hong Kong

Mereka menggunakan kota ini sebagai tempat uji coba untuk ekspansi lebih lanjut ke luar negeri.