11.11 SEA sales skyrocket to 554% in 2020

However, 12.12 emerged as the largest shopping festival for 2020.

Criteo S.A. has unveiled its latest seasonal data on trending shopping festivals for Southeast Asia (SEA), including Singapore, Vietnam, and Indonesia, on 1 November.

The Seasonal Sales Dashboard, which recorded data across 280 e-commerce players from nine markets in SEA, revealed that whilst the overall sales growth for 11.11 in SEA grew by 554% in 2020, there has been a narrowing of sales growth in the past year.

In Singapore, 11.11 remains the most popular sales festival, with a 347% increase in retail sales and a 253% increase in product views compared to baseline figures in the same year. 12.12 recorded the second-highest increase in sales, at 210%. Other notable increases in 2020 included a 137% increase in sales during 10.10 and a 124% increase in sales during the Black Friday period. Across the markets, 12.12 emerged as the most significant shopping festival for Indonesia, whilst 11.11 remained the largest sales festival for Singapore and Vietnam.

Southeast Asia and India Managing Director Taranjeet Singh commented, "We are seeing that the growth in e-commerce sales, when compared with their respective baseline year, has been slowing down as the region got accustomed to remote work, life, and play. It is especially apparent for 11.11 sales in Southeast Asia, where 2019 recorded a 369.4% growth in retail sales, whilst this slows to 296.6% in 2020."

Regional retailers continue to look forward to the upcoming double day sales in 2021.