The 11-11 sale has become one of the most awaited dates among avid online shoppers. Photograph from ABS-CBN News
Culture Spotlight

Guess what items sold the most at the Lazada and Shopee 11-11 showdown

Here’s a by-the-numbers breakdown of what went down at last Monday’s online extravaganza, which included televised shows, millions worth of vouchers, more guys shopping and a whole lot of Manny Pacquiao.
Rhia Diomampo Grana | Nov 13 2019

If the turnout of the 11-11 sale of major online shopping sites Lazada and Shopee were a sign of better days to come for the Philippine economy—it’s safe to say that we’re doing remarkably well.

Lazada set a new record with of over 3 million orders within the first hour, across six markets in Southeast Asia: Philippines, Singapore, Vietnam, Indonesia, Malaysia and Thailand. The Lazada group also hit more than double year-on-year growth in three areas—seller, buyer, and orders.

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The Shopee 11.11 Big Sale, on the other hand, recorded 70 million items sold on November 11 and achieved three times more orders during the first hour of the sale compared to 2018. The top performing brands in the Philippines, including Maybelline, Pampers, Unilever, and Globe, also recorded an average of 4,227 times increase in traffic and 1,899 times growth in sales.

The 11-11 sale has become one of the most awaited dates among avid online shoppers. This year was no exception, and the two shopping portals did not disappoint.

Consumers enjoyed discounts of up to 95 percent from Lazada sellers.

On November 11, Lazada offered over 11 million deals and PHP 11 million worth of vouchers. Consumers also enjoyed discounts of up to 95 percent from their favorite local and international brands and sellers. Their partner brands held their respective flash sales, special price promotions, and packages in their own respective time slots all throughout 11.11. 


Shopee featured big promotions including All Day Sitewide Free Shipping with PHP 0 Minimum Spend. Consumers enjoyed hourly flash deals and up to 95 percent off on leading brands and sellers. Viewers also tuned in to a special 12-hour livestream with non-stop challenges, vouchers, and giveaways including five iPhone 11s. 

 

Shopping + Entertainment + Engagement

It’s the winning formula and both companies upped the ante with gimmicks.

Lazada staged a live interactive countdown concert on November 10 in partnership with ABS-CBN, where they gave out special vouchers in their inaugural Voucher Rain segment. The show was hosted by Vice Ganda, Billy Crawford, Karylle, and vlog star Mimiyuuh with performances from the likes of James Reid, Maja Salvador, Maymay Entrata, and Edward Barber. A brand-new Hyundai Reina was also raffled off.

Not to be outdone, Shopee took engagement to the next level with its first-ever televised program. Called Shopee 11.11 Big Christmas TV, the show aired on November 10 on GMA 7 and Shopee Live. Shopee brand ambassador Jose Mari Chan also gave an exclusive live performance of Shopee’s latest Christmas jingle onstage. Brands like Unilever, Pampers, Maybelline, Anker, and Perfetti van Melle gave shoppers exclusive deals and discounts up to 70 percent off during the program. The TV Special had over PHP11 million worth of prizes, deals, and discounts. A Rusi Mojo 200 motorcycle, Toyota Fortuner, and a house and lot from Avida were given away during the show.

Shopee also delivered on its promise to offer an engaging shopping experience at the 11.11 Big Sale. Users returned daily to play and win prizes via its suite of in-app games, including its first augmented reality game Shopee Catch. The games were played over 150 million times across the region in three weeks.

 

Like it or not

If you’re a frequent YouTube user, chances are you have seen Manny Pacquiao’s Shopee commercial. And whether you admit it or not, “Shopee free shipping” has kept ringing in your head. That’s because the said television commercial garnered over seven million views on YouTube.

Manny Pacquiao's Shopee commercial garnered over seven million views on YouTube.

The Shopee app has interactive games, Shopee Slice and Shopee Catch, featuring boxing elements. Shoppers who played the games get to win Shopee coins, vouchers, and signed merchandise by Manny Pacquiao. Shopee also launched a social media contest for users to win cash prizes and signed boxing gloves by Manny Pacquiao.

The company also partnered with Pacquiao to help people devastated by the recent earthquakes in Mindanao. Users can go to the Emmanuel and Jinkee Heart Foundation store on the Shopee app and donate to those affected. Shopee will then match the amount given by users.

 

The top-selling items

For Shopee, the top categories among shoppers include Mobile and Accessories, Women’s Apparel, and Home and Living. The most purchased items during Shopee 11.11 Big Christmas Sale were face masks, phone cases, and power banks. Additionally, Shopee continued to observe more male users shopping on November 11. Male users were shopping most often for Mobile and Accessories and Men’s Apparel, with popular items being power banks, earphones, and jogger pants. Shopee observed a peak in shopping activity on November 11 at 12:10 AM. This is due to Filipinos waiting for the start of the sale at midnight to get the best deals on the platform.

Lazada reveals that the top-selling brands per category during 11.11 were the following: Xiaomi, Realme, and Huawei for mobile; Coocaa, Philips, and TCL for home appliances; Pampers, Huggies, and MamyPoko for mother and baby; Hydro Flask, Klean Kanteen, and Mitsushi for general merchandise; Maybelline, L’Oreal Paris, and Olay for health and beauty; and American Tourister, Adidas, and FitFlop for fashion.

Aside from PHP 11 million worth of vouchers and deals, shoppers got to enjoy even more discounted products and promos between midnight and 2 A.M., while their partner brands provided multiple flash sales all throughout the day.