As the end-of-year shopping season continues, Shopee Malaysia has dug deep into its data to learn what its users are looking for and what motivates them to shop online. The e-commerce platform examined the purchasing habits of frequent customers.
Here’s what Shopee found
This year, there are 13 times as many Functional Homemakers online as there were three years ago (Year-to-Date January to August 2022 vs same period 2019). Since 2019, searches for air fryers have increased 11 times, vacuum cleaners 8 times, and food processors 4 times.
The top five online shopping personas based on keyword popularity today are:
- Functional Homemakers (24%), who look for high-quality home appliances with warranties and the latest technology in smart home devices.
- Digital Replenishers (23%), who use iPads, tablets, styluses, earphones, and mobile cases to create an ecosystem of productive digital accessories.
- Impulse Indulgers (18%) indulge by snacking on treats or accessorising with jewellery, sunglasses, and nail art.
- Gifting Butterflies (10%) enjoy surprising friends and family with gift sets, hampers, bouquets, chocolates, and seasonal treats.
- Success Seekers (8%), with motivational books, leather handbags, perfume, oxford shoes, and cufflinks, are preparing for lofty goals.
Other notable online personas include: Health Addicts, Nurturing Caregivers, Outdoor Enthusiasts, and Green Shoppers.
Because Malaysians value nature and fitness, there are four times as many Outdoor Enthusiasts online this year, purchasing camping cookware, tents, portable folding chairs, and sleeping bags year-to-date August 2022 compared to the same period in 2021.
“We strive to understand what products and information Malaysians are searching online in order to be able to better provide them with highly personalised and recommended Shopee Mall and Shopee Premium brands in their favourite categories as we believe informed Malaysians make better purchasing decisions,” said Kenneth Soh, Head of Marketing Campaigns at Shopee Malaysia.
Malaysians are redefining what it means to be “informed” as they shop on online marketplaces for exclusive deals, buyer testimonials, engaging content, influencer recommendations, and loyalty rewards tailored to their specific preferences.
Malaysian online shoppers can expect themed days featuring top Shopee Brand and Mall category deals, including from brands that have recently joined Shopee Premium, such as Bang & Olufsen, BOSE, Dyson, Le Creuset, Mot Hennessy, and Osulloc, in the upcoming Shopee 10.10 Brands Festival campaign.
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