12-12: 'Wants' shoppers go online from noon to midnight

Michelle Ong, ABS-CBN News

Posted at Dec 12 2019 09:44 AM | Updated as of Dec 12 2019 10:22 AM

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MANILA -- Shoppers who go online for "wants" instead of "needs" get their retail fix within the 12 p.m. to 12 midnight window and are mostly women, the head of an e-commerce startup said Thursday, as he expected a boost from the "12-12" sale events.

Like "11-11," "10-10" and other double dates before it, "12-12" is expected to be an e-commerce event, said Xpanse Technologies CEO Josh Supan, whose clients include Philippine luxury retailer SSI Group.

Unlike Lazada and Shopee that function as online marketplaces, Xpanse builds websites for brands and connects them to delivery platforms.

With close to 200 brands and 30,000 monthly transactions, the company is on its way to becoming the Philippines' second "unicorn" or tech startup worth $1 billion, Supan told ANC's Early Edition.

"People are becoming more aggressive when launching their e-commerce programs," Supan said.

Online shoppers on the Xpanse network are mostly women, aged 24 to 35. Teen shoppers, aged 12 to 18, usually fill up their carts before asking their parents to check out with credit cards, he said.

"Brand.com focuses more on the wants. I want that Zara shirt. I want that GAP shirt," he said.

Interest in the "12-12" sale hosted by Lazada and Shopee is expected to "spill over" to other e-commerce websites, he said.

"People now are aware and brands now more conscious of this. It's like an e-commerce day," he said.