11-11, 12-12 sale events lure more Filipino online shoppers: Lazada

Jessica Fenol, ABS-CBN News

Posted at Dec 14 2018 09:33 AM | Updated as of Dec 14 2018 10:41 AM

The Lazada mobile app features games, feed, and huge assortment of products that can be purchased online. George Calvelo, ABS-CBN News

MANILA -- "Mega sale" events help encourage Filipinos to embrace e-commerce, with more purchases being made even after the deep discounts expire, the head of online marketplace Lazada in the Philippines said.

This year's Nov. 11 or 11-11 markdowns generated 3 times as much sales compared to 11-11 in 2017. Lazada followed it up Wednesday with a 12-12 sale in the run up to Christmas, CEO Ray Alimurung told ABS-CBN News.

Baseline sales, or those made without discount events, move up by around 20 percent after the 11-11 sale, Alimurung said.

"We feel that there’s been a significant shift in the market, the comfort level of Filipinos. Filipinos are shopping a lot more than they’ve ever been," Alimurung said.

This year, fashion, travel goods and baby diapers were the hot sellers, he said.

Aside from Lazada rival Shoppee, Cebu Pacific and AirAsia also announced one-day sales on Wednesday, 12-12.

Shopee on Friday said a “record-breaking” 12 million orders were made in Southeast Asia during its 12.12 Big Christmas Sale last Dec. 12.

Resolving trust issues between buyers and sellers in the online marketplace can help e-commerce increase its share in total retail, currently at 5 percent, he said.

"Because of addressing the trust, you see the kind of growth we see," he said.

E-commerce also emboldens entrepreneurs to sell almost anything online, giving consumers a wider choice by just tapping on their mobile screens.

Alimurung said 2018 was a year of growth with the launch of Lazmall, additional business tools and their warehouse in Cabuyao, Laguna.