2021 Southeast Asia Study: Online Shopping

The growing appetite for consumer experiences is riding the wave of online brand narratives. With the pandemic accelerating online shopping, it has changed the context, environment, and motivations of consumers in the Asian region.

PureSpectrum interviewed a total of 1,500 general population respondents from Singapore, the Philippines, Thailand, Indonesia, and Vietnam from November 5-9, 2021. The study focused on 11.11 online sales event outlook and habits, optimization of Lazada Mall flagship stores, and Shiseido product thumbnails/hero images assessments.

This year’s 11.11 sales event saw a significant jump from last year’s consumer participation across the five markets studied. As online shopping behavior leapfrogs across Asian markets, understanding initiatives to catch consumers’ attention is not enough. Both brands and online retailers must develop mechanisms through memorable experiences to get the most of each online shopping mission. 

In this study, PureSpectrum points out optimization examples for flagship stores within the Lazada Mall platform as well as product thumbnail/hero images enhancements for Shiseido.

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