Criteo shares data on retail sales surge over past retail festivals, as well as local consumers’ appetite for value deals during 11.11 


Criteo S.A. (NASDAQ: CRTO), the advertising platform for the open internet, unveiled seasonal data of trending shopping festivals for Southeast Asia. In Vietnam, Singles’ Day continues to be a much-anticipated event, posting year-on-year growth. 


According to Criteo’s Seasonal Sales Dashboard, which recorded over 2 billion transactions, across 5,000 retailers from 35 markets, Criteo found that Singles’ Day 2019 saw a 414% increase in online retail sales and 273% increase in online retail traffic across Southeast Asia. 

In Vietnam, online retail sales and traffic increased significantly, by 117% and 55% respectively and the conversion rate also increased by 42%. The year-on-year growth recorded 11%. Fashion/Luxury experienced a surge in sales, at 118%; likewise, Computing/Hi-tech Retailers also saw a 114% increase in sale.


“Singles’ Day continues to be a key retail moment for our region. In Vietnam, we have seen how online retail sales and retail traffic on this date consistently rise every year,” said Steven Nguyen, Senior Regional Manager, SEA at Criteo.


“Given the changing landscape, compounded by developments as result of the current pandemic, online retailers need to seize the opportunity of Singles’ Day 2020 to succeed with customers and drive strong sales,” Nguyen continued.


How other sales fared in 2019 


Across Southeast Asia, Singles’ Day remained the largest shopping event in countries including Singapore, Malaysia, and Vietnam. In Indonesia, 12.12 remained the largest shopping moment within the country.

Southeast Asia

  • 10.10: Online retail sales and traffic increased by 24% and 10%
  • Black Friday: Online retail sales and traffic increases of 44% and 20%
  • Cyber Monday: Online retail sales and traffic increases of 42% and 25%

Indonesia: 12.12 was the winning shopping festival, followed by Singles’ Day:

  • 10.10: Online retail sales and traffic increases of 158% and 40%
  • Singles’ Day: Online retail sales and traffic increases of 149% and 60%
  • 12.12: Online retail sales and traffic increases of 258% and 77%

Looking ahead to Singles’ Day 2020 


Criteo data also revealed that “Double Days” are growing into sales events of their own. In Vietnam, 7.7 and 8.8 showed an emerging sales peak this year, with increased retail sales by 64% and 61%, respectively; substantial growth was also recorded in retail sales in September, during 9.9, at 213%.  


In October, during 10.10, the Southeast Asia region recorded an overall 46%increase in sales, when compared to the last two weeks of September, and saw a conversion rate of 460% during the retail moment. 


Criteo also notes that shopping apps continue to grow in popularity amongst users in Southeast Asia. According to Criteo’s “Peak to Recovery” study, which surveyed over 18,000 consumers worldwide in May 2020, 53% of consumers discovered at least one form of online shopping during the peak of the pandemic– be it purchasing through mobile apps, or picking up online purchases in stores – that they wish to continue.


“We have seen significant change in consumer behaviour — specific to online shopping — brought on by the need to navigate the circumstances brought on by COVID-19,” explained Nguyen. “Among these is that people are not only shopping more, but are relying on their apps for this activity.”


“Our Q3 2020 data showed that the share of app sales was 75% for retailers with a shopping app and that Southeast Asia was one of the regions with the highest app share globally. As shoppers are now more inclined toward in-app retail experiences, it is definitely imperative for retailers to level up activities that will engage consumers through these mediums during those anticipated retail dates like Singles’ Day for maximum traction,” he continued.


Guidance for brands 


As brands get ready for Singles’ Day this year, they should keep in mind the following best practices to drive maximum traction with customers: 

  • Build a full funnel customer journey: Clients must leverage solutions that can address all marketing goals with a full-funnel display offering, delivering relevant advertising campaigns across web, app and omnichannel environments. These solutions should be able to generate awareness by connecting to new audiences who can bring the most value, enhance consideration for products or services with lookalike AI to find high-value customers, and drive conversion and increased sakes with dynamic ads in a range of engaging formats.
  • Target the most valuable audiences: It is vital to capture customer shopping preferences, shopping and browsing behavior across devices and marketing channels, as it will help ensure that retailers optimize their campaign to for wider reach to new and existing customers. Additionally, with the uncertainty of 2020 driving shifts in consumer spending leading up to 11/11, and with more people shopping online, there is a huge opportunity to acquire new customers. However, with tighter marketing budgets, retailers need to focus on engaging the right new customers—the ones that are most likely to buy their products and become loyal to their business.
  • Make your ads relevant: Clients must ensure the right content to ensure that their ads are relevant to every individual. They must also ensure the right context with ads served at the moments when customers make their purchase. More than ever, advertisers have to engage consumers with sensitivity and deliver the appropriate product recommendations, creative, and ad formats at the right moments. Thus, making ads relevant can spell the difference between attracting and repelling customers.


About Criteo

Criteo (NASDAQ: CRTO) is the global technology company powering the world’s marketers with trusted and impactful advertising. 2,600 Criteo team members partner with over 20,000 customers and thousands of publishers around the globe to deliver effective advertising across all channels, by applying advanced machine learning to unparalleled data sets. Criteo empowers companies of all sizes with the technology they need to better know and serve their customers. For more information, please visit www.criteo.com.