2. Twitter is where
you connect with
online shoppers!
They are here on Twitter
They shop and create
conversation for you!
3. 86%Of SEA Twitter users have purchased a
product online in the past month
50%Of SEA Twitter users have sold a
product online in the past month
Source — GWI Survey 2020Q1, Twitter- Visitors/Users in markets SG,MY,ID,TH,PH, VN
4. Source: Global Web Index, Twitter users who had shopped online in the past month, Personal Interests, Waves: Q2 2019 - Q1 2020, location: SEA.
These online shoppers on Twitter have varied passion points
49% 51%are female shoppers are male shoppers
and she is interested in… and he is interested in…
Music
Food & Drink
Cooking
Beauty & Cosmetics
Films & Cinema
Personal Healthcare
Travel
Technology
Eating Out
Fashion
79%
76%
73%
70%
70%
67%
64%
63%
61%
60%
Technology
Music
Food & Drink
Films & Cinema
Gaming
Gadgets
Playing Sport
Health Foods/Drinks
News/Current Affairs
Travel
79%
73%
66%
65%
65%
63%
61%
60%
58%
58%
5. Source: Global Web Index, “Online Purchase Drivers”, Twitter users who had shopped online in the past month, Waves: Q2 2019 - Q1 2020, location: SEA
What drives them to purchase…
Advocacy
50%
Seek info
about brands
Discounts
51%
72%
6. 6
Source —Brandwatch, Global, time period from 1 Jan-31 Aug 2020
Time Series
Shopping conversation has accelerated throughout
2020
7. 1B
Source — Brandwatch, Global, time period from 1 Jan-31 Aug 2020
Online shoppers on Twitter are in conversation mode
Total Tweets around
Shopping globally, YTD
(Jan-Aug 2020)
8. Source: Brandwatch, “Approx. Total mentions”, all relevant keywords to E-commerce days campaign in 2019, 7/7, 9/9, 10/10, 11/11 and 12/12.
50MTotal Conversations
about E-commerce moments in SEA in 2019
7/7
9/9
10/10
11/11
12/12
9. Source: Brandwatch, “Volume By Days”, all relevant keywords to E-commerce days campaign in 2019, 7/7, 9/9, 10/10, 11/11 and 12/12.
Days
E-commerce day
Warm up
Conversation
Starts Aftermath
Unboxing1
2
3
4
5
5-7 days before
2-3 days before 2-3 days after
6-7 days after
And it’s beyond a single launch date! The
pulse of E-commerce moments last approx.
10-14 days
10. E-commerce day
Warm up
Conversation
Starts A
Unboxing1
2
3
4
1-2 weeks before
E-commerce day
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6
E-
Phase Tweets
Twitter users start talking
about promotional codes
and collect additional
codes to reduce their
total basket price before
the official day.
Collect codes
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
11. E-commerce day
Warm up
Conversation
Starts A
Unboxing1
2
3
4
1 week before
E-commerce day
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6
E-
Phase Tweets
Some Twitter users also
add their desired items
with discounts to cart in
preparation of the official
E-commerce date.
Prepare a cart
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
12. E-commerce day
Warm up
Conversation
Starts Aftermatch
Unboxing1
2
3
4
5
6-7 days before
E-commerce day
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6-7 days before
E-commerce day
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
Phase Tweets
Discuss on items
2-3 days before the sale
day, Twitter users often
talk about items they
would love to buy and
product qualities as well.
13. Days
E-commerce day
Warm up
Conversation
Starts Aftermatch
Unboxing1
2
3
4
5
6-7 days before
E-commerce day
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6-7 days before
E-commerce day
Phase TweetsSeek for more
interesting items
and codes
On sale day, Influencers
and users discuss items
with interesting features
and promotional
discount to add to their
cart.
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
14. Days
E-commerce day
Warm up
Conversation
Starts Aftermatch
Unboxing1
2
3
4
5
6-7 days before
E-commerce day
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6-7 days before
E-commerce day
Phase Tweets
Unbox & cheer up
to shop
Shoppers Tweet about
their unboxing feedback,
and this advocacy still
reinforces others to shop
since the E-commerce
days are not finished yet.
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
15. Days
E-commerce day
Warm up
Aftermath
Unboxing
2
3
4
5
2-3 days before
E-commerce day
2-3 days after
E-commerce day
6-7 days after
E-commerce day
Phase Tweets
Call for a final
adding to cart!
Users still talk about
an interesting item and
motivate others to
shop by giving a clue
that the promotion
moment is about to end.
Source: 1. Twitter Advanced Search
2. Brandwatch, 2019
16. COVID-19 has impacted countries all over
the world, forcing companies to adopt new
marketing strategies and double down on
the digital sphere. This not only affects
companies but also how consumer’s
behave.
Shopping
influenced by
COVID-19
17. 17
Consumer behaviour
shifted rapidly and will
remain so: The Headlines
Stores shut in
lockdown, yet sales
rise in China as
live-streaming retail
staff, and internet
celebrities, sell
skincare, fashion
and more online
‘New and lasting
habits’: Singapore’s
online shopping
surge will persist
after COVID-19
South-East Asia
seeing huge direct-
to-consumer shift in
E-Commerce, says
Shopify’s Verma
L’Oreal glimpses its digital
future amid pandemic.
Lockdowns have sped up
shift to online beauty, says
world’s largest cosmetics
maker (Financial Times)
19. Homebody Economy
•Consumers are spending more time at
home - accordingly, innovations are
expected from brands to allow for more to
be done from home
•Digital presence is now a must - social
platforms with ‘Shop’ and live streaming
features now rival the efficiency of
eCommerce platforms
•Consumers are learning to DIY products
and services (haircuts, restaurant style
meals, etc.) that they would usually venture
out for
1
20. SEA, among some of the top markets globally where
people plan to shop online more in future
0%
25%
50%
75%
100%
India
Brazil
Mexico
Thailand
US
SaudiArabia
Argentina
SouthKorea
Colombia
Taiwan
SouthAfrica
UAE
HongKong
Malaysia
Turkey
Indonesia
Italy
Russia
Philippines
Spain
Canada
Australia
UK
Japan
Germany
Netherlands
France
Source: Twitter Global Commerce study 2020
Do more of in future - Shop online, amongst people on Twitter
Homebody Economy
24. Klook has introduced Klook Home, a new home-based
experience initiative offering Do-It-Yourself (DIY) kits,
online workshops, and free virtual tours.
These measures will help improve stay-home experiences.
Source: https://www.klook.com/blog/klook-home/
Homebody Economy
25. Shift in Purchase Categories
•Big ticket items (vacations,
automobiles), on hold for the near
future
•COVID-19 has boosted purchases of
household cleaning, personal care &
hygiene, and healthcare.
•Lifestyle changes have increased a
gravitation towards healthier lifestyle.
•Economic climate has increased
interest around personal wealth
management.
•Consumers are expecting product/
service innovations (eg
-entertainment subscriptions)
2
26. People on Twitter expect to increase
their spending most on household
cleaning, personal care & hygiene, and
healthcare
Source: Toluna COVID Barometer Wave 9, fieldwork period: 30 Jul – 4 Aug 2020
On the flip side, spending on
vacations, leisure activities, and
automotive is expected to decrease
Shift in Purchase Categories
27. 27
For big ticket purchases such as home appliances and
online classes that users continue to make, Twitter
users are more likely to make them through mobile
Questions: Which of the following product categories have you increased/will you be intending to increase mobile purchases within past year/in the year ahead?
Of people on Twitter in APAC plan to
increase purchases of home appliances
through mobile in the year (vs. 13%
people not on Twitter)
24%
Source: Twitter Mcommerce Global Survey 2020
Shift in Purchase Categories
28. 28
People on Twitter in SEA are most inclined to exercise
more at home in future.
Source: Twitter Mcommerce Global Survey 2020
81%
APAC
73%
W. Europe
90%
SEA
82%N. America
78%MENA
84%
LATAM
Expect to exercise at home more in future - amongst people on Twitter
Shift in Purchase Categories
29. Consumers in Asia are likely to take action on their
savings and investments as a result of the economic
climate in recent months.
Source: Toluna COVID Barometer Wave 9, fieldwork period: 30 Jul – 4 Aug 2020
Shift in Purchase Categories
30. Brand (Dis)Loyalty
•Customers are increasingly turning to
private label products as the pandemic
impacts their finances
•Lack of availability have also spurred
consumers to look to alternative
products and brands - with people on
Twitter in SEA being the most open to
trying out new products
•In Asia and Europe, retailers are
perceived to be providing more
sufficient communications around
safety measures than other brands -
highlighting the competitive landscape
for DTC
3
31. Customers are increasingly looking to
private label products as the pandemic
impacts their finances
Source: https://insidefmcg.com.au/2020/09/01/pandemic-pushing-move-to-private-label-ey/
During the crisis,
around a quarter of
consumers have tried
private label brands
for the first time
Source https://www.packagingstrategies.com/articles/95581-private-label-brand-boom-post-covid
of consumers who tried
new private label
products during the
crisis plan to stick with
them
30%
At least
Brand (Dis)Loyalty
33. Source: Twitter Global Commerce study 2020
Majority of people on Twitter look forward to
purchasing more local brands in future, especially
those in SEA.
Plan to purchase more local brands in future
Global APAC (x-China) SEA MENA W. Europe N. America LATAM
78%
68%73%
67%
81%
68%70%
82%
74%72%74%
83%
73%74%
Twitter Non-Twitter
Brand (Dis)Loyalty
35. 35
#RideItOutBersama
(Ride it out together)
Several food delivery enterprises in
Malaysia like Grab and Foodpanda have
unofficially blurred their commercial battle
lines as an indication of solidarity. Their
collaborative priority now is reliable delivery
of their services to Malaysians, to whom
food is as sacred as religion.
Source: https://www.warc.com/SubscriberContent/article/arfw/collaborative-marketing-during-the-covid-19-crisis--how-should-brands-work-together/132376
Partnerships
36. Foodpanda Singapore partners WhyQ to
onboard over 1000 hawker stalls by end 2020
Source: https://citynomads.com/foodpanda-singapore-partners-whyq-deliver-hawker-food/
• Food delivery giant foodpanda Singapore is set to
expand its partnership with hawker food
startup WhyQ, joining forces to bring Singaporeans
a more extensive inventory of hawker grub.
• Since foodpanda’s partnership with WhyQ began in
2019, it’s seen hawker orders shoot up by over
100%
Partnerships
37. Streaming: Shopper-tainment
•People on Twitter recorded a +75% YoY
increase in live video minutes watched
as of Sept 2020
•Live streaming is the norm for
Mcommerce in China and South East
Asia, with Mcommerce platforms hitting
record live streaming hours this year
•Shoppertainment has taken root in
China, South East Asia and is spreading
to US and the Western markets with
retailers inviting celebrities to bring fanfare
to their virtual events
5
38. Shopee Live views in
April in Indonesia,
marking a new record120M
Source :https://kr-asia.com/as-its-livestreaming-service-hits-a-new-record-shopee-is-bringing-korean-culture-to-shopee-live
Live streaming the “new normal” for
Mcommerce
Streaming: Shoppertainment
Amount of hours streamed
on Shopee Live in
Singapore / Malaysia, since
February+200%
39. 39
Tokopedia indulged BTS fans across Indonesia by
engaging the No.1 boy band in exclusive concert and
interviews as part of their #TokopediaWIB show
Streaming: Shoppertainment
40. A.I. Takes Over
•Technology continues to advance
Mcommerce and the ways that people
can shop at increased convenience,
with more speed and more choices
•COVID-19 in particular has accelerated
the need for automated processes
and technologies, spawning many
product and feature innovations
6
41. People on Twitter readily embrace AI technologies;
have higher adoption rates of smart home devices
Smart speaker Smart security product Smart utility product
4%4%
6% 6%6%
9%
Twitter Non-Twitter
Ownership of smart home devices
(e.g. remotely controlled
doorbell or security camera)
(e.g. remotely controlled
thermostat, light, plug or sensor)
Source — GWI Survey 2020Q2, Twitter- Visitors/Users globally
A.I. takes over
42. COVID-19 is accelerating the removal of human
touch-points
Source: https://www.bizcommunity.com/Article/196/182/204396.html
Fujitec elevators: contactless
panel taps infrared sensor
technology over the dashboard
Keychain touch tools: Allow
users to open doors and press
buttons without touching them
Foot-operated elevators:
Removing need to touch lift
buttons for desired floor
A.I. takes over
43. #AITakesOver:
Drone deliveries
Aside from circumventing the safety issues
surrounding making face-to-face deliveries
during the COVID-19 pandemic, drones allow
goods to be delivered quickly and efficiently,
surpassing the need for delivery workers to
navigate through traffic, in turn reducing our
carbon footprint.
Foodpanda debuts drone deliveries in
Singapore
Source: https://asiatimes.com/2020/08/foodpanda-drone-test-chickens-can-fly-after-all/
A.I. takes over
44. 44
Twitter users provide
significant opportunities
to Commerce
companies at global
scale - SEA leads the
way for online adoption
and user growth, which
is a great opportunity for
brands looking to find
new customers.
Summary
While people on Twitter
shopping via mobile was
an upward trend, this has
been accelerated by
COVID across the globe.
All shopping sectors are
utilising mobile platforms -
with strong indications for
the future
Shoppers on Twitter in
SEA are driving
conversation in every
possible way: 50M+
Tweets around
Shopping Days, with
conversation spanning
several days across
multiple phases.
Users expect
promotions and
vouchers from brands
ahead of their wish lists.
As PoS Retail
decreases due to
global situation,
consumers continue
to shift to digital
platforms. Economic
concerns have seen
private/own label
products rise. Top
ecomm players are
turning more to
partnerships, live
streaming and A.I. to
ride the wave
