Lazada Malaysia has set a new record during its 9.9 Big Discovery Sale, beating its full day 2018 9.9 sales tally in just 2 hours. As the 24-hour extravaganza came to a close, Lazada reported a sales volume increase of over 3x compared to the previous year, with a staggering 500,000 items sold in the first 2 hours alone.
“We are once again overwhelmed by the support received from Malaysians during this Lazada 9.9 Big Discovery Sale. To celebrate our 9.9 first anniversary, we wanted to offer our customers the chance to experience as much of the Lazada’s features and offers as possible, by enabling them to Discover more and the results have been staggering,” said Leo Chow, Chief Executive Officer of Lazada Malaysia.
“This 9.9 we strived to create more visibility on the assortment of the best deals, allow more time for Discovery through Chup Dulu, and collect more rewards while enjoying our innovative and immersive Shoppertainment highlights such as GUESS IT and LazGames. We look forward to our customers receiving their purchased Discoveries which are fulfilled through our industry leading logistics, payment and technology ecosystem.”
At its peak, shoppers were making more than 4,600 purchases per minute, with over 14x more customers using their Lazada Wallet over the 24-hour period. This showed an increase in preference for cashless transactions, which provided customers with a more rewarding payment option with exclusive cashback and discounts. Lazada also offered rebates for customers who topped up their Wallets before 9.9, to ensure a smoother and quicker check out experience.
Lazada’s top sellers saw a sales uplift of nearly 340% versus the same period last year. With Lazada evolving into a leading destination for digital lifestyle solutions, shoppers were able to Discover a wider variety of products than ever before. Categories showing the highest growth included Home Appliances (over 3x), Fashion (over 3x), Groceries (over 7x) and Digital Goods, including online to offline food and beverage vouchers, insurance, travel and hotel packages as well as mobile top ups (over 8x). Popular Digital Goods include vouchers for meals at KFC and Tony Roma’s, and Baskin Robbins ice cream. The Mobile and Tablets category also experienced a spike in sales, with Apple’s Flagship Store on LazMall raking in one month’s worth of sales in just 24 hours.
With greater visibility and assortment in this 9.9 Big Discovery sale, customers were scouring the Lazada app for the best deals. Among the first items to sell out in the first second of the sale were the Dyson Air Multiplier Tower Fan, Toshiba 32” HD LED TV, and HETCH Cordless Dual Battery Vacuum Cleaner. All stocks of Prego Spaghetti and ILIVE V55 Pro Robot Vacuum Cleaner sold out within the first five minutes, as well as stocks of Fernleaf Full Cream milk, Wetty Wet Wipes, MAGGI 2-Min Curry and Lactogrow 3 BIB milk formula, which were snapped up within 40 minutes.
Malaysians shopping for their families also bought over 70,000kg of baby milk formula, which is covered under Lazada’s Milk Formula Guarantee Programme. Malaysian parents also purchased more than 10 million pieces of diapers in 24 hours, 1 million of which were pre-ordered through Lazada’s Chup Dulu pre-sale feature. Chup Dulu enabled customers put down a deposit to secure products at great discounts ahead of sale day, and to take their time to discover more deals throughout the day. The function has also been beneficial to brands and sellers since its implementation, as it promotes generate awareness on their products, and allows them to better forecast demand and plan inventory.
Consumers were kept entertained while they shopped with experiences for Discovery through Lazada’s innovative Shoppertainment highlights. The popular Lazada in-app GUESS IT livestream show, hosted by personalities Sean Lee, Nabil Aqil, and Theebaan G, returned for a second run after a successful pilot during the Lazada Mid-Year Sale, and garnered 25% more participants from 6 to 8 September. In the segment, players who participated by guessing the quickest with the closest price received credits directly in their Lazada Wallets. The more viewers joined the livestream, the bigger the rewards grew.
These Discoveries were fulfilled by Lazada’s leading first to last mile logistics capabilities, with the first parcel shipped out of one of Lazada’s eight warehouses before 12:30am. The first order, which was confirmed at 12:01am, was delivered to a customer in Petaling Jaya at 8:46am by Lazada eLogistics Express (LEX). During its peak, Lazada eLogistics (LeL) employees were packing over 12,000 items per hour.