Dettol one of the top product sold during 11.11 – ShopBack

Alibaba recorded an outstanding result – USD 74.1 billion of sales for its 12th instalment of 11.11 Global Shopping Festival, a 48% increase from the previous year.

Closer to home, based on ShopBack 11.11 data*, we observed millions of bargain hunters from Malaysia, Singapore, Indonesia, Thailand, Vietnam, and the Philippines rush to purchase their items when the clock struck midnight on 11.11 (12.00AM – 1.00AM) while Taiwanese shoppers checked out just before the day ends (11.00PM – 12.00AM), Australian found most active between 9.00PM – 10.00PM, and Korean shopped the most from 11.00AM – 12.00PM.

(*ShopBack data gathered from 9 countries: Singapore, Malaysia, the Philippines, Indonesia, Thailand, Taiwan, Australia, Korea, and Vietnam)

As the leading rewards and discovery platform in the APAC, ShopBack partners with more than 4,000 e-merchants regionally to reward cashback to over 20 million online shoppers when they go through ShopBack to make purchases. In Malaysia alone, ShopBack Malaysia works with over 500 locally available e-merchants to give up to 30% cashback to users (more than 3 million in Malaysia). The list of e-merchants includes Alibaba’s group Taobao, Tmall and AliExpress, as well as adidas, Agoda,, iHerb, Nike, Sephora, Shopee, Uniqlo, Watsons, ZALORA, and many more.

ShopBack is the bridge connecting users to their favourite brands, and it seems that shoppers are making ShopBack the first stop of their online shopping journey to ensure they are getting the best deals and value on all their purchases. The strong performance of the 11.11 sale is very encouraging – ShopBack helped merchants in Malaysia drive around 11x uplift in sales compared to an average day.

We studied the 11.11 (full day) preliminary data and found:

  • Malaysia is among the top countries in terms of sales growth on 11.11
  1. Compared to an average day in 2020, ShopBack Malaysia recorded high sales record growth for our e-merchants on 11.11. Other countries including Vietnam and Taiwan also achieved high sales growth yesterday.
  2. On a regional level, around 90% of the shopping traffic is coming from the app. For Malaysia, the app VS web ratio is 95:5.
  3. Half a million MYR worth of cashback will be awarded to Malaysian shoppers for their 11.11 purchases.
  • Malaysians like to shop in the first hour of 11.11; Shopee, Taobao are the most popular
  1. The peak shopping time belt is 12.00AM – 1.00AM – a phenomenon encouraged by e-merchant’s midnight markdown sales and limited usage vouchers. Here is the peak shopping hour for different countries:

Peak hour

Malaysia, Singapore, Indonesia, Thailand, Vietnam and the Philippines

12.00AM – 1.00AM


11.00PM – 12.00AM


9.00PM – 10.00PM


11.00AM – 12.00PM

2. Marketplaces, Fashion, Health & Beauty, and Sports e-merchants are Malaysians’ favourite.   


Top stores 

General Marketplace

Shopee, Taobao


ZALORA, FashionValet

Health & Beauty

Watsons, iHerb


Nike, Adidas

3. Among the 80+ Shopee Official Stores that are directly offering cashback on ShopBack, shoppers spent the most on Enfagrow, P&G, Samsung, Sketchers and Vinda. Pediasure experienced close to 40x sales increase via the orders placed by ShopBack users (compared to an average day).

4. Dettol’s sales also jumped by close to 40x via the orders made by ShopBack users on its Shopee Office Store compared to an average day. This is likely driven by the current trend of Covid-19 cases in Malaysia.

Currently, more than 3 million Malaysians are using ShopBack for their daily purchases. The cashback earned by shoppers can be withdrawn to their bank account upon validation. Besides cashback, shoppers can also obtain exclusive promo codes and discounts via ShopBack app. More than RM60 million worth of cashback has been awarded to Malaysian shoppers since 2015.

This article is wrttien by ShopBack.

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