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Southeast Asia’s Attempts at Replicating Singles’ Day Sales Drive Shopping Boom

  • So-called mega-sales days uniquely Southeast Asian, study says
  • 4 in 10 shoppers made first online purchase during such events

Monthly mega-sales events are emerging as a key driver for Southeast Asia’s online-shopping boom, a study showed, as the region’s retailers are seeking to duplicate the success of China’s Singles Day and North America’s Black Friday.

About 86% of the roughly 4,000 people surveyed in Southeast Asia said they bought products online during sales days pegged to identical-number dates such as 6/6 and 7/7, according to the study by Facebook Inc. and Bain & Co. Of these buyers, 43% were first-time online shoppers, with the highest percentage of them in Thailand and Vietnam.