Shopee reveals what drives Malaysian consumer loyalty to their
favourite brands online in its October 2022 study ‘Winning Malaysian Loyalty on
E-Commerce’*. For official brands with storefronts on Shopee Mall,
repeat purchases are driven by value-added services and guarantees. 87% of
Malaysians surveyed prefer Shopee Mall official brands due to 100% guaranteed
authentic products, hassle-free returns, and free shipping. The remaining
13% feel rewarded by exclusive product launches and Shopee Brand
Memberships.
For all other sellers across the platform, 5 in 10
shoppers repeatedly return to their favourite stores for more than 4 years due
to in-app personalization and engaging recommendations. These respondents
equated personalised engagements with: 25% loved product recommendations and
bundles that fit their needs, 14% trusted in safe and secure packaging, 8%
timely chat responses, and 4% personal gift surprises. On the other hand, 49%
preferred being rewarded with vouchers and discounts over personalisation.
“We are pleased to see many sellers driving more engagement with
higher levels of customer service, winning customer loyalty as a result. We aim
to innovate new in-app features that will provide extra added value for all
users and a better buying-and-selling experience on Shopee,” Soh added.
When not shopping online, survey respondents indicate that the
primary driver of continued in-app engagement is discovering new interests on
the platform; 42% surveyed enjoy exploring new products and trends. 36% play games, 14%
participate in lucky draws. The remainder watch Shopee Live for entertainment
or make donations to their favourite NGOs.
According to the study, Malaysian shoppers do not only purchase
the things they need and love from brands they are loyal to, they want to be
entertained, connect with others, be inspired, and do so with an ease of mind.
It is no surprise therefore that 60% of long-time sellers on the platform
(over 5 years) build positive relationships with customers on Shopee through a
combination of timely seller support features, market-researched offerings and
affiliate networks. For example, 14% use Shopee Chat to cultivate and
nurture deeper, more trusting relationships. Since 2019, Shopee Live has also
seen sellers launch streams to demonstrate products, answer buyer questions,
and get real-time feedback from shoppers.
‘Winning Malaysian Loyalty on E-Commerce’ is part of Shopee’s
thought leadership series of year-end consumer and seller trends during big
e-commerce campaigns. These data-driven insights allow business owners and
brands to retain and reward loyal shoppers online.
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