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Gen Zs Trust User and Expert Insights Via Shopee Survey

 


Shopee’s ‘Engaging Generation Z Shoppers in the Digital Era’ survey findings revealed that 60% of respondents prioritise platforms with easy search, comparison functionalities, and helpful reviews followed closely by comprehensive product information and trustworthiness. This emphasises the importance of building a user-friendly platform brimming with product variety, professional recommendations, and insightful user reviews to capture Gen Z's attention.


Underscoring their research-heavy habits, 30% of Gen Z strategise their purchase, holding over 70% of items in their cart for more than a day to conduct in-depth research before committing to a purchase. This highlights the importance of building a research-friendly environment, which includes offering a rich variety of research products, incorporating professional recommendations, and fostering insightful user reviews.


While research is paramount, a smooth checkout process is equally important. When asked “What will increase your likelihood of checking out your items immediately?”, 6 in 10  Gen Z shoppers focus on user experience features like product restock reminders, flash deals, and voucher applications. Additionally, easy order cancellation and price comparison tools are highly sought after. The remaining 40% look for efficient platform delivery services to finalise their purchases.



Gen Z put importance on value maximisation in their purchasing decisions. Free shipping, competitive pricing, attractive promotions, discounts and vouchers are critical motivators for 83% of respondents, demonstrating their focus on getting the most for their money. Interestingly, product quality appears to be a secondary factor when choosing a purchase channel.


Shopee's research delves even deeper, revealing that Gen Z consumers heavily rely on reviews and customer service throughout the buying journey. Over 75% actively seek out reviews from both users and experts before making a purchase. Engaging with sellers through chat features and comparing products across brands are also common practices for this generation. The remaining utilise Shopee Live and Shopee Video for product information and purchase decisions.


Ming Kit Tan, Head of Marketing and Business Intelligence at Shopee Malaysia, said, “We understand that Gen Z presents a significant growth opportunity. Our user-friendly platform features like Shopee Live empower users with information beyond product listings, such as in-depth reviews or live demonstrations. It fosters a relationship between seller and buyer, allowing a sense of trust to be built between each interaction. Such hyper-personalised experiences function as a value-added service, building long-term brand loyalty within this rising demographic”


Customer service remains a key differentiator. In 2023 alone, Shopee celebrated an industry-leading 98% success rate for cases resolved within 30 seconds, translating to an impressive 80% customer satisfaction rate. These figures underscore Gen Z's demand for a seamless research experience coupled with top-notch customer service for a successful online shopping journey.


Shopee prioritises user satisfaction through its continuously evolving search function, leveraging deep learning to analyse user browsing and purchase behaviour. The platform’s recommendation engine personalises product suggestions, ensuring a customised shopping experience for every user. Additionally, Shopee Live empowers users to connect with brands and sellers with its user-friendly live chat. This feature fosters real-time interactions and product demonstrations, which strengthens user confidence in every purchase.


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Bayu Somerset Fosters Traditional Baju Kurung Love Through Shopee Live


Bayu Somerset, a pioneering fashion brand breathes new life into the local fashion scene with their vibrant designs and inclusive vision. Founded in 2021 by Diana Kamalul and Emir Fauzi, a former banker couple, Bayu Somerset was born from a desire to fill the gap for funky and colourful baju kurung. Traditionally dominated by understated aesthetics, Bayu Somerset offers unique pieces accessible to all, regardless of age, background, skin tone, size, occasion, or season.



While maintaining their five physical stores, Bayu Somerset has become a rising star in the e-commerce world. Now entering their third year online, they've embraced the challenges and constant learning that come with the digital landscape. Driven by the need to adapt, Emir, highlighting their tech-driven approach, emphasises their focus on keeping up with current trends like livestreaming and affiliate marketing.


"Transitioning to e-commerce required a lot of learning and adaptation, especially keeping up with current trends," says Emir. "It demanded significant resources, but the potential benefits for the company and brand were undeniable. Shopee was definitely critical in helping us navigate the challenges of going online. They not only helped entice customers to buy but also exposed our brand to a wider audience. Brand exposure is vital in the e-commerce world, and the stability of the Shopee platform is something I truly value."


Bayu Somerset takes a dynamic approach to Shopee Live, broadcasting eight hours a day, two hours per session, regardless of the season. This strategy ensures consistent customer engagement that transcends seasonal peaks like Raya. While acknowledging the tenfold sales increase during Raya, Bayu Somerset prioritises sustainability over seasonal reliance. Aligned with their ethos of promoting baju kurung for everyday wear, Bayu Somerset introduces at least two new collections monthly, with sizes available up to 5XL to ensure inclusivity.


  

During their Shopee Live sessions, hosts passionately discuss the wearability of the garments, highlighting the breathable cotton fabric perfect for Malaysia's climate. With affordability in mind, they offer pieces as low as RM79, without compromising quality. During Ramadan month, the hosts also showcase the Raya collection, which consists of eight diverse collections featuring six to ten patterns each, including kidswear and menswear. These designs boast inspirations from Malaysian culture alongside fun cultural fusions like Moroccan, Mexican, and African influences. Additionally, a recent collaboration with local illustrator Arina Azhar brings a whimsical vibe to their offerings, adding an exciting twist to their collections.



Customer reviews and Shopee Live comment sections overflow with enthusiasm for Bayu Somerset's baju kurung. One satisfied customer exclaims, "I wore my Bayu Somerset baju kurung while gardening! It's so versatile, I love it!" Another shares, "I often wear mine to the supermarket and for cafe hopping. The fabric is light but durable, perfect for daily wear." These live sessions go beyond product showcases; they foster a community around comfortable and versatile fashion.



Bayu Somerset actively engages with customers through Shopee's features like Shopee Coins and vouchers, enriching the shopping journey. Offering discounts and rewards incentivizes repeat purchases and builds customer loyalty. Furthermore, their participation in Shopee's Raya campaign including the livestreamed #ShopeeRaiLokal Raya Stail Kita fashion show watched by over 70,000 Malaysians, leverages the platform's extensive reach during festive seasons to showcase their latest collections and offer special promotions. By strategically utilising Shopee's features and campaigns, Bayu Somerset amplifies brand visibility and elevates the customer experience.


Additionally, Diana elaborates on the brand's success with the Shopee Affiliate program: "We've seen a significant impact from affiliates who actively promote Bayu Somerset on social media platforms, particularly the X app. These affiliates play a crucial role in enhancing our brand credibility through their testimonials, shared experiences, and endorsements, ultimately driving sales conversion." By leveraging the Shopee Affiliate program, Bayu Somerset effectively spreads the message about their brand values, affordable pricing, and unique designs, expanding their reach and market impact.


Bayu Somerset isn't resting on its laurels. Fueled by their entrepreneurial spirit, Diana and Emir offer a roadmap for aspiring e-commerce sellers: "Maximise Shopee's features like Live sessions and the Affiliate Program to amplify brand exposure," Diana suggests. "Adapt winning strategies from other platforms to Shopee Live and see what resonates with your audience." Emir emphasises the importance of continuous adaptation: "Staying updated with current trends and adapting to the ever-changing e-commerce landscape is crucial for relevance and competitiveness. Continuously evolve your strategies to stay ahead of the curve."



In just three years, Bayu Somerset has become a cornerstone of the local economy and community, employing 60 full-time staff and 30 part-time staff, with 95% of them being women. The brand has sold over 8,500 pieces on Shopee, with the Merdu Kebarung in Cream color emerging as the bestseller. With almost 30k followers on Shopee and a stellar 4.9-star rating, the brand continues to thrive and resonate with its growing customer base.


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Shopee | ‘The Future of Shopping’ Study Reveals Gen Z Purchase Habits



Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, officially unveils the ‘The Future of Shopping: Engaging Generation Z Shoppers in the Digital Era’ study. The study discovered that 7 in 10 Generation Z (Gen Zs) consumers aged 18 to 24 leverage e-commerce platforms as the primary touchpoint in their shopping journey. This highlights a critical shift, with Gen Z actively utilising these platforms to gather information and conduct in-depth research before committing to a purchase.


Findings revealed a continued preference for e-commerce platforms despite exploring alternative channels for product research and discovery. A significant 68% of Gen Z respondents demonstrate a higher purchase completion rate on e-commerce platforms. 18% of Gen Zs prefer to explore products on social commerce platforms, while the remaining 14% opted to finalise transactions through other channels.

 

Enhancing Service Quality for Gen Zs

 

Interestingly, when asked, “What information do you search for when shopping for a product?”, a significant 67% actively seek out positive recommendations, emphasising the importance of high customer reviews and influencer endorsements. This focus on external validation aligns with their value for user trust. They view clear communication of product benefits and effectiveness as justification, prioritising products that deliver strong value for money over affordability (16%) and quality (17%).

 

While two-thirds of Gen Zs complete their purchase journey within a day, another third dedicate at least five days to in-depth research, demonstrating meticulous research habits. This extended research phase prioritises reviews and video demonstrations to ensure product performance and user satisfaction.

 

Ming Kit Tan, Head of Marketing and Business Intelligence at Shopee Malaysia, said, “Gen Zs in Malaysia are more than just online shoppers; they're digital explorers who leverage e-commerce for deep dives and informed decisions. They crave a seamless, dependable, and unified shopping experience. Brands can cultivate trust through authentic user-generated content and crystal-clear product information, presenting a golden opportunity to leverage affiliate marketing and Shopee Live. By prioritising their needs, we can continue to be the leading destination for Gen Z's shopping journey.”

 

Enlivening Shopping Experience

 

When asked why Gen Zs are choosing e-commerce platforms for purchase, nearly 82% cited the platforms' extensive product variety and brand selection, competitive pricing, and guaranteed quality as key factors. The remaining 18% make informed decisions based on a platform’s reputation and personal experiences. This highlights Gen Z's data-driven approach to shopping, where they actively utilise platform functionalities to validate purchases before committing.

 

A significant difference emerged among Gen Z shoppers regarding the most impactful attributes influencing their choice of purchase channel. Established fulfilment practices, encompassing flexible shipping options, on-time deliveries, and real-time order tracking, were prioritised by a dominant two-thirds of respondents while the remaining third prioritised a seamless checkout experience and product search convenience. This finding underscores the critical role that trust in fulfilment practices plays in securing Gen Z's loyalty.

 

In response to these evolving shopping behaviours, Shopee introduced the 15-Days Free Returns, No Questions Asked* program. This policy empowers buyers with unprecedented flexibility by offering "Change Of Mind" returns on eligible items with No Questions Asked* for hassle-free returns, fostering a culture of unwavering customer trust. By prioritising customer satisfaction, Shopee is streamlining the shopping journey and providing users an ultimate peace of mind.


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GUARDIAN RAYA UNTUK SEMUA | EXPERIENCE THE JOYS OF RAYA TOGETHERNESS !


This Hari Raya, immerse yourself in the warmth of family togetherness with the support of guardian.

 


"Hari Raya is a time for families to strengthen bonds and cherish relationships with loved ones, both near and far, regardless of age, gender, or circumstances. guardian has always stood by you during these celebrations, ensuring you have everything you need to lead a healthy and beautiful life," said Priscilla Wu, Managing Director of guardian Malaysia.

 


Speaking at the launch of guardian's 'Raya Untuk Semua' campaign at TRX Kuala Lumpur, Priscilla added:



 

"As the title of our Raya campaign suggests, guardian celebrates Raya inclusively, as a brand for everyone - from the young to the old, through different generations. Our curated products and services are designed to ensure everyone can enjoy the festivities feeling and looking their best."

 


"guardian is a brand that fosters family togetherness, playing an integral role in our customers' lives with a wide range of products offered at great value," Priscilla emphasized.


 

In conjunction with guardian's 'Raya Untuk Semua' campaign, a Raya music video has been launched on YouTube. 




This year's video, a sequel to last year's, reiterates the importance of strong family ties and values during significant occasions like Hari Raya.



Reprising their roles in the video, the main cast comprises of Sham Visa and Amy Mastura as the father and mother; and their 4 lovely daughters played by Dr Amanda Elli, PuteriShazwani Megat Ahmad Shahriman, Yasmin Khalid and Afeefa Ooi. The catchy song with joget vibes will also be aired on Era FM from the 1st to 12th April. 

  

 

The video showcases how guardian contributes to the family's journey towards a healthy and beautiful life, spanning across generations from grandparents to grandchildren.




As Ramadan encourages self-reflection, self-improvement, and empathy towards the less fortunate, members of the media, influencers, and guests at the launch were invited to pick up Raya presents at the guardian store at TRX for 100 children from Pertubuhan Kebajikan Dan Perlindungan Nur Qaseh Malaysia, comprising 50 girls and 50 boys, with a total contribution amounting to RM10,000.

 




Additionally, ‘Pulut Kuning Zarina’ was distributed as gifts to launch guests. Zarina Zainuddin, a mother and entrepreneur, was recognized as one of guardian's outstanding International Women's Day personalities.




Despite personal challenges, Zarina balances her entrepreneurial pursuits with the responsibilities of motherhood to her autistic sons with grace.


 

To celebrate guardian's 'Raya Untuk Semua' campaign, a substantial range of offers has been curated with savings of up to 50% including 60% discount on all Hair Color and all Beauty Mask & Lip Balm for purchase of a 2nd item.



Moreover, attractive Gift With Purchases are available at guardian stores during this Raya promotion period,which starts from 21 March 2024, such as:

• 

  Free Puffy Beauty Pouch with purchase of RM180 and above in a single receipt for any beauty products including Skin Care, Derma Skin Care, Cosmetics, Beauty Accessories and Fragrances.


• 

  Free Quby Stainless Steel Lunch Box with Thermal bag with purchase of RM120 and above in a single receipt for Hair Care, Bath Care, Oral Care, Deodorant, Shaving, Feminine Care and Baby Toiletries  


• 

  Free Foldable Trolley with purchase of RM188 and above in a single receipt for all Health Care products, GMS & Food and Confectionary

• 


  
Free guardian Raya Packets ( 8pcs ) with purchase of RM68 and above in a single receipt while stocks last

• 


  Free RM5 coupon with every purchase over RM68 in a single receipt 


 



Priscilla concluded: "We are thrilled to celebrate Raya with you and your family, with everyone, in fact. 



Remember, guardian is for everyone. Regardless of who you are, your needs, age, or gender, guardian is a brand that caters to all your health and beauty needs, bringing families together. We will always be here for you." #guardianRaya2024



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