Singapore e-commerce trend report: Live streaming discussion popularity increased by 1890%

According to a joint study by media intelligence company Meltwater and e-commerce platform Shopee, consumer behavior in Singapore has changed during this year's epidemic.

The study found that conversations around livestreaming and gamification of online shopping have increased by 1,890% on forums and social media since March, and that the number of livestreams by Singaporean brands and sellers on Shopee has increased 40 times.

News and social media chat about online shopping increased 235% year-on-year in 2020, with the largest increases in April and May.

Home furnishings and essentials were among the most discussed product categories, with discussion surging between April and June, particularly on forums such as HardwareZone.

During the quarantine period, discussions around fitness and yoga equipment peaked. Shopee data shows that related demand is also growing, with sales of fitness equipment soaring 200 times and yoga equipment sales increasing 75 times.

As more people rely on e-commerce this year, time spent on the Shopee app has also increased, with Singaporean users spending 40% more time per week.

Mimrah Mahmood, senior director and partner at Meltwater Asia Pacific, said: "While the outbreak appears to have stabilised in Singapore for now, it is clear that the prevalence of online shopping is a shift that is here to stay. This presents a huge opportunity for e-commerce platforms and merchants to find ways to continue to engage customers remotely. Livestreaming has proven to be a very useful tool in this regard, which has driven its growth in Singapore and the Southeast Asia region."

Compile ✎     Mary /DNY123

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