China, April 29th, 2024-Shopee, the leading e-commerce platform in Southeast Asia, recently released the latest research report on the shopping behavior of Generation Z in Southeast Asia. The report conducted an in-depth survey of the shopping behavior of more than 2400 consumers by Kantar Profiles. The results show that nearly 70 per cent of Generation Z in Southeast Asia use shelf e-commerce platforms as an important starting point for their shopping journey and rely on these platforms to study the products they want to buy, and more than 60% of Generation Z use shelf e-commerce as their preferred shopping platform.

Although Generation Z will try many different channels to discover and study product information during shopping, up to 73% of respondents said they would still choose to complete the transaction on the shelf e-commerce platform. It is worth mentioning that 56% of respondents who initially studied products through social e-commerce eventually chose to return to the shelves for e-commerce purchases. The preference for shelf e-commerce stems from a variety of factors, among which a wide range of product choices (79%), excellent product quality (77%) and convenient payment methods (59%) are key drivers. The report also points out that 70% of Generation Z tends to use a variety of new payment methods, such as buy and pay later, mobile wallets, etc.

Insight into the trend of online shopping in the Z generation, Shopee delivery limitation will be upgraded again.

The report shows that Gen Z people in Southeast Asia spend a lot of time and energy studying the products they want to buy before shopping, with 1/3 of them spending at least five days, including reading product reviews, product details and price information. Not only that, the logistics implementation and return and exchange process after issuing orders are also the key factors that affect their shopping decisions.

In this regard, Shopee has actively invested resources to make end-to-end logistics rapid delivery, and recently optimized the details of end-to-end delivery, successively adjusted the free collection time and widened the free collection area, including some areas in Hefei, Nanjing and Huizhou, so as to make the first-process collection service more in line with the actual operation of sellers and help sellers optimize end-to-end delivery efficiency to the maximum extent. In Singapore, for example, the efficiency of end-to-end logistics has increased by 15% since the beginning of this year, and the waiting time for buyers has been greatly reduced.

Since 2016, the end-to-end logistics system has been established. Shopee Logistics Service (SLS) now has hundreds of flights, covering more than 40 overseas airports, as well as multiple transport schemes such as sea, land and heavy goods, adapting to various types of transport needs. Moreover, localized performance services (LFF) such as official overseas warehouse localization performance service, third-party warehouse localization performance service, official overseas warehouse one-store multi-transportation mode and three-party warehouse one-store multi-transportation mode also provide sellers with more choices.

In terms of the final journey, Shopee has continuously improved its "last kilometer" delivery capability, launched "Next Day Delivery" and "Instant Delivery" services in some markets, and enhanced after-sales service and users' full-link shopping experience by improving return policies, thereby winning sellers a wider range of users' favor and promoting sustainable business growth.

Strengthen the ecological layout of content and improve the shopping experience of Shopee

The report also emphasizes that 80% of Generation Z respondents seek an interactive and entertaining shopping experience, further highlighting the important role of content portals such as Shopee Live in Generation Z shopping journeys. In this regard, Shopee continues to build e-commerce content ecology and deepen the relationship between buyers and sellers. Last year, it invested in the development of Shopee Live live streaming. On the same day, 12 million items were sold through Shopee Live within the first 2 minutes, and the number of cross-border live streaming units increased to 54 times on weekdays, showing amazing explosive power.

Not only that, but to meet the growing demand for short, fragmented content, Shopee has introduced a new feature, Shopee short Video (Shopee Video), through which consumers can follow and watch their favorite creators. At present, Shopee short videos have been launched in Vietnam, Thailand, the Philippines, Malaysia and other sites, and recently updated the function of uploading short videos on computers. Since the beginning of this year, Shopee short video traffic has surged 6 times, and single volume has increased by more than 27 times, which has become a new tuyere for platform traffic.

Liu Jianghong, general manager of Shopee's cross-border business, saidBookofrabonusGeneration Z in Southeast Asia is more likely to search and buy goods through shelf e-commerce, which fully demonstrates their need for a smooth, reliable and integrated shopping experience. As a leading e-commerce platform in Southeast Asia, Shopee has always been user-centered and innovated constantly in improving the timeliness of logistics implementation and creating a new type of content ecology. We are pleased to see that more and more consumers enjoy a more high-quality and diversified shopping experience at Shopee, while bringing a steady stream of traffic to sellers, helping sellers increase sales and influence, and further promote the healthy development of e-commerce ecology. "

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About Shopee

As a leading e-commerce platform in Southeast Asia, Shopee continues to digitize and expand their online businesses, help more people access and benefit from digital services, and revitalize local communities aimed at promoting inclusive and sustainable digital ecosystem development.

Shopee provides millions of consumers with a convenient, safe and interactive shopping experience every day. As an important contributor to the development of digital economy in Southeast Asia, Shopee is also committed to helping brands and entrepreneurs succeed in e-commerce.

Shopee parent company Sea (stock code: SE) is the world's leading consumer Internet company. Based on its three core businesses, Shopee, Garena and SeaMoney,Sea Group is committed to using the power of technology to improve the lives of local consumers and small and medium-sized enterprises.

About Kantar Profiles

Kantar is the world's leading marketing data and analysis company, its Kantar Profiles has the largest audience network in the world, covering more than 100 markets and more than 170 million users, and has extensive global influence and localization capabilities. With industry-leading anti-fraud technology, Kantar Profiles's audience network provides the most meaningful data, consistent, accurate and accountable, fast and large.

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