Lazada wins internet during Great Singapore sale

LazardaRocket Internet-owned online shopping site Lazada generated the most buzz on the internet during the Great Singapore Sale, according to data from Amobee.

Online content consumption – content that is seen by consumers on the internet, not just what is said in social media – during Singapore’s biggest annual shopping event peaked on 29 May, the first day of the sale, with digital consumption 14 times higher than the daily average the previous month.

Lazada’s daily deals on their mobile app help generate the most online consumption associated with the sale, followed by Zalora and Rakuten.

Five of the top seven most talked-about brands during the sale were primarily online operators.

“Brands that also have brick and mortar stores need to be more aggressive in their digital marketing to remain competitive online around the sale,” Amobee suggested in a press release about its data.

Almost half of content consumed around the sale was travel-related, as families searched for ways to spend the summer holidays.

Positive sentiment about the sale was nine times higher than negative sentiment, between 29 May and 29 June, Amobee data suggests.

Little India beat Orchard Road to the claim of Singapore’s most talking about shopping district during the sale, with 54 per cent more content generated about that area – and 567 per cent more than Marina Bay.

The Great Singapore Sale is part of Singapore Tourism Board’s push to rejuvenate visitor numbers to the city state. Tourism numbers fell by five per cent in the first quarter of this year.

Ranking of stores most associated to Great Singapore Sale between May 25 – June 25, 2015

#1: Lazada – online only
#2: Zalora – Primarily online
#3: Rakuten – online only
#4: Qoo10 – online only
#5: Expedia – online only
#6: Uniqlo – online & in-store
#7: Zara – online & in-store


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