Shopee releases Southeast Asia Generation Z research report: Nearly 70% of Generation Z use shelf e-commerce to discover and research good products

Recently, Shopee, a leading e-commerce platform in Southeast Asia, released its latest research report on the shopping behavior of Generation Z in Southeast Asia. The report was conducted by Kantar Profiles, which conducted an in-depth survey of the shopping behavior of more than 2,400 consumers. The results showed that nearly 70% of Generation Z in Southeast Asia regard shelf e-commerce platforms as an important starting point for their shopping journey and rely on these platforms to research the products they want to buy. More than 60% of Generation Z regard shelf e-commerce as their preferred shopping platform.

Although Generation Z will try a variety of different channels to discover and research product information during the shopping process, as many as 73% of respondents said that they would still choose to complete transactions on shelf e-commerce platforms. It is worth mentioning that among those respondents who initially researched products through social e-commerce, 56% eventually chose to return to shelf e-commerce to make purchases. The preference for shelf e-commerce stems from many factors, among which a wide range of product selection (79%), excellent product quality (77%) and convenient payment methods (59%) are key drivers. The report also pointed out that 70% of Generation Z prefer various new payment methods, such as buy now pay later, mobile wallets, etc.

Insight into Generation Z’s online shopping trends, Shopee’s delivery time is upgraded again

The report shows that Southeast Asia's Generation Z spends a lot of time and energy researching products before shopping, with one-third of them spending at least five days reading product reviews, product details, and price information. Not only that, logistics fulfillment and return and exchange procedures after placing an order are also key factors affecting their shopping decisions.

In response to this, Shopee has actively invested resources to focus on end-to-end logistics and fast delivery. Recently, it has optimized the details of the first-leg collection, gradually adjusted the free door-to-door collection time, and expanded the free collection area, including Hefei, Nanjing and parts of Huizhou, so that the first-leg collection service of goods is more in line with the actual operation of sellers, helping sellers to optimize the end-to-end delivery efficiency to the greatest extent. Taking the Singapore site as an example, the end-to-end logistics efficiency has increased by 15% since the beginning of this year, and the waiting time for buyers has been greatly shortened.

Since 2016, Shopee Logistics Service (SLS) has been building an end-to-end logistics system. It now has hundreds of routes and flights, covering more than 40 overseas airports, as well as multiple transportation solutions such as sea transportation, land transportation, and heavy goods, to meet the transportation needs of various categories. In addition, local fulfillment services (LFF) such as official overseas warehouse local fulfillment services, third-party warehouse local fulfillment services, official overseas warehouse one store multiple transportation mode, and third-party warehouse one store multiple transportation mode also provide sellers with more diverse choices.

In terms of the last mile, Shopee continues to improve its "last mile" delivery capabilities and has launched "Next Day Delivery" and "Instant Delivery" services in some markets . It also improves after-sales service by improving the return policy and enhancing users' full-link shopping experience, thereby winning sellers the favor of a wider range of users and promoting sustainable business growth.

Strengthening content ecosystem layout, Shopee shopping experience further improved

The report also emphasizes that 80% of Gen Z respondents seek interactive and entertaining shopping experiences, which further highlights the important role of content portals such as Shopee Live in the shopping journey of Gen Z. In response, Shopee continues to build an e-commerce content ecosystem and deepen the relationship between buyers and sellers. Last year, it invested more in the development of Shopee Live live broadcasting. On the 12.12 promotion day, 12 million items were sold through Shopee Live within 2 minutes of the opening, and the number of cross-border live broadcast orders increased to 54 times that of normal days, showing amazing explosive power.

In addition, in order to meet users' growing demand for short, fragmented content, Shopee has also launched a new feature - Shopee Video, through which consumers can follow and watch their favorite creators. Currently, Shopee Video has been launched in Vietnam, Thailand, the Philippines, Malaysia and other sites, and the function of uploading short videos on the computer has been updated recently. Since the beginning of this year, the traffic of Shopee short videos has surged 6 times, and the number of orders has increased by more than 27 times, becoming a new outlet for platform traffic.

Liu Jianghong, General Manager of Shopee's Cross-Border Business, said: "Gen Z in Southeast Asia prefers to search and purchase products through shelf e-commerce, which fully demonstrates their demand for a smooth, reliable and integrated shopping experience. As the leading e-commerce platform in Southeast Asia, Shopee has always been user-centric and has continuously innovated in improving logistics fulfillment timeliness and creating a new content ecosystem. We are very pleased to see that more and more consumers are enjoying a better and more diverse shopping experience on Shopee, which has also brought a steady stream of traffic to sellers, helping them increase sales and influence, and further promoting the healthy development of the e-commerce ecosystem. "

Shopee Platform