Lazada：日常生活中不可或缺的在线购物

• In their first regional consumer study, Lazada said 73% identify online shopping as integral to everyday life, with almost half (46%) shopping online at least once a week.
• Wide assortment, low prices and delivery convenience are a major attraction of digital commerce.
• Singapore showed the strongest preference for doorstep delivery and across markets, over half of online shoppers preferring to pay cash on delivery.

Based on a 2021 report by Facebook and Bain & Company, an estimated 70 million more people shopped online in six Southeast Asian countries since the pandemic began. The region basically saw a rapid adoption of digital services like e-commerce, food delivery, and online payment methods. Even a recent regional study by e-Commerce giant Lazada reflects the same consumer behavior.

In its first regional consumer study, out of the 6,000 consumers surveyed, Lazada said 73% identified online shopping as integral to everyday life, from just 60% two years ago. To top it off, almost half surveyed (46%) shops online at least once a week. Interestingly, 67% of Southeast Asian consumers actually identify e-Commerce mega campaigns as a key factor in shaping their consumer buying behavior. 

The increase in proportion seems to be attributable mainly to low prices, affordable shipping, ease of search and the convenience that online shopping offers for Southeast Asians. The consumers surveyed are from each of Lazada’s markets including Singapore, Thailand, Vietnam, Philippines, Indonesia and Malaysia, with the findings laying the foundations for how Lazada will look to improve and innovate its platform for the future.

“Low prices (45%) and affordable shipping (45%) top the list of reasons people are buying online, followed closely by the ease of search (43%) and convenience (43%). Singapore (55%), Thailand (48%) and the Philippines (49%) show a strong preference for the items to be delivered straight to them,” the report findings show.

Even the availability of different payment options on e-Commerce platforms was also highlighted across various markets, with more than 50% of online shoppers preferring to pay cash upon the delivery of their orders. Singapore showed the strongest preference for delivery right to one’s doorstep.

Lazada Group’s Chief Business Officer James Chang said in a statement that “Digital commerce has changed the way people shop in the past decade, especially in the last two years with the pandemic accelerating the shift towards online retail. Such changes are showing a lasting effect, especially in emerging markets. They look forward to the deals and shoppertainment features that come with each campaign.”

Singaporeans are also seeing digital commerce as key to their routines, with 70% of respondents in the country considering it “indispensable”. To be precise, 85% of respondents in Singapore have revealed that they are now spending more online compared to their expenditure in stores. 

Around 96% of Singaporeans have also indicated that it is now important that they are able to make their purchases via digital means. In terms of payments via e-wallet, markets with more mobile first approaches like Malaysia lead with 63% followed by Indonesia (55%) and Philippines (54%).

The majority of markets surveyed have fully embraced cross border shopping with 79% of respondents in Singapore having no preference for local or global brands, followed by 58% in Thailand and 56% in Malaysia. Shoppers in Vietnam, Indonesia and the Philippines have a preference for local labels, with one in two (52%) Vietnamese respondents showing a strong preference for shopping from local labels followed by Philippines (41%) and Indonesia (36%).

译文：

在他们的第一个区域消费者研究中，Lazada 表示，73% 的人认为在线购物是日常生活中不可或缺的一部分，近一半 (46%) 的人每周至少在线购物一次。

种类繁多、价格低廉和送货方便是数字商务的主要吸引力。

新加坡对上门送货和整个市场表现出最强烈的偏好，超过一半的在线购物者更喜欢货到付款。

根据 Facebook 和贝恩公司 2021 年的报告，自大流行开始以来，估计有 7000 万人在东南亚六个国家进行了在线购物。该地区基本上看到了电子商务、食品配送和在线支付方式等数字服务的快速采用。即使是电子商务巨头 Lazada 最近的一项区域研究也反映了相同的消费者行为。

Lazada 在其首次区域性消费者研究中表示，在接受调查的 6,000 名消费者中，73% 的人认为在线购物是日常生活中不可或缺的一部分，而两年前这一比例仅为 60%。最重要的是，几乎一半的受访者 (46%) 每周至少在线购物一次。有趣的是，67% 的东南亚消费者实际上将电子商务大型活动视为塑造其消费者购买行为的关键因素。

这一比例的增加似乎主要归因于低廉的价格、实惠的运输、易于搜索以及在线购物为东南亚人提供的便利。接受调查的消费者来自 Lazada 的每个市场，包括新加坡、泰国、越南、菲律宾、印度尼西亚和马来西亚，调查结果为 Lazada 未来如何改进和创新其平台奠定了基础。

“低价 (45%) 和实惠的运费 (45%) 是人们在线购买的首要原因，紧随其后的是易于搜索 (43%) 和便利 (43%)。新加坡 (55%)、泰国 (48%) 和菲律宾 (49%) 强烈倾向于将物品直接交付给他们，”报告调查结果显示

甚至电子商务平台上不同支付选项的可用性也在各个市场中得到强调，超过 50% 的在线购物者更愿意在订单交付时支付现金。新加坡对送货上门表现出最强烈的偏好。

Lazada 集团首席商务官 James Chang 在一份声明中表示：“数字商务在过去十年中改变了人们的购物方式，尤其是在过去两年，大流行加速了向在线零售的转变。这些变化正在显示出持久的影响，尤其是在新兴市场。他们期待着每次活动带来的优惠和购物娱乐功能。”

新加坡人也将数字商务视为他们日常生活的关键，该国 70% 的受访者认为它“不可或缺”。确切地说，新加坡 85% 的受访者表示，与在实体店的支出相比，他们现在在网上的支出更多。

大约 96% 的新加坡人还表示，现在重要的是他们能够通过数字方式进行购买。在通过电子钱包支付方面，马来西亚等移动优先方式较多的市场以 63% 领先，其次是印度尼西亚（55%）和菲律宾（54%）。

大多数接受调查的市场都完全接受跨境购物，其中 79% 的新加坡受访者不偏爱本地或全球品牌，其次是泰国 58% 和马来西亚 56%。越南、印度尼西亚和菲律宾的购物者偏爱本地品牌，二分之一 (52%) 的越南受访者表现出强烈偏好本地品牌购物，其次是菲律宾 (41%) 和印度尼西亚 (36%)。

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