Almost 2 years into the COVID-19 pandemic, millions of people have adapted their lives to the new normal. We’ve seen a major share-shift towards how people shopped, and how people consumed content. Digital adoption was pushed forward exponentially, and this brought a new variety of shoppers online as brands around the world shifted to a digital-first approach.
Key statistics to take note of in the Singapore market
33% increase in search volume year-on-year
In Singapore, search activity has gone up by 33% in 2021 compared to the previous year, further substantiating the exponential growth in digital adoption. As more turn towards online shopping, merchants need to adapt and make the digital shift or stand to lose out.
Top searched keywords in every category
Electronics – iPhone 12
Furniture – Sofa
Luxury – Rolex
Health & Beauty – Dyson
Fashion – Nike
Home Appliances – TV
Games & Entertainment – Nintendo Switch
Home Services – Mover
Emerging trends for Carousell Shoppers in Singapore from 2020-2021
On average, Carousell shoppers in Singapore save 29% of their income
When asked how they spend their monthly household income, respondents said that 29% of their income on average goes towards savings.
1 in 4 respondents said that they dip into their savings for purchases
And these purchases include brands and products that they either buy on impulse or are saving up to buy. Promotions and sales are great motivators for them.
52% of shoppers bought a fashion and luxury item in the last year
Despite the pandemic, luxury and retail categories remained important, with users shifting online for their shopping needs. ‘Bags and wallets’ is the most shopped category overall, and luxury watches are the most popular with users under 35 years.
69% of shoppers bought an Electronics product in the last year
Games, Mobiles and tablets, and appliances were amongst the majority list of purchases made by users during the pandemic year. This was followed by Furniture and Fashion.
Summary of findings across key industries
Sub-categories that facilitate entertainment, communication, virtual working and cooking topped the Electronics category as people spent more time at home due to COVID-19. The top 3 sub-categories were: Gaming, Mobile, Gadgets or Accessories, Computer Accessories, Home and Kitchen Appliances. The electronics category was also the most popular category on Carousell during high-traffic shopping seasons.
What this means for merchants: Highlight product features or its practical uses that fit the pandemic lifestyle in your listing description. As hybrid work situations become more commonplace, demand for products of this nature will no doubt stay strong for years to come. Take advantage of major shopping seasons to market your electronic products as well.
Luxury and Fashion
50% of shoppers bought at least 1 luxury item in the last 12 months, signalling both strong demand as well as purchasing power. There has been an exponential increase in demand for sustainable fashion since 2020 and well over the course of 2021. 95% of millennials in Southeast Asia said that purchasing pre-owned items is more sustainable.
What this means for merchants: Consider highlighting how your business upholds sustainable practices and key features of your products that are environmentally friendly or promote sustainability to appeal to modern consumers’ shopping motivations.
Home and Living
More and more are coming to Carousell to declutter by letting go of their pre-loved furniture. As many spend more of their time at home, they naturally look to upgrade as they come to value their living spaces more. Renovations are happening more frequently, and many are looking for cleaning services as well. Hence, they come to Carousell to look for new furniture, let go of old ones, and engage cleaning services for their household needs or even specific to their furniture.
Since it is highly driven by need, shoppers in this category usually search for products directly rather than specific brands.
What this means for merchants: Prioritise the type of furniture over its brand in your listing titles as it could get your listing more eyeballs over brand-related keywords. That is not to say brand names should be omitted, just secondary. Consumers naturally have differing preferences in terms of brands after all.
In tandem with the many improvements being made in home living due to the pandemic, demand for Home Services has grown 27% YoY from 2020. Furthermore, as people spruce up their homes with Christmas and Chinese New Year approaching, we see a spike increase in demand for home servicing nearing the year-end period. This includes fixes, painting, cleaning and major repair services.
What this means for merchants: Market your services with relevant listing titles and descriptions that cater to seasonal surges. For example, the year-end season would naturally see more demand for cleaning services as people prepare to declutter for a fresh new year. High home-visitation periods like Christmas, Chinese New Year, Hari Raya and Deepavali would also see spikes in demand for related services.