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9.9 Sale: Decoding one of the biggest Mid-Year Sales Day

Phuc Le
September 8, 2023

For e-commerce entrepreneurs in Southeast Asia, maintaining growth and acquiring new shoppers remain paramount. Online sales events provide an excellent opportunity for businesses to optimize their sales, capture fresh customers, and foster repeat business. According to a report from McKinsey & Company in collaboration with Facebook, the digital consumer population in Southeast Asia was estimated to reach 370 million by the end of 2022, with projections indicating a rise to 402 million by 2027.

In a fiercely competitive market where price-sensitive consumers abound, double-day sales events like the 9.9 sale enable businesses to offer products at competitive prices and boost their revenue. The 9.9 sale marks the final single-digit sales day and paves the way for a bustling end-of-year sales season. So, just how crucial is the 9.9 sale among double-day events? Is its popularity something you should embrace or disregard? We delve into this significant sales event and explore how you can capitalize on the shopping frenzy to clear out inventory, attract new customers, and encourage existing ones to make additional purchases.



The 9.9 Sale is a popular e-commerce sales event that typically takes place on September 9th each year. It is known for offering significant discounts, promotions, and deals on a wide range of products across various online retail platforms. The event is especially prominent in regions like Southeast Asia, where it has gained widespread recognition.

The 9.9 Sale is considered one of the "double-digit" sales events, leading up to larger online shopping events such as the 10.10 Sale, 11.11 Singles' Day, and Black Friday/Cyber Monday. These events are strategically timed to boost sales, attract new customers, and encourage existing ones to make purchases by offering steep discounts and exclusive promotions.

While the specific details and discounts offered during the 9.9 Sale may vary from one e-commerce platform to another, it is generally a day when consumers can expect to find attractive deals on a wide range of products, including electronics, fashion items, home goods, and more. The 9.9 Sale has become a significant opportunity for both online retailers and shoppers to engage in a shopping frenzy and make the most of the discounts available.


Shopee and Lazada have solidified their positions as the premier platforms for hosting 9.9 sales, thanks to their expansive customer bases, strong presence in numerous Southeast Asian markets, well-executed marketing strategies, and user-friendly interfaces. Their dominance in the e-commerce landscape makes them magnets for both sellers and buyers, creating a bustling marketplace during the 9.9 sales event.

These sales extravaganzas typically kick off as early as mid-August, extending beyond the conclusion of the 8.8 sales event, positioning Shopee and Lazada as the go-to destinations for bargain-hunting shoppers seeking the best 9.9 deals.

Now, let's delve into some remarkable insights from the 2022 9.9 sales:

SHOPEE 9.9 SALE 2022

To maintain the momentum of the 9.9 sale, Shopee employed a variety of strategies in 2022 that aligned with evolving consumer behaviors, emerging shopping trends, and innovative financial solutions to promote increased online shopping activities:

  • Shopee Guarantee: This feature guaranteed shoppers a 100% refund if their items were undelivered or not as described, effectively boosting trust and credibility in online shopping.
  • Shopee PayLater: A novel payment option allowing buyers to split their payments into installments, broadening access to luxury and premium items on Shopee, particularly appealing to shoppers from diverse economic backgrounds.
  • Shopee Live Super Deals: This feature encapsulated the concept of Shoppertainment, enabling sellers to provide exclusive deals and discounts during live streams, facilitating stronger connections between e-commerce sellers and shoppers while amplifying sales.
  • Shopee Coins Boost: A gamification concept that rewarded buyers with extra Shopee Coins for participating in challenges and activities on the platform, encouraging repeat purchases.
  • Shopee Guarantee Game: A gamified approach aimed at educating shoppers about Shopee Guarantee, offering buyers the opportunity to win prizes by answering questions about the feature.

In Malaysia, Shopee's 9.9 Super Shopping Day in 2022 achieved a historic milestone, boasting the highest-ever single-day sales performance, featuring over 5.8 million orders, which is three times more than an average day. Shopee Live clocked an impressive 2 million hours of viewing in Malaysia, while in the Philippines, it garnered 87 million views, indicating a highly favorable response to this new feature. In the Philippines, top local sellers recorded six times more sales compared to an average day.

Shopee Pay saw remarkable adoption among shoppers, experiencing a ninefold growth in usage during the early hours of the sale in Malaysia. In the Philippines, shoppers embraced Shopee Pay for three times more transactions, underscoring how a broader customer base appreciated the financial flexibility offered by the platform.

LAZADA 9.9 SALE 2022

In a bid to enhance the success of its 9.9 sale, Lazada introduced several new initiatives alongside its daily deals and vouchers:

  • Lazada Plus: A fresh membership program that provided buyers with exclusive benefits, including free shipping, discounts, and early access to 9.9 sale deals.
  • LazMall: A platform dedicated to featuring products from trusted merchants and reputable sellers, ensuring that buyers enjoy a dependable shopping experience.
  • Lazada Live: A blend of live streaming and e-commerce shopping on the platform, allowing sellers to engage with buyers in real-time, showcasing their products, and persuading them to make purchases.
  • Lazada PayLater: A tool for financial flexibility that allows buyers who might otherwise have skipped the 9.9 sale to make purchases on the platform and pay for them through interest-free installments.
  • Lazada Coins Boost: A strategy designed to convert both new and existing customers into repeat buyers by introducing Lazada Coins. Shoppers earned these rewards by participating in challenges and other shopping-related activities, which could then be redeemed for discounts and other enticing offers.

In the opening hour of the 9.9 sale in 2022, Lazada experienced an astonishing 50-fold surge in sales throughout Southeast Asia. The company's LinkedIn page showcased posts highlighting the remarkable performance of the event across key regions. Notably, in Singapore, the 9.9 frenzy of 2022 reached such epic proportions that early sale hours witnessed a staggering 50-fold increase in sales compared to a typical business day. What's more, the platform achieved a remarkable sales revenue of $999,000 in a mere 4 minutes.

Lazada's 9.9 sale in 2022 also attracted a significant influx of customers, with a 40% increase, and a 30% uptick in orders placed during the first hour of the sale's commencement. Additionally, another post highlighted that the platform recorded over 50% live streaming engagement throughout Southeast Asia, with the new live-streaming feature garnering an impressive 65% increase in views and sales.



To maximize the potential of the 9.9 sale, it's crucial to generate excitement and ensure your online store can provide an exceptional shopping experience for the influx of visitors. Here are some tips to get ready for this significant sales event:

1. Leverage In-House Promotion Tools: Shopee and Lazada provide a range of marketing tools to enhance visibility. Data shows that businesses utilizing these tools during sales events experience a significant uptick in customer engagement. For instance, in the 2021 9.9 Sale, e-commerce stores that invested in in-app ads and vouchers saw a 30% increase in traffic and a 25% boost in conversion rates.

2. Craft Compelling Sales Offers: Data analysis of previous 9.9 Sales indicates that strategically discounting certain products can yield substantial returns. Identify slow-moving or seasonal inventory and apply attractive discounts. In 2021, e-commerce businesses that did so reported a 40% reduction in carrying costs and a 15% increase in overall sales.

3. Optimize Your Website: Data-driven insights emphasize the importance of an up-to-date and user-friendly website. In previous years, e-commerce sites that ensured mobile optimization witnessed a 20% surge in mobile traffic. Additionally, streamlining the checkout process can reduce cart abandonment rates by up to 25%.

4. Create a Virtual Countdown Experience: Capitalizing on the 'FOMO' effect is supported by data. In 2021, online stores that initiated countdown timers days before the 9.9 Sale recorded a 45% increase in return visitors and a 35% boost in early sales.

5. Offer Pre-Sale VIP Access and Early Bird Discounts: Data from past sales events demonstrates that providing existing customers with pre-sale access and early bird incentives can drive engagement. In 2021, stores that implemented this strategy reported a 25% higher average order value among loyal customers.

6. Implement Geo-Targeted Flash Deals: Geo-targeting based on customer location has proven effective in expanding reach. In the 2021 9.9 Sale, e-commerce businesses that offered geo-targeted deals saw a 50% increase in international customer engagement, resulting in a 20% growth in overall sales.



The upcoming 9.9 sale is poised to drive a surge of traffic to your online store. By implementing effective marketing and promotions, you can transform this increased traffic into orders. However, it's essential to recognize that efficient shipping times play a critical role in influencing shoppers' decisions to make purchases on your online store.

This is why partnering with a top-tier third-party logistics provider can significantly impact the success of your 9.9 sale. Such logistics providers offer a flexible infrastructure that can benefit your e-commerce brand in several ways:

  • Inventory Management: The heightened demand during the 9.9 sale may lead to increased interest in your products. It's crucial to maintain a sufficient inventory to avoid stockouts and prevent customers from encountering the frustrating "currently out-of-stock" message at checkout. Working with a reliable logistics partner provides real-time visibility into warehouse inventory, allowing you to restock promptly and plan strategic sale promotions based on stock availability.
  • Efficient Fulfillment: The anticipated influx of orders demands swift processing and on-time deliveries. Meeting the growing expectation for shorter shipping times requires strategically positioning your inventory in warehouses located closer to your customer base. A logistics partner with strategically situated warehouses can help facilitate faster last-mile delivery, enhancing overall customer satisfaction.
  • Tracking and Returns: Customers rely on e-commerce brands for transparency regarding their order status. A logistics partner equipped with a comprehensive control tower can provide you with an overview of the fulfillment status of every order. This simplifies order tracking and ensures that customers remain informed throughout the order journey, contributing to a positive shopping experience.
  • Multi-channel Selling: Managing a high order volume across multiple online stores on various e-commerce platforms, especially during events like the 9.9 sale, can be complex. To streamline order processing and eliminate the need to manage multiple platforms separately, consider integrating with popular e-commerce platforms through a unified dashboard.


The 9.9 Sale Day is a pivotal moment for your business. It's not just another sales event; it's your chance to capture new customers, foster loyalty among your existing ones, and thrive in a fiercely competitive market.

As this critical sales day approaches, take proactive steps to prepare your online store, fine-tune your marketing strategies, and optimize your logistics for the anticipated influx of shoppers. Your goal is to not only attract shoppers but also craft an exceptional shopping experience during the 9.9 Sale. This personalized experience will not only leave a lasting impression on your customers but will also set the stage for what they can expect from you in the upcoming holiday sales season."


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