Shopee’s 12.12 mega campaign happened exactly one month ago. We’ve run through an anonymised sample of 10,000 chats on #Omcom platform to deduct what topics drove the customer service conversations during this mega sale. Here is what we found out:
🚚 21.2% inquiries were about shipping and delivery
👟 14.7% inquiries were about product size
↩ 13.1% were returns and cancellations
🔎 11.3% inquiries were about order status
❔ 9.2% inquires were about product availability
The remaining ~30% cover other topics.
Now, what does this information mean for brands operating on Marketplaces?
1. Expect many delivery-related inquiries.
Many goods are being shipped, and delays are bound to happen (though we all hope they won't affect our purchases, right? 😉) Also let's not forget that delivering goods to remote parts of the Philippines and Indonesia can take longer than estimated. Therefore, be available and communicate promptly.
2. Understand how often deliveries are delayed and what causes it.
Possible reasons could be delay in order processing, delay in shipping to the country of destination, or delay during delivery within the country. Look for common patterns and then it is time to take action.
3. Leverage the human nature to secure relationships with your customers.
One might wonder why would customers ask about the order status or product availability. Isn't this information available on the marketplace? Well, it is, but many of us find it easier to talk to someone rather than browse the app. This is especially common in the Philippines and Indonesia, where people are very social and don't hesitate to reach out. For brands, this is a great opportunity to become more personal with their customers and secure repeat purchases.
More about the data that we’ve used:
Sample size: 10,000 chats on Shopee (chats on Lazada show similar pattern)
Countries: Philippines (>75%), rest from Indonesia and Malaysia.
Time frame: 12 December – 19 December
Products: predominantly consumer goods
