Carousell調查顯示網上購物將在2021年繼續增長

網上購物的客戶群改變,傳統線下服務轉移到線上並受到熱捧

香港,2020年12月17日 — 隨著社交距離措施的收緊,香港網上購物更趨流行,電子商貿發展勢不可擋。全球規模最大及發展最快的分類交易平台之一Carousell,目前在香港的每月活躍用戶量與去年十一月相比增加超過百分之四十。平均每七個香港人就有一個是Carousell的用戶。

網上購物客戶群正在改變

25歲至34歲的消費者一直是網上購物的主力軍,並且增長強勁,其在Carousell的用戶數量比今年一月增加4.5倍1。有趣的是,Carousell發現,增幅最大的用戶群是45歲或以上的消費者,在過去近一年內增長了接近六倍。與此同時,今年電子產品和名牌品繼續成為最受35歲以上消費者歡迎的產品類別,而健康和美容產品的排名攀升了四位,名列第二。消費者渴望網上購物帶來的多元性和便利性,更重要的是,隨著市場不確定性持續,他們更加有預算意識,希望獲得性價比高的產品和服務。

智能手機在香港的滲透率極高,加上社交距離措施的實施,促進了越來越多中年和老年消費者透過移動設備進行網上購物。隨著像Carousell這樣的平台將網上購物的過程變得簡單高效,消費者已經更加習慣網購,而且這一趨勢會持續到疫情後。

香港消費者透過Carousell尋找線下服務

在今年春節期間,疫情襲港,防疫用品的需求大增,搜尋相關產品的活躍用戶量較2019年同期增加54%。電子產品、玩具和遊戲、家品、女性時裝和奢侈品並未受到市場波動的影響,繼續保持為Carousell長期受歡迎的產品類別,相關活躍用戶數量平均增長30%。

同時,由於社交距離措施的實施,香港人不僅透過Carousell購買產品,更進一步利用平台發掘和使用以往需要在線下尋找的服務。尤其是家居服務供應商,他們在Carousell上開展業務,拓展網上渠道來抓住更多銷售機會。目前,透過Carousell使用家居服務的活躍用戶數量按年增長了兩倍。此外,最受歡迎的服務類別包括家居服務、電子產品和配件維修、美容服務和補習服務。

隨著居家時間變多,人們希望擁有高質量的居住環境。在Carousell平台上查詢清潔服務的活躍用戶数量上升110%,搜尋冷氣機清潔服務的用戶量上升超過90%,而裝修和電工服務攀升了80%,尋找搬屋服務的用戶量亦增加了50%。棱齡搬運公司今年加入Carousell,並透過平台獲得了超過30%的業務。聯合創始人房柏熹先生表示:「自從業務受到疫情影響,我們嘗試過不同的網上平台,但他們的用戶界面不是非常友好,或者推高了業務的成本。經朋友推薦,我們開始使用Carousell,發現平台簡單易用,並且提供強大的銷售工具來提高曝光率,增加銷售額。在兩個月內,我們就獲得了130個業務查詢。」

雖然大家減少了到實體店的時間,但仍傾向透過推薦和過往好評來選擇合適的服務供應商。幸運的是,商家可以透過網上平台提供客戶評價、照片和錄影等資料來建立信任和聲譽。今年八月,本地裝修平台好師傅成為了Carousell的合作夥伴,開始在平台上提供服務。好師傅聯合創辦人兼行政總裁Woody Tong表示:「好師傅在Carousell接觸到更多年輕用戶,而且能夠透過展示室內裝修設計照片、影片及用戶評論,展現出我們對裝修質素的執著,這不論對客戶體驗或是好師傅的品牌形象都有正面幫助。我們希望業主能使用好師傅所提供的一站式服務,簡化漫長而繁複的裝修過程,與Carousell致力成為便捷高效的一站式平台的目標非常契合。」

Carousell香港董事總經理葉承浩先生表示:「疫情加速推動了人們透過網上平台進行購物的步伐。隨著消費者越來越意識到自己想要如何使用網上平台,商家必須制定好營運線上業務的策略才能脫穎而出。我們從以上數據中可以發現兩個趨勢。首先,提供傳統線下服務的行業應該抓住機會,拓展網上銷售渠道,讓消費者可以隨時隨地獲取信息,從而做出選擇。今年,我們已經看到越來越多家居服務供應商透過我們的平台接觸更多客戶,創造新的收入來源。其次,提供具有高需求產品的小型商家應該盡快開展線上銷售。與實體店鋪不同,網上平台24小時開放,這樣可以幫助商家將收入源多樣化,彌補線下銷售的損失。」

1 若非特別說明,以下數據比较均为2020年1月至11月

[ENGLISH VERSION] Boom in online commerce will continue in 2021, finds Carousell

Online consumer demographic changes, traditional offline services are sought-after in the digital world

Hong Kong, 17 Dec 2020 – Online commerce has strengthened its foothold in Hong Kong with the stricter social distancing. Today, Carousell, one of the world‘s largest and fastest growing classifieds,  grew  monthly active users by more than 40% since November last year, and more than 1 in 7 Hong Kongers use Carousell every month. 

Online consumer demographic is changing 

The 25-34 year-old demographic holds strong with the largest numerical growth by 4.5 fold1, continuing to be the main purchasing power on Carousell. It is interesting that the age group with the biggest percentage growth are shoppers aged above 45, growing almost sixfold over the past year. Electronics and Luxury remain in the top two most popular categories for the older age group this year, with Health & Beauty climbing four ranks to second place. These users are looking for variety, convenience and most importantly, better deals as they become more budget-conscious facing the continued uncertainties. 

The high penetration of smartphones in Hong Kong and the social distancing restrictions fostered the big take-off of mobile shopping among older consumers. This trend will likely continue in the post-pandemic world as digital platforms like Carousell have made the process easy and efficient, and users get accustomed to the convenience. 

Local consumers look for services that are typically available offline

Health & Beauty products were most sought-after by consumers when the pandemic first hit Hong Kong, growing by 54% in category active users compared to 2019. Electronics, Toys & Games, Home & Furniture, Women’s Fashion, as well as Luxury items are the most popular and resilient categories this year on Carousell, growing an average of 30% in category active users, withstanding market changes and fluctuations. 

The unprecedented event has prompted Hongkongers to further utilise online platforms by discovering and adopting services due to social distancing. Home services merchants, in particular, began to enhance their online presence to capture sales opportunities, and related categories on Carousell have seen organic growth this year, a two-fold YoY increase in the number of category active users. The top four service categories are Home Services, Electronics & Gadget Repairs, Beauty Services and Tuition. 

People who spend more time at home due to social distancing want to pursue a higher quality of living environment. The interest for Cleaning Services increased by over 110%, while Air Conditioning Services spiked by over 90%. Renovation and Electrical & Lighting services also spiked due to the pandemic with about 80% increase in active users.  The number of active users who are either looking for movers and relocators increased by 50% on Carousell in November. @millennialmovingcompany joined Carousell this year, and has since made more than 30% of total business through Carousell. “We tried different online platforms since the pandemic hit our business. However, they either don’t have a friendly user interface or cost a lot per lead. Carousell came recommended by a friend. The platform is easy to use and there are powerful tools to increase visibility for more leads. Within two months, we got about 130 leads,” said Mr Fong Pak Hay, co-founder, Millennial Moving Company.

While people have fewer opportunities to visit physical shops, the preference to choose the right service provider through referrals and track records do not change. Fortunately, merchants can still build trust and reputation only with customer reviews and visual portfolios. Local renovation service company CoDeco (@codeco) joined Carousell in August this year as a partner to list their services. “We reached a lot of younger customers through Carousell. Showcasing photo, video and reviews of our real renovation cases on the platform helps to boost our brand image and is also generally good for the user experience. Our mission is to free homeowners from the lengthy renovation process with one-stop services, and this is complementary with Carousell’s focus of providing a one-stop marketplace which is convenient and efficient.  “ said Woody Tong, co-founder and CEO, CoDeco. 

William Ip, Managing Director of Carousell said, “The pandemic has been the catalyst for people embracing digital tools for shopping. As consumers become more aware of how they would like to use online platforms, merchants must be tactical in managing their online business to stand out. Two learning points for 2021 stand out from the data. Firstly, industries that provide traditional offline services should seize the opportunity to make their services accessible online. We have seen more home services merchants on our platform this year to combat lower footfall, engage with a new and larger customer base at the virtual frontier and open up new revenue streams. Secondly, small businesses in resilient categories should go digital if they haven’t, as it can buffer potential loss from the physical outlets with diversified revenue streams from an always-open platform. ”

All data comparisons below refer to the period of Jan 2020 – Nov 2020