Buying Sales or Renting Them: How Much of 11.11 is Incremental?

The 11:11, or Singles Day, shopping phenomenon is a major event in Southeast Asia, where shoppers flock to platforms like Shopee to take advantage of deals and discounts. This year, the impact of ad tech on the event is being closely watched, with analysts wondering how much of the sales generated are truly incremental.

The question of whether sales are being driven by ads or are simply a result of the event itself is crucial for social commerce, as it affects how companies allocate their marketing budgets and measure the effectiveness of their ad spend. As social commerce continues to grow in importance, understanding the dynamics of events like 11:11 will be key to success.