KUALA LUMPUR, MALAYSIA -- Global cloud communications platform Infobip has unveiled its latest data on communication interactions during Black Friday and Cyber Week 2024, showcasing remarkable growth across the Asia-Pacific (APAC) region. On Black Friday alone, Infobip recorded 3.4 billion interactions globally, with APAC emerging as a significant driver, witnessing an impressive 64% growth to 109.5mn interactions, compared to last year.

The surge in interactions underscores a growing preference for conversational experiences, where customers can seamlessly complete entire journeys - from browsing to purchasing - on a single channel. WhatsApp and Viber interactions on Black Friday have increased by 83% and 41% year-on-year, respectively. Notably, email interactions saw a significant 185% rise compared to 2023.

The data further reveals that India, as one of the fastest growing markets in APAC, played a key role in driving the adoption for conversational channels, with Rich Communication Services (RCS) interactions quadrupling by 1162%, while WhatsApp seeing a 113% increase on Black Friday. Other markets that demonstrated growth in messaging interactions throughout the Cyber Week period include Indonesia (54%), Philippines (91%), China (67%) and Thailand (26%) compared to the same period last year.

Cyber Monday data in APAC also mirrored similar growth trajectories, with Viber interactions witnessing an extraordinary 1427% increase compared to the previous year. The Cyber Week period, spanning November 29 to December 2, marked a significant 338 million total interactions, reflecting a 58% year-on-year increase in the APAC region. This trend highlights the growing efforts of businesses and brands to engage cost-conscious consumers beyond Black Friday and Cyber Monday alone.

Harsha Solanki, VP GM Asia at Infobip commented, “As we witness a significant rise in interactions on messaging platforms like Viber, WhatsApp, and RCS, it’s evident that customers increasingly prefer engaging in conversations with brands throughout the shopping journey - not just on Black Friday and Cyber Monday. By integrating these emerging messaging channels, businesses can stay ahead of the curve and deliver rich, conversational, and personalized experiences that resonate with their customers. This shift is not just a trend, it represents the future of customer engagement, fostering deeper connections and building lasting loyalty.”