The second half of the year is the busiest time for e-commerce in Southeast Asia. Mega sales like 11.11 and 12.12, along with Christmas and New Year, create huge spikes in shopping activity. For many brands, these events can make up a large share of annual sales.
During the Singles’ Day festival, sales in Southeast Asia grew by 139% compared to regular shopping periods. In markets like Malaysia, Singapore, and Thailand, the increase was even higher at more than 190%. These events are not just revenue drivers. They also attract new customers and increase visibility for brands. On 11.11, the number of new buyers surged by 335%, highlighting how peak season is a powerful time for customer acquisition and product discoverability.
But the surge also brings intense pressure. When orders pile up, warehouses get stretched, and couriers struggle to keep pace. Without scalable fulfillment processes, brands risk delayed deliveries and dissatisfied customers. Customers gained during massive sales events will only return if their first experience is smooth and reliable.
In this blog, we will explore how e-commerce brands can scale their fulfillment operations during peak season to capture growth and deliver on customer expectations. It’s time to turn peak season opportunities into long-term success.
Key Dates for E-Commerce Peak Season in Southeast Asia
From September through the Lunar New Year, Southeast Asia’s retail calendar is filled with mega sales and festive shopping events. Planning peak season fulfillment around these timelines ensures that operations are ready before the surge begins.
- 9.9 (September 9): The start of the Double Day sales cycle. It is often seen as the warm-up event where shoppers look for early discounts.
- 10.10 (October 10): Another key Double Day event, building momentum before the bigger sales to come.
- 11.11 (November 11): In Southeast Asia, it has become the peak of the Double Day cycle, with marketplaces like Shopee and Lazada reporting record-breaking order volumes
- Black Friday and Cyber Monday (end of November): Global sales events that are increasingly popular among Southeast Asian consumers, especially on cross-border platforms and branded sites.
- 12.12 (December 12): The grand finale of the Double Day cycle. In 2023, sales during 12.12 were 130% higher than the mid-year 6.6 event.
- Christmas and New Year: A critical period for gifting and family shopping. Customers expect fast and reliable deliveries, making fulfillment especially important.
- Lunar New Year / Tet (January–February): A peak shopping season in markets like Vietnam, Singapore, Malaysia, and across the region.
Fulfillment Challenges Faced During Peak Season
Peak season can unlock massive growth, but it also tests the limits of fulfillment operations. For example, during Lazada’s 11.11 sale, over 1.5 million items were shipped in a single day. Many brands struggle with the sudden spike in demand, leading to costly mistakes and missed opportunities. The most common challenges include:
- Inventory imbalances: Bestsellers often run out faster than expected, while slower-moving products take up valuable warehouse space.
- Warehouse bottlenecks: Limited capacity, untrained seasonal staff, and manual errors slow down the picking and packing process.
- Courier delays: As delivery networks become overwhelmed with higher volumes, they experience backlogs and slower shipping times.
- Poor platform integration: Without seamless syncing across Shopify, Shopee, Lazada, and other channels, brands face overselling or delayed updates.
- Customer dissatisfaction: Stockouts, delays, or miscommunication lead to negative reviews, canceled orders, and a decline in repeat purchases.
These challenges highlight why peak season fulfillment must be built to scale. Without preparation, the very sales spikes that promise growth can turn into lost revenue and damaged customer trust.
Strategies To Scale E-Commerce Fulfillment During Peak Season 2025
Peak season is not just about handling more orders. It’s about building fulfillment systems that can absorb surges without breaking. The following strategies offer a roadmap for brands in Southeast Asia to prepare for the rest of the e-commerce peak season.
1. Forecast Demand
Accurate forecasting is the foundation of peak season fulfillment. Start 3–6 months in advance by analyzing sales from previous Double Day campaigns, seasonal patterns, and marketplace insights. Utilize data tools to track trending products across Shopee, Lazada, and TikTok Shop.
- Efficient demand forecasting looks like:
- Using historical data to predict sales velocity by SKU.
- Factoring in promotional campaigns and competitor activity.
- Building “what if” scenarios (e.g., what happens if sales double overnight).
- Inefficient demand forecasting looks like:
- Guessing order volumes without data.
- Treating all SKUs equally, rather than focusing on top performers.
- Reacting to stockouts during the sale instead of planning buffers.
2. Optimize Inventory Management
Peak season magnifies any weakness in inventory control. Use a centralized system for real-time visibility across Shopify, Lazada, Shopee, and TikTok Shop. Build safety stock for your top-performing SKUs 1–2 months before significant events to avoid last-minute shortages.
- Efficient inventory management looks like:
- Automated syncing across all sales channels.
- Clear stock thresholds that trigger replenishment alerts.
- Allocating inventory across warehouses based on regional demand.
- Inefficient inventory management looks like:
- Relying on spreadsheets and manual stock updates.
- Overselling because systems do not update in real time.
- Having excess inventory in one market but stockouts in another.
3. Distribute Inventory Across Multiple Warehouses
Distribute inventory across strategic hubs in SEA to reduce delivery times and shipping costs. Multi-warehouse fulfillment reduces risk if one location becomes overburdened.
- Efficient multi-warehouse strategy looks like:
- Placing high-demand SKUs closer to the markets they serve.
- Using demand forecasting to decide regional stock splits.
- Enabling cross-warehouse transfers when one site runs low.
- Inefficient multi-warehouse strategy looks like:
- Storing all stock in a single central warehouse.
- Shipping across borders unnecessarily increasing lead times.
- Paying higher courier costs because inventory isn’t regionally optimized.
4. Scalable Peak Season Warehouse Management
Warehouses often become the bottleneck during peak season. Prepare by training seasonal staff 2–4 weeks ahead and creating clear SOPs. Use tools like barcode scanning and warehouse management systems to keep picking, packing, and shipping efficient. Brands that build scalable staffing models through temporary staff and flexible shifts are better equipped to absorb sudden order spikes.
- Efficient warehouse management looks like:
- Optimized layouts that minimize travel time inside the warehouse.
- Standardized packing stations with clear workflows.
- KPI tracking for order accuracy and processing time.
- A labor model that scales, with trained seasonal staff and flexible shift planning.
- Inefficient warehouse management looks like:
- Crowded layouts that slow down pickers.
- Seasonal staff thrown into operations without training.
- High error rates and frequent repacking due to mistakes.
- Rigid staffing schedules that cannot adjust to order surges.
5. Optimize Platform Integrations
Integrations reduce human error and speed up processes. Connect your OMS/WMS directly with marketplaces like Shopee and Lazada, as well as your D2C platforms like Shopify. Automate order routing, label generation, and courier allocation.
- Efficient platform integrations look like:
- One dashboard to manage orders across all channels.
- Automatic syncing of stock levels and order statuses.
- API connections that update in real time.
- Inefficient platform integrations look like:
- Manually reconciling orders from each platform.
- Overselling because updates don’t flow across systems.
- Copy-pasting customer details into courier systems.
6. Leverage Technology and Automation
Technology is the backbone of scalable peak season fulfillment. While process improvements and staffing help, only automation can deliver the speed and accuracy required when order volumes multiply overnight. From demand forecasting to last-mile delivery, the right tools ensure operations run smoothly even under pressure.
- Efficient use of technology and automation looks like:
- AI-driven demand forecasting that adjusts in real time.
- Automated order routing that selects the best warehouse and courier.
- Integrated dashboards that give complete visibility across channels, couriers, and warehouses.
- Inefficient use of technology and automation looks like:
- Copying and pasting order data between platforms and couriers.
- No real-time visibility into inventory or delivery performance.
- Human bottlenecks causing delays that could be automated.
7. Establish Proactive Communication Systems
Customer trust depends on clear communication. Set up real-time tracking and automated order updates. Be transparent about delivery timelines during checkout, and notify customers quickly if delays occur.
- Efficient communication systems look like:
- Automated SMS/email updates at every stage of the delivery.
- Live tracking pages integrated with courier systems.
- Proactive alerts when there are courier disruptions.
- Inefficient communication systems look like:
- Customers needing to chase your support team for updates.
- Generic tracking links that don’t show real progress.
- No messaging when deliveries are delayed.
8. Utilize Multiple Shipping Carriers
Relying on one courier is risky during peak season. Partner with multiple shipping providers to diversify capacity and negotiate rates early. Offering customers delivery choices (standard, express, same-day) can be a competitive edge.
- Efficient multi-carrier fulfillment looks like:
- Smart order routing that automatically selects the best courier based on cost and delivery SLAs.
- Having backup couriers ready in case of delays.
- Negotiated SLAs to ensure service levels are met.
- Inefficient multi-carrier fulfillment looks like:
- Shipping all orders through a single carrier.
- Scrambling to add couriers after delays have already hit.
- Lacking visibility into carrier performance metrics.
9. Cross-Border Operations for Growth
Peak season is an opportunity to expand beyond local markets. Tap into demand across Southeast Asia, but plan for customs, duties, and compliance. Work with logistics providers experienced in cross-border fulfillment.
- Efficient cross-border operations look like:
- Pre-cleared customs documentation for faster movement.
- Transparent pricing with duties and taxes shown at checkout.
- Regional warehouses positioned for international delivery.
- Inefficient cross-border operations look like:
- Last-minute paperwork that causes customs delays.
- Hidden fees that frustrate customers.
- Limited international reach due to logistics partners being unprepared.
10. Returns Management During Peak Season
Returns spike during mega sales, especially in fashion and electronics. Have a clear and customer-friendly policy in place, and make returns as smooth as possible.
- Efficient returns management looks like:
- Automated returns tracking linked to your OMS.
- Quick restocking of items to avoid tying up capital.
- Easy return options that keep customers loyal.
- Inefficient returns management looks like:
- Delayed refunds that frustrate customers.
- Returns handled entirely manually.
- High return volumes left unmanaged, creating stock blind spots.
Key Metrics for Success in Peak Season Fulfillment
Tracking the right metrics ensures that your fulfillment operations stay reliable and customer-focused during peak season. The following KPIs are essential for every brand:
- Order Accuracy Rate
- Measures how many orders are picked, packed, and shipped without errors.
- High accuracy minimizes returns, reduces costs, and builds trust with customers.
- On-Time Delivery Rate
- Indicates whether orders are reaching customers within the promised timeline.
- This is critical during mega sales when customers expect fast and reliable shipping.
- Fulfillment Cost per Order
- Helps you balance growth with profitability.
- Monitoring costs ensures that discounts and higher volumes don’t erode margins.
- Preparation Time
- Tracks the average time taken to process and hand over an order to the courier.
- Shorter preparation times speed up the entire delivery cycle.
- Customer Satisfaction (NPS/Reviews)
- Reflects the full customer experience, from purchase to delivery.
- Positive reviews and ratings improve marketplace visibility and encourage repeat purchases.
How Locad helps you scale fulfillment during peak season
Peak season success requires more than preparation. It takes a fulfillment partner that can scale with your business and deliver a reliable experience for customers. Locad provides a unified, flexible, and technology-driven solution designed for Southeast Asia’s busiest shopping months.
Unified Fulfillment Solution
Locad connects warehouses, an order management system, and last-mile delivery in one platform. This gives brands complete visibility and control, reduces errors, and speeds up fulfillment.
Distributed Warehousing Network in Southeast Asia
With fulfillment centers across major Southeast Asian markets, Locad enables brands to scale up or down based on demand. You only pay for the space you use, making it cost-efficient to expand during events like 11.11, 12.12, and the holidays.
Smart Inventory Lock
Locad’s smart inventory lock allows you to reserve stock specifically for peak events like 12.12. This ensures that best-selling products do not run out across multiple channels. For example, you can set aside inventory just for Shopee when traffic and order volumes spike.
Buffer Stock Management
Locad helps brands maintain buffer stock during volatile periods to avoid stockouts. This is especially useful when sales campaigns are stacked close together and replenishment time is limited.
Multi-Carrier Shipping Engine
With a network of more than 50 global and local carriers, Locad’s multi-carrier engine automatically routes orders to the best option. This reduces the risk of delays, keeps shipping costs competitive, and ensures flexibility during high-volume periods.
Same-Day and Next-Day Delivery
By storing inventory closer to customers, Locad makes same-day and next-day delivery possible in key cities. Faster delivery not only improves customer satisfaction but also helps brands perform better on marketplaces.
Returns Management
Locad also provides an organized returns management system. By processing returns quickly, restocking eligible items, and offering customer-friendly return options, Locad helps brands protect customer trust and minimize revenue loss.
Value-Added Services
Locad offers bundling and kitting to create product packages, custom packaging, and gift wrapping. Brands can also use the gift-with-purchase feature and personalized labels to stand out during holiday campaigns and create memorable unboxing experiences.
Cross-Border Shipping
Locad provides Importer of Record (IOR), Seller of Record (SOR), and freight forwarding services to support cross-border growth. With local expertise, Locad ensures smooth customs clearance and compliance so that brands can reach customers across Southeast Asia and beyond.
Conclusion
Peak season is the most significant opportunity for e-commerce brands in Southeast Asia, but it also brings the toughest challenges. Surging order volumes and high customer expectations mean that fulfillment operations must be ready to perform at their best. Brands that fail to prepare risk stockouts and customer dissatisfaction right when the stakes are highest.
Locad helps brands turn preparation into performance. With a unified fulfillment solution, Locad enables sellers to keep up with marketplace SLAs and exceed customer expectations. By combining technology, flexibility, and regional expertise, Locad ensures that peak season is not just a period of high sales but also a foundation for long-term growth.
