Lazada says its LazMall segment recorded strong growth during its recent Birthday Sale campaign, with Malaysia emerging as one of the strongest markets.
Across Southeast Asia, LazMall gross merchandise value (GMV) grew six-fold, while Malaysia alone saw LazMall GMV rise by more than 12 times compared to the non-campaign period.
Lazada’s overall platform GMV increased by more than 3.5 times across the region during the campaign. In Malaysia, the uplift was higher at more than 5.5 times, indicating strong shopper response during the sale period.
According to Lazada, shoppers are no longer drawn by price alone as they are increasingly choosing trusted stores, authentic products and shopping tools that help them decide faster and buy with greater confidence.
LazMall outpaces platform growth, Malaysia among strongest markets
LazMall continued to outperform the broader platform, reinforcing demand for official brand stores and authenticated products. Across Southeast Asia, LazMall contributed 60% of total platform GMV and 41% of total orders during the campaign.
In Malaysia, LazMall contributed 41% of overall platform GMV during the Birthday Sale, meaning close to half of all sales on the platform came from Lazmall stores.
Lazada also highlighted growing demand for variety without compromising on trust was also reflected in the performance of international products during the Birthday Sale. Both TMALL and Gmarket official brand stores recorded a 2.5 times increase in orders and a 3.5 times increase in GMV across five markets, excluding Indonesia.
Malaysians show stronger intent across key categories
The recent campaign also indicates a shift in how Malaysians are shopping online, with stronger preference for trusted sellers and known brands.
Among LazMall’s top sellers, the top 100 LazMall sellers in Malaysia recorded more than 24 times GMV growth compared to non-campaign levels. The performance is significantly higher than the regional top 100 LazMall sellers which saw a GMV growth of 8 times.
Category performance in Malaysia shows strong demand across both big-ticket and everyday purchases. Home appliances led with 30 times growth, followed by Mobiles and Tablets at 28 times, Sports Shoes and Apparel at 24 times, Groceries at 21 times and Beauty category at 15 times.
Lazada says the pattern points to a more confident and considered shopping mindset, where consumers are using the platform for both important purchases and everyday needs.
AI shopping tools contribute US$3 million in GMV
Lazada also attributes part of the campaign’s performance to its AI-driven features, led by its shopping assistant, Lazzie.
During the campaign, the SmartStack feature attracted about 2.5 million daily users around the region, contributing to a 38% increase in daily traffic. Shoppers used the feature for personalised product recommendations and to unlock LazRewards and brand exclusive vouchers via chat interactions.
Nearly 100,000 users completed purchases after interacting with Lazzie, contributing close to USD3 million (about RM11.9 million) in AI-guided GMV. On product detail pages, about 10,000 users used AI tools such as add-on suggestions and price comparisons, which helped lift AI-guided purchase value by 3%.
Lazada Malaysia Chief Executive Officer Kaya Qin said, “We have said this before, and we will keep saying it, Malaysians are becoming more intentional in the way they shop online. Value still matters, but so does trust. People want to know they are buying from the right place, getting authentic products, and making decisions with confidence. That is why we are seeing stronger demand for official brand stores, and greater use of tools that help shoppers compare, choose and buy more easily.”
Shift towards trust-driven eCommerce
Lazada says the recent Birthday Sale campaign reflects a meaningful shift in eCommerce behaviour across Southeast Asia, where trust, authenticity and ease of use are becoming key drivers of purchase decisions, especially in categories where confidence matters the most.
According to the eCommerce platform, their current focus is to sustain the momentum by continuing to invest in LazMall, advancing AI-led shopping tools and creating a more seamless, trusted experience that helps Malaysians shop with confidence every day.
LazMall dominates Lazada Birthday Sale as shoppers shift to trusted stores
News Reports PH
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