Record Growth For 9.9 Mega Brands Sale, LazMall AOV Grows 10 Pct - Lazada
KUALA LUMPUR, Sept 25 (Bernama) -- Lazada Malaysia achieved a record-breaking performance in this year’s 9.9 Mega Brands Sale, with average order value (AOV) on LazMall in Malaysia growing 10 per cent year-on-year (y-o-y) compared to 2024.
In a statement, it said this year’s 9.9 saw LazMall, Southeast Asia’s biggest virtual mall connecting shoppers to over 32,000 leading international and local brands, exhibit strong performance across the region.
Lazada Group chief executive officer Kaya Qin said this reflects the maturing of online shopping behaviour, with consumers showing greater willingness to pay for the assurance of authenticity and reliability that LazMall guarantees.
"We believe this is a powerful signal of where Malaysian e-commerce is heading, and LazMall is well-positioned to build long-term loyalty and lay the foundation for sustainable, brand-led growth in the country," she said.
Since the launch of artificial intelligence (AI) assistant “Lazzie” last October, Lazada has seen a 32 per cent increase in proactive interactions with the AI-powered shopping assistant, contributing to a 43 per cent rise in order volume across Southeast Asia during its 6.6 sale, compared with the previous mega campaign.
Meanwhile, during the 9.9 sale, it said AI Lazzie played a central role in driving engagement and conversions, boosting a 53 per cent increase in interactions, a 34 per cent rise in shopper-initiated chats in Malaysia, and a 36 per cent uplift in orders compared to the 6.6 event.
Lazada group president Iris Wei said AI Lazzie is transforming how consumers discover products and how brands sell more efficiently, laying the foundation for sustainable growth in the region’s digital economy.
“With brand-driven sales still accounting for less than 30 per cent of e-commerce gross merchandise volume (GMV) in Southeast Asia, we see a tremendous opportunity ahead," said the group's president Iris Wei.
She said that by accelerating brand-led growth and tapping into the US$131 billion (US$1=RM4.2) market potential that GenAI is expected to unlock by 2030, Lazada is laying the foundation for sustainable growth in the region’s digital economy.
In Malaysia, several categories experienced growth during the 9.9 campaign, led by women’s fall/winter clothing, which surged by 1,054 per cent y-o-y, the highest growth across Southeast Asia, cementing Malaysia as Lazada’s number one market for the category.
Other top-performing categories included the mother and baby, which expanded 11 per cent y-o-y, followed by toys and games (38 per cent), groceries (27 per cent), health (18 per cent), and pet supplies (nine per cent).
-- BERNAMA