LazMall Records Six-fold GMV Growth Regionally During Lazada Birthday Sale
KUALA LUMPUR, April 10 (Bernama) -- LazMall recorded an outpaced overall platform performance, with a six-fold increase in gross merchandise value (GMV) regionally during the Lazada Birthday Sale, showing that more shoppers are actively choosing official brand stores and trusted online shopping channels.
Lazada, in a statement, said Malaysia was outstanding, with platform-wide GMV rising more than 5.5 times and LazMall GMV up 12 times.
“LazMall accounted for 60 per cent of overall platform GMV and 41 per cent of total orders during the event, plus contributed 41 per cent of overall platform GMV during the Birthday Sale, which once again indicates that trust, authenticity and assurance are becoming more important in how Malaysians decide where to buy,” according to the statement.
Lazada said the demand for variety was also reflected in the performance of international products during the Birthday Sale. The TMALL and Gmarket official brand stores led this momentum, recording 2.5 times increase in orders and 3.5 times increase in GMV across five markets, excluding Indonesia.
“The growth shows that shoppers are increasingly open to buying from international stores when the experience still offers the reassurance of authenticity and official brand backing,” according to the statement.
Lazada said that in Malaysia, the top 100 LazMall sellers saw GMV surge by more than 24 times non-campaign levels.
Category performance in Malaysia showed that shoppers were buying with clear intent and confidence during the campaign.
“Growth was strong across both lifestyle and everyday categories, led by Home Appliances at 30 times in comparison to the non-campaign period, followed by Mobiles and Tablets at 28 times, Sports Shoes and Apparels at 24 times, and Groceries at 21 times. The Beauty category also recorded a strong uplift at 15 times.
“The trend suggests that Malaysians were not only making planned purchases in bigger ticket categories, but were also turning to the platform for household essentials, health products and personal care items, and this shows consumers are using the platform for both important purchases and everyday needs,” it said.
In helping shoppers have a quicker and more intuitive shopping journey, Lazada has continued investment in artificial intelligence called Lazzie, the platform’s AI shopping assistant.
“The SmartStack interactive feature within Lazzie recorded about 2.5 million daily users regionally, contributing to a 38 per cent increase in overall daily traffic. Shoppers used the feature to obtain personalised product recommendations and unlock LazRewards as well as brand-exclusive vouchers through simple chat interactions,” the statement said.
The number of users actively engaging with Lazzie through the action bar or manual text input grew fourfold, while the average number of exchanges per user doubled, indicating deeper and more meaningful interactions.
“Nearly 100,000 users across the region completed purchases after interacting with Lazzie, contributing close to US$3 million (RM11.9 million) in AI-guided GMV and about 10,000 users used Lazzie as add-on suggestions and price comparisons on product detail pages, helping to improve conversion rates and increase AI-guided purchase value by three per cent,” according to the statement.
Meanwhile, Lazada Malaysia chief executive officer Kaya Qin, in a statement, said 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,” said Qin.
This year’s Birthday Sale highlights a meaningful shift in how eCommerce is evolving across Southeast Asia, with Malaysia emerging as one of the markets where that change is becoming more visible.
The focus now is to sustain that 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.
For more information on Lazada Malaysia’s initiatives and upcoming campaigns, please visit Lazada Malaysia on its official Facebook, Instagram and TikTok.
-- BERNAMA
