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| Source: Lazada. The Lazada Super Party was a hit with Southeast Asians. |
- The Lazada platform drew 318 million visits over week-long celebrations
- The sales tally for the 24-hour shopping event across Southeast Asia was 15x of daily average sales
- Shoppers logged onto the Lazada app as often as six times a day to play in-app games
- The livestreamed Lazada Super Party had 12 million views across the region
Lazada, Southeast Asia’s e-commerce and shoppertainment platform, drew 318 million visits during its 7th birthday celebrations. Customers shopped, watched and played on their Lazada apps over a week-long celebration that included a Super Party that was streamed live on the app for the first time, culminating in a 24-hour shopping extravaganza on March 27.
The birthday celebration, which blends shopping and entertainment, enjoyed a 24-hour sales tally across Southeast Asia that was 15x of normal day sales. Besides offering shopping vouchers and discounts through in-app games, Lazada tapped on its technology expertise and infrastructure to livestream performances by British popstar Dua Lipa and top regional artistes on its app across six countries - Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. The stream attracted 12 million views on the Lazada app and on television in Indonesia and Vietnam.
“Our new shoppertainment features are definitely driving up the excitement on our platform we’re seeing more and more customers are coming on our app to not only get the great buys, but also to be entertained. This year also marks a significant milestone as we have fully integrated our technology infrastructure with Alibaba, allowing us to unlock even more value for our brands, sellers and shoppers with in-app livestreaming and games. This is just the start of many exciting initiatives we are planning to help build successful e-businesses and strengthen the e-commerce ecosystem in Southeast Asia,” said Pierre Poignant, CEO of Lazada Group.
Since the brand-new LazGame function launched on March 21, shoppers logged onto the Lazada app as often as six times a day to play in-app games like Fruit Slash, Birthday Blast and Popping Balloons to score more deals. Over seven days, more than 2.5 million people played the games, with nine in 10 collecting cupcakes that can be redeemed for discounts or vouchers.
"It has been a wonderful seven years for Lazada in Southeast Asia and we are thankful for the chance to serve the needs of the region’s young dreamers - of discerning shoppers, ambitious sellers and brands. Our goal is to develop a vibrant e-commerce ecosystem and we are nurturing it with the 3E’s: Empowerment, Efficiency, and Experience, to accelerate growth for brands and sellers. With the launch of our 'Super Solutions’, we are confident of achieving this goal and excited to celebrate future milestones with continued success,” said Jing Yin, President of Lazada Group.
Indonesian footwear seller Stephanie Hertanto, who has been running her store 89stories on Lazada since 2017, said sales soared sixfold on the one-day birthday sale. “I really value the effort that Lazada put in to bring the entire Lazada community together in a high-level event like the Super Party. It’s amazing because enabling consumers to watch their favourite social media influencers and top performers on our Lazada in-app livestream shows will really help to attract more younger consumers. I’m already thinking about how I can use livestreaming to engage my own customers,” said Hertanto.
Highlights of the birthday sale include:
- The 1st order was received, packed and delivered at 7:24 am in the Philippines
- The fastest order was packed and ready to ship in 3 minutes and 15 seconds, also in the Philippines
Some cross-border brands and sellers also saw their sales spike by as much as 50x the normal daily sales
- Among the top five brands that made it to the Lazada Top Brand Leaderboard across eight product categories were makeup brand Maybelline, home appliances and TV giant Samsung, and diaper brand MamyPoko. The most coveted categories during the shopping extravaganza were mobile devices, diapers, makeup and home appliances
- The best-selling categories among the cross-border merchants were electronics, fashion, as well as home and living.
As part of its 7th anniversary, Lazada hosted its inaugural LazMall Brands Future Forum on 21 March. The annual summit gathered brands and top sellers from across the region to discuss growth opportunities and technological advancements that will shape the future of Southeast Asia’s e-commerce landscape.
Lazada launched Super Solutions at the event to fire up the growth of its brands and sellers by tapping on Lazada’s branding, marketing and sales offerings. The goal is to transform them into “Super eBusinesses"
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