SINGAPORE — Lazada, Southeast Asia’s leading eCommerce platform, concluded its 11.11 Biggest Sale of the Year with standout performance that underscores consumers’ accelerating shift toward quality, authenticity, and trusted brand experiences. LazMall, the region’s largest virtual mall, drove a significant share of this uplift, recording an 11-fold overall increase in Gross Merchandise Value (GMV) and a 141% uplift in average order value (AOV), reflecting a shift toward authenticity-driven shopping. In Singapore, LazMall AOV rose by 278% compared to normal days. Total LazMall orders also grew by more than four times, reinforcing its position as the region’s trusted destination for brand-led, quality shopping.
“Consumers in Southeast Asia are becoming increasingly discerning, and their purchasing behaviour reflects a clear move towards authenticity and quality,” said a Lazada spokesperson. “The strength of this year’s 11.11 results reaffirms LazMall’s brand-led strategy and position as a trusted destination for high-quality, genuine products from the most loved local and international brands.”
Across the region, total platform GMV surged 26 times within the first four hours, setting the pace for a high-performing mega sale period. The sale wrapped up with a total platform uplift of 469% compared to normal days, driven by strong consumer demand across Southeast Asia.
Consumer shift toward quality and authenticity
Performance among LazMall’s top sellers was robust during this year’s 11.11. Top sellers in Southeast Asia generated 58% higher GMV compared to 9.9 2025, while top 100 sellers in Singapore grew by 69%. In Singapore, key categories from the top 100 LazMall sellers include Mobiles & Tablets (42X GMV uplift), Home Appliances (45X), and Beauty (34X) compared to normal days. These indicators reflect a broader trend across the region: shoppers are evolving from deal-hunting to high-intent value-driven purchasing, with brand trust, product quality, and authenticity shaping the new standard of e-commerce growth.
Shopping powered by AI and affiliate engagement
AI Lazzie, Lazada’s AI-powered personal shopping assistant, and LazAffiliates continued to deepen engagement across the region. During the campaign:
- LazzieChat saw more than 451,000 users participate in Secret Code redemptions, with average conversations increasing by 14.84% from 9.9 2025.
- AI Lazzie-guided Order Conversion Rate increased by 13.19% compared to 9.9 2025.
- The average revenue per user (ARPU) guided by AI Lazzie recorded a 32.78% uplift.
- AI Lazzie partnered with 17 brands, including Nike, P&G and Huawei, to help shoppers stack rewards using Lazzie-exclusive vouchers.
- LazAffiliate-driven sales grew by 36% across SEA and 88% in Singapore, fueled by the rise of creator commerce.
This year’s performance follows the introduction of Lazada’s five AI agents—AI Lazzie shopping assistant, Logistics Agent, Marketing Agent, Refund Agent, and Product Listing Agent—representing a major step forward in enabling brands to operate more efficiently, optimise conversions, and deliver personalised experiences at scale.
Building a trusted online shopping experience
Shoppers showed strong interest in fast-growing categories, including Smartphones, Skincare, Food Supplements, Personal Care, and Kitchen Appliances. Lazada remains committed to elevating Southeast Asia’s digital commerce landscape through deeper brand partnerships, innovative AI solutions, and an ecosystem built on authenticity and quality. As e-commerce matures across the region, Lazada will continue investing in technologies and experiences that power sustainable brand growth while delivering greater value to shoppers and sellers.
