According to a Lazada announcement, during the "9.9 Brand Super Sale" season, the average order value (AOV) on the platform nearly doubled compared to the same period last year. LazMall's gross merchandise value (GMV) in Vietnam increased more than 10 times compared to regular days.
Campaign data revealed that high-value orders significantly contributed to sales. Across Southeast Asia, orders of 100 USD or more accounted for nearly 60% of total GMV during the "9.9 Brand Super Sale". In Vietnam, orders exceeding 100 USD, equivalent to about 2,6 million VND, contributed 42% of the campaign's GMV.
A company representative stated that these results indicate Mega Sales are not solely focused on low-priced items but also see significant demand for high-value goods. In Vietnam, LazMall reported that three out of four orders originated from official brand stores.
The number of orders on LazMall surged by 402%, more than 5 times the regular daily volume. This, combined with the increase in order value, boosted LazMall's GMV in Vietnam by 917%, over 10 times its normal level.
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Lazada staff delivering goods to users. Photo: Lazada |
Compared to this year's 6.6 campaign, the number of regional brands achieving a minimum GMV of 1 million USD during the 9.9 event increased by 8%. Brands reaching GMV milestones of 100,000 USD and 500,000 USD also experienced growth.
Furthermore, transaction value from Official Flagship Stores and international partners increased 10-fold compared to typical levels. Affiliate marketing channels contributed 45% of the platform's total GMV in Vietnam.
These figures highlight that official products and high-value orders accounted for a substantial portion of the campaign's sales. Specifically, individual orders over 100 USD alone contributed 42% of the total GMV in Vietnam.
International product sources from Tmall and Gmarket on LazMall also saw substantial growth. Vietnamese consumers gained more international brand options through these sources, alongside 30-day shipping and return services.
During the "9.9 Brand Super Sale", GMV for products from Tmall and Gmarket in Vietnam increased by 872% compared to regular days, while the number of orders grew more than 5 times. The higher GMV increase relative to order volume indicates a rise in the average transaction value for this product category during the campaign.
Affiliate marketing channels also made significant contributions. Across Southeast Asia, affiliate GMV during the "9.9 Brand Super Sale" accounted for nearly 30% of total GMV. In Vietnam, this figure reached 45%, meaning nearly half of the GMV came from content creator channels.
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Users accessing the Lazada app on a smartphone. Photo: Lazada |
Lazada stated that the "9.9 Brand Super Sale" results reflect shifts in transaction value, strong demand for official products, and the growing role of affiliate marketing in online shopping. The platform continues to foster connections between brands, consumers, creators, and international suppliers within Vietnam's e-commerce ecosystem.
Lazada Group is an e-commerce platform operating across Southeast Asia, including Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam. It connects consumers with an ecosystem of over 170,000 global and local brands, sellers, and partners.
The platform offers a diverse product catalog while developing technology, payment, and logistics infrastructure to support online shopping and selling. Lazada also provides solutions to help businesses of all sizes participate in the region's digital economy.
Thai Anh
