Lazada Vietnam's gross merchandise value (GMV) for the "Super Sale 6/6" surged by 276% compared to a normal day. This growth reflects the combined impact of consumer trust in genuine products, a diverse product catalog, and targeted mid-year shopping promotions. The five best-selling categories included: beverages, mobile phones, baby formula and food, cosmetics, and computer accessories.

Users shopping on Lazada. Photo: Lazada

Genuine products account for over 75% of total value

Data indicates LazMall, the platform's genuine product channel, was a significant growth driver during the campaign. LazMall's GMV increased by 330% over regular days, with the top 100 LazMall sellers seeing a 373% increase, underscoring the appeal of authentic brands. Vietnam also boasts the highest proportion of LazMall orders in Southeast Asia, with over three out of four orders (77,5%) originating from this official channel.

Customer trust in the platform significantly increased. The average order value (AOV) recorded the highest growth in the region at 61%, while LazMall's AOV specifically rose by 38%. The genuine product channel also observed increased user loyalty. Repeat buyers (those placing at least two orders during the same promotional period) in Vietnam constituted 42,5% of LazMall shoppers, notably higher than the regional average.

International genuine products triple in value

The direct integration of TMall and Gmarket, two leading e-commerce platforms in Asia, into the Lazada application provided Vietnamese consumers with additional channels for genuine Asian products. The presence of stores and products from TMall, Taobao's official genuine product shopping channel, and Gmarket, a premier platform in South Korea, enriched LazMall's ecosystem.

According to data, these two channels nearly tripled their value compared to regular days, ranking second in Southeast Asia. The GMV from international stores on these channels grew by 175%, exceeding the overall regional average. The top 100 sellers from TMall and Gmarket also achieved a 176% growth rate.

"These indicators highlight the appeal of diverse, high-quality international products, supported by a guaranteed shopping experience that includes fast shipping and easy returns within 30 days," a platform representative stated.

AI applications enhance the shopping experience

Leveraging Alibaba Group's AI capabilities, Lazada implemented several AI features to enhance user shopping experiences. Notable examples include: AI search, which helps users find products more accurately based on context and actual needs; AI review, which summarizes and analyzes feedback from previous buyers, enabling consumers to make quicker, more confident decisions; and AI pick, which provides suggestions based on current beauty trends for fashion and cosmetic purchases.

The AI review feature summarizes product evaluations. Photo: Lazada

According to the company, the combination of behavioral data and AI technology is reshaping how consumers discover and select products, transitioning from passive browsing to a more personalized, proactive, and efficient shopping experience.

Hoai Phuong