To upgrade its application and comprehensively enhance the user shopping experience, Lazada is implementing a series of improvements across its app interface, logistics, and customer service.

Specifically, the application interface has been streamlined and personalized, making it easier for users to find and track their favorite products. Vouchers can now be collected at various steps throughout the shopping journey. The "coins and games" page has been optimized to offer both entertainment and efficient deal hunting. The LazMall channel has added an "international trends" section, compiling and updating new products, along with rankings of the latest trends at the best promotional prices. "The app will also focus more on official brand stores, aiming to introduce high-quality products to users," a Lazada representative stated.

In the delivery sector, the company has enhanced its processes to ensure on-time delivery capabilities, added priority delivery options, and significantly shortened international delivery times. Customer service will be improved to increase the first-contact resolution rate and considerably reduce complaint processing times.

Users purchase genuine products on Lazada. Photo: Lazada

Beyond app enhancements, Lazada integrates AI into several operations to suggest products that match buyer needs, quickly summarize reviews, and support the refund process, ensuring buyers feel comfortable and secure when making purchases.

Lazada's AI ecosystem comprises multiple specialized AI agents, including AI Search (search support), AI Review Summary (review summarization), and AI Refund Agent (refund process support). With AI Search, the system understands and analyzes the context of keywords, thereby providing suggestions that align with actual needs, rather than just listing results by description. This significantly reduces search time—a factor that often caused many users to abandon their shopping carts midway.

AI Review Summary compiles and analyzes hundreds of previous user reviews, presenting a concise summary that helps buyers grasp a product's pros and cons in just a few seconds.

Buyers experience the AI review feature. Photo: Lazada

Furthermore, Lazada applies AI throughout the customer journey, acting as a "shopping assistant." Lazada's AI tools can suggest products tailored to needs, quickly summarize reviews, and support the refund process, helping buyers feel at ease and confident when shopping.

The AI Refund Agent system can automatically receive and process refund requests, with over 35% of requests resolved instantly and an accuracy rate of 99%. This not only saves users time but also reduces the workload for the customer service department.

"AI is not just about optimizing operations, but about 'personalizing - predicting - assisting' users. We aim for every shopping experience to become more efficient, secure, and reliable," a Lazada representative noted.

Thu Ha, a frequent customer of cosmetics on LazMall from Binh Thanh district, TP HCM, shared that previously she had to review each product rating individually, sometimes spending nearly one hour to choose a product. Now, AI summarization helps her read quickly, understand easily, and make a decision in a few minutes. Returns and exchanges have also become simple, almost automatic.

Minh Duc from Ha Noi, a technology product buyer on Lazada, mentioned that Lazada's difference lies in how it combines multiple AI tools to create a seamless experience. Instead of optimizing just one step, this ecosystem intelligently "guides" buyers through each stage of their purchase.

Lazada staff deliver goods directly to users. Photo: Lazada

A representative from Lazada Vietnam stated that the company's goal is to become a quality and reliable shopping destination for users. "With comprehensive improvements to the platform and services, continuously expanding genuine quality products and attractive offers, we expect to provide users with more convenient, trustworthy, and inspiring shopping experiences," the representative added.

Thai Anh