Ngoc Ha, a 25-year-old office worker in Ho Chi Minh City, is an avid online shopper. She typically spends tens of millions of dong annually on clothing, shoes, cosmetics, food, and electronics like phones and headphones. She once snagged a newly released phone at a 20% discount. "I get authentic products, free shipping, and a 30-day return policy without having to go to a physical store," Ha said.

Over the past 8 months, Ha has bought more than 10 electronic items, such as rice cookers, charging cables, and computer mice from major brands without any issues. In August alone, she purchased three accessories, including a hat, necklace, and bag for an upcoming trip, saving hundreds of thousands of dong on each order thanks to deep discounts and bundled vouchers.

Besides young people like Ha, many older customers also seek out online shops with the "Mall" label for peace of mind. Ba Lan, a 62-year-old from Hanoi, used to be hesitant about ordering food and household appliances online.

"Previously, I rarely ordered online due to fears of counterfeit products and the hassle of returns. Since I was introduced to authentic products on LazMall, with free shipping and 30-day returns, I feel more secure. Last month, I ordered a stainless steel cookware set and some pastries. Both were authentic, problem-free, and delivered quickly," Ba Lan shared.

The shopping interface on Lazada. Photo: Quynh Trang

The shopping interface on Lazada. Photo: Quynh Trang

The experiences of Ha and Ba Lan reflect a growing trend of consumers prioritizing authentic goods. According to Lazada's data, the average order value on LazMall during the first half of 2025 was double that of the entire platform, and LazMall's conversion rate was also significantly higher. These figures indicate growing trust in authorized retailers, demonstrating the impact of promotions, return policies, and authenticity guarantees on purchasing decisions.

A representative from the e-commerce platform stated that LazMall shops provide consumers with assurance through guaranteed authentic products, free shipping, a 30-day return policy, and double refunds for counterfeit purchases. LazMall also offers highly competitive pricing, especially during mega sales.

For example, the "9.9 Mega Sale" this year runs from 8 p.m. on 8/9 to 11/9. Participating brands will offer various deals, including vouchers with discounts up to 30% and platform-wide free shipping. Many brands will launch "Flash Sale" programs with items priced at 99,000 VND, subsidies of up to 3 million VND, and additional discounts with "Bonus Xu."

Not just buyers, sellers registered with LazMall also enjoy advantages: their shops and all products are tagged, distinguishing them from regular shops. Authentic shops receive marketing support and prioritized display from the platform, and their products benefit from 100% free shipping on orders of 0 dong and above.

Users shopping on LazMall. Photo: Lazada

Users shopping on LazMall. Photo: Lazada

These benefits help sellers build credibility, increase sales, and retain customers. Some sellers reported that after three months on LazMall, their traffic increased by nearly 40%, revenue by 25%, and positive reviews also increased significantly, helping them build a sustainable brand reputation.

However, to meet LazMall's standards, sellers must undergo a rigorous application process, providing nearly 15 types of documents such as business registration certificates, trademark registrations, product announcements, import certificates, and invoices.

Sellers need to register complete information, standardize product images and descriptions according to each brand, and check service quality before operation. The platform has tools and teams to scan for shops selling counterfeit products, and violating shops will be suspended. According to a Lazada representative, these regulations ensure that each product labeled "Authentic" builds trust for buyers.

Thai Anh

Lazada launches the "9.9 Mega Sale." Specifically, from 8 p.m. on 8/9 to 11/9, the e-commerce platform offers opportunities to buy authentic goods at preferential prices:

: 28-hour Golden Sale: shop for branded products combined with Xu and brand promotions, with discounts up to 50% during golden hours at midnight, noon, and 8 p.m. Starting from 8 p.m. on 8/9.

: Daily deals at 99,000 VND and subsidies up to 3 million VND: a chance to receive vouchers with discounts up to 30%. Taking place from 8 p.m. on 8/9 to 11/9.

: Daily Xu Check-in: shoppers who log in daily have a chance to receive up to 99K Xu, play the "Crack the Egg, Catch Popmart" game, and hunt for discounts up to 50% on the Xu page, from 6/9 to 11/9.

: LazLive Sale Hunting: livestreams with artists and key opinion leaders (KOLs) offer a chance to receive 30% discounts and buy-one-get-five promotions, taking place at 8 p.m. on 8/9.

: Platform-wide free shipping and free returns.