Lazada's 9.9 Mega Brands Sale 2025 Delivers Record Growth with LazMall Driving Brand-Led Momentum Across Southeast Asia

  • Sales of top 100 Southeast Asian sellers grew by over 49 times compared to last 9.9
  • LazMall saw double-digit YoY growth of nearly 30% in average order value (AOV) as consumers go for more high quality brand products
  • AI-powered Lazzie chatbot also saw a 53% increase in engagements, 34% increase in in-depth AI conversations and 36% uplift in orders compared to 6.6

SINGAPORE,Sept. 16, 2025/PRNewswire/ -- Lazada,Southeast Asia'sleading eCommerce platform, kicked off the year-end shopping season with 9.9Mega Sale(D9) which achieved strong growth acrossSoutheast Asia, underscoring the platform's brand-led strategy and consumers'growing appetite for authentic, quality purchases.

This year's D9 saw LazMall,Southeast Asia'sbiggest virtual mall connecting shoppers to over 32,000 leading international and local brands, exhibited strong performance across the region. "As more consumers inSoutheast Asiaprioritize authenticity, brand trust, and premium experiences, LazMall continues to drive the heartbeat of Lazada's mega campaigns,"saidRonald Fu, Campaign Lead at Lazada Group.

Rise in Online Consumption

WithSoutheast Asia'sgrowing middle class and digital-savvy population, Lazada recorded adouble-digit YoY growth of nearly 30% in average order value (AOV)compared to last D9. Thetop 100 sellers across the region saw phenomenal growth of more than 49 times YoY, demonstrating that Lazada remains as the go-to platform for high-quality and authentic brands.

"High-value customers purchasing brand products expect more than just a smooth transaction—they demand authenticity, assurance, and meaningful engagement. With brand-driven sales still under 30% ofSoutheast Asia'seCommerce, the growth opportunity is clear: platforms that empower brands to build genuine connections and deliver engaging experiences will be the ones to capture these high-value customers and drive sustainable growth,"saidLiJianggan, Founder and CEO of Momentum Works.

AI Lazzie: Deepening AI-Powered Shopping Engagement

Since the launch of AI Lazzie, Lazada's AI-powered personal shopping assistant, last October, Lazada has been harnessing AI to fuel its performance and engagements during mega sale seasons. During the recent 6.6 sale, Lazada saw a32% increase in proactive interactionswith AI Lazzie which contributed to a43% increase in order volumeas compared to the previous mega sale campaign.

This D9, AI Lazzie, played a central role in driving engagement and conversions this D9. Through theLazzieChat Challenge:

  • 53% increase in engagementsas compared to 6.6 (D6) sale event.
  • ThailandandMalaysiashoppers also engaged inself-initiated conversations with AI Lazzie, with 34% increase compared to D6.
  • AI Lazzie directly contributed shoppers'purchases, with36% uplift in orderscompared to D6 2025.

This significant uplift demonstrates how AI can drive more effective conversions by transforming previously transactional processes into richer, two-way interactions that keep shoppers engaged.

"Lazada is shaping the future of digital commerce inSoutheast Asiathrough strategic investments in cutting-edge technology and a high-quality brand ecosystem. By pioneering the application of AI across the region, we are transforming how consumers discover products and how brands sell more efficiently,"saidIris Wei, President of Lazada Group.

Wei added,"With brand-driven sales still accounting for less than 30% of eCommerce GMV inSoutheast Asia, we see a tremendous opportunity ahead. By accelerating brand-led growth and tapping into theUS$131 billionmarket potential that GenAI is expected to unlock by 2030, Lazada is laying the foundation for sustainable growth in the region's digital economy."

Popular Categories Driving D9 Momentum

Several categories experienced explosive growth during this year's campaign:

  • Bag accessories surged50% YoY, boosted by rising fandoms such as POP MART (PH +82%; MY +247%; SG +83%).
  • Instant cameras& film sales skyrocketed221% YoY, led byThailand(+253%) andthe Philippines(+259%).
  • 3D printers grew504% YoY, withSingaporeleading at +766%.
  • Gaming handheld consoles exploded with888% YoY growth, driven byThailand(+1,084%) andthe Philippines(+7,177%).
  • Men's clothing rose594% YoY, fuelled by demand inThailand(+2,010%) andthe Philippines(+670%).
  • Idol merchandise achieved6,930% YoY growth, with significant contributions fromThailand(+9,860%) andVietnam(+43,198%).
  • Women's fall/winter clothing saw an82% YoY lift, indicating strong demand from outbound travellers, withMalaysialeading at +1,054%.

AboutLazada Group

Lazada Group isSoutheast Asia'spioneer eCommerce platform. For the last 13 years, Lazada has been accelerating progress inIndonesia,Malaysia,the Philippines,Singapore,ThailandandVietnamthrough commerce and technology. Today, a thriving local ecosystem links about 160 million active users to more than one million actively-selling sellers every month, who are transacting safely and securely via trusted payments channels andLazada Wallet, receiving parcels through a homegrown logistics network that has become the largest in the region. 

 

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SOURCE Lazada Group