Lazada Malaysia achieved a record-breaking performance in this year’s 9.9 Mega Brands Sale, underscoring Malaysian consumers’ appetite for authentic brands, premium purchases, and AI-powered shopping experiences.
“This year’s 9.9 saw LazMall, Southeast Asia’s biggest virtual mall connecting shoppers to over 32,000 leading international and local brands, exhibit strong performance across the region. LazMall is not only the heartbeat of Lazada’s mega campaigns, but also the trusted destination for Malaysians embracing both global names and homegrown brands like UGREEN, HABIB, TTRacing Malaysia and GAIAS Bedding & Bath,” said Kaya Qin, Chief Executive Officer of Lazada Malaysia.
Malaysian shoppers are demonstrating a clear shift towards trusted platforms in their online shopping. During 9.9, average order value (AOV) on LazMall in Malaysia grew 10 percent year-on-year compared to 2024, reflecting their willingness to pay for the assurance of authenticity and reliability that LazMall guarantees.
“What we are seeing in Malaysia is a maturing of online shopping behaviour. Consumers are no longer just chasing discounts — they are making better higher-value purchases, prioritising quality, authenticity, and trusted brand experiences. We believe this is a powerful signal of where Malaysian eCommerce is heading, and LazMall is well-positioned to build long-term loyalty and lay the foundation for sustainable, brand-led growth in the country,” emphasised Kaya Qin, Chief Executive Officer of Lazada Group.
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 a 32 percent increase in proactive interactions with AI Lazzie which contributed to a 43 percent increase in order volume across Southeast Asia as compared to the previous mega sale campaign.
This 9.9, AI Lazzie played a central role in driving engagement and conversions. Through the LazzieChat Challenge, engagements increased by 53 percent compared to the 6.6 sale event. In Malaysia, shoppers engaged in self-initiated conversations with AI Lazzie, with a 34 percent increase compared to 6.6. AI Lazzie also directly contributed to shoppers’ purchases, with a 36 percent uplift in orders compared to 6.6. 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 in Southeast Asia through 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,” said Iris Wei, President of Lazada Group.
Wei added, “With brand-driven sales still accounting for less than 30 percent of eCommerce GMV in Southeast Asia, we see a tremendous opportunity ahead. By accelerating brand-led growth and tapping into the US$131 billion market potential that GenAI is expected to unlock by 2030, Lazada is laying the foundation for sustainable growth in the region’s digital economy.”
Several categories experienced explosive growth during this year’s campaign in Malaysia. Women’s Fall/Winter Clothing emerged as the biggest breakout category, surging by an extraordinary 1,054 percent year-on-year, the highest growth recorded across Southeast Asia, cementing Malaysia as Lazada’s number one market for the category, fuelled by a sharp rise in outbound travel demand. Mother and Baby stood out as a hero category for Malaysia, growing 11 percent year-on-year and underscoring Malaysian families’ increasing appetite for child-focused spending. Toys and Games surged with 38 percent year-on-year growth driven by strong demand in Pretend Play and Party segments, reflecting how shoppers in Malaysia are spending more on hobbies, entertainment, and celebrations online. Groceries recorded a solid 27 percent year-on-year increase, proving that Malaysians are increasingly turning online for everyday essentials. The Health category delivered consistent gains, rising 18 percent year-on-year. The strong performance shows Malaysians’ growing confidence in buying wellness and healthcare products online, from supplements to medical supplies. Pet Supplies grew 9 percent year-on-year, reflecting the trust in Lazada as a platform to shop for food, accessories, and care products for their pets.