Alibaba is expanding its cross-border ecommerce operations by enabling Tmall merchants to sell directly to consumers in Southeast Asia through Lazada.

Lazada, which is based in Singapore and owned by Alibaba, said that the integration started last month and allows selected Tmall sellers to reach customers in Singapore, Malaysia, Thailand, Vietnam, and the Philippines without setting up local operations.

Merchants ship products to a designated warehouse in China, with Lazada managing logistics, customs clearance, local language customer service, and AI-driven store listings.

Brands such as Harman International and Spalding have joined the invite-only program.

Lazada said the initiative covers pricing, taxes, and sales margins in local currencies, and includes automatic participation in major sales campaigns.

Competition remains intense in Southeast Asia’s ecommerce sector.

According to Momentum Works, Lazada held a 14% market share in the region last year, trailing Shopee and TikTok Shop.

🔗 Source: South China Morning Post

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