Lazada aims to achieve a gross merchandise volume (GMV) of US$100 billion in Southeast Asia by 2030.

To pursue this goal, the Singapore-based ecommerce platform has partnered with luxury brands, including Armani DG, to strengthen its position in Southeast Asia’s ecommerce market.

Lazada’s shift toward luxury branding aligns with a trend in ecommerce that favors exclusive offerings, prioritizing higher profit margins over the competition in low-priced goods.

Lazada’s strategy contrasts that of its rivals such as Shopee, which has traditionally dominated the market with a focus on lower prices.