LazMall GMV jumps 6-fold as AI drives $3m

Lazada said its 14th anniversary Birthday Sale lifted platform GMV by more than 3.5x vs. a non-campaign period.

The company said LazMall, which hosts official brand stores, posted a 6x GMV rise and made up 60% of total GMV and 41% of orders during the sale.

Lazada said Vietnam, Malaysia, and Thailand saw the biggest LazMall GMV jumps at 15x, 12x, and 8.5x, while the top 100 LazMall sellers grew GMV 8x.

Lazada also said AI-guided purchases after interacting with its AI assistant Lazzie generated nearly US$3 million in GMV, with close to 100,000 users buying after interacting with the tool.

🔗 Source: Lazada

🧠 Food for thought

Implications, context, and why it matters.

Lazada’s sale surge fits its premium play, even as its share stays smaller

Sales climbed, yet Lazada holds about 15% market share, behind Shopee at 52% and TikTok Shop at 18% 1.
The company has stepped back from a head-to-head gross merchandise value (GMV) fight and is betting on its premium plan called “Confidence Commerce” 1.
Via LazMall, it goes after brand-focused shoppers, while TikTok Shop averages US$4.50 to US$6.00 per order 1.
That shift toward profit helped Lazada reach its first monthly positive EBITDA (earnings before interest, taxes, depreciation, and amortization) in 12 years in July 2024 1.

Lazzie’s nearly US$3 million GMV adds momentum for AI shopping agents

Lazada says its AI assistant Lazzie drove nearly US$3 million in gross merchandise value (GMV), which gives an early result in the push for AI shopping agents 1.
Shopee has worked with OpenAI since early 2025 to explore AI agents on its platform 2.
Lazzie runs on Alibaba’s Qwen large language model (LLM), an AI system trained to generate and understand text, which may give Lazada a head start 1.
Digital in Asia (a regional tech and business publication) cites surveys where 92% of users have tried the tool and 88% trust it for purchase decisions, which could shift AI from support work to direct sales in online retail 1.