Lazada expands local marketing for Tmall brands in Southeast Asia's Double 11 sales

Lazada is expanding local influencer promotion, livestream selling, platform subsidies and flash sales to help Chinese brands win orders in Southeast Asia during Double 11, according to Leiphone.

Nearly 10,000 Tmall brand merchants have joined Lazada's "one-click light go overseas" program. The platform will also use consumer trends and past big-sale results in each market to help merchants choose products local shoppers are likely to buy, and match them with promotion resources.

Leiphone reports that alliance marketing contributed nearly 30% of Lazada's regional gross merchandise volume during the 9.9 sale. Lazada also launched free shipping in Malaysia in September and showed five AI agents covering product listings, ad placement, shopping guidance, logistics queries and refunds.