Lazada Malaysia set a record during this year’s 9.9 Mega Brands Sale, highlighting the demand for genuine brands and premium shopping experiences among Malaysian consumers.
“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.
Rise in Online Consumption: Malaysians Choose Quality as LazMall AOV Rises +10%
Malaysian shoppers are shifting towards trusted platforms for online shopping. During 9.9, average order value (AOV) on LazMall in Malaysia grew +10% year-on-year compared to 2024, showing their willingness to pay for authenticity and reliability that LazMall offers.
“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.
AI Lazzie: Deepening AI-Powered Shopping Engagement
Since the launch of AI Lazzie in October, Lazada has utilized AI to enhance performance during mega sales, resulting in a 32% increase in proactive interactions and a 43% increase in order volume during the recent 6.6 sale compared to the previous campaign.
This 9.9, AI Lazzie, played a central role in driving engagement and conversions this 9.9. Through the LazzieChat Challenge:
- 53% increase in engagements as compared to 6.6 sale event.
- In Malaysia shoppers engaged in self-initiated conversations with AI Lazzie, with 34% increase compared to 6.6
- AI Lazzie directly contributed shoppers’ purchases, with 36% uplift in orders compared to 6.6.
This uplift shows how AI can improve conversions by turning simple transactions into engaging, two-way interactions that keep shoppers involved.
“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% 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.”
Popular Categories Driving 9.9 Momentum in Malaysia
Several categories experienced explosive growth during this year’s campaign in Malaysia:
- Women’s Fall/Winter Clothing emerged as the biggest breakout category in Malaysia, surging by an extraordinary +1,054% 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 & Baby stood out as a hero category for Malaysia, growing +11% year-on-year and underscoring Malaysian families’ increasing appetite for child-focused spending.
- Toys & Games surged with +38% 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% year-on-year increase proving that Malaysians are increasingly turning online for everyday essentials.
- Health category delivered consistent gains, rising +18% 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% year-on-year, reflecting the trust in Lazada as a platform to shop for food, accessories and care products for their pets.