KUALA LUMPUR, THURSDAY, 9 APRIL 2026 – As Lazada marked its 14th birthday at the end of March 2026, its Birthday Sale across Southeast Asia showed that online shoppers are making more deliberate choices about where they spend.
Shoppers are no longer drawn by price alone. They are increasingly choosing trusted stores, authentic products and shopping tools that help them decide faster and buy with greater confidence.
In Malaysia, the trend was especially visible, as shoppers showed stronger preference for official brand stores and a more confident, deliberate way of buying online.
Trust and authenticity lift LazMall growth
During the campaign period, Lazada recorded platform wide GMV growth of more than 3.5 times compared with the non-campaign period across the region.
Malaysia stood out in particular, with platform wide GMV rising more than 5.5 times, reflecting strong shopper response during the sale. At the same time, LazMall outperformed the wider platform with a sixfold increase in GMV regionally.
In Malaysia alone, LazMall GMV grew by more than 12 times showing that more shoppers are actively choosing official brand stores and trusted online shopping channels.
This growing preference for trust and authenticity was also reflected in LazMall’s contribution to overall sales. Across the region, LazMall accounted for 60% of overall platform GMV and 41% of total orders during the event.
In Malaysia, LazMall contributed 41% of overall platform GMV during the Birthday Sale, meaning close to half of all sales on the platform came from LazMall.
This once again indicating that trust, authenticity and assurance are becoming more important in how Malaysians decide where to buy.
Demand for variety, without compromising on trust, was also reflected in the performance of international products during the Birthday Sale.
TMALL and Gmarket official brand stores led this momentum, recording 2.5 times increase in orders and 3.5 times increase in GMV across five markets, excluding Indonesia.
The growth shows that shoppers are increasingly open to buying from international stores when the experience still offers the reassurance of authenticity and official brand backing.
Malaysians shop with more intent and confidence
The same pattern was even more visible among LazMall’s top performers. Regionally, the top 100 LazMall sellers recorded GMV growth of 8 times during the campaign period.
In Malaysia, the top 100 LazMall sellers saw GMV surge by more than 24 times non-campaign levels, pointing to strong demand for reputable brands and sellers, shoppers already know and trust.
Category performance in Malaysia showed that shoppers were buying with clear intent and confidence during the campaign.
Growth was strong across both lifestyle and everyday categories, led by Home Appliances at 30 times in comparison to non-campaign period, followed by Mobiles and Tablets at 28 times, Sports Shoes and Apparels at 24 times, and Groceries at 21 times. Beauty category also recorded a strong uplift at 15 times.
Taken together, the trend suggests that Malaysians were not only making planned purchases in bigger ticket categories, but were also turning to the platform for household essentials, health products and personal care items.
This points to a more confident and considered shopping mindset, where consumers are using the platform for both important purchases and everyday needs.
AI helps shoppers decide faster
Lazada’s continued investment in artificial intelligence and user experience also helped make the shopping journey quicker and more intuitive, led by Lazzie, the platform’s AI shopping assistant.
During the Lazada Birthday campaign:
- SmartStack, an interactive feature within Lazzie, drew about 2.5 million daily users regionally, with overall daily traffic rising 38%. Shoppers used the feature for personalised product recommendations and to unlock LazRewards and brand exclusive vouchers through simple chat
interactions. - The number of users actively engaging with Lazzie through the action bar or manual text input grew fourfold, while the average number of exchanges per user doubled, pointing to deeper and more meaningful interaction.
- Nearly 100,000 users across the region completed purchases after interacting with Lazzie, contributing nearly US$3 million in AI guided GMV during the campaign.
- On product detail pages, about 10,000 users across the region used AI driven tools such as add on suggestions and price comparisons, helping improve conversion rates and lift AI guided purchase value by 3%.
“We have said this before, and we will keep saying it, Malaysians are becoming more intentional in the way they shop online. Value still matters, but so does trust. People want to know they are buying from the right place, getting authentic products, and making decisions with confidence. That is why we are seeing stronger demand for official brand stores, and greater use of tools that help shoppers compare, choose and buy more easily,” said Kaya Qin, Chief Executive Officer at Lazada Malaysia.
This year’s Birthday Sale highlights a meaningful shift in how eCommerce is evolving across Southeast Asia, with Malaysia emerging as one of the markets where that change is becoming more visible.
As shoppers grow more intentional, trust, authenticity and ease are becoming stronger drivers of purchase decisions, especially in categories where confidence matters most. For Lazada, this is not just a campaign trend but a clear signal of where the market is heading.
The focus now is to sustain that momentum by continuing to invest in LazMall, advancing AI led shopping tools and creating a more seamless, trusted experience that helps Malaysians shop with confidence every day.
For more information on Lazada Malaysia’s initiatives and upcoming campaigns, please visit Lazada Malaysia on its official Facebook, Instagram and Tiktok.
