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GMV across Lazada Vietnam’s platform during the “6.6 Super Sale” rose nearly fourfold (+276%) compared with ordinary days. The result reflects the combined effect of consumer trust in genuine products, a diverse product catalog, and demand-driven promotions during the mid-year shopping season. The top five best-selling categories during the sale were beverages, smartphones, infant formula and baby food, cosmetics, and computer accessories.
Genuine branded goods led the sales performance, accounting for more than three-quarters of orders during the 6.6 period. Internal data indicate that LazMall’s official storefronts were a key growth driver. LazMall GMV increased 330% versus ordinary days, while the top 100 LazMall sellers rose 373%, reflecting strong demand for authentic brands.
Vietnam also recorded the highest LazMall order share in Southeast Asia, with more than 3 in 4 orders (77.5%) coming from the Mall channel.
Customer confidence was also reflected in average order value (AOV). Compared with the same period last year, Lazada Vietnam’s AOV during the 6.6 Super Sale rose to the region’s top level (61%). LazMall’s AOV increased 38%, among the leaders in the region.
LazMall’s official stores also showed higher user loyalty during the sale. Repeat buyers—defined as customers placing at least two orders in the same sale period—represented 42.5% of LazMall shoppers in Vietnam, well above the regional average.
International brands grew nearly threefold, with Vietnam among the region’s leading markets. The direct integration of TMALL and Gmarket—two of Asia’s top e-commerce platforms—into the Lazada app enabled Vietnamese consumers to access a broader range of high-quality genuine goods from Asia. Official stores and genuine products from TMALL (Taobao’s official shopping channel) and Gmarket (a leading platform in Korea) further expanded LazMall’s ecosystem.
During the 6.6 Super Sale in Vietnam, orders from TMALL and Gmarket storefronts on Lazada rose nearly threefold (+179%) versus ordinary days, ranking second in Southeast Asia. GMV from these international storefronts grew 175%, higher than the regional average. The top 100 sellers from TMALL and Gmarket also posted growth of 176%, underscoring strong demand for international goods among Vietnamese consumers and among the region’s leaders.
The reported performance was supported by fast shipping and easy 30-day returns.
Lazada also highlighted AI-powered shopping enhancements leveraging Alibaba’s AI capabilities. Features include AI Search, which helps users find products more accurately based on context and needs; AI Review, which aggregates and analyzes buyer reviews; and AI Pick, which provides recommendations aligned with current beauty trends when selecting fashion and cosmetics.
Together, these tools are positioned to make the shopping experience more personalized, proactive, and efficient.
With reported breakthroughs in GMV growth, average spend, and repeat purchase rates, Lazada Vietnam continues to position itself as a trusted shopping destination offering a wide mix of domestic and international products, supported by technology and aftersales services.
