Lazada LazMall Brands Future Forum (BFF) 2023 building a resilient ecommerce ecosystem

The LazMall Brands Future Forum 2023 recognised top performing and innovative brands that deliver exceptional online shopping experiences to consumers in South-East Asia.

LAZADA, South-East Asia’s ecommerce pioneer, hosted the fourth edition of the LazMall Brands Future Forum (BFF) on Aug 31 at Marina Bay Sands Expo & Convention Centre, Singapore.

The annual conference brought together industry leaders, as well as LazMall major brand partners and successful homegrown brands from across South-East Asia to exchange ideas and innovations aimed at enabling international brands and homegrown top sellers to thrive and offer a differentiated online retail experience.

Lazada Group chief executive officer James Dong expressed his confidence in the outlook for South-East Asia’s digital commerce industry, which remains a primary driver of the region’s digital economy.

In line with this optimistic outlook, monthly active buyers on LazMall have increased by more than 3.5 times from 2019 to 2022.

Dong also emphasised Lazada’s commitment to growing a sustainable business and referenced key highlights from the company’s latest ESG Impact Report 2023.

Lazada Group chief business officer Jason Chen noted that the growing consumer demand for engagement, innovation and technology across the region presents significant growth opportunities for international and homegrown brands on LazMall.

Over the last year, LazMall’s online traffic, customers and order growth have accelerated, and its customer base has expanded across new, returning and loyal consumers.

The LazMall Store Membership Programme is a key tool in increasing user value, with more than 13 million members as of July 2023 – and LazBeauty Club members itself contribute to 30% in category sales.

Chief technology officer of Lazada Group Howard Wang shared his insights on how Lazada is leveraging emerging technologies to unlock new innovations and further explore customer engagement.

Wang also unveiled the launch of Lazada’s latest AI-powered and augmented reality application, the skin test technology, across all six South-East Asian markets.

This innovation allows skincare enthusiasts to conduct skin diagnosis and analysis using their phone cameras to get a comprehensive diagnosis of their skin conditions.

Shoppers will then receive recommendations based on the results of the diagnosis.

A Lazada customer trying out the skin test technology in real-time.A Lazada customer trying out the skin test technology in real-time.

The panel discussion on How AI May Change Retail: Outlook To 2023 gave the conference participants a glimpse into the increasing adoption of AI in various retail components, including digital marketing solutions, demand and inventory forecasting, as well as distribution.

The importance of developing talent and equipping them with the right skill sets was also highlighted.

In a separate panel discussion on Leveraging The South-East Asian Ecommerce Ecosystem To Win, panellists underlined the importance of data-driven solutions for brands and businesses to differentiate themselves in an increasingly competitive omnichannel and complex ecosystem.

Lazada’s LazMall Brands Future Forum 2023 highlighted the journey of various brands in staying competitive by adopting data-driven technologies and AI to engage customers online.Lazada’s LazMall Brands Future Forum 2023 highlighted the journey of various brands in staying competitive by adopting data-driven technologies and AI to engage customers online.

The BFF Awards 2023 honoured 24 top-performing brands, recognising their entrepreneurial dynamics and commitment to innovation, including Samsung, Nike and Unilever that took home the coveted LazMall Brand of the Year Awards for the remarkable performance of their flagship stores on Lazada.

Oldtown White Coffee was recognised as the LazMall Local Superstar Award (Malaysia).

LazMall BFF is a key initiative and contributes to a healthy and thriving ecommerce ecosystem that benefits the wider regional digital economy.

The conference was attended by more than 900 participants comprising LazMall partners, brand representatives and top sellers from across the region.

Participants also had the opportunity to explore Lazada's tools, experiential booths and participate in breakout sessions.

In the upcoming months, Lazada will continue to collaborate with international brand partners and homegrown favourites to bring the deals and online exclusive offers on LazMall for millions of customers.

This month, ringgit-savvy consumers could shop online during the Lazada 9.9 Mega Brands Sale from Sept 9 to 13, as it packed an amazing line-up of value-for-money offers from prestigious brands.

They also enjoyed rebates and greater savings, including the 9 Wonders – nine special daily deals, Mesti Beli offer, 9.9 Surprise Boxes, Lazada Bonus of RM9 off for every RM90 spent, everyday cashback of up to 99%, free shipping and more, where terms and conditions apply.

Download the Lazada app or go to the website for more details. Visit for the full list of LazMall BFF 2023 winners.

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