Malaysian brands growth skyrocketed on LazMall amid surging demand for local products.
LAZADA MALAYSIA achieved a record-breaking performance in this year’s 9.9 Mega Brands Sale, underscoring Malaysian consumers’ appetite for authentic brands, premium purchases and AI-powered shopping experiences.
“This year’s 9.9 saw LazMall—South-East Asia’s biggest virtual mall—connecting shoppers to over 32,000 leading international and local brands, exhibiting 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 and Bath,” said Lazada Malaysia chief executive officer Kaya Qin.
Rise in online consumption
Malaysian shoppers are demonstrating a clear shift towards trusted platforms in their online shopping.
During the 9.9 sale, average order value (AOV) on LazMall in Malaysia grew by 10% year-on-year compared to 2024, reflecting their willingness to pay for the assurance of authenticity and reliability that LazMall guarantees.
“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 e-commerce 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 Qin.
Deepening AI-powered shopping engagement
Since the launch of AI Lazzie—Lazada’s AI-powered personal shopping assistant— in October last year, Lazada has been harnessing AI to fuel its performance and engagements during mega sale seasons.
During the recent 6.6 sale, Lazada saw a 32% increase in proactive interactions with AI Lazzie, which contributed to a 43% increase in order volume across South-East Asia as compared to the previous mega sale campaign.
AI Lazzie played a central role in driving engagement and conversions for this 9.9 sale.
Through the LazzieChat Challenge:
> 53% increase in engagements as compared to 6.6 sales events.
> In Malaysia, shoppers engaged in self-initiated conversations with AI Lazzie, with a 34% increase compared to 6.6.
> AI Lazzie directly contributed to shoppers’ purchases, with a 36% uplift in orders compared to 6.6.
This significant uplift demonstrates how AI can drive more effective conversions by transforming previously transactional processes into richer, two-way interactions that keep shoppers engaged.
AI Lazzie boosted engagement in Malaysia, sparking more shopper interactions and driving higher order volumes compared to the 6.6 campaign.
“Lazada is shaping the future of digital commerce in South-East 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 Lazada Group president Iris Wei.
“With brand-driven sales still accounting for less than 30% of e-commerce gross merchandise value (GMV) in South-East Asia, we see a tremendous opportunity ahead.
“By accelerating brand-led growth and tapping into the US$131bil market potential that GenAI is expected to unlock by 2030, Lazada is laying the foundation for sustainable growth in the region’s digital economy,” added Wei.
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 South-East Asia, cementing Malaysia as Lazada’s number one market for the category, fuelled by a sharp rise in outbound travel demand.
> Mother and 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 and 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.
