Lazada’s 9.9 Mega Brands Sale 2025 has set a new benchmark for online shopping across Southeast Asia, marking a powerful start to the year-end shopping season. With LazMall at the forefront and AI Lazzie transforming shopper engagement, the campaign underscored Lazada’s brand-led strategy and consumers’ growing demand for authentic, high-quality purchases.
LazMall Leads the Way
LazMall, the region’s largest virtual mall with over 32,000 global and local brands, powered the sale’s momentum with strong performances across all markets. Lazada also recorded nearly 30% year-on-year growth in average order value (AOV), while the top 100 sellers saw staggering growth of more than 49 times compared to last year.
AI Lazzie Boosts Shopper Engagement
Since its launch last year, AI Lazzie, Lazada’s personal AI shopping assistant, has redefined the mega sale experience. During this year’s 9.9, Lazzie drove a 53% increase in shopper engagement compared to the 6.6 sale, while self-initiated conversations rose 34% in Thailand and Malaysia. Most notably, Lazzie directly contributed to a 36% uplift in orders, showing how AI-powered interactions can turn browsing into buying.
Explosive Growth Across Categories
Shoppers across the region drove unprecedented demand in key categories, including:
- Gaming handheld consoles: +888% YoY, with the Philippines surging +7,177%.
- Idol merchandise: +6,930% YoY, led by Vietnam at +43,198%.
- 3D printers: +504% YoY, with Singapore up +766%.
- Men’s clothing: +594% YoY, driven by Thailand at +2,010%.
- Instant cameras & film: +221% YoY, led by the Philippines at +259%.
- Bag accessories: +50% YoY, fuelled by fandoms like POP MART.
- Women’s fall/winter clothing: +82% YoY, spurred by outbound travellers from Malaysia (+1,054%).
