Lazada makes moves to invigorate sales
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Lazada makes moves to invigorate sales

Mobile app ranks fifth most used

Mr Werapong at the Lazada Mega Seller Conference 2021: Power Your Dream virtual conference.
Mr Werapong at the Lazada Mega Seller Conference 2021: Power Your Dream virtual conference.

E-commerce giant Lazada has vowed to amplify its investment in key marketing campaigns and roll out a series of new solutions, including a cross-store platform promotion tool this year to spur customer spending amid the pandemic.

According to mobile data and analytics platform App Annie, Lazada saw 26 million active users in December last year, with its key rival Shopee closing in with almost 25 million users.

In terms of top mobile app usage in Thailand last year, Lazada ranked fifth, with Shopee at sixth.

"This year, Lazada will continue its investment, particularly in marketing for major sales campaigns, which must be higher for 11.11 and 12.12 than last year," said Werapong Goo, senior vice-president of e-commerce at Lazada Thailand.

Mr Werapong was briefing the virtual Lazada Mega Seller Conference 2021 to prepare sellers ahead of the company's major sales events this year.

"Despite the challenges of 2020, Lazada Thailand was able to more than double the number of orders and selling sellers year-on-year, along with grow buyer numbers," he said.

Lazada's 11.11 sales campaign in 2020 saw orders double from a year before and triple growth in terms of sellers who received orders, said Mr Werapong.

He said most vendors who offered free shipping enjoyed 50% growth in sales during the mega sales campaign, compared with the normal period.

Mr Werapong said mobile phones were the best-selling item on Lazada last year, followed by automotive and auto components, women's dresses, motorcycles and equipment and outdoor home items.

The most-searched segment on Lazada was supermarket items, followed by home and lifestyle, household items, health products and pet items.

"In 2021, Lazada will offer new tools, solutions and strategies, such as Lazada Bonus, a cross-store platform promotion tool, where Lazada co-funds discounts for shoppers to bring more traffic to the platform, which will generate greater transactions for sellers," Mr Werapong said.

This tool will be used for the first time in the upcoming 3.3 Big Bonus Brand Sale campaign, the first of many mega campaigns to come this year.

The company will hold a ninth birthday sales event in March.

"Lazada will have a strategic focus on campaigns for sellers this year," he said.

Other initiatives to support sellers include the livestreaming service LazLive, which helps sellers reach customers in more creative ways and form partnership packages with credible brands.Upskilling courses are available on an online training platform called Lazada University and supported by the Lazada Seller Ambassadors team.

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