The Philippines’ digital commerce landscape marked another milestone during September’s Lazada 9.9 Mega Brands Sale (9.9), posting strong growth that outpaced the region and reaffirming its leadership as a trusted online shopping destination.
This year’s 9.9 delivered notable results for local sellers and global brands on LazMall, reflecting the growing trust of Filipino consumers in Lazada as the go-to platform for high quality and authentic brands.
Filipino Sellers Reach New Heights
The top 20 sellers on LazMall Philippines, ranked by GMV uplift versus last year’s 9.9, saw 110 times sales growth, outperforming other markets in Southeast Asia. Local entrepreneurs and businesses were among the biggest winners, benefitting from Lazada’s technology, logistics, and brand-led strategy.
With a growing local middle class and digital-savvy population, Lazada Philippines recorded a double-digit YoY growth of nearly 40% in average order value (AOV) for LazMall compared to last 9.9, superseding the regional average of 30%. This points to Filipino consumers’ increasing focus on high quality products.
“Lazada Philippines is proud to have delivered a solid performance this 9.9, powered by our seller community and the trust of millions of Filipino shoppers,” said Alvin Ching, Head of Seller Operations, Lazada Philippines. “Through LazMall, we are not only connecting Filipinos with the best brands and deals but also driving economic opportunities for our local sellers through exponential sales growth.”
AI Meets Everyday Shopping
Since the launch of AI Lazzie, Lazada’s AI-powered personal shopping assistant, 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 and 168% increase in GMV as compared to the previous mega sale campaign.
This 9.9, Filipino shoppers also engaged with AI Lazzie through the LazzieChat Challenge to unlock personalized product recommendations and redeem LazRewards. The LazzieChat Challenge contributed to a 53% increase in engagements compared to the 6.6 sale.
“Lazada is shaping the future of digital commerce in Southeast 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 Carlos Barrera, CEO of Lazada Philippines.
Barrera added, “With brand-driven sales still accounting for less than 30% of eCommerce GMV in Southeast Asia, we see a tremendous opportunity ahead. By accelerating brand-led growth and tapping into the US$131 billion market potential that GenAI is expected to unlock by 2030, Lazada is laying the foundation for sustainable growth in the region’s digital economy.”
Categories and Brands Filipinos Loved This September
This September, Filipino shoppers on LazMall balanced practical needs with lifestyle passions, showing strong enthusiasm across lifestyle, entertainment, and fashion categories:
Gaming handheld consoles surged by an impressive 7,177% YoY.
Cameras and video recorders nearly quadrupled with 342% YoY growth, as Filipinos embraced content creation and digital storytelling.
Instant cameras & film purchases jumped 259% YoY, reflecting the rising trend of nostalgia and creative expression.
Men’s clothing sets sales grew 670% YoY, highlighting how Lazada is redefining men’s fashion online.
Boys’ sports clothing grew 140% YoY, with similar gains in sports shoes, bags and accessories.
Bag accessories grew 82% YoY, boosted by trendy collectibles and lifestyle products.
Local brand favorites also experienced impressive growth this 9.9 compared to everyday sales:
Top grocery brands NutriAsia and Del Monte achieved over 20x uplift.
Top F&B brand San Miguel saw 17x surge in sales.
Popular beauty brands Happy Skin and BLK Cosmetics achieved 27x and 18x growth respectively.
Additionally, Lazada-exclusive global brands saw sustained performance with consumers’ growing interest in high quality products:
Nike achieved top-performing sales with 25x uplift.
Rascals, a premium diaper brand, achieved 27x surge in sales.
Newly-onboarded brand Veja saw 31x growth.
Raising the Bar for eCommerce in the Philippines
Lazada Philippines’ 9.9 results demonstrate how the platform is setting the standard for mega campaigns: high-quality product assortment coupled with smarter shopping via AI Lazzie, delivering added value to shoppers and sellers to foster a healthy eCommerce ecosystem.
“As we continue to bring innovation, technology, and authentic brand experiences to Filipino consumers, Lazada will remain a top partner for brands and sellers in the Philippines,” added Barrera.
