The Ultimate Shopping Extravaganza: Lazada Gears Up to Empower Sellers

On August 14 in Ho Chi Minh City, over 700 sellers, partners, and leading brands gathered for Lazada’s year-end Mega Sale kick-off event. The year-end shopping season is always the most vibrant period for e-commerce, as shopping demands surge and consumers are willing to spend on quality products and attractive promotions. Recognizing this, Lazada kick-starts the upcoming Mega Sale campaigns with this event. At the event, Ms. Doan Trang Ha Thanh, Director of Lazada Vietnam, affirmed that they would equip sellers with applicable business knowledge and tools. This is considered part of Lazada’s journey to accompany sellers in catching up with trends and breaking through revenue for the upcoming peak season.

Sustainable Development Imprint in the First Half of the Year

In the first six months of 2025, LazMall – Lazada’s official stores – continued to affirm its position as the destination for high-quality and loyal customer groups. This customer group demonstrated increasing consumption power, with order values double the floor, outstandingly high conversion rates, and over 60% of consumers returning within 30 days. According to Younet’s report, the average transaction value per product on Lazada increased by nearly 35%, the highest among the floors, reaching VND 164,235/product. This shows Lazada’s success in attracting and retaining the loyalty of high-spending consumers. This is the result of Lazada’s strategy to focus on product quality, enhance user experience, and manage the floor effectively.

To achieve these impressive results, Lazada has vigorously implemented large-scale campaigns such as Mega Tet, 3.3, Lazada’s Birthday, and 6.6. The heat of these sales events was amplified by the “golden hour” tactic at 0:00, 9:00, 12:00, and 20:00, increasing the average revenue of participating sellers by over 600% while tripling the conversion rate compared to regular hours, evident of the breakthrough effectiveness of these campaigns.

Ms. Doan Trang Ha Thanh, Director of Lazada Vietnam, recaps the first six months.

In the past six months, along with the campaigns, Lazada also implemented practical support policies to boost sellers’ sales, such as Smart Max Funding, which improved investment efficiency by 114%, and special incentives for each industry. Notably, the Southeast Asian Affiliate Marketing program, with a committed investment of up to $10 million, has opened up effective channel expansion opportunities, with commissions of up to 36% and a super bonus package of VND 2.5 billion for the 6.6 Mega campaign, bringing high-quality traffic and boosting breakthrough revenue.

Lazada also accelerated its investment in Gen AI to help sellers automate their sales activities. In addition, online and offline training, consulting, and support programs were implemented to help sellers quickly master the tools, optimize operations, and effectively utilize Lazada’s ecosystem.

The platform also focused on community activities such as Lazada Run, supply and demand workshops, and events of ministries and sectors to enhance its brand image.

Boosting Momentum for the Peak Season

To prepare for the second half of the year, at the event on August 14, Lazada officially activated the plan for the year-end shopping campaign series, focusing on four trendy product categories: Health & Beauty, Mom & Baby – Grocery, Fashion, and Electronics & Lifestyle. These areas are expected to witness a surge in demand during the upcoming period, offering golden opportunities for sellers to expand their market share and boost revenue.

Accordingly, sellers in the Mom & Baby – Grocery category should focus on key products such as baby milk and diapers, sterilized milk, beverages, essential foods & spices, and packaged foods, ensuring sufficient stock for both core and trendy holiday season products. They should also focus on after-sales care, fully exploit affiliate channels, prioritize free shipping, and promote combo sales. The Health & Beauty industry should emphasize search optimization, prioritize new product updates, ensure inventory, and leverage affiliates to reach high-spending consumers. The Electronics & Home Appliances sector should focus on seasonality, keyword optimization, and combine flash sales with livestreaming. The Fashion industry should highlight quality, trends, and sustainability, offering free shipping and discount vouchers to attract new customers and retain old ones.

In tandem with the industry-specific strategies, Lazada introduced demand stimulation tools such as Voucher Max and Freeship Max up to 15kg for LazMall stores, LazFlash, and Flexi Combo. Mid-month and end-month A+ Sale campaigns will also be held to maintain the heat throughout the sale season. In terms of marketing, the floor will enhance keyword display sponsorship, on-floor and off-floor advertising, Affiliate, and collaboration with KOLs/KOCs, while optimizing the “golden hours” of 0:00, 9:00, 12:00, and 20:00 to improve the conversion rate.

Sharing his experience in conquering the year-end Mega Sale, CEO Tran Lam emphasized that sellers need to proactively grasp trends, maximize the “gateways” and opportunities on the floor, and thoroughly prepare in terms of personnel, inventory, and logistics. Meanwhile, MC Lieu Ha Trinh believed that selling on e-commerce platforms during Mega campaigns, combined with supportive tools, would help customers quickly find suitable products while saving costs and making efficient purchasing decisions. This new perspective helps sellers understand customer needs and invest appropriately in products, promotions, and shopping experiences to maximize results during the peak season.

Numerous tips for conquering the Mega Sale were shared during the discussion.

With comprehensive preparation and solid support from Lazada, the year-end shopping season of 2025 promises to become a memorable growth milestone, reaffirming Lazada’s role as a strategic partner in the sustainable development of tens of thousands of sellers nationwide.