The e-commerce platform said Western Appliances, Automatic Centre, Robinsons Appliances, Fair N Square, Addessa Appliances and Tarlac MAC Enterprises are among the retailers strengthening their digital presence through Lazada.
The partnerships reflect the appliance sector's growing adoption of omnichannel retail, which allows customers to move between digital platforms and physical stores while researching, comparing and buying products, it said in a statement..
Citing the Digital 2026 Report, Lazada said 56.3 percent of Filipino consumers make at least one online purchase each week, indicating the increasing role of e-commerce in consumer spending.
Digital expansion
Several established national appliance chains have expanded their Lazada operations this year.
Robinsons Appliances increased the assortment available through its flagship store on the platform, while Western Appliances launched an enhanced flagship store with a broader appliance selection.
Western Appliances marketing and e-commerce head Danielle Tan said Lazada's account team works with the retailer on strategies aimed at increasing its visibility and sales.
"Lazada is a trusted marketplace leader, and our account team has always been supportive of our growth," Tan said. "Rather than just offering standard tools, they truly understand our business needs."
Automatic Centre, meanwhile, is using Lazada's marketing tools, campaign support and data insights to complement its brick-and-mortar network, particularly during major online sale events.
Karlo Angeles, marketing manager of Automatic Centre, said consumers are becoming more deliberate when purchasing high-value products online, placing greater importance on authenticity, detailed product information and customer reviews.
"Lazada has become an important growth channel for Automatic Centre, allowing us to reach more customers nationwide while complementing our physical retail network," Angeles said.
Regional reach
Lazada is also working with regional retailers seeking to reach customers beyond their existing physical-store networks.
Fair N Square has continued to expand its omnichannel operations, while Northern Luzon-based Addessa Appliances recently opened its official Lazada store. Tarlac MAC Enterprises is scheduled to launch on the platform in August.
Addessa Appliances marketing manager Khaye Tala said the company sees omnichannel retail as allowing customers to research products online, visit stores for demonstrations or have their purchases delivered directly to their homes.
Lazada said its support for retail partners includes assortment expansion, storefront optimization, campaign planning, digital merchandising and customer experience initiatives.
Retail shift
Michele de la Cruz, electronics category director at Lazada Philippines, said the company's role has expanded beyond simply providing retailers with an online marketplace.
"We are supporting retailers at different stages of their digital journey, whether they are strengthening an established online business or taking their first steps into eCommerce," De la Cruz said.
The expansion of traditional appliance retailers into e-commerce points to a broader shift in Philippine retail, with companies increasingly treating online and physical stores as complementary channels rather than separate businesses.
For consumers, the approach offers more ways to compare products and prices online while retaining access to physical stores for demonstrations and other services before or after a purchase. —Ed: Corrie S. Narisma
