Trusted brands, AI adoption power Lazada’s record 11.11 sale

Lazada Philippines wrapped its biggest 11.11 Biggest Sale of the Year to date, with early post-campaign data underscoring a clear trend in Filipino e-commerce behavior: shoppers are leaning heavily toward trusted global and local brands, prioritizing authenticity, value, and smarter ways to shop.

The strong performance reinforces Lazada’s position as a key partner for brands and signals renewed consumer confidence as the country heads into the peak holiday season.

By the numbers

LazMall led the surge in demand across Southeast Asia, posting a 10X increase in GMV (gross merchandise value)  versus a regular day. In the Philippines, global brands recorded over 400 percent growth on opening day, while the average order size grew by 50 percent.

Shoppers also unlocked substantial savings, redeeming over P150 million worth of Lazada Coins, a sign that value-driven shopping remains top of mind even amid heightened demand.

What’s driving the trend

A closer look at category performance shows shifting consumer priorities ahead of the holidays:

• Groceries and essentials—primarily through LazMart—were among the campaign’s best performers as households began stocking up for reunions and celebrations.
• The Mother & Baby category logged a 5X GMV uplift, supported by strong trust in LazMall’s Milk Guarantee program. Top sellers included Pediasure, Enfagrow, and Lactum.
• Beauty and personal care continued to dominate, led by brands like Dove, Vaseline, Real Techniques, MAC, and Cetaphil, as shoppers prepared for a packed December social calendar.

Broader lifestyle shifts

Demand also spiked for lifestyle and tech categories as Filipinos geared up for travel, fitness, and gadget upgrades:

• Global sportswear brands such as Nike, Adidas, and Puma delivered strong results in apparel, footwear, and travel-ready gear.
• Smartphone leaders Samsung and POCO saw outstanding performance, averaging a 45X sales uplift on day one, highlighting growing consumer confidence in purchasing high-value electronics online.

Smart shopping takes center stage

This year’s 11.11 also marked a turning point in AI-driven shopping behavior. Lazada recorded 4X more interactions with AI Lazzie and 2.5X more conversations compared to normal days. This suggests that Filipino shoppers are increasingly using AI to discover deals and navigate the platform.

The big picture

Behind the strong results is a foundation of trust. LazMall’s 100-percent Authenticity Guarantee, 2X Money Back Guarantee, and 30-day Free Returns continue to reinforce shopper confidence, leading to larger baskets and stronger brand-led growth across kitchenware, electronics, and beauty.

What they’re saying

“This year’s 11.11 results show that Filipinos are choosing authenticity, quality, and trusted brands more than ever,” said Carlos Barrera, CEO of Lazada Philippines. 

“LazMall continues to be where shoppers and brands meet with confidence. We remain committed to investing in tools, technology, and programs that drive long-term brand success.” —Ed: Corrie S. Narisma