Online shopping firm Lazada Philippines said sales from its 9.9 Mega Brands Sale grew year-on-year, with local and international brands on LazMall driving most of the activity.
The top 20 LazMall sellers in the Philippines, ranked by gross merchandise value (GMV) uplift, recorded more than 100 times higher sales compared to the 2024 campaign. This was above the regional average of 49 times growth.
Average order value on LazMall also rose by nearly 40 percent, outpacing the Southeast Asia average of 30 percent, suggesting a shift toward branded purchases among Filipino consumers.
Engagement with Lazada’s AI shopping assistant, Lazzie, increased by 53 percent compared to the June 6 sale. The company has been promoting AI features such as personalized recommendations and rewards to strengthen customer interactions and conversions during major sales events.
Product categories that saw the sharpest increases included gaming handheld consoles, cameras, instant film, and men’s fashion.
Consumer staples also performed strongly, with grocery brands such as NutriAsia, Del Monte, and San Miguel among the best performers.
In beauty, local players Happy Skin and BLK Cosmetics grew their sales significantly, while international brands Nike, Rascals, and Veja also gained traction.
Lazada Philippines CEO Carlos Barrera said the company views AI integration and brand-focused sales as key growth drivers for the platform.
He added that brand-led commerce accounts for less than 30 percent of e-commerce GMV in Southeast Asia, leaving headroom for expansion in the years ahead.
