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Thursday, March 28, 2024

Lazada to help SEA brands become ‘super e-businesses’

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Singapore—Aside from delivering quality products from brands and sellers to their customers, Southeast Asia eCommerce giant Lazada sure knows how to fulfill its years-long dream of becoming a "one-stop shop" across several countries in the region.

For Lazada, which is majority-owned by Alibaba Group Holding Ltd, the platform has more to prove to its consumers than just mere clicks and "add to cart" moments.

As its launch in 2012, the eCommerce leader has been aiming to build superior customer experiences at the top of their priorities, constantly challenging themselves to do more and be more.

Lazada Group Chief Execautive Officer Pierre Poignant
Lazada Group Chief Execautive Officer Pierre Poignant

In a bid to involve its customers in celebrating the company's 7th year anniversary, Lazada eyes a lot of growth opportunities for the e-commerce platform, planning to transform brands and sellers, no matter how big or small they are, into the so-called "Super eBusinessses."

Recently, Lazada announced an "all-encompassing series of products and services that will boost the growth of both brands and sellers."

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Dubbed as "Super-Solutions," Lazada offers to resolve three dilemmas that brands and sellers encounter in using the platform such as branding, marketing, and sales.

These features, which have been rolled out in line with Lazada’s 7th-anniversary celebration, are aimed at brands and sellers alike to ensure they are well-positioned to ride the eCommerce boom in Southeast Asia.

In his speech, Lazada Group Chief Executive Officer Pierre Poignant emphasized the need to create long-term sustainable businesses no matter how big or small the brands and sellers are.

For the Lazada Group top executive, no seller is too small to aspire, and no brand is too big to become super ebusinesses.

"Our belief is that it doesn't make any sense. You know, big sellers, small sellers, retailers, big brands, small brands, international, no. I think, what matters is: Are you passionate in growing your business on the e-commerce platform?" Poignant said during the LazMall Brands Future Forum.

Lazada Group President Jing Yi
Lazada Group President Jing Yi

"Are you passionate to grow your ebusiness? That's what matters. We want to give a chance to all these entrepreneurs who want to grow their business on their platform," he added.

According to Poignant, Lazada is the only e-commerce platform capable enough to deliver the so-called super solutions through its own tools.

"We will be the only platform to deliver this from big to small, from international to local, from brands to sellers and traders. We will be the only one to do this because of the infrastructure, the technology, and the efficiency we provide," Poignant noted.

"That is why we are thrilled to roll out super-solutions to help our brands and sellers become more nimble in digitizing their businesses and better reach customers,” he added, believing that, as a group, the continuous investment, innovation, and development in infrastructure enable the growth of e-commerce.

In order to accelerate the growth of Lazada brands and sellers, the so-called super-solutions will make it easier for them to open up stores on LazMall.

Speaking in the same forum, Lazada Group President Jing Yi announced the new features that will help improve branding, marketing, and sales of the platform’s brands and sellers in LazMall.

Started in September last year, LazMall, a virtual mall within the Lazada platform, provides premium shopping experience by offering 100 percent authentic products, 15-day hassle-free return, and next-day delivery, connecting consumers to local and international brands, even authorized distributors.

“As brands and sellers, our day 1 thinking is we are building a solution-based service to allow brands and sellers to run their branding, marketing, and sales all within one platform, and having, of course, the customer in the centerpiece,” Yin said.

“We come forward with the best-in-class technologies and dully powered by data. We’re trying to share our super solutions to empower the future of e-businesses,” he added.

The “super-solutions” include a series of ‘super’ campaigns in which LazMall brands and sellers can take part to boost their brand image and better their engagement with customers.

New and better marketing solutions and business advisor dashboard will also be presented to drive more store traffic and help them make faster and better decisions to sell more effectively.

A store builder tool can also be used to customize their storefronts to differentiate themselves from other brands and sellers in the LazMall platform.

New tech tools will also be incorporated in the platform such as in-app live streaming, news feed, and in-app consumer games fueling consumer engagement.

“Since the launch of LazMall in 2018, we have seen tremendous growth among our key pioneer brand partners. We want to extend the benefits of LazMall to even more brands and sellers to elevate their eCommerce operations,” said Yin.

“We want to incubate them so they can grow alongside us and become sustainable and successful e-businesses,” he added.

For shopping and retail, Lazada also expressed its desire to evolve the way consumer experience and use the platform.

“We need to evolve not only buying products, search, click, and buy. We need also to basically make the experience firmer and more entertaining,” said Poignant, introducing the concept of “shoppertainment.”

“We can introduce the concept of shop-entertainment where you come on the Lazada platform and find not only great products at price, but you can also engage with the merchants with the brands and have a conversation. You can consume content, watch live stream shows to know more about the products, and play games,” he added, introducing the games in the Lazada app such as Popping Balloons, Birthday Blast, and Fruit Slash.

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