Lazada, a leading eCommerce platform in Southeast Asia, has unveiled findings from a Cube Asia study highlighting a significant shift towards authenticity-driven, quality-first eCommerce in the region. The study, released at the LazMall Brand Gala, indicates that the market for authenticity-driven eCommerce is expected to grow from 12% in 2020 to 55% by 2030, reaching a value of $150b.
The survey, which included 6,000 consumers across Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam, found that 90% of online shoppers are engaging with Mall environments, reflecting a growing demand for trusted and quality products. Lazada’s brand-led strategy, anchored in its LazMall ecosystem, positions the platform to capture this market potential.
Key findings reveal that 90% of consumers are willing to pay a premium for authentic brand goods, with 31% prepared to pay 10–30% more. The study also identifies three dynamics driving this eCommerce surge: widening product assortment, omnichannel integration, and the use of AI in product discovery and comparison.
Lazada’s recent performance underscores its strategic success, with a 53% increase in million-dollar GMV brands since 9.9 and a 39% GMV uplift during the 11.11 sale. The platform’s average revenue per user rose by 70%, with buyer penetration reaching 65%.
As Southeast Asia enters a “Confidence Commerce” phase, Lazada’s strategy is set to lead the market towards a future defined by higher consumer expectations and authenticity guarantees. Iris Wei, President of Lazada Group, stated, “The findings from Cube Asia validate Lazada’s brand-led strategy and reinforce our commitment to building a high-trust, quality-first ecosystem.”
