Lazada's 11.11 sees shoppers double down on authenticity as LazMall sales climb 23-fold

Lazada Indonesia’s 11.11 campaign has showed strong demand for authenticity and quality, with LazMall products emerging as top picks. The platform’s flagship channel for genuine and verified products recorded more than 23 times its usual sales during the four-day festival running from 10 to 13 November.

The result reinforces LazMall’s position as a trusted destination for high-quality goods, while also highlighting a broader behavioural shift as Indonesian consumers increasingly seek verified sellers and reliable fulfilment. According to Lazada, sellers experienced tangible uplift from the platform’s ecosystem throughout the 11.11 period.

Carlos Barrera, CEO of Lazada Indonesia, noted that consumer expectations have shifted “massively” in recent years. “Price remains important, but as lifestyles evolve, quality and authenticity have become the key factors in shopping decisions. LazMall has now become a destination for customers seeking original products from verified sellers - two essential elements that build trust in online shopping,” he said.

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Lifestyle categories drive momentum

The platform recorded significant growth across nearly all lifestyle-driven categories, led by young families and aspirational consumers who prioritise authentic products and elevated living standards.

The mom-and-baby segment climbed 26-fold, propelled by strong demand for diapers and milk from brands such as MamyPoko, Merries, and Bebelac. Electronics grew 21-fold, supported by high-value purchases from Infinix, Samsung, Realme, and Oppo, while TV sales surged 82-fold, with Coocaa emerging as a top performer.

Beauty products also saw substantial growth at 26.3 times the daily average, driven by increasingly discerning consumers who favour safe and authentic skincare. Local brands including Wardah, Madame Gie, and Scarlett Whitening recorded standout performances.

Daily essentials such as cooking oil, instant noodles, and milk delivered 20.4-fold growth, with SunCo, Indomie, and Bear Brand leading demand. Sportswear and outdoor equipment also boomed, recording jumps of 114 times and nine times respectively, reflecting the rising popularity of running, gym training, padel, and hiking.

Home lighting and décor rose 23-fold, while media, books, and music grew 38-fold, led by Gramedia.

AI powers a personalised 11.11 experience

Behind the scenes, Lazada leaned heavily on its AI agents to deliver a seamless and personalised shopping festival. AI Lazzie - accessible via the Pesan+ icon - acted as a smart assistant offering tailored recommendations and faster search capabilities.

Features such as SmartStack allowed users to stack vouchers and rewards more efficiently, maximising savings during the festival. Meanwhile, four additional AI agents - refund, logistics, product listing, and marketing - worked to boost seller visibility, streamline returns and ensure accurate fulfilment.

LazKoin, Lazada’s virtual currency, also played a decisive role, contributing to 20% of total sales through transactions partially paid with the coins.

Barrera emphasised that AI plays a vital role in balancing the needs of both consumers and merchants. “Sellers are important partners for us. Beyond the use of AI, we also help them extend their reach through our affiliate network, which helps turn consumer interest into real sales,” he said.

A strengthening ecosystem of brands and creators

LazMall now houses over 32,000 brands across Southeast Asia. In Indonesia, the platform continues to deepen its collaboration with local brands, offering exclusive tools and benefits to support their growth.

Lazada is also integrating creator-led commerce into its ecosystem. Through the YouTube affiliate programme, local creators can earn rewards from successful conversions while enabling viewers to purchase products directly from creator content.

Looking ahead, Barrera reiterated Lazada’s commitment to long-term investment in technology and partnerships. “Indonesia is a unique market with distinct online habits and consumption patterns. Lazada is committed to continuing to invest in new collaborations and technologies. Our goal is to ensure that both consumers and sellers gain meaningful benefits from eCommerce, making Lazada not only a game changer, but a life changer,” he said.

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