Lazada unveils new membership programme with lifestyle, services and brand perks

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Lazada has unveiled a new membership programme designed to move beyond traditional points-based rewards and elevate the online shopping experience across Southeast Asia.

The Lazada membership programme, rolled out across Lazada’s six markets, introduces a four-tier system including 'Classic', 'Silver', 'Gold', and 'Diamond' and rewards members based on spending, platform engagement, and participation in key sales events. Tier status is recalibrated monthly, with higher-tier members gaining access to premium lifestyle perks, priority delivery, and VIP-level after-sales support.

A Lazada spokesperson said the programme reflects the company’s focus on long-term customer engagement. “This addresses the shift in customer loyalty and engagement within the industry. Thus, we are moving away from the sales-driven playbook to create a loyalty framework anchored in service, trust, and value,” the spokesperson said.

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Beyond discounts, the membership programme emphasises end-to-end customer support, including smoother dispute resolution and enhanced buyer protection. Members can also accelerate their progression through gamified platform interactions, encouraging engagement beyond transactional purchases.

Moreover, Lazada has partnered with brands including Hugo Boss, Marc Jacobs, Chloe, Calvin Klein, Philosophy, and Lancaster to offer up to 10% off on more than 1,000 products in Singapore.

In addition, lifestyle partnerships with Grab and iQIYI provide members with entertainment and mobility perks, such as free GrabUnlimited trials and iQIYI VIP subscriptions in select markets.

“As the digital economy matures, membership is no longer about just driving conversions. It’s about creating a high-trust environment where shoppers feel recognised, rewarded, and retained,” the spokesperson added. “Our membership programme is designed to reward our most engaged shoppers with differentiated experiences that build long-term trust. Going forward, this programme will play a central role in shaping our user operations and partner strategy.”

The launch marks Lazada’s latest move to strengthen loyalty and engagement as Southeast Asia’s eCommerce ecosystem continues to expand, with the platform now linking roughly 160 million active users to over one million sellers across the region.

Most recently, Lazada strengthened its lifestyle and brand partnerships with global toy brand POP MART, stepping up its Southeast Asia presence through Lazada’s LazMall platform. The collaboration includes unboxings, creator-led content, and community events aimed at engaging collectors.

From SKULLPANDA to DIMOO, POP MART is tapping into rising demand for designer collectibles, leveraging Lazada’s ecosystem to reach fans online with hyper-personalised experiences. According to a statement seen by MARKETING-INTERACTIVE, the brand has grown more than fivefold on LazMall since joining in 2023, becoming one of the platform’s fastest-growing toy brands.

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