Lazada has reported strong results from its 14th anniversary Birthday Sale, with platform-wide gross merchandise value (GMV) growing more than 3.5 times compared to non-campaign periods — and its artificial intelligence shopping assistant emerging as a meaningful contributor to sales across Southeast Asia.

The campaign, the eCommerce platform’s first major sale of 2026, showed a shift in consumer behaviour across the region, with shoppers moving away from pure deal-hunting toward more intentional, brand-led purchasing decisions.

LazMall and official brand stores lead growth

LazMall, Lazada’s official brand store platform, outpaced overall platform performance with a sixfold increase in GMV, contributing 60% of total platform GMV and 41% of all orders during the campaign. Vietnam led LazMall GMV growth at 15 times, followed by Malaysia at 12 times and Thailand at 8.5 times.

International brand stores also performed strongly, with TMALL and Gmarket official stores recording a 2.5 times increase in orders and 3.5 times GMV growth across five markets, excluding Indonesia. Lifestyle categories drove outsized gains among top sellers, with sports and outdoors equipment up 97 times, innerwear and sleepwear up 52 times, and audio equipment up 29 times.

AI assistant Lazzie converts browsers to buyers

Lazada’s AI shopping assistant Lazzie contributed nearly US$3 million in GMV during the campaign period, with close to 100,000 users completing purchases after interacting with it. The number of users actively engaging with Lazzie grew fourfold compared to previous periods, while the average number of exchanges per session doubled.

A new feature called SmartStack — an interactive engagement tool embedded within Lazzie — attracted approximately 2.5 million daily visited users, a 38% increase in overall users. The assistant helped shoppers discover personalised product recommendations, unlock vouchers, and compare prices. Separately, AI-powered tooltips on product detail pages were used by around 10,000 users, boosting AI-guided purchase value by 3%.

“We are seeing shoppers becoming more intentional in how they browse and purchase, placing greater emphasis on trusted products, while also leveraging tools like AI to make faster and more informed decisions.” — Lazada spokesperson

The results mark Lazada’s latest push to embed AI across its shopping experience, as Southeast Asia’s eCommerce market matures and price-led promotions give way to trust, convenience, and personalisation as primary purchase drivers.