#Asia Mobile commerce dominates in Lazada and Zalora sales campaigns


Lazada generated over half of its US$40M sales from the last three days of its Online Revolution through its mobile app and mobile web platforms

Image credit: Shutterstock

E-commerce platforms such as Amazon, Alibaba and Zalora have, respectively, over the years introduced sales promotions to tie in with the year-end festive season, namely Cyber Monday (originated 2005), Singles Day (2009), and 12.12 (2014).

Lazada, like its sister company, Zalora (with 12.12), launched a version of its own with the Online Revolution — a month-long campaign offering shoppers sales, discounts and promotions — last year.

Starting from November 11, Lazada’s Online Revolution saw its final three days rake in more than US$40 million of sales this year in Southeast Asia, where it has operations in Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines, according to the Rocket Internet-founded company.

These sales were made through its web and mobile app platforms. (Lazada declined to disclose sales figures for the entire month-long campaign.)

Also Read: Lazada’s Marketplace platform accounts for 65% of its sales revenue

In an indication of the growth of mobile commerce, Lazada said that 60 per cent of the purchases made in those three days were through its mobile app or mobile web platforms.

At the same time, Zalora (Indonesia) also released figures providing greater evidence of shoppers’ reliance on mobile phones for purchases.

In Zalora’s 12.12 campaign, which ran from December 10 to 13, 75 per cent of purchases were made through the company’s mobile app or mobile web platforms. It was an increase from last year’s 40 per cent of purchases.

Whether it is through mobile phones or other devices, aCommerce, an end-to-end e-commerce solutions provider whose clients include L’Oreal, Hewlett-Packard, Samsung, Nestle, Lazada, MatahariMall and LINE, reports the growth of the e-commerce industry in Southeast Asia.

The average number of orders per client for aCommerce doubled from 2014 to 2015 for the three days between December 10 to 12. Its regional orders increased four times.

aCommerce drew data from across three countries – Thailand, Indonesia and the Philippines. According to aCommerce, the 1.7 million items ordered through Lazada in the final three days of its Online Revolution campaign was a 300 per cent increase from the same period last year.

Also Read: Stats Wars: Singles Day trumps Cyber Monday, 12.12 for sales made

The following is an infographic of Lazada’s sales in the last three days of their Online Revolution:

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