Lazada brings LazMall Luxury into Europe

eCommerce platform Lazada, under Alibaba Group Holdings, is expanding into the European market to bring businesses across the continent closer to the burgeoning Southeast Asian market. This is according to statements the company made during an event in Milan, attended by representatives from over 100 Italian brands.

At the event, Lazada highlighted potential opportunities on LazMall, its dedicated platform for authentic and premium brands. LazMall currently connects millions of buyers and houses over 32,000 international and local brands. The company plans to offer various incentives for firms joining LazMall's Luxury segment, providing support with exports, shipping, and marketing to better penetrate Southeast Asia’s expanding consumer base.

Don't miss: Lazada CMO comes forward on the mysterious OOH ads which took Singaporean commuters by surprise 

The region, characterised by its rapidly growing middle class, is projected to see its eCommerce market reach US$186 billion by 2025, according to the statement.

“I am delighted to shine the spotlight on Southeast Asia’s booming eCommerce market and its massive growth potential as well as on how Lazada is positioning to serve as the leading platform for authentic, high-quality products. Here, European brands can tap into a growing and increasingly affluent middle class by partnering with Lazada to establish a stronger export and overseas business expansion strategy,” said Jason Chen, chief business officer of Lazada Group.

“Through our focus on authenticity, personalised shopping, and creating a trusted ecosystem for brands and consumers alike, Lazada’s LazMall is not just an eCommerce platform – it’s a lifestyle destination for savvy consumers in today’s digital age," added Chen. 

Alibaba first shared its Europe ambitions in 2022, looking to take on rivals such as Amazon.com and Zalando. The potential expansion announced in 2022 was another step for the company to tap into opportunities in Europe. In 2021, its rival Shopee also had expanded to Spain and Poland, which had then struggled when the company decided to restructure resulting in job losses.

Related articles:  
Lazada MY sets shoppers on a thrilling heist across KL for exclusive deals  
Lazada PH encourages users to switch platforms in its latest 9.9 campaign  
Interview: Lazada's CMO on the haunted CCTV footage that was actually an ad