Lazada Philippines is expanding its work with appliance retailers as more consumers combine online research and shopping with traditional physical-store experiences.
Among the retailers strengthening their presence on the platform are Western Appliances, Automatic Centre, Robinsons Appliances, Fair N Square, Addessa Appliances, and Tarlac MAC Enterprises. Lazada says the partnerships reflect broader adoption of omnichannel retail strategies within the Philippine appliance sector.
The shift comes as online shopping becomes increasingly common among Filipino consumers. Citing the Digital 2026 Report, Lazada says 56.3% of Filipino consumers make at least one online purchase each week, giving digital platforms a larger role even in higher-value categories such as home appliances.
Supporting national retailers online
Lazada works with retail partners on assortment expansion, storefront optimization, campaign planning, digital merchandising, and customer experience. The goal is to strengthen online operations while complementing the retailers’ existing physical-store networks.
Robinsons Appliances has expanded the assortment available through its enhanced flagship store, while Western Appliances has also strengthened its Lazada flagship presence with a broader appliance selection supported by the platform’s campaign and merchandising teams.
“Rather than just offering standard tools, they truly understand our business needs and help us build strategies to maximize visibility and sales,” said Danielle Tan, marketing e-commerce head of Western Appliances.
Automatic Centre is also using Lazada’s marketing solutions, campaign support, and data insights to improve visibility during major sales periods.
“Lazada has become an important growth channel for Automatic Centre, allowing us to reach more customers nationwide while complementing our physical retail network,” said Karlo Angeles, marketing manager of Automatic Centre. He added that shoppers are becoming more deliberate when buying higher-value products online, placing greater importance on product authenticity, detailed information, reviews, and trust.
Regional retailers expand digital reach
The partnerships extend beyond Metro Manila. Fair N Square continues to expand its omnichannel presence, while Addessa Appliances has launched an official Lazada store as part of its digital expansion in Northern Luzon.
Tarlac MAC Enterprises is also scheduled to go live on the platform in August.
“We see the future of retail as omnichannel, where customers can discover and research products online, visit our physical stores for demonstrations, or have purchases delivered directly to their homes,” said Khaye Tala, marketing manager of Addessa Appliances.
For regional retailers, that model can extend their reach beyond the immediate areas served by their physical branches while still allowing customers to use stores for product demonstrations and other in-person interactions.
Building digital capabilities beyond marketplace listings
Lazada says its role increasingly extends beyond simply providing retailers with an online storefront. The company is working with appliance sellers at different stages of digital adoption, from established e-commerce operations to retailers only beginning to expand online.
“Our role today goes beyond providing a marketplace,” said Michele de la Cruz, electronics category director at Lazada Philippines. She said the platform supports retailers whether they are strengthening an existing digital business or taking their first steps into e-commerce.
As appliance retail becomes more integrated across physical and digital channels, these partnerships point to a broader shift in how consumers discover, compare, evaluate, and eventually purchase high-value products.