High-value baskets, smartphones, consumer electronics, and AI-assisted discovery helped shape Lazada Philippines’ early holiday shopping activity.
Lazada Philippines saw higher-value purchases play a major role during its 9.9 Mega Brands Sale, with LazMall accounting for 72% of total campaign Gross Merchandise Value.
LazMall also contributed to one in every two completed orders, while purchases worth at least PHP6,000 accounted for more than half of total GMV. Smartphones and consumer electronics emerged as the top-performing categories, reflecting strong demand for device upgrades and other big-ticket purchases as the holiday shopping season began.
Higher-value baskets lead early holiday spending
The campaign data points to shoppers making fewer impulse-driven purchases and placing greater emphasis on higher-value products and official brand channels.
International brand assortments on LazMall recorded three times the GMV of business-as-usual days, while one in three shoppers made at least two LazMall purchases during the campaign period.
The combination suggests that trust, authenticity, and product value played an important role in purchase decisions, particularly in technology and electronics categories where buyers tend to compare specifications and after-sales support more carefully.
AI assists product discovery
Artificial intelligence also played a role in helping shoppers navigate product choices.
Across Southeast Asia, AI-guided shopping journeys through Lazada’s LazzieChat generated USD2.2 million in GMVduring the 9.9 Mega Brands Sale. The conversational AI tool helped shoppers compare technical specifications, evaluate product options, and organize gift lists across technology, beauty, and lifestyle categories.
For more complex purchases, especially consumer electronics, that type of guided comparison can reduce some of the friction involved in sorting through multiple models, specifications, and price points.
More brands cross higher GMV thresholds
Lazada also reported stronger performance among brands participating in its growth ecosystem.
Compared with the 6.6 campaign earlier this year, 14% more brands generated at least USD100,000 in GMV during the 9.9 sale.
The increase reflects how major campaign periods can help brands capture seasonal demand at scale, particularly as shoppers begin preparing earlier for year-end purchases.
Setting the pace for 11.11 and 12.12
“The 9.9 results show us that Filipino consumers are taking a much more intentional approach to their holiday shopping,” said Carlos Barrera, CEO of Lazada Philippines.
“Shoppers started their holiday preparation early by prioritizing trusted brands and products on LazMall, giving them the confidence to make bigger purchases, particularly in key tech and electronics categories.”
Barrera added that Lazada is also providing brands with AI-driven tools intended to help them respond to demand throughout the peak shopping season.
The 9.9 campaign gives Lazada an early view of consumer behavior heading into the larger 11.11 and 12.12 sales, with trusted brands, high-value purchases, and AI-assisted product discovery emerging as notable themes.