Premium Brands Drive Lazada Malaysia 11.11 Sales
Malaysian online shoppers are increasingly purchasing premium branded products through ecommerce platforms, marking a significant shift in consumer behavior. Data from Lazada Malaysia’s 11.11 Global Brands Festival 2025 reveals that premium brands including Nike, Sony, Estée Lauder, Dyson and Lancôme ranked among the most purchased items on the platform during the mega shopping event.
The trend extends beyond established premium labels to reflect broader changes in spending patterns. Electronics emerged as a particularly strong category during the November campaign, with Smart Devices recording a 76 percent increase in average order value compared to the September 9.9 campaign. Computers and Components purchases grew 106 percent while Gaming Devices and Software saw a 197 percent increase during the same period.
Beauty products demonstrated substantial growth in consumer spending per transaction. Lancôme registered a 54 percent climb in average order value during 11.11 compared to 9.9, while Kérastase increased 44 percent and Innisfree rose 47 percent. These figures indicate Malaysian consumers are actively choosing higher-priced skincare and beauty items through online channels.
LazMall, the platform’s verified brand environment, benefited significantly from this premiumisation trend. Average order value in LazMall increased 20 percent compared to the 9.9 campaign and rose 13 percent year-on-year from 2024 to 2025. This performance aligns with regional data from a Cube Asia study showing that authenticity-driven ecommerce in Southeast Asia has expanded from 12 percent of total ecommerce in 2020 to 30 percent in 2025, with projections reaching 55 percent by 2030.
Malaysian consumer behavior shows strong preference for verified shopping environments. Nearly 30 percent of local shoppers indicated willingness to pay an extra 5 to 10 percent premium for purchases from verified mall stores. Approximately 85 percent of Malaysian online shoppers now conduct at least 40 percent of their transactions in mall environments, particularly for fashion, beauty, electronics and home categories.
Digital tools within the platform contributed to sales momentum during 11.11. AI Lazzie, the artificial intelligence shopping assistant, generated 56.13 percent more conversions compared to the 9.9 campaign and 85.65 percent more conversions versus regular business days. The tool helps shoppers refine product searches, compare options and analyze reviews.
Affiliate marketing showed substantial growth during the campaign period, with affiliate-driven performance in Malaysia increasing 108 percent during 11.11 compared to 9.9. The platform’s collaboration with YouTube enabled creator content to drive product recommendations and purchase decisions.
The upcoming 12.12 year-end sale aims to build on the premiumisation momentum established during 11.11. The platform plans to expand LazMall offerings across premium beauty, electronics, lifestyle, home, fashion and mother and baby categories. Brand promotions will include Hall of Fame storewide vouchers, Crazy Brand Mega Offers with savings up to 90 percent, Global Brands Fest deals on international labels, and RM12 All Out Deals valued at more than RM112,000.
