More Brands Break the US$1 Million Mark as Lazada Celebrates Partner Growth

• Abbott, EstéeLauder Companies and Samsung received Brand of the Year honours at the annual LazMall Brand Gala 2026.
• Stronger 9.9 results and new shopper research highlight the opportunity for brands to grow by meeting higher expectations of value, authenticity and service.

SINGAPORE, Oct. 1, 2026 /PRNewswire/ -- Lazada, a leading eCommerce platform in Southeast Asia, celebrated the achievements of its 170,000-strong brand ecosystem at the annual LazMall Brand Gala 2026, as more brands reached major sales milestones on the platform.

The Gala brought brand leaders and partners together to recognise that progress and shape the next stage of growth around what shoppers increasingly value; authentic products, better shopping experiences and confidence in every purchase.

Abbott, Estée Lauder Companies and Samsung received LazMall Brand of the Year honours, leading the winners across 10 award categories. The annual gathering celebrated the people, ideas, ambition and partnerships behind the brand moments that continue to move businesses forward.

More brands are turning momentum into growth

The Gala followed a strong 9.9 Mega Brands Sale, where more brands reached significant commercial milestones on Lazada. Compared with 6.6 2026, the number of brands generating US$1 million or more in GMV increased by 8%, while more brands also crossed the US$100,000 and US$500,000 marks.

Shoppers were also making bigger purchases through trusted brand channels. Orders worth US$100 or more contributed almost 60% of total campaign GMV, while LazMall accounted for 49% of all orders across the region.

That momentum was reflected in this year's Gala winners, from brands creating stronger launches and sharper marketing to those building greater relevance within their categories.

Three big awards of the nights:

• Abbott, Estée Lauder Companies and Samsung won LazMall Brand of the Year, recognising their leadership in building trusted brands through innovation and elevated shopping experiences on Lazada.
• Dyson, Huawei and Nestlé received the LazMall Best Brand Partnership Award, recognising brands that demonstrated exemplary always-on operations, strong platform collaboration and a commitment to delivering high-quality products, services and shopper experiences.
• imoo, LiberNovo, Ralph Lauren, SHOKZ, TUMI and WILSON won LazMall Rising Star, recognising brands that delivered exceptional growth and momentum in their respective categories. WILSON, for example, recorded more than 90% year-on-year GMV growth from January to August 2026, with orders increasing by more than 80%.

Other award winners included:

• LazMall Momentum Award: adidas, L'Oréal Dermatological Beauty and SharkNinja
• LazMall Best Use of Marketing Solutions: BLUETTI, LG, Nike, TCL and Xiaomi
• LazMall Best New Launch: ASICS, P&G and Roborock
• LazMall Trend Impact: DJI, L'Oréal Luxe Division and lululemon
• LazMall Category Innovation Award: CHOW TAI FOOK, COTY and LEGO
• Lazada Partner E-Commerce Excellence: Intrepid, LEAP Commerce and Synagie
• Lazada Media Partner Excellence: Intrepid and Publicis Media

Together, the winners reflect a broader story of growth on Lazada, where stronger marketing, better launches, category innovation and deeper shopper engagement are helping brands build momentum that extends beyond a single campaign.

Winning Shopper's Choice

The achievements celebrated at the Brand Gala come as shoppers become more considered about where, what and how they buy. Lazada's 2026 ECommerce Savvy Shopper Report, conducted by Cube across 6,000 shoppers in Southeast Asia, found that around one in four are Savvy Shoppers, consumers who compare more carefully, look for stronger safeguards and expect more from brands before making a purchase. That extra consideration can translate into greater value. Savvy Shoppers spend 31% more each month than General Shoppers, representing an estimated US$11.5 billion gap in annual marketplace spending across the six markets. Nearly half, 47%, are also willing to pay more for stronger purchase protection.

For brands, earning that choice increasingly means showing up with the right combination of trust, content and discovery. At 9.9, affiliates contributed almost 30% of regional GMV, while AI-guided interactions through LazzieChat generated nearly US$2.2 million in GMV, up 38% from 6.6. It is this ability to keep evolving with shoppers that sits behind many of the achievements celebrated at this year's Gala.

Building the next chapter together

As shoppers become more deliberate about what they buy and which brands they trust, brands need more than visibility to win their choice. At the Gala, Iris Wei, President of Lazada Group, mapped out Lazada's next chapter of growth, centered on a brand-led, quality-focused approach and deeper investment in the capabilities that can help brands grow across Southeast Asia.

That means strengthening the entire journey around the brand. Lazada is continuing to invest in AI, payments, membership and logistics, while expanding its advanced integrated marketing solutions across creators, affiliates, off-platform partnerships, on-platform visibility, discovery and performance. Together, these capabilities give brands more ways to build awareness, convert demand and strengthen customer relationships over time.

"As shoppers expect more from eCommerce, brands have an opportunity to build deeper trust and greater value," said Iris. "Building a successful brand takes time, and Lazada is here for that long journey. We will keep investing in the capabilities that help brands grow, because we believe the strongest growth is built together."

That commitment captures what the Brand Gala ultimately celebrates. The evening recognized the progress brands and partners have already made, but it also marked the beginning of what comes next. From established global names to rising brands, Lazada wants to build that next chapter alongside its partners, combining technology, marketing, infrastructure and shared investment to create stronger businesses and bigger brand moments across Southeast Asia.

About Lazada Group

Lazada Group is Southeast Asia's pioneer eCommerce platform, advancing commerce through technology across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Lazada connects shoppers to a trusted ecosystem of more than 170,000 global and local brands, sellers and partners, offering a diverse product assortment and engaging shopping experiences. Its technology, payments and homegrown logistics capabilities help make online shopping and selling more seamless, secure and accessible, supporting businesses of all sizes to grow in the region's digital economy.

SOURCE Lazada Group