Lazada reports 260% GMV boost from 6.6 sale, back-to-school shopping

E-COMMERCE PLATFORM Lazada Philippines said it posted a 260% increase in gross merchandise value (GMV), with its June sale being met with strong back-to-school demand.

In a statement on Monday, the company reported a 260% increase in GMV compared with business-as-usual levels during its 6.6 Super WOW Sale, driven by education-related transactions, including electronics.

Alvin Ching, head of general operations at Lazada Philippines, said the company’s AI tools also drove sales growth during the 6.6 period.

“Consumers are prioritizing trust, reliability, and convenience, and are no longer just looking for discounts. At the same time, AI is playing a growing role in helping simplify decisions, especially when shopping needs are time-sensitive and demand is high,” he said.

LazMall, the platform’s “virtual mall” that features verified brands, accounted for 48% of total orders in the Philippines during the sale period, the company said.

These were driven by sales across categories that directly support the needs of students, working parents, and daily household consumption.

“Filipino households are increasingly leveraging major platform events such as the 6.6 [sale] to prepare for real-life needs, including back-to-school purchases and other practical household planning moments,” Lazada said.

Electronics were the top item during the sale period, led by smartphones, laptops, tablets, and accessories to support learning and connectivity.

“These purchases have become increasingly essential in a digital-first education environment, where devices are critical tools for both students and working households,” Lazada said.

Fashion-related items, such as apparel, footwear, and uniform essentials were also a key spending driver on the platform.

Groceries and daily essentials also saw steady transaction growth, including snacks, lunch items, and other household essentials.

The company noted that its artificial intelligence (AI) ecosystem helped buyers simplify their shopping experience.

Lazada’s online chatbot, AI Lazzie, provided personalized recommendations, intelligent search and discovery features that supported shopper navigation.

Across Southeast Asia, 10,000 daily users completed their purchases with AI Lazzie during the 6.6 sale period, posting a GMV of nearly $2 million in the region. 

The company said it is leveraging its AI-enabled ecosystem and diverse product offerings as more consumers turn to online shopping for their daily needs, it said. — Beatriz Marie D. Cruz