Lazada, the premier eCommerce platform in the Philippines, announced 24-hour results for its 11.11 Biggest Sale of the Year, reinforcing its position as a trusted partner for brand and creator growth in the country. Filipino shoppers prioritized high-quality, branded purchases to kickstart the holiday shopping season.
Photo: Lazada
LazMall, the largest virtual mall trusted by over 32,000 brands in the region, reported sales growth of over 1000% compared to a regular day. This strong momentum was supported by global brands achieving over 400% growth, as well as a 50% increase in sales guided by the Lazada Affiliate program, reflecting the platform’s US$25 million investment into its ecosystem this 11.11.
Filipino Shopper Trends and Favorite Brands
Day one purchases showcased easy access to a diverse mix of local and global brands:
Photo: Lazada
- Tech and Gadgets: Leading smartphone brands reported substantial uplift, averaging a 45X sales increase. In home appliances, top performers included Astron, Dyson, and Jisulife, with induction cookers and handheld fans continuing as top-selling products. Ugreen led the electronics accessories category.
- Activewear and Travel: Access to authentic products is a primary driver, with Lazada-exclusive brand Nike leading fashion sales, fueled by a demand for running shoes. In bags and travel, American Tourister is a top pick alongside local favorite BASH*.
- Everyday Essentials and Groceries: Shoppers are stocking up for the upcoming holidays, driving a 6X uplift in grocery sales. This extended to the Mother & Baby category, which saw a GMV growth of nearly 800% vs. regular day. Early favorites include New Zealand-founded diaper brand Rascals and Milk Guarantee brands Pediasure, Enfagrow and Lactum.
- Holiday Gift Sets: Beauty bundles are emerging as must-have items with Fragrance leading the category, highlighted by the success of Jo Malone London and Clinique as top-selling brands. Top skincare brands securing strong day one performance included Kiehl’s, Cetaphil, and Estee Lauder.
“Our strong day one performance reaffirms Lazada’s role as a trusted partner and growth engine for brands, creators, and shoppers alike,” said Carlos Barrera, Lazada Philippines Chief Executive Officer. “We remain committed to connecting Filipinos with authentic and high-quality brands, while helping our partners scale long-term through trust and innovation.”
Smarter Shopping with AI Lazzie
Lazada’s AI shopping assistant, Lazzie, helped shoppers make smarter choices among over 2.3 million products and saw a 150% increase in conversations vs. regular day, indicating they were engaging more deeply to find better options.
This guidance resulted in a 140% jump in Average Order Value (AOV), confirming that smart shopping leads to value purchases.
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