Alibaba’s Lazada Woos European Luxury Brands to Boost Sales and Battle Rivals in Southeast Asia

Alibaba's Lazada is wooing brands like Armani and D&G to counter competition from Shopee and TikTok in Southeast Asia. The online shopping portal is expanding its high-end category to boost sales in crucial markets ranging from Indonesia to Singapore.

Alibaba Group's subsidiary, Lazada, is seeking to collaborate with leading European fashion and lifestyle brands. This strategy aims to counteract competition from Asian counterparts and ultimately achieve its target of reaching $100 billion in e-commerce transactions by 2030.

This week in Milan, top executives held a meeting with the creators and bosses of over a hundred Italian brands. These brands, which include Armani, Dolce & Gabbana, Ferragamo, and Tod's, are keen to explore the Southeast Asian market via LazMall Luxury, a newly introduced platform. Jason Chen, the chief business officer, shared this information with Bloomberg News.

"Lazada is poised to escalate its operations as it embarks on a new era of e-commerce growth, where profitability, monetization, and sustainable returns are the key focus," stated Chen during a virtual Zoom conversation. "Our ongoing initiative to expand our luxury sector will serve to bolster these endeavors as we strengthen our brand image."