Lazada, Southeast Asia’s leading eCommerce platform, announced the findings of a regional survey, commissioned from Cube Asia. The report “The rise of virtual mall ecosystems in Southeast Asia,” reveals that the region’s eCommerce landscape is rapidly transitioning towards authenticity-driven, quality-first shopping experiences. The survey results reaffirm Lazada’s brand-led strategy at this year’s LazMall Brand Gala, where the company celebrated its 170,000-strong brand ecosystem. The strategy positions the platform to meet the needs of evolving consumer preferences to capture the market potential for authenticated, trusted eCommerce.

The survey, which polled 6,000 consumers across six Southeast Asian markets in Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam, reveals that 90% of online shoppers are now actively engaging with Mall environments, a shift that reflects their increasing demand for trusted, quality products and reliable service. This demand is driving an unprecedented growth trajectory for authenticity-driven eCommerce.

The study found that authenticity-driven eCommerce, defined as brand goods purchased through authorised Mall environments, has grown rapidly from 12% of total eCommerce sales in 2020 to 30% in 2025, now representing approximately US$40 billion in market size. By 2030, this segment is projected to reach 55% of SEA eCommerce retail, valued at around US$150 billion in sales.

This shift in consumer preferences aligns with Lazada’s strategy to lead the industry’s transition from mass, low-trust marketplaces to quality-led commerce anchored in LazMall, the region’s largest ecosystem of genuine brands, official stores, and authorized distributors.

Lazada’s strategy has also been further validated by its recent results from the mega sale events:

The study revealed that SEA consumers are increasingly intentional and brand-conscious when they shop:

Countries such as Thailand and Vietnam recorded Mall shopper penetration of over 90%, with Indonesia and the Philippines close behind at around 80%. Here, trust signals such as ‘reviews and ratings’ and ‘authenticity’ have become key purchase drivers.

The report identifies three key dynamics that will fuel the rise of authenticity-driven eCommerce, each one aligned with Lazada’s strategic priorities:

Over 80% of consumers report facing supply constraints when searching for authentic branded products. At the same time, 80% are willing to try new or overseas brands when preferred brands are unavailable, and 91% have discovered overseas brands that exceeded expectations. 

Here, platforms like Lazada are expanding the assortment of authentic and premium brands, ensuring that consumers can easily access what they are seeking.

The study shows 73% of consumers engage in showrooming (visiting stores to try items in person, inspect quality or seek staff advice before purchasing online), especially in categories where LazMall is strongest, namely Beauty, Electronics, and Lifestyle.

Lazada’s investments in online-to-offline omnichannel integration, brand partnerships, and experiential retail give shoppers seamless pathways from discovery to purchase.

Generative AI has emerged as a key tool in research and comparison:

Lazada’s investments, showcased at the Brand Gala, include AI-powered listing tools, smarter marketing automation, and enhanced customer service to improve discovery, search and personalisation, empower the platform to serve this next generation of quality-conscious consumers.

The survey’s findings signal a pivotal moment for Southeast Asia’s eCommerce industry, with the region entering a new “Confidence Commerce” phase, defined by higher consumer expectations, an emphasis on product quality, and authenticity guarantees. As this phase progresses, Lazada’s mall-first brand-led strategy, anchored in high-trust ecosystems, is uniquely positioned to lead the market toward US$150 billion in authenticity-driven eCommerce by 2030.

“The findings from Cube Asia validate Lazada’s brand-led strategy and reinforce our commitment to building a high-trust, quality-first ecosystem for both consumers and brands,” said Iris Wei, President, Lazada Group, “As consumers increasingly seek authenticity, Lazada’s strong position in the Mall ecosystem gives us a unique opportunity to lead the region’s next phase of eCommerce growth.”