MANILA, Philippines – High-value baskets and trusted brand channels fueled campaign momentum during Lazada Philippines’ 9.9 Mega Brands Sale, signaling a consumer shift toward more intentional, quality-driven purchases as the “ber” months begin.
Official brand channels drove 72% of the campaign’s total Gross Merchandise Value (GMV), while LazMall contributed to 1 in every 2 completed orders, underscoring strong consumer trust in official storefronts as the holiday shopping season gets underway.
Trusted Brands and Higher-Value Baskets Drive Early Holiday Shopping for Pinoys
Smartphones and consumer electronics emerged as the top-performing categories overall, capturing a major share of high-value checkouts. Orders worth at least ₱6,000 accounted for more than half of Lazada Philippines’ total GMV, as shoppers kicked off early holiday shopping with personal device upgrades and big-ticket lifestyle purchases.
At the same time, GMV from international brand assortments on LazMall grew 3x compared with business-as-usual days, reflecting strong appetite for discovering new global brands. This interest translated into sustained platform engagement, with 1 in 3 shoppers making at least two purchases on LazMall during the campaign window.
AI Discovery Elevates the Smart Shopping Journey
Beyond transaction volumes, Philippine consumers increasingly turned to artificial intelligence to navigate product choices and build smarter baskets.
Across Southeast Asia, AI-guided shopping journeys through Lazada’s LazzieChat generated US$2.2 million in GMV during the 9.9 Mega Brands Sale. The conversational AI helped shoppers evaluate technical specifications, compare product options, and navigate gift lists, supporting more informed purchase decisions across complex tech, beauty, and lifestyle categories.
On a broader scale, brands leveraging Lazada’s growth ecosystem reached significant growth milestones across key performance tiers compared with the 6.6 campaign earlier this year, with 14% more brands generating at least US$100,000 in GMV during the 9.9 Mega Brands Sale. The growth highlights Lazada’s role in helping brands translate seasonal holiday demand into greater commercial scale.
Setting the Tone for the Philippine Holiday Season
The 9.9 Mega Brands Sale signals how Philippine shoppers are approaching the holiday season, with brand trust, authenticity, higher-value purchases, and guided discovery emerging as key elements of the shopping journey.
This presents a clear growth pathway for digital merchants. By prioritizing buyer trust and after-sales confidence, sellers and brand partners can capitalize on seasonal traffic while building stronger customer relationships that extend beyond individual promotional events.
“The 9.9 results show us that Filipino consumers are taking a much more intentional approach to their holiday shopping,” said Carlos Barrera, CEO of Lazada Philippines. “Shoppers started their holiday preparation early by prioritizing trusted brands and products on LazMall, giving them the confidence to make bigger purchases, particularly in key tech and electronics categories. At the same time, we are giving our brand partners the platform and AI-driven tools they need to meet this demand and build momentum throughout the peak shopping season.”
As Lazada continues to strengthen its LazMall footprint and AI-powered discovery features ahead of the holiday rush, the 9.9 results provide a strong foundation as shoppers and brands head into the upcoming 11.11 and 12.12 mega sales.
For more information on Lazada Philippines’ initiatives and upcoming campaigns, please visit Lazada Philippines on its official Facebook, Instagram, and Tiktok.
