MANILA, Philippines – Committed to bringing digital convenience together with the familiarity of physical stores, Lazada Philippines accelerates omnichannel growth among leading appliance retailers, giving consumers more flexibility and choice in how they discover, evaluate, and purchase appliances.
Among the retailers strengthening their presence on Lazada are Western Appliances, Automatic Centre, Robinsons Appliances, Fair N Square, Addessa Appliances, and Tarlac MAC Enterprises, reflecting the growing adoption of omnichannel strategies across the Philippine appliance retail sector.
This initiative is driven by the rising consumer demand for online channels to research, compare, and shop for home appliances. According to DataReportal Digital 2026, 56.3% of Filipino consumers make at least one online purchase weekly, underscoring the growing role of digital platforms when it comes to big purchases like appliances.
As a long-term growth partner, Lazada works closely with retailers on assortment expansion, storefront optimization, campaign planning, digital merchandising, and customer experience, helping them reach more consumers while aligning their online strategies with broader business priorities.
Supporting national retailers in their digital growth+
This year, several established national retailers have expanded their presence on Lazada. Robinsons Appliances, through its enhanced flagship store, expanded its digital assortment to better serve online shoppers. Similarly, Western Appliances launched an enhanced Lazada flagship store and appliance selections, supported by the platform’s campaigns and merchandising teams.
“Lazada is a trusted marketplace leader, and our account team has always been supportive of our growth. Rather than just offering standard tools, they truly understand our business needs and help us build strategies to maximize visibility and sales,” said Danielle Tan, marketing e-commerce head of Western Appliances.
For Automatic Centre, the partnership goes beyond marketplace presence, leveraging Lazada’s marketing solutions, campaign support, and data insights to boost visibility during major sales events.
“Lazada has become an important growth channel for Automatic Centre, allowing us to reach more customers nationwide while complementing our physical retail network. At the same time, we’re seeing consumers become more informed and intentional in their online purchases, with trust, product authenticity, detailed information, and customer reviews playing an increasingly important role, especially for high-value products like home appliances,” said Karlo Angeles, Marketing Manager of Automatic Centre.
Expanding digital access beyond Metro Manila
Lazada’s partnerships also extend to regional appliance retailers looking to broaden their digital reach. Fair N Square, one of Lazada’s fastest-growing appliance retail partners, continues to deepen its omnichannel presence. Addessa Appliances, one of Northern Luzon’s largest homegrown appliance and furniture retailers, recently rolled out its official Lazada store as part of its digital expansion. Tarlac MAC Enterprises is also set to go live on the platform in August.
“We see the future of retail as omnichannel, where customers can discover and research products online, visit our physical stores for demonstrations, or have purchases delivered directly to their homes. Together with Lazada, we look forward to leveraging digital innovation to strengthen customer relationships and deliver a more convenient and personalized shopping experience for Filipino families,” said Khaye Tala, Marketing Manager of Addessa Appliances.
Building stronger retail businesses through eCommerce
For Lazada, the opportunity goes beyond helping retailers sell more online. The platform is working with partners to build digital capabilities that can support sustainable growth across both online and offline channels.
“Our role today goes beyond providing a marketplace. What makes these partnerships particularly meaningful is that we are supporting retailers at different stages of their digital journey, whether they are strengthening an established online business or taking their first steps into eCommerce. Ultimately, when retailers can grow their digital presence while complementing their physical stores, consumers benefit from greater choice, wider access to trusted brands, and a more seamless way to shop,” said Michele de la Cruz, electronics category director at Lazada Philippines.
As eCommerce continues to mature in the Philippines, the growing collaboration between Lazada and established appliance retailers reflects a broader shift in how the industry approaches digital commerce, making trusted appliance brands more accessible to Filipino consumers nationwide.
