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  • By: Chandana Sunder & Chi Nguyen
  • Oct 2, 2022

Lazada Report Reveals More Than Half of Southeast Asian Consumers Search for Products Directly on ECommerce Marketplaces

Southeast Asia’s transition from an offline to an online economy has outpaced earlier projections, with the number of digital commerce users in Southeast Asia expected to reach more than 400 million by 2025. With the post-pandemic era bringing about new patterns in the way consumers discover and buy products, Lazada has released “Transforming Southeast Asia – From Discovery to Delivery,” an eCommerce shopper behavior report that aims to help businesses succeed by arming them with a greater understanding of eCommerce shopper behaviors and expectations.


According to the report, 57% of Southeast Asian shoppers search for products directly from eCommerce marketplaces while 94% purchased the products they found from using the search function. In addition, 71% of shoppers purchased products as a result of Lazada’s ‘Recommendations’ function. These figures highlight search recommendations as a key enabler in aiding eCommerce shoppers to make purchase decisions.


Published in partnership with eCommerce enabler Synagie and media investment company GroupM, the report provides insights into the region’s eCommerce landscape, specifically in terms of key drivers throughout customers’ full shopping journeys, from product discovery to product delivery. The report covers five main content pillars, including the evolution of eCommerce, the product discovery disruption, the shopper journey from click to cart to checkout, the transformation of delivery and recommended actions to drive eCommerce business transformation.

The report also goes into detail about the motivations that drive every step in shoppers’ paths to purchase and covers topics ranging from the top considerations behind specific shopper actions to the importance of product detail pages and tips for excellent store operations. In a section dedicated to the delivery process, the report also looks at shoppers’ growing expectations toward eCommerce logistics, highlighting the growing demand for fast and free shipping services


The report concludes with a section of recommended actions designed to help businesses drive their eCommerce transformation. It also introduces resources and solutions that brands and sellers can leverage on Lazada, including Lazada Sponsored Solutions – a full suite of solutions that helps drive traffic and sales along the shopper’s path to purchase – as well as best practices to maintain excellent online store operations and advice for choosing the right logistics options for every business.


“At a time of continued eCommerce growth, it has become more important than ever for brands and sellers to fully grasp the attitudes and habits of those who shop online. Developed from our insights, the report covers strategies and solutions businesses can employ to enhance brand-shopper engagement throughout the purchase journey. We hope that this will be a useful resource for brands and sellers to accelerate their growth,” said Chandana Sunder, senior vice president of LazMall Marketing Solutions at Lazada Group.


Findings from the report were mostly based on a survey of 38,138 eCommerce users across genders, age groups and household income levels in six Southeast Asian countries, namely Malaysia, the Philippines, Indonesia, Singapore, Thailand and Vietnam. Data from other quantitative surveys and credible external sources were also used to provide an informative and holistic illustration of the transformative impact of eCommerce in the region.


Download the full “Transforming Southeast Asia – From Discovery to Delivery” report here and explore country-specific insights:

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