Lazada marketing strategy and market share in Southeast Asia eCommerce

Lazada has just raised another US$100 million investment round and looks to conquer the region’s e-commerce scene. Here’s the company’s scoresheet, so far.


Lazada, an Amazon-like marketplace headquartered in Indonesia, has just raised another US$100 million round of investment.

The investment round is participated by Holtzbrinck Ventures along with its existing investors Kinnevik, Summit Partners and Tengelmann Group. The funding round shows a huge vote of confidence by existing investors participating in the latest round: Kinnevik invested US$40 million in November 2012, Summit Partners added US$26 million in December 2012, and Tengelmann Group came in with around US$20 million back in January 2013.

Launched back in April 2012, Lazada has since expanded its presence and currently operates in Thailand, Vietnam, Malaysia, the Phillipines and Indonesia. Let’s take a closer look at how they are doing in these countries.

  • Indonesia – Makes up 30% of Lazada’s regional revenue, investing in logistics
  • Malaysia – aiming to capture 5 percent of e-commerce market, working on localization
  • Thailand – takes up biggest portion of Lazada’s marketing budget, sees 4 million monthly visitors
  • Vietnam – possibly doing US$15 million in sales last year; 10 percent of transaction now comes from mobile
  • Philippines – no official statement on sales and revenue
  • What does this all mean?

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Minz Buii is a digital marketer/market advisor from both startups and corporates in online ecommerce and offline retail chain in Southeast Asia. He's also an avid Asia explorer and love enjoying local foods and learning different cultures in Asia. Currently Minz is based in the melting pot of Bangkok!