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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