Lazada positions itself as premium e-marketplace

Lazada Thailand is leveraging its “nextlevel e-commerce” strategy to position itself as a premium e-marketplace platform, with greater usage of artificial intelligence (AI) features to enhance the experience for all stakeholders.

- KOMSAN TORTERMVASANA

The e-commerce operator wants to cash in on the expanding local market, as Thailand’s e-commerce market is projected to reach 2 trillion baht by 2030, according to Priceza.

Varitha Kiatpinyochai, chief executive of Lazada Thailand, said domestic e-commerce is a beacon of growth, expanding at 21.7% in 2024 despite economic challenges, far outpacing the regional average of 12%.

Thai shoppers lead the world in terms of highest percentage of internet users making weekly online purchases at 68.2%, according to Lazada.

As modern consumers across all generations embrace digital-first shopping, this high-frequency behaviour signals a new era of elevated consumer expectations, she said.

Their buying decisions are more deliberate, prioritising quality and a trustworthy experience over price.

This trend is reflected in the solid 22% year-on-year growth in orders on LazMall, Lazada’s dedicated destination for authentic brands, since the beginning of 2025.