90% of online shoppers choose to interact with authentic stores

E-commerce platform Lazada has just released the results of a regional survey conducted by Cube Asia in the report “The Rise of the Authenticity Ecosystem in Southeast Asia”. According to the report, the e-commerce landscape in the region is rapidly shifting towards a shopping model that emphasizes authenticity and prioritizes quality.

The survey, conducted with 6,000 consumers in six Southeast Asian countries, including Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam, found that 90% of online shoppers are actively engaging with authentic stores. This shift reflects the growing demand for trusted products, quality and guaranteed service, which is driving an unprecedented growth trajectory for authentic e-commerce.

The survey results once again confirm Lazada’s brand-centric strategy, which owns an ecosystem of more than 170,000 brands. This strategy helps Lazada capture the market potential for e-commerce revolving around brands and genuine products.

Photo caption — Lazada compiled from Cube Asia's report.

According to research, the total value of genuine product transactions through online stores has increased rapidly from 12% in 2020 to 30% in 2025, creating a market of about 40 billion USD. It is forecasted that by 2030, this figure could reach 55% of the Southeast Asian e-commerce market, equivalent to 150 billion USD.

This trend is consistent with Lazada’s strategy of leading the e-commerce industry’s transformation from a low-trust, mass-market model to a quality-focused e-commerce marketplace. At the heart of this strategy is LazMall, the region’s largest authentic brand ecosystem.

Lazada’s recent sales results in the region also reflect this strategy: Brands with million-dollar GMV grew 53%, reflecting strong growth results along the platform; during 11/11, brands on LazMall recorded 39% growth, and the number of shoppers on LazMall also increased 11% compared to last year, showing a clear shift of consumers towards trusted and high-quality brands.

In Vietnam, sales revenue on November 11 increased more than 6 times, the number of orders increased nearly 4 times compared to normal days. Of which, LazMall's revenue accounted for 80%, demonstrating the attraction of genuine stores. Along with that, AOV (average order value) grew positively compared to the same period last year, reflecting customers' trust in the platform. Continuing this growth momentum, AOV on November 11 increased 67% compared to normal days.

Research shows that Southeast Asian (SEA) consumers are increasingly shopping with purpose and are more brand-conscious. 86% of those surveyed are active online shoppers (those who have made at least 20% of their online purchases at official stores in the last three months). Of these, 90% are willing to pay more for authentic products, indicating the “trust value” they are willing to pay more for peace of mind about product quality; 31% of consumers are willing to pay 10–30% more for authenticity and peace of mind.

Countries like Thailand and Vietnam are leading the region with over 90% of shoppers using official stores. In these markets, trust-building factors like “reviews and ratings” and “authenticity guarantees” have become decisive factors in purchasing behavior.

The report identifies three key drivers that will drive the growth of authentic e-commerce, each aligned with Lazada’s strategic priorities. More than 80% of consumers said they had difficulty finding authentic branded products. At the same time, 80% of them were willing to try new or international brands if their familiar brands were not available. In fact, 91% discovered international brands that exceeded their expectations.

In that context, Lazada is constantly expanding its portfolio of genuine and premium brands, ensuring that consumers can easily access the products they are looking for. In Vietnam, in 2025, Lazada will bring millions of genuine products from Gmarket and Tmall to consumers, improve customer service such as promoting free shipping, easy returns according to needs within 30 days to bring a premium, convenient and joyful shopping experience to shoppers.

In particular, the study found that 73% of consumers tend to “showrooming”, defined by behaviors such as going to stores to see and try products directly, check quality or receive advice from staff before making online purchases.

Through investing in omnichannel shopping (integrating online and offline channels), brand partnerships and experiential retail models, Lazada is making the customer shopping process seamless, from product research to purchase decisions.

Generative AI is becoming an important tool for customers to research and compare products: 66% of shoppers use AI platforms to search and discover new products; 78% trust AI in the product comparison and selection process. However, only 16% use AI to make final purchase decisions.

Recognizing this trend, Lazada has announced strategic investments including AI-integrated tools, advanced marketing automation systems, and improvements in customer service. The main purpose is to optimize discoverability, searchability, and personalization of the experience on the platform.
The survey results show that Southeast Asian e-commerce is entering the “Trust Commerce” phase, where consumers have higher expectations, focus on quality and demand authenticity. In this context, Lazada’s strategy of prioritizing authentic stores and focusing on brands is the platform’s advantage to lead the market towards a scale of 150 billion USD for authentic e-commerce by 2030.

“The research findings from Cube Asia demonstrate that Lazada’s brand-centric strategy is on track, reinforcing our commitment to building an ecosystem that values quality and trust for both consumers and brands,” said Iris Wei, President of Lazada Group. “As demand for authentic products continues to grow, Lazada, with its strong ecosystem, is well-positioned to lead the next phase of growth in the region’s e-commerce market.”

Source: https://baotintuc.vn/kinh-te/90-nguoi-mua-sam-truc-tuyen-chon-tuong-tac-voi-cac-gian-hang-chinh-hang-20251129145459581.htm