What is the secret to a successful online business?

Lazada shares the answer at the LazMall Brands Future Forum.

Adoption of a long-term digital commerce strategy unique for each brand is important as online retail continues to grow, Lazada said.

James Chang, head of Strategic Accounts and Retail at Lazada Group, said the company offers “fully customized business and marketing tools and solutions, tailored to the needs of each brand and their customers.”

One of the solutions includes the one unified customer experience which is the creation of a “holistic message and experience” for all market channels of customers using data and technology.

They also offer membership loyalty programmes for all brands, integrating existing brands’ membership programmes as part of the LazMall store. For those without an offline version, LazMall creates solutions where brands can provide incentives to customers to encourage repeat purchases.

The Lazada platform has more than 110 million active consumers and online transactions have grown 100% year-on-year in 2020. The LazMall also houses 32,000 local and international brands.

It also said that new buyers on the LazMall channel nearly doubled YoY in the first half of the year, it said.

Lazada Group CEO Chun Li said at the LazMall Brands Future Forum held Wednesday that innovation, creativity, cutting-edge technology, and better customer experiences continued to transform e-commerce which results in a shift to online, noting that 70% of Southeast Asians are now using the internet.

Raymond Yang, chief product officer and head of Platform Operation, said that Lazada also provides customisable features, such as premium decoration tools, user segmentation, and application programming interface including online-to-offline solutions to help brands grow their customer base.

Other customer-centric solutions provided by Lazada include Customer Engagement Management, which prides brand advanced customer operation experience, and Universal Shopping Campaign, which is supported by a smart algorithm allowing automatic selection and opimisation of stock-keeping units, keywords, and creates, which results mean “highly affordable and time-efficient campaigns” the brands can use.