Six Markets Launch Simultaneously! Lazada Rolls Out Tiered Membership System Across Southeast Asia, Integrating Local Lifestyle Services

Ebrun Exclusive, December 11: Lazada has officially launched a new membership program across its six Southeast Asian markets, offering users personalized privileges, tiered benefits, and co-branded rights. This marks Lazada's most significant membership system upgrade since its inception, signaling a critical shift from a 'promotion-driven' model to an 'experience-oriented e-commerce ecosystem.'

The new membership system features four tiers: Classic, Silver, Gold, and Diamond.

Membership levels will be recalibrated monthly based on users' spending amounts, visit frequency, and participation in promotional activities over the past six months, with corresponding rewards granted according to tier. Unlike the previous mechanism, which relied solely on shopping behavior, the new system adopts a more comprehensive evaluation approach. Users can enhance engagement through 'gamified interactions,' where non-transactional activities like daily check-ins and content interactions also accelerate tier advancement.

In terms of benefits, the new membership system extends beyond conventional discounts to cover the entire consumer journey, emphasizing user experience with smoother dispute resolution and enhanced buyer protection mechanisms.

A Lazada spokesperson stated that the program reflects the platform's focus on long-term user relationships: 'This responds to industry trends in user loyalty and engagement. We are moving away from promotion-driven logic toward a loyalty system centered on service, trust, and value.'

For example, in Singapore, Lazada will partner with brands like Hugo Boss, Marc Jacobs, Chloe, Calvin Klein, Philosophy, and Lancaster to offer exclusive discounts of up to 10% on over 1,000 products.

Additionally, Lazada is expanding membership benefits into lifestyle services by collaborating with partners like Grab and iQiyi.

In Thailand, Malaysia, and the Philippines, Diamond members who join GrabUnlimited for the first time will receive an extra month of free membership beyond the standard trial, granting exclusive discounts on food delivery, transportation, and partner offers.

Meanwhile, in Malaysia, Thailand, the Philippines, Singapore, and Indonesia, Diamond members will receive a two-week iQiyi VIP trial, featuring ad-free viewing and early access to new content.

The spokesperson added: 'As the digital economy matures, the goal of membership systems is no longer just driving conversions but building a high-trust environment where consumers feel recognized, rewarded, and willing to stay long-term. Our system rewards the most engaged users with differentiated experiences and will become core to our user operations and business partner strategy.'

Lazada's exploration of membership systems dates back to 2017, when it piloted the LiveUp program in Singapore.

Initially, it partnered with local online supermarket RedMart, Netflix, Taobao, Uber, and Uber EATS to offer integrated 'lifestyle + shopping + service' benefits, including cashback or discounts on Lazada and RedMart, shipping vouchers like 'free shipping coupons,' member-exclusive discounts, and cross-app lifestyle service perks.

LiveUp offered a 60-day free trial followed by an annual fee of SGD 49.90, aiming to bundle e-commerce, entertainment, and local services into a 'membership package' to drive user retention.

However, due to changing business conditions and the pandemic, Lazada began scaling back LiveUp benefits in 2019 and officially discontinued the program in May 2020.

After LiveUp's pause, Lazada continued investing in loyalty systems, collaborating with third-party services like Gosky AI to develop next-generation 'Loyalty Programs' centered on gamified challenges and social engagement points.

The relaunch of a tiered membership system spanning six markets and integrating local lifestyle services with international brand resources is seen as a key move by Lazada to rebuild user relationships and strengthen competitive barriers. As e-commerce competition intensifies in Southeast Asia, creating stickier user systems is becoming a new battleground for platforms.

Ebrun will continue tracking this development. For more related information, scan the QR code to follow the author on WeChat.