Lazada Fully Opens 3PF Fulfillment Model to Vietnamese Sellers, Launches Multi-Site Commission-Free Entry Policy

Ebrun Exclusive, December 14 - To continuously enhance cross-border merchants' fulfillment efficiency and local consumer shopping experience, Lazada announced the official launch of its 3PF local logistics fulfillment model in Vietnam. With Vietnam's inclusion, Lazada has now fully opened 3PF fulfillment services across five key markets: Malaysia, the Philippines, Thailand, Singapore, and Vietnam. All eligible cross-border sellers can apply for access and enjoy exclusive incentive policies and efficient logistics support provided by the platform.

The 3PF fulfillment model is Lazada's new localized solution for cross-border merchants, enabling them to use their own local warehouses or third-party warehouses to process Lazada orders. This further enriches the platform's fulfillment system beyond the existing LGS cross-border direct mail and LGF FBL official overseas warehouse models. Since July 2024, Lazada has progressively rolled out this model across multiple Southeast Asian markets, aiming to shorten fulfillment chains through local shipping, improve consumer experience, and enhance merchants' operational flexibility. Concurrently with the full launch in Vietnam, Lazada introduced a phased commission-free incentive policy. Sellers who successfully onboard the 3PF model in Vietnam during specific periods will receive commission-free support for varying durations. Specifically, sellers completing onboarding between November 1, 2025, and December 31, 2025, will enjoy a full-store commission waiver for the first three months, followed by a 3PF product-specific commission waiver for the next three months. Sellers onboarding between January 1, 2026, and March 31, 2026, will receive a full-store commission waiver for the first three months, followed by a one-month 3PF product-specific commission waiver. Additionally, sellers adopting the 3PF model in Malaysia and other markets (such as Thailand and the Philippines) during 2025 can receive commission-free periods of up to 120 days and 90 days, respectively. The platform also commits to offering competitively low commission rates across the entire platform after the waiver period ends, supporting comparisons with other mainstream e-commerce platforms. Operationally, the 3PF localized fulfillment model is accompanied by multiple resource support policies. Onboarded merchants gain equal traffic rights as local sellers and enjoy significant advantages in commission structures and waiver periods. Current applicants joining the 3PF model can also access triple resource support, including high-traffic exposure from exclusive flash sale slots, a high-rebate incentive mechanism tailored to different merchant tiers, and a tiered growth support program covering both emerging brands and established sellers. In terms of fulfillment efficiency and operational flexibility, the 3PF model enables "one-store, multiple shipping" capabilities, allowing the same store to handle both Southeast Asian local shipping and cross-border parcel direct mail. Under this model, order pages display local shipping information, and return processes are simplified—consumers can return products directly to the merchant's local warehouse after merchant approval, helping improve inventory turnover and reduce after-sales costs. Compared to traditional cross-border parcel direct mail, the 3PF model can reduce logistics lead times by approximately 70%, enabling merchants to offer a wider product selection to Southeast Asian markets with faster delivery speeds. However, the platform has set certain thresholds for joining the 3PF model. Merchants must maintain local inventory in the target country, whether through self-built or partnered third-party warehouses, hold a valid Chinese business license, and ensure their products comply with local import/export and category regulations. Ebrun will continue tracking this development. To learn more about related information, please scan the QR code to follow the author's WeChat.