Lazada 12.12 Final Report: Explosive Growth Across Multiple Categories; Tmall Merchants in 'One-Click Light Expansion' Program Surpass 100 Million RMB in GMV

Ebrun Original, December 22 - Lazada has released the final performance report for its 2025 12.12 (All-Out Sale) promotion. Driven by omnichannel resource investment, intensive promotional mechanisms, and continuously optimized shopping experiences, this year's Lazada 12.12 campaign sustained strong growth momentum, with both overall platform activity and transaction volume achieving significant increases.

From a cross-site perspective, core categories such as electronics, luggage, and apparel performed exceptionally well during the 12.12 period, emerging as the most popular and fastest-growing segments within Lazada's cross-border business. The concentrated release of diverse consumer demand fueled leapfrog growth across multiple niche sectors during the promotion.

Specifically, compared to regular daily sales levels, numerous subcategories on Lazada's platform experienced explosive sales surges on 12.12. Sales in the mobile phone and tablet category increased by 1608% year-over-year, storage devices grew by 604%, and handbags surged by 1495%. The health category rose by 477%, women's activewear jumped by 1224%, while furniture and home improvement categories also achieved a significant 359% increase. These high growth figures reflect the sustained strong demand for cost-effective electronics and lifestyle products in Southeast Asia and surrounding markets.

Driven by robust growth across multiple categories, Lazada's cross-border business overall delivered outstanding performance. During the promotion, cross-border merchants generally achieved multiple-fold increases in daily sales compared to ordinary days, with branded sellers showing particularly strong growth, indicating rising recognition of branded, quality products in local markets.

Meanwhile, sellers who have deeply advanced their localized operations also achieved notable breakthroughs during this promotion. Many merchants chose to pre-stock goods in local warehouses, effectively shortening fulfillment times, improving logistics experiences, and further enhancing consumer satisfaction. The platform provided additional traffic support to sellers with excellent fulfillment performance, enabling them to reach target users more efficiently during the promotion and thereby amplifying sales conversion effects.

Additionally, it is particularly noteworthy that Tmall merchants who joined Lazada's "One-Click Light Expansion" program just before the 11.11 promotion also demonstrated strong growth momentum during the 12.12 campaign. These high-quality Tmall merchants had already achieved total sales exceeding 100 million RMB during the 11.11 period and maintained their growth trajectory during 12.12, with average daily GMV increasing by 76% compared to the 11.11 period, demonstrating strong sustained growth capabilities.

Looking at specific brand performances: in the digital sector, the Arowana store matrix saw sales grow by 391%, while Langning increased by 657%. In the apparel sector, wigglewiggle and elleactive achieved substantial growth of 5615% and 3220% respectively. The small home appliance brand Konka delivered an especially standout performance with a growth rate reaching 16532%.

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