Lazada 9.9 Shopping Festival: Orders Over $100 Contribute Nearly 60% of GMV

September 21, 2025 — According to data released by Lazada for its 2026 9.9 Mega Brands Sale, orders of $100 and above contributed nearly 60% of total gross merchandise volume (GMV). Notably, that figure reached roughly three-quarters in Singapore, and hit 60% in both Thailand and Malaysia, lifting overall average order value (AOV) by nearly 50% year-over-year. Orders placed via LazMall accounted for 49% of total orders across Southeast Asia, with the share reaching 78% in Singapore and 76% in Vietnam. GMV generated through affiliate channels rose more than 15% compared to the platform’s 6.6 shopping festival, contributing nearly 30% of total sales. Lazada’s AI-powered shopping assistant LazzieChat drove close to $2.2 million in GMV, with the average order value of customers using the AI tool standing at 2.1 times that of non-users. Brand-led operations, creator revenue-sharing models, and conversational commerce discovery are collectively driving a shift in Southeast Asia’s major promotional campaigns away from the stock-up, low-price model toward high-value, decision-driven purchasing. This article first appeared on the official website of Ebrun. [Source: Ebrun Go, an automated writing bot developed by Ebrun. It uses algorithms to deliver the latest intelligence on the e-commerce sector as events unfold. As a newly launched tool, it welcomes feedback to help it improve: you may reach out via run@ebrun.com or leave a comment.]