Lazada Malaysia’s 9.9 Mega Brands Sale has just wrapped up, and the numbers say a lot about how Malaysians are shopping today.

From LazMall’s surge in average order value to the growing influence of AI Lazzie, Lazada’s results reveal a clear shift toward quality-driven, tech-powered online shopping. With the 10.10 Sale right around the corner, these trends offer a glimpse of what both shoppers and sellers can expect next.

LazMall Leads with Trust and Quality as AOV Rises +10%

This year’s 9.9 was a standout moment for LazMall, the platform’s dedicated space for authentic brands and premium shopping experiences. Often called Southeast Asia’s largest virtual mall, LazMall connects Malaysians to over 32,000 trusted local and international brands, including favourites like UGREEN, HABIB, TTRacing Malaysia, and GAIAS Bedding & Bath.

What made this year’s performance remarkable is how shoppers spent. LazMall’s average order value (AOV) in Malaysia climbed 10% higher than last year, a clear sign that online shopping here is maturing. Instead of filling their carts with low-cost impulse buys, Malaysians are now willing to pay more for genuine, high-quality products and the assurance that comes with buying from verified brands.

This shift also shows how consumer priorities are changing. People want products that last, brands they can trust, and a smoother shopping experience overall. For sellers, that means standing out through authenticity and reliability will matter more than offering the deepest discounts.

With Lazada’s 10.10 Sale coming up, this trend is likely to continue. Shoppers who have already experienced the convenience and confidence of buying from LazMall are expected to return, this time looking for premium deals, official store exclusives, and bundle offers that add value without compromising on quality.

AI Lazzie Drives Engagement and Conversions During 9.9

Since its launch last October, AI Lazzie has helped shoppers find what they want faster through smart suggestions and chat-based interactions. During the 6.6 campaign earlier this year, Lazada recorded a 32% increase in interactions with AI Lazzie, which helped boost overall order volume by 43% across Southeast Asia.

By the time 9.9 rolled around, engagement reached new highs thanks to the LazzieChat Challenge, which encouraged users to interact with the AI during the sale. Compared to 6.6, the results were even more impressive:

• +53% increase in total AI interactions

• +34% increase in conversations started by Malaysian shoppers

• +36% rise in AI-assisted orders

By turning product discovery into real-time conversations, AI Lazzie helps shoppers make faster, more confident buying decisions. It bridges the gap between browsing and buying, a step that’s often the hardest to convert online.

For sellers, this also signals an important opportunity. Lazada’s investment in AI doesn’t just enhance the customer journey, it also improves product visibility and conversion potential for participating brands. As more Malaysians embrace AI-assisted shopping, brands that optimise their product listings, visuals, and content for Lazzie’s recommendation engine are likely to benefit most.

And this is just the beginning. With brand-driven sales still accounting for less than 30% of Southeast Asia’s total e-commerce GMV, Lazada sees a huge growth runway ahead. Industry forecasts suggest that Generative AI could unlock up to US$131 billion in new market value by 2030, and Lazada is clearly positioning itself and its sellers at the forefront of that shift.

As the 10.10 Sale approaches, sellers can expect AI Lazzie to play an even bigger role in helping connect the right products to the right shoppers, making every interaction smarter and every campaign more effective.

Top-Performing Categories During 9.9: A Glimpse Into What to Expect for 10.10

When it comes to what Malaysians were buying this 9.9, the data speaks volumes. Several categories recorded impressive year-on-year growth, showing just how diverse and dynamic online shopping has become on Lazada.

Together, these trends show that Malaysian shoppers are broadening their online spending habits, not just buying necessities, but also lifestyle, travel, and family-related products.

For sellers, this is the perfect cue heading into Lazada’s 10.10 Sale. Shoppers are clearly willing to spend more when the offer feels valuable and trustworthy. To ride this momentum, sellers can:

• Pair brand vouchers with limited-time discounts to draw attention to premium listings.

• Use Flexi Combo deals to encourage multi-item purchases.

• Highlight authenticity badges and LazMall guarantees to convert cautious buyers.

As consumer confidence grows, success in 10.10 won’t come from slashing prices alone, it’ll come from delivering value, trust, and relevance across every category.

Gearing Up for 10.10 With Smarter Tools

As the 10.10 campaign approaches, sellers who can adapt quickly to shifting trends will have the upper hand. But speed and efficiency matter just as much as good timing. Managing multiple stores, campaigns, and logistics across platforms can easily stretch thin without the right tools.

BigSeller simplifies that process. Designed specifically for Southeast Asian sellers, it offers a complete suite of automation and management features, from product sourcing and multi-channel listing to smart inventory syncing, batch order processing, and detailed profit reports.

Try BigSeller for free today and see how an all-in-one e-commerce ERP can help you prepare better for the 10.10 sales rush and every major campaign ahead.