Lazada to invest over $25m for 11.11 Global Brands Festival
- ByStartupStory | November 4, 2025
Lazada to Invest Over $25 Million for 11.11 Global Brands Festival to Boost Shopper Engagement and Seller Growth
Leading Southeast Asian e-commerce platform Lazada has announced plans to invest more than $25 million in marketing and promotional activities for its upcoming 11.11 Global Brands Festival, scheduled for November 11, 2025. This significant investment underscores Lazada’s commitment to driving robust sales growth, enhancing shopper experience, and empowering its extensive seller community during one of the region’s most anticipated online shopping events.
The 11.11 Global Brands Festival marks Lazada’s largest annual sales campaign and serves as a key driver of customer acquisition, retention, and cross-border commerce. Lazada aims to attract millions of active customers across its markets in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, offering deep discounts, exclusive product launches, and flash sales.
Lazada’s multi-channel strategy for the festival includes digital marketing campaigns spanning social media, influencer partnerships, in-app gamification, and immersive live streaming events. The company will leverage augmented reality (AR) and AI-driven personalized recommendations to create engaging, interactive shopping experiences tailored to individual preferences.
The $25 million-plus investment will also be directed towards expanding seller incentives and onboarding, particularly supporting small and medium enterprises (SMEs) and international brands looking to tap Southeast Asia’s growing digital economy. Lazada plans to run extensive educational programs and virtual webinars to enhance seller capabilities in areas such as logistics optimization, cross-border trade compliance, and digital marketing.
Lazada Group CEO Kelvin Lam stated, “Our investment in the 11.11 Global Brands Festival reflects our commitment to unlocking growth for brands and sellers while delighting customers with unparalleled shopping experiences. We are excited to make this year’s event the biggest yet as we continue to drive e-commerce innovation and market leadership in Southeast Asia.”
This strategic push aligns with Southeast Asia’s e-commerce market forecast to grow at over 20% CAGR through 2030, fueled by rising smartphone penetration, improved digital infrastructure, and expanding middle-class consumer spending.
In summary, Lazada’s over $25 million investment in the 2025 11.11 festival highlights its focus on scaling marketplace engagement, accelerating seller growth, and enhancing shopper satisfaction across Southeast Asia’s dynamic e-commerce landscape
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