- The number of brands generating at least US$1 million in GMV increased by nearly 10% compared with 6.6, alongside growth in brands reaching US$100,000 and US$500,000 milestones
- US$100+ baskets accounted for almost 60% of total GMV during the campaign, reflecting stronger demand for higher-value purchases
- LazMall, affiliate-led discovery and AI-guided shopping continued to support brands across the consumer journey, from discovery to conversion
SINGAPORE, Sept. 17, 2026 /PRNewswire/ -- Lazada, a leading eCommerce platform in Southeast Asia, saw more brands reach significant sales milestones during its 9.9 Mega Brands Sale, with the number of brands joining its "Million-Dollar Club" – brands generating at least US$1 million in GMV – increasing by nearly 10% compared with 6.6.
The growth of Lazada's Million-Dollar Club highlights the platform's growing role in helping brands move beyond campaign participation to achieve meaningful scale, as consumers across Southeast Asia increasingly make higher-value purchases through trusted brand channels and more relevant shopping journeys.
During the campaign, US$100+ orders contributed almost 60% of total GMV, Singapore led the region in higher-value shopping, with around three-quarters of GMV coming from US$100+ orders, followed by Thailand and Malaysia both at 60%. This is in line with an uplift of nearly 50% in overall platform average order value (AOV) compared with the same period last year.
Consumer confidence in trusted brand channels drives LazMall and brand growth
LazMall remains a key driver of trusted brand shopping during 9.9, reflecting continued consumer preference for official stores, authentic products and reliable shopping experiences. LazMall GMV grew by more than 7 times compared with non-campaign periods, with 1 in 2 orders (49%) coming from the trusted shopping channel across the region.
In Singapore, 78% of orders came from LazMall, the highest among six markets, while Vietnam followed closely at 76%. LazMall also accounted for 49% of orders in the Philippines, 46% in Malaysia and 45% in Thailand.
This strong LazMall contribution reinforces the role of official brand stores in helping consumers shop with greater confidence, particularly as shoppers become more selective and intentional about where and how they spend.
At the same time, the 9.9 Mega Brands Sale helped more brands achieve significant growth milestones. Compared with 6.6 2026, the number of brands generating at least US$1M in GMV increased by 8.0%, alongside growth of brands hitting the milestone for US$100,000 and US$500,000. This reflects the strength of Lazada's brand ecosystem and the campaign's role in helping brands unlock higher-value growth.
Affiliates strengthen product discovery across the shopping journey
Beyond official brand channels, affiliates played a larger role in helping shoppers discover products and move from inspiration to purchase. Across Southeast Asia, affiliate GMV contribution increased more than 15% compared with 6.6, while affiliates accounted for almost 30% of total SEA GMV, equivalent to more than 1 in 4 GMV dollars coming through affiliate channels.
By deploying nearly 4 million high-commission products to fuel creator promotion, Lazada saw an uplift of more than 7 times in affiliate-driven GMV compared with non-campaign periods.
The results highlight the growing influence of creators, partners and content-led recommendations in shaping how consumers discover products, evaluate options and make purchase decisions during major campaigns.
AI-guided shopping supports more informed, higher-value purchases
Lazada's AI-powered shopping journeys also gained traction during the campaign, as shoppers used LazzieChat to navigate product discovery and decision-making more efficiently.
- During the campaign, AI-guided interactions in LazzieChat generated nearly US$2.2 million in GMV, representing a 38% uplift compared with 6.6 2026.
- AI-engaged shoppers also spent 2.1 times more per order on average, compared with non-AI shoppers. This suggests that AI-guided journeys are engaging shoppers with stronger purchase intent and supporting higher-value shopping decisions.
"Lazada's 9.9 Mega Brands Sale shows that shoppers across Southeast Asia are increasingly making purchase decisions based on trust, relevance and confidence. LazMall continues to be a key destination for consumers seeking authentic products from official brand stores, while affiliates and AI-guided journeys are helping brands reach shoppers in more personalized and effective ways. For brands, this creates a stronger pathway to grow with us, from discovery and engagement to conversion," said a Lazada spokesperson.
The campaign performance highlights the growing importance of trusted brand ecosystems in Southeast Asia's digital commerce landscape. As shoppers move toward more intentional and higher-value purchases, Lazada continues to strengthen the channels that help brands grow: from official brand stores on LazMall to affiliate-led product discovery and AI-guided shopping journeys. Together, these touchpoints create a more trusted, relevant and efficient path for brands to engage consumers and scale across the region.
About Lazada Group
Lazada Group is Southeast Asia's pioneer eCommerce platform, advancing commerce through technology across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Lazada connects shoppers to a trusted ecosystem of more than 170,000 global and local brands, sellers and partners, offering a diverse product assortment and engaging shopping experiences. Its technology, payments and homegrown logistics capabilities help make online shopping and selling more seamless, secure and accessible, supporting businesses of all sizes to grow in the region's digital economy.
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Lazada 9.9 Mega Brands Sale Fuels Brand Growth, with More Brands Joining Lazada's Million-Dollar Club
HO CHI MINH CITY, Vietnam, Nov. 10, 2026 /PRNewswire/ -- xTool, a global leader in personal creative tools, November 6th announced a strategic partnership with Viettel Commerce, a member of Viettel Group, one of Vietnam's leading telecommunications and technology groups, marking a significant step in xTool's expansion into Vietnam.
With an established customer base in North America and Europe, xTool serves creators, entrepreneurs, and small businesses who use its tools to turn creative ideas into products for sale. Through its partnership with Viettel, xTool aims to bring these creative technologies and the opportunities they enable to more Vietnamese consumers, creators, and businesses.
According to CIC Consulting, xTool held a 47% share of the global laser engraver and cutter market by gross merchandise value (GMV) in the first nine months of 2025—approximately six times that of the second-largest brand and more than the combined share of brands ranked second through tenth.
A Strategic Partnership to Expand xTool's Presence in Vietnam
Under the strategic partnership framework, xTool and Viettel will explore collaboration across three key areas:
- Retail and hands-on experiences: Explore in-store displays, pop-up experiences, live demonstrations, and on-site personalization, allowing consumers and business customers to experience xTool's technologies firsthand and see how customized products can be created in real time.
- E-commerce: Explore online sales opportunities through platforms such as Shopee, Lazada, and Tiki, alongside localized marketing, product information, and customer engagement.
- Business and enterprise applications: Identify opportunities in customized merchandise, branded products, small-batch production, education and training, and suitable enterprise projects, helping local businesses develop differentiated products and respond to personalized customer demand.
xTool will contribute its product portfolio, technical expertise, marketing resources, and training capabilities. Viettel will bring local market knowledge, channel and logistics resources, and enterprise customer relationships. Together, the two companies will explore ways to provide localized customer support, including Vietnamese-language product consultation, product demonstrations, training, and technical assistance as the partnership develops. Specific initiatives will be developed as the partnership progresses.
"Vietnam is an exciting next step in xTool's expansion in Southeast Asia. Around the world, we've seen people turn their ideas into products and their creativity into businesses. We believe these opportunities can extend to more entrepreneurs in Vietnam. By combining xTool's innovative products and global experience with Viettel's strong local capabilities, we hope to help more Vietnamese entrepreneurs bring their ideas to market and build businesses of their own."
— Howard Zhong, Head of EMEA & Emerging Markets, xTool
Turning Creativity into Business Opportunities
Vietnam's entrepreneurial spirit and growing demand for personalized products create opportunities for individuals to turn creative ideas into viable businesses. From customized gifts and personalized merchandise to branded products and niche product lines, accessible creative tools are making it easier for entrepreneurs to start small, develop distinctive offerings, and respond to evolving customer needs.
Across Southeast Asia, xTool users are already turning these opportunities into real businesses. Arlyn Marie, a mother of two from the Philippines and a former bank marketing assistant, turned her handmade craft hobby into a personalized products business with xTool. By selling customized keepsakes at local markets, she generates around US$500 in revenue at a single market event. Her business income eventually surpassed her full-time salary, enabling her to become a full-time entrepreneur while gaining greater flexibility to spend time with her children.
"Creation is human nature. Even as the digital and virtual worlds continue to flourish, we believe there is enduring value in creating something extraordinary in the physical world.
At xTool, we bring together hardware, software, and community to empower everyday people to create in the physical world. Vietnam is a major manufacturing hub with an abundance of creative talent. Together with our local partner Viettel, we hope to empower more people in Vietnam to create locally, turn their ideas into tangible products, and build businesses of their own."
— Howard Zhong, Head of EMEA & Emerging Markets, xTool
The growing importance of in-person technology experiences in Vietnam can also be seen in the retail sector. In July 2026, DJI opened its first Authorized Retail Store in Vietnam at Saigon Centre in Ho Chi Minh City, offering hands-on product experiences, professional consultation, and creator workshops. For xTool, similar experiences could go a step further by allowing customers to see personalized products being made on the spot and explore practical applications for their own businesses.
Through its partnership with Viettel, xTool aims to bring these experiences and business opportunities closer to Vietnamese consumers and entrepreneurs, combining its product innovation and global experience with Viettel's local market capabilities.
"Vietnam's entrepreneurial spirit and growing interest in personalized products create exciting opportunities for new technologies. Our partnership with xTool brings together creative tools and local market capabilities, allowing us to explore how these technologies can help Vietnamese consumers, entrepreneurs, and businesses develop new products and commercial opportunities. We look forward to building practical solutions that respond to local needs."
— Mr. Pham Tien Tuyen, Deputy General Director of Viettel Commerce and Director of Viettel Distribution Center
About xTool
xTool is a global leader in personal creative tools, dedicated to making creation more accessible. Its portfolio includes laser engraving and cutting machines, material printing equipment, software, accessories, and consumables, serving individual creators, entrepreneurs, small businesses, and creative communities worldwide.
By combining hardware, software, and an expanding creative ecosystem, xTool enables users to turn digital ideas into physical products for personal creativity and commercial applications.
For more information, visit www.xtool.com.
About Viettel Group
Viettel Group (Military Industry and Telecoms Group) is Vietnam's leading telecommunications, industrial and digital technology enterprise, founded on June 1, 1989. With the mission "Pioneering to create a digital society", Viettel has evolved from a telecom operator into a global digital service provider. It operates in Vietnam and 10 international markets across Asia, Africa and the Americas, where its overseas mobile subscriber base reached 90 million in 2025. Its business covers digital infrastructure, digital solutions, cybersecurity, R&D & manufacturing, together with a mature offline distribution network via Viettel Commerce. As a trusted channel partner, Viettel Commerce, through its distribution arm Viettel Distribution, delivers premium tech products to end consumers, creators and small businesses throughout Vietnam. For more information, visit https://viettel.com.vn/.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Global Creative Tool Leader xTool Officially Enters Vietnam, Signing Strategic Partnership with Viettel Group
