- 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
New innovation hub accelerates AI commercialization through research, engineering expertise and global supply chain support
HONG KONG, Sept. 17, 2026 /PRNewswire/ -- Avnet (NASDAQ: AVT), a leading global technology distributor and solutions provider, today joined The University of Hong Kong (HKU) in officially opening the Emerging Microelectronics and Ubiquitous Systems Lab (EMUS Lab), a collaborative innovation hub designed to accelerate AI hardware commercialization by connecting research, innovation, engineering expertise and global supply chain capabilities.
Located at the Data Technology Hub in Tseung Kwan O InnoPark, EMUS Lab focuses on next-generation technologies including edge AI, physical AI, robotics, high-performance computing (HPC) and emerging microelectronics. By bringing together academic research, startups and industry, the Lab provides innovators with access to engineering consultation, GPU computing resources, prototyping support, manufacturability assessments and supply chain expertise needed to transform breakthrough ideas into scalable, market-ready products. Through Avnet's broader ecosystem, including element14, an Avnet company specializing in proof-of-concept development and prototyping, innovators can access the tools, technologies and support needed in the early stages of product development, while leveraging Avnet's engineering, design chain and global supply chain expertise to accelerate the journey from prototype to production.
As AI moves beyond cloud-based models into intelligent devices, robotics and industrial systems, bringing AI into the physical world increasingly depends not only on advanced AI models, but also on the ability to engineer, manufacture and scale AI-enabled hardware. Industry analysts project strong growth in the adoption of edge AI, physical AI and intelligent autonomous systems over the coming decade¹. With its strong research ecosystem, international connectivity and proximity to the Greater Bay Area manufacturing network, Hong Kong is uniquely positioned to accelerate the commercialization of AI-enabled hardware technologies.
Arthur Chung, Vice President, Sales and Supplier Management, Asia, Avnet, said: "Building a great AI model is only the beginning. Turning AI innovation into a reliable, manufacturable and scalable product remains one of the biggest barriers to commercialization. EMUS Lab was created to help innovators bridge that gap by combining research with engineering expertise, supply chain readiness and market access, enabling them to move faster from prototype to product."
Prof. Ngai Wong, Associate Professor at the Department of Electrical and Computer Engineering at HKU Faculty of Engineering, and Director of EMUS Lab, said: "EMUS Lab was established to bridge the gap between cutting-edge research and real-world application. By bringing together researchers, students, startups and industry partners, we are creating an environment where research excellence, engineering expertise and industry needs converge to accelerate AI and microelectronics innovation. Together with Avnet, we are helping transform research outcomes into technologies that deliver meaningful societal and economic impact."
Prior to its official opening, EMUS Lab had already demonstrated measurable impact. Research supported by Avnet-sponsored GPU infrastructure has contributed to publications in Nature family journals and presentations at leading AI conferences including ICLR and ICML, highlighting the Lab's early research impact.
The opening ceremony brought together representatives from Avnet, HKU and local universities, the broader innovation ecosystem, industry partners and the technology community for keynote presentations, a memorandum of understanding signing ceremony, laboratory tours and technology demonstrations.
Accelerating AI Innovation from Prototype to Product
One of EMUS Lab's first major industry engagement initiatives is the DfMA Launchpad for AI MMP Programme, a 12-month co-incubation programme that connects EMUS Lab, Avnet and ecosystem stakeholders to support AI startups.
The programme combines Avnet's engineering and global supply chain expertise with EMUS Lab's advanced research infrastructure and the startup ecosystem of Hong Kong Science and Technology Parks Corporation (HKSTP) to provide technical mentorship, hardware-software co-design, system validation, manufacturability guidance and industry connections, helping startups move more efficiently from prototype development to scalable production.
The programme has already attracted strong interest from the startup community, with 27 startup teams selected to participate, reflecting growing demand for practical expertise that helps accelerate the path from AI innovation to market deployment.
As AI increasingly shifts from experimentation to large-scale deployment, EMUS Lab provides a collaborative platform where academia, startups and industry partners can accelerate AI hardware innovation across healthcare, robotics, industrial automation, smart living and smart city applications. By combining world-class research, startup innovation, engineering expertise and global supply chain capabilities within a single ecosystem, the Lab helps transform breakthrough ideas into products that can be built, scaled and deployed globally, while strengthening Hong Kong's position as a leading hub for AI hardware innovation and technology commercialization.
About Avnet
As a leading global technology distributor and solutions provider, Avnet has served customers' evolving needs for more than a century. Through regional and specialised businesses around the world, we support customers and suppliers at every stage of the product lifecycle. We help companies adapt to change and accelerate the design and supply stages of product development. With a unique viewpoint from the center of the technology supply chain, Avnet is a trusted partner that solves complex design and supply chain issues so customers can realize revenue faster. Learn more about Avnet at www.avnet.com.
About HKU Faculty of Engineering
The Faculty of Engineering is one of the founding Faculties of The University of Hong Kong established in 1912. Since its foundation, the Faculty has kept pace with developments in the engineering world and aims at providing an all-round education for students, equipping graduates not only with knowledge of cutting-edge technology, but also excellent communication and social skills, an innovation mindset, a lifelong learning attitude, professional integrity and international exposure. For more information, visit https://engg.hku.hk.
¹ Source: Deloitte, The State of AI in the Enterprise 2026: The Untapped Edge. Deloitte reports growing adoption of physical AI technologies, with more than half of surveyed organizations already using physical AI and adoption expected to increase significantly over the next two years.
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Avnet and The University of Hong Kong Open EMUS Lab to Accelerate AI Innovation and Commercialization in Hong Kong
