Lazada Indonesia: https://www.lazada.co.id/
Lazada Malaysia: https://www.lazada.com.my/
Lazada Philippines: https://www.lazada.com.ph/
Lazada Singapore: https://www.lazada.sg/
Lazada Thailand: https://www.lazada.co.th/
Lazada Vietnam: https://www.lazada.vn/
Information for prospective sellers


Sport, toys, household goods, apparel, food and beverage, health, mother and baby.

Number of registered users



51.8% male, 48.2% female with an average spend of USD20


0.0 - 4.0% + 2.0% payment fee (category dependent)

Membership fee


One-off registration fee


Listing fee

Not required



Payment terms

7 days


Indonesia: IDR, NZD
Malaysia: MYR, NZD
Philippines: PHP, NZD
Singapore: SGD, NZD
Thailand: THB, NZD
Vietnam: VND, NZD

Parcel tracking required?



Indonesia: Monday - Sunday 9am to 5pm
Malaysia: Monday - Friday 8am to 9pm, Saturday, Sunday & Public Holidays 9am to 6pm
Philippines: Monday - Sunday 6am to 12am, except public holidays
Singapore: Monday - Friday 9am to 6pm
Thailand: Monday - Sunday 9am to 6pm
Vietnam: Monday - Sunday 9am to 6pm

Lazada Group logo

Lazada Group, owned by Alibaba Group (NYSE:BABA), is a B2C e-commerce platform delivering a single retail gateway to access over 650 million people across six countries in South East Asia.

Although both China and South East Asia are rapidly growing, emerging markets, e-commerce in South East Asia is at a very different stage to e-commerce in China. E-commerce uptake is dependent not only on internet access and the increasing penetration of mobile devices but also on the ability to make payments at a distance.

Unlike China, high proportions of adults across South East Asia do not have a bank account, and in recognising this Lazada accepts cash on delivery throughout the countries it operates in. Innovations in banking over the past 24 months have enabled cash to be taken to a local network where it is instantly digitised and added to a mobile or PC wallet. This has opened up the e-commerce world in South East Asia to audiences who would previously have had no ability to make a purchase.

Lazada categories include mother and baby, apparel, nutrition, sports and food and beverage and geographically covers Singapore, Malaysia, Thailand, the Philippines, Indonesia and Viet Nam. Each are very different from the other, and each country has its own multi-lingual Lazada website. Lazada’s single gateway means sellers have just a single contract, a single shipping rate card, a single support centre and training platform, one remittance solution and one-time product upload. Cross-border sellers use Lazada’s Fulfilment by Lazada (FBL) centralised bonded warehouse and global shipping service for order fulfilment.

Continual innovation is expected as Lazada rolls out customer-centric initiatives to retain and attract new shoppers in these highly contested markets. Most recently Lazada launched the world’s largest virtual mall LazMall, containing over 70 million items from over 10,000 brands. Launched in preparation for the two big online selling days in Asia - 11/11 and 12/12 - LazMall seeks to position itself as a better class of e-commerce. It has customer guarantees of 100 percent authenticity, next day delivery, 15-day return policies and 'official' branded stores - some with early or exclusive products.

This premium positioning represents an excellent opportunity for New Zealand brands, typically considered aspirational by many, to showcase their products in a digital environment that can reach millions of potential customers.

What will influence customers to buy on Lazada?

1. Build your range - customers want convenience and choice when they’re going online. Merchants with an appealing assortment of products tend to be more successful, with greater repeat loyalty shopping on Lazada.
2. Visual content - great quality images, product highlights, images taken from different angles, videos and descriptions and brand image is important.
3. Competitive pricing - compare your online and in-store prices with your competitors and consider attractive discounts.
4. Make sure you get your listing name right - make sure your listing heading is searchable and sensible. Avoid jargon, acronyms (unless they’re well known), and technical language.
5. Detailed product attributes - when you upload a product make sure you fill out as much detail as possible to ensure your product turns up in the right categories when filtered.
6. Keywords matter - the best way to make sure you get this right is to start with your customer and imagine the keywords they might typically use to search for your product. Think about different dialects and regional differences e.g. nappies vs diapers. In most categories, plain and common language is best. Maintain a list of keywords and remember to monitor and optimise these if consumer trends change. For example yoghurt is now #dairy, #functionalfood, #protein, #Keto.
7. Stock availability - maintaining sufficient stock levels will ensure that there are no missed sales opportunities for your shop.
8. Seller rating – regularly check your performance report and be creative with your customer service to increase your response rate to customers and ship orders within the stated time frame.
9. Product rating - ensure the physical product matches your description on Lazada and is of the highest quality.
10. Local insights matter. Although the channel can reach multi markets, tailoring your message for each country,and understanding Lazada’s terms and conditions, as well as regulatory environment, is important (see 'Things to think about' below).

Leverage the selling tools 

Like its contemporaries, Lazada gives you a wide range of back-end selling platform, business management, and distribution tools to make it easy for businesses of all sizes to scale far beyond what they could otherwise do alone. Use them.

All of the audience reach, none of the cost - until you sell

Lazada’s business model is based on commission per sale. That means you get to get your products and services in front of people for free. You don’t pay up front for leads or advertising. On Lazada there are no fixed fees, listing fees or hidden costs. You pay a commission per order, based on the unit price of your product. When working out your pricing strategy make sure you’ve acknowledged this as it may be different from other distribution agreements you are used to.

Things to think about - regulation

NZTE’s East Asia Food Import guide and other East Asia business resources cover details on food and beverage regulatory requirements and trends for countries served by Lazada. Approximately 61percent of Malaysia’s population and 87 percent of Indonesia’s population is Muslim, and there are strict import guidelines and requirements for alcohol and meat products.

In Indonesia, food and beverage products need to be registered with Indonesia’s National Food and Drug Control agency (BPOM) to obtain an ML Number so that they can be sold in the local market.

Cross-border e-commerce into Viet Nam is an issue in terms of regulatory maturity, and imported items are often difficult to clear through Customs.

The Philippines' financial infrastructure, especially the use of credit and debit cards, is more advanced than in Indonesia or Viet Nam – but many buyers still use cash. Lazada offers cash on delivery as a payment option for buyers. 

Things to think about - beyond FMCG

South East Asian spending on groceries is in excess of US$500 billion, but innovations in access to finance, terms and conditions provide a growing opportunity for non-food items such as white goods, apparel, toys and other big ticket items.

Helpful links for Lazada
Free Trade Agreements

The ASEAN Australia New Zealand Free Trade Agreement (AANZFTA) covers New Zealand, Australia, Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, the Philippines, Singapore, Thailand, Viet Nam. Read more on MFAT’s website.

A free trade agreement is concluded for New Zealand with several countries including Singapore, Viet Nam and Malaysia. Find out more about the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP).

New Zealand has a specific FTA with Malaysia and separate Closer Economic Partnerships (CEP) with Singapore and Thailand.

East Asia: Market Realities Indonesia

  • NZTE Business Development Manager, Viona Ong, summarises trends, opportunities and challenges for New Zealand food and beverage in the Indonesian market.

    1.55 MB

East Asia: Market Realities Malaysia

  • NZTE Business Development Manager, Poh Poh Tam, summarises trends, opportunities and challenges for New Zealand food and beverage in the Malaysian market.

    1.93 MB

East Asia: Market Realities Philippines

  • NZTE Business Development Manager, Mica Guevara, summarises trends, opportunities and challenges for New Zealand food and beverage in the Philippines market.

    1.8 MB

East Asia: Market Realities Singapore

  • NZTE Business Development Manager, Jeidy Ng, summarises trends, opportunities and challenges for New Zealand food and beverage in the Singapore market.

    1.76 MB

East Asia: Market Realities Thailand

  • NZTE Business Development Manager, Jane Tantakhom, summarises trends, opportunities and challenges for New Zealand food and beverage in the Thailand market.

    1.69 MB

East Asia: Market Realities Vietnam

  • NZTE Business Development Manager, Giang Nguyen, summarises trends, opportunities and challenges for New Zealand food and beverage in the Vietnamese market.

    1.82 MB

Food and beverage e-commerce

  • Rising retail turnover in East Asia is being driven by growing consumer classes who are increasingly seeking out high-quality products. Many of these consumers are now researching and shopping online.

    13.4 MB

Navigating food import processes

  • Food import regulations vary across East Asia and there is no one-size-fits-all approach to getting your products into market. Read about the process for imports and get an overview of local regulations.

    7.8 MB

Nielson Food and Beverage Industry Reports 2018 East Asia

  • NZTE commissioned AC Nielsen and Japan Consuming to provide food and beverage retail analysis of the market’s size and volume, channels, top retailers and consumer shopper behaviour in eight countries.

    2.33 MB

Partnering for success in East Asia

  • For many exporters, success relies on in-market partners doing a good job. This guide shows what a successful partner relationship looks like and how to get there.

    3.49 MB
  • I want to find out about packaging and labelling for export
    Packaging and labelling requirements can be very different from country to country, so get as much information as you can before making the decision to export. 

    Depending on where your products will be sold, you might need to use different materials or labels, and include different types of information. In some countries, you might have to translate all your packaging or labels into the local language – in others, applying a sticker with a few key details will do the job. 

    Make sure that you check out all of the requirements for packaging and labelling before tackling a new market, including anything that’s needed during transport or distribution. 

    You’ll find more details on the kind of things you need to think about in our guide to understanding international compliance requirements.

    We suggest that you work with a customs broker or freight forwarder, or get advice from a lawyer in-market, to understand all the requirements for your product and the place where it’s headed. The Customs Broker and Freight Forwarder Federation (CBAFF) has a list of customs brokers and freight forwarders within New Zealand.
  • I want to find out about regulations and tariffs for export
    Regulations and tariffs should be one of the first things you find out before exporting. They often determine whether a market will be easy or hard for you to export to, or whether you should try to do business there at all.

    Understanding regulations in your export destination is a must-do. For an introduction to what you need to think about, see our guide on understanding international compliance requirements. This includes tips on how to research regulations, as well as insights on local regulations, standards, health and safety, and dealing with local bureaucracy.

    It’s a good idea to take a look at the rest of the international compliance process while you’re doing your work on regulations – see more information in our guide to understanding international compliance requirements.

    If you’re planning to export food or food-related products, you should also check out the food exporting page on the Ministry for Primary Industries (MPI) website. MPI maintains a list of Overseas Market Access Requirements (OMARs) for New Zealand food products in different export markets – search and identify OMARs for your product online

    Tariffs can make your products more expensive and less attractive to overseas buyers, so you need to know the charges your products will attract before you commit to a new market.

    You can get a big head start in finding tariff information by using the Ministry of Foreign Affairs and Trade (MFAT) tariff finder or the World Trade Organisation’s tariff download facility. You can search the databases by product name, but they work best when you know the approximate Harmonised System (HS) code for your product. HS codes are used by customs authorities around the world to identify products and apply tariffs. The longer the code is, the more precisely it describes your product. The first six digits of an HS code are usually the same worldwide – after that, there can be up to eight further digits, which often vary from country to country.

    New Zealand Customs can help you to find out the first six digits of your HS codes – email VOC@customs.govt.nz.

    To get a longer and more precise HS code for a particular market, look up and contact the local customs authority online, or talk to a customs broker or freight forwarder who has done business in that market.

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