Lazada and Samsung sign first regional deal

Alibaba-backed Lazada Group, which owns dominant regional e-commerce player Lazada, has expanded the strategic partnership with its brand partner Samsung Electronics Southeast Asia and Oceania.

The expanded partnership marks the first ever regional contract between both parties spanning six countries: Malaysia, Singapore, Indonesia, Thailand, Vietnam and the Philippines. The two will be working on strategic initiatives to make the full suite of Samsung’s products more accessible to consumers.

As part of the deal, Lazada, through its data science, will help Samsung in reaching out to specific shopper segments more accurately based on browsing and buying patterns. With better insights on the shoppers, Lazada said it will be able to implement targeted outreach for Samsung’s products to help Samsung win more customers in Southeast Asia.

The latest deal will also explore zero-interest installment starting with a few Southeast Asian markets to make it easier for shoppers to own Samsung’s latest technologies including TVs and appliances.

Lazada told A+M, the announcement comes on the heels of “strong” performance over the past year of partnership: “Overall sales of Samsung products on Lazada has grown 2.5 times in April 2017 from a year ago, with the mobile segment and non-metro areas across Southeast Asia contributing significantly, thereby reflecting the interest among Lazada’s shoppers in these tier two and three cities to own Samsung’s products,” it said. Going forward, Lazada said the opportunity for growth is expected to continue to come from mobile.

Lazada is also creating a network of Lazada-trained installers to make life simpler for its customers who buy Samsung TVs or appliances. In a pilot project by Lazada Vietnam, 50% of consumers buying TVs and home appliances chose to use these installers.

“This is a winning partnership for Lazada and Samsung that first and foremost benefits the consumers as they can now get access to a wide range of Samsung products more easily,” said Max Bittner, CEO of Lazada Group.

Bittner added that more big brands such as Samsung are recognising the strategic importance of e-commerce in Southeast Asia and are “making Lazada their partner of choice to grow in the region.”