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Live streaming helps Lazada sellers boost sales during lockdowns

Southeast Asian e-commerce platform Lazada says total gross merchandise volume (GMV) generated through its LazLive livestreaming service increased by 45 per cent month-on-month during April.

The service welcomed more than 27 million active viewers last month as brands embraced the online interactive engagement feature to connect directly with consumers during the Covid-19 pandemic, assisting brands and sellers to increase sales despite lockdowns and stay-at-home recommendations across the region.

“LazLive offers a closed loop for in-app purchase,” said Lazada Group CEO Pierre Poignant, “which enables higher transaction and a more seamless experience for consumers. Today’s public health crisis is driving an increased demand for digital shopping experiences. LazLive is a valuable tool for our brands and sellers to engage with consumers under our collective new normal. 

“By end of June, we aim to increase daily livestreaming sessions by 50 per cent and expect total viewers to rise by 40 per cent. We are helping businesses to continue to connect with consumers through innovative technology as behaviours and practices are reshaped across Southeast Asia in the shadow of Covid-19.”

A statement released by the firm reported more than 90,000 viewers in Thailand as having tuned in to watch a Shiseido LazLive session, during which the international cosmetics brand generated 40 times GMV uplift compared to a normal hour. A LazLive-exclusive price item sold out in the first 30 minutes.

About 60 per cent of new joiners to the platform are brands and sellers, with the remainder comprising grassroots livestreamers. Lazada has opened LazLive to users and consumers, allowing them to create a new source of income while working from home.

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