Shinsegae-owned e-commerce platform Gmarket has formed a strategic partnership with Lazada, the Southeast Asian online marketplace, to accelerate its international growth.

The collaboration enables Gmarket sellers to list more than 20 million products directly on Lazada, which serves around 160 million users across Singapore, Malaysia, Vietnam, Thailand, and the Philippines. This marks Gmarket’s first major push into the Southeast Asian market through a localised platform.

Designed for ease and convenience of use, the integration allows Korean sellers to opt in via Gmarket’s ESM Plus system, with synchronised product data, order processing, and logistics across both platforms. 

Listings are automatically translated into local languages, and sellers only need to ship products to Lazada’s Incheon warehouse. Lazada and Gmarket will jointly handle international delivery and customer support.

“This linking of products with Lazada is the result of a strategic cooperation to support domestic sellers so they can enter overseas markets more easily and stably,” said a Gmarket spokesperson. 

“We will spare no effort in supporting Gmarket’s high‑quality sellers to seize opportunities to increase sales in overseas markets.”

Gmarket also plans to expand into Europe, South Asia, Latin America, and the US, ultimately targeting more than 200 countries and regions within Alibaba’s global network.