In Southeast Asia’s dynamic and rapidly developing eCommerce sector, Lazada’s technology and logistics capabilities are the key differentiators that establish it as a market leader in the region, said Lazada Thailand CEO Varitha Kiatpinyochai.
Speaking in an interview during the Hong Kong – Asean Summit last month, Kiatpinyochai discussed the ways in which Lazada has leveraged technology to enhance the consumer journey.
Specifically, she talked about how artificial intelligence (AI) has been a game-changer that has allowed Lazada to better engage with its users, sellers and partners. The company was an early adopter of this technology in eCommerce and launched its AI-powered image search function back in 2019. It has since rolled out other AI innovations, including LazzieChat – a chatbot powered by OpenAI’s GPT model – as well as personalized search recommendations and an “Ask the Buyers” feature.
Lazada has also used other technological innovations to improve the user experience. For example, virtual try-on features powered by augmented reality, gamification features, omnichannel shopping experiences and tech-powered payment solutions have all played important roles in enhancing customer confidence, loyalty and engagement, Kiatpinyochai said.
Some of Lazada's technological innovations to improve user experiences include gamification, virtual try-on features, AR-powered skin test.
Some of Lazada's technological innovations to improve user experiences include gamification, virtual try-on features, AR-powered skin test.
Just as crucial to Lazada’s success is its robust logistics and supply chain network, which is the second-largest in the region, Kiatpinyochai said. Aside from boasting fulfilment centers across 17 facilities, Lazada’s logistics infrastructure also covers more than 400 warehouse facilities, sortation centers and hubs. Over the past decade, the company has remained committed to making the necessary investments to bolster its logistics infrastructure. For example, in markets such as Indonesia and the Philippines, where geographical challenges are more pronounced in rural areas, Lazada works with a trusted network of local third-party logistics service providers to ensure seamless and timely deliveries.
As a pioneer in the eCommerce space in Southeast Asia for over a decade, Lazada has continued to leverage technology and logistics to make online shopping accessible to and enjoyable for everyone, Kiatpinyochai explained. “At the end of the day, Lazada really tries to offer the best price and the best customer experience.”
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