As the digital economy continues to grow at an exponential speed, the ability for brands and sellers to leverage technology to offer differentiated retail experiences has become more important than ever, according to speakers at LazMall’s third annual Brands Future Forum (BFF).

Hosted last week at Resorts World Sentosa in Singapore, this year’s event was themed around “Empowering Connections through eCommerce” and focused on how brands could leverage Lazada’s digital ecosystem to reach their consumers. Over 500 brands, sellers and partners attended the forum, which returned physically after two years of the pandemic.

“Today’s online shopping journeys are dynamic, since buyers have so many ways to discover and shop for products,” said Lazada Group Chief Executive Officer James Dong, who delivered the event’s keynote speech. “Brands now have the opportunity to build mindshare and connect with consumers using the tools from Lazada to accelerate their growth in the eCommerce space and engage the right audience,” he added.

James Chang, chief business officer, and Brigitte Daubry, chief customer officer of Lazada Group echoed Dong’s sentiments, adding that the company would continue to invest in LazMall in order to enhance customer experience, engagement and retention. As part of this commitment, Lazada took this year’s BFF as an opportunity to introduce “Transforming Southeast Asia – From Discovery to Delivery,” a first-of-its-kind thought leadership report that provides businesses with key insights into eCommerce shoppers’ paths to purchase, empowering them to better understand and serve their consumers.

WATCH: Highlights from LazMall Brands Future Forum 2022

Also present was Lazada Group Chief Technology Officer Howard Wang, who discussed the eCommerce platform’s technology, including its data intelligence and augmented reality capabilities. Meanwhile, Kaya Qin, chief operating officer of Lazada Group, shared with participating brands and sellers the new tools and features that they could leverage on LazMall to supercharge their growth. The event also featured interactive booths that allowed attendees to experience Lazada’s technology firsthand.

Aside from technology showcases, presentations from executives and a panel discussion with LazMall partners, this year’s event also unveiled the winners of the third annual Brands Future Forum Awards. The awards recognized and celebrated LazMall brands that have delivered outstanding outcomes through innovation and business acumen.

Speaking of Lazada and LazMall’s long-term vision, Dong said: “Our key mission is to build an engaging shopping platform that provides the best customer experience, with a clear differentiation tailored to each market,” adding, “We will go where the brands go and constantly seek new ways to provide value to our buyers and sellers through our reach, reliability, and evolving technological capabilities.”