Purpose-fuelled Shoppertainment: Lazada Philippines’s transformation from commerce to community

Low Lai Chow

Lazada Philippines found its purpose in creating opportunities and social good during the pandemic.

Something curious happened to the e-commerce giant Lazada when its business in the Philippines went into lockdown during the pandemic: it was forced to take a pause and found its heart.

“We discovered our purpose to create a platform for opportunity and a platform for good,” said Lazada Philippines CMO Neil Trinidad at the DigiCon Omni virtual conference.

In April, Lazada launched a US$2.06m (P100m) stimulus programme to support local businesses with building online stores; it has also held several bounce back sales from 5.5 to 9.9. Lazada Philippines currently sees over 100,000 active sellers as of August 2020, while...

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