Lazada expands reach as shopping habits and trends shift

E-Commerce giant focuses on high-frequency categories, personalisation, and regional growth

Lazada Philippines is seeing a shift in consumer shopping behaviour, with increasing demand for lower-basket, high-frequency purchases such as groceries, alongside a growing need for personalized shopping experiences. According to Michele de la Cruz, Commercial Director of Lazada Philippines, these changes are reshaping the platform’s approach to e-commerce.

Traditionally, high-value electronics and appliances dominated online shopping carts, but recent trends show that essential, everyday items are driving stronger engagement. “One of our biggest growth drivers last year was groceries, which is good because it’s an essential category,” de la Cruz said. The rise in frequent, lower-cost transactions has helped bring more buyers to the platform regularly, reinforcing Lazada’s position as a go-to destination for daily shopping needs.

As consumer expectations evolve, personalisation has become a key focus for Lazada. The platform leverages data and AI to tailor shopping experiences, ensuring that each user sees product recommendations based on their browsing and purchasing history. “If two or three people open the app, they might see very different things,” de la Cruz explained. However, while personalisation is crucial, Lazada also aims to balance this with discovery, allowing shoppers to explore new products beyond their typical preferences.

Looking ahead, Lazada sees significant opportunities in expanding its presence in less-penetrated regions outside major metro cities. While the platform has established strong market share in urban centers, it is now focusing on regional growth. “We’re looking into how we can grow in less-penetrated markets while balancing short-term wins with long-term investments in infrastructure, logistics, and supply chain,” de la Cruz said. By strengthening its operational capabilities in these areas, Lazada aims to unlock new customer segments and sustain its growth in the evolving e-commerce landscape.

With shifting consumer behaviours, technological advancements, and regional expansion strategies, Lazada is positioning itself to lead the next phase of e-commerce growth in the Philippines.