Southeast Asia’s e-commerce platform Lazada announced on Wednesday the rebranding of its logistics arm to Lazada Logistics, which was previously known as Lazada eLogistics (LEL) and Lazada Express (LEX) separately.

LEL managed the fulfillment and logistics with third-party logistics (3PL) providers, while LEX handled the parcel delivery to customers.

“This rebranding reflects the significant progress we have made over the years, powered by our people and technology,” Lazada Group Chief Executive Officer Chun Li said.

Along with the rebranding, Lazada Logistics is also introducing multi-channel logistics (MCL) services, which provide a single stock fulfillment solution to help e-commerce enablers and brands fulfill across all e-commerce channels seamlessly.

Whether the consumer orders on Lazada or other e-commerce channels, Lazada Logistics will fulfill and deliver all of the orders.

Under this arrangement, Lazada stores merchants’ and partners’ e-commerce products, enabling the efficient handling and dispatch of orders via Lazada’s own fleet, 3PL partners, or channel-nominated fleet.

“In the current climate, consumers have grown accustomed to the convenience of a new shopping norm, and of having their purchases delivered to their doorstep – intact and on time. It is more important than ever that we continue to innovate and introduce new solutions that will help our merchants and eCommerce partners meet the growing demands and expectations of their customers. MCL ensures that a consistent brand experience is delivered, and solves many logistics pain points for brands and sellers, allowing them to focus on sales and marketing and scaling their businesses,” Lazada Group Chief Logistics Officer Andy Huang said.

MCL allows brands and sellers to have greater agility and flexibility on inventory control and relieves them of logistics concerns that include high capital and operational expense associated with order fulfillment. They are also spared the challenges of having to build an extensive network of operations without economies of scale.

All brands and sellers can leverage Lazada Logistics’ network of over 400 facilities comprising warehouses, sortation centers, and hubs. They can also benefit from access to the region’s largest fleet owned by an e-commerce marketplace, and Lazada’s competitive advantage of having control over its end-to-end logistics operations. More than 85 percent of total first-mile parcels are handled at Lazada’s own facilities, Lazada said.

Cainiao, Alibaba’s logistics arm, helps to handle Lazada’s cross-border logistics and distribution center services in China, it added.

As Lazada Logistics continues to improve its end-to-end services, it will look to roll out more new features that can include incentives for sellers to fulfill orders faster and enhanced same-day order pickup from sellers. “The rebranding and roll-out of this new offering is a testament to what we have built and a commitment to provide better customer experience,” Huang said. “It also reinforces our mission of powering a healthy and sustainable eCommerce ecosystem for the long term by pairing our logistics excellence with state-of-the-art technologies to achieve cost efficiencies.

Founded in 2012, Lazada Group is one of the leading e-commerce platforms in Southeast Asia. Since 2016, Lazada is the Southeast Asia flagship platform of the Alibaba Group powered by its world-class technology infrastructure.

Lazada competes with Singapore-headquartered e-commerce and gaming group Sea Ltd‘s Shopee, which saw strong growth in the second quarter.