Authenticity-driven ECommerce is set to hit $150 billion by 2030, a recent Lazada survey showed.

The firm said in a statement on last Tuesday that the survey, which polled 6,000 consumers across six Southeast Asian markets in Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam, revealed that 90 percent of online shoppers are now actively engaging with Mall environments, a shift that reflects their increasing demand for trusted, quality products and reliable service.

This demand is driving an unprecedented growth trajectory for authenticity-driven eCommerce.

According to the statement, authenticity-driven eCommerce, defined as brand goods purchased through authorized Mall environments, has grown rapidly from 12 percent of total eCommerce sales in 2020 to 30 percent in 2025, now representing approximately $40 billion in market size.

By 2030, this segment is projected to reach 55 percent of South East Asia eCommerce retail, valued at around $150 billion in sales.

This shift in consumer preferences aligns with Lazada’s strategy to lead the industry’s transition from mass, low-trust marketplaces to quality-led commerce anchored in LazMall, the region’s largest ecosystem of genuine brands, official stores, and authorized distributors.

Lazada’s strategy has also been further validated by its recent results from the mega sale events.

It is noted that the firm’s million-dollar gross merchandise value (GMV) brands surged 53 percent since 9.9, proving the platform drives tangible results.

During 11.11, LazMall brands achieved a 39 percent GMV increase, with 11 percent year on year growth in LazMall buyers, demonstrating a clear shift toward trusted, high-quality brands.

Its average revenue per user (ARPU) also grew 70 percent, with buyer penetration at 65 percent, demonstrating Lazada’s ability to attract and retain premium shoppers.

The study also revealed that SEA consumers are increasingly intentional and brand-conscious when they shop.

86 percent of respondents are active Mall shoppers, defined as consumers who have made at least 20 percent of their online purchases from online Mall stores in the past three months.

90 percent are willing to pay more for brand goods in a trusted Mall environment, underscoring the “trust premium” that consumers place on these products.

31 percent would pay 10 percent to 30 percent more for authenticity and assurance Countries such as Thailand and Vietnam recorded Mall shopper penetration of over 90 percent, with Indonesia and the Philippines close behind at around 80 percent.

Here, trust signals such as ‘reviews and ratings’ and ‘authenticity’ have become key purchase drivers.

The report identifies three key dynamics that will fuel the rise of authenticity-driven eCommerce, each one aligned with Lazada’s strategic priorities.

Firstly, widening quality product assortment to bridge the supply gap.

Over 80 percent of consumers report facing supply constraints when searching for authentic branded products.

At the same time, 80 percent are willing to try new or overseas brands when preferred brands are unavailable, and 91 percent have discovered overseas brands that exceeded expectations.

Here, platforms like Lazada are expanding the assortment of authentic and premium brands, ensuring that consumers can easily access what they are seeking.

Secondly, omnichannel integration to drive purchasing decisions.

The study shows 73 percent of consumers engage in showrooming (visiting stores to try items in person, inspect quality or seek staff advice before purchasing online), especially in categories where LazMall is strongest, namely Beauty, Electronics, and Lifestyle.

Lazada’s investments in online-to-offline omnichannel integration, brand partnerships, and experiential retail give shoppers seamless pathways from discovery to purchase.

Thirdly, artificial intelligence (AI) as the Copilot for quality-focused shoppers.

Generative AI has emerged as a key tool in research and comparison.

66 percent use AI platforms for product discovery while 78 percent rely on AI during product comparison.

However, only 16 percent use AI for final purchase decisions.

The survey’s findings signal a pivotal moment for Southeast Asia’s eCommerce industry, with the region entering a new “Confidence Commerce” phase, defined by higher consumer
expectations, an emphasis on product quality, and authenticity guarantees.

As this phase progresses, Lazada believes its mall-first brand-led strategy, anchored in high-trust ecosystems, is uniquely positioned to lead the market toward $150 billion in authenticity-driven eCommerce by 2030.

“The findings from Cube Asia validate Lazada’s brand-led strategy and reinforce our commitment to building a high-trust, quality-first ecosystem for both consumers and brands,

“As consumers increasingly seek authenticity, Lazada’s strong position in the Mall ecosystem gives us a unique opportunity to lead the region’s next phase of eCommerce growth,” said Iris Wei, President, Lazada Group.

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