ONLINE shopping platform Lazada Philippines on Monday said that its successful “6.6 Super Wow” sale campaign on June 1-8 was driven by back-to-school spending as Filipino consumers bought electronics, fashion, groceries, and other essentials for their households.
Offering up to 90-percent discounts, throwing in P3,000 in vouchers and free shipping, the sale posted a 260-percent increase in gross merchandise value (GMV), Lazada PH said, with its premium store LazMall accounting for 48 percent of total orders.
Electronics accounted for majority of sales comprising smartphones, laptops, tablets, and accessories.
“These purchases have become essential in a digital-first education environment, where devices are critical tools for both students and working households,” Lazada PH said.
Fashion products such as everyday apparel, footwear, and uniform-adjacent essentials also sold well.
There was likewise steady growth in the sales of groceries and daily essentials such as snacks, packed lunch items, and other household goods.
The sale also highlighted a growing preference for trusted brands and AI-powered shopping features, which helped consumers discover products and make more informed purchasing decisions.
Lazada’s tools, such as AI Lazzie, personalized recommendations, and intelligent search and discovery features helped shoppers navigate expanding product assortments with greater speed and relevance.
In Southeast Asia, the AI-driven experience successfully converted engagement into sales, with almost 10,000 daily users completed purchases following their interactions with Lazzie during the 6.6 sale period, and contributing to a total AI-guided gross merchandise value of nearly $2 million in the region, Lazada PH said.
“What stands out is the increasing intentionality behind every purchase. Consumers are prioritizing trust, reliability, and convenience, and are no longer just looking for discounts,” Lazada PH head of general operations Alvin Ching said.
