Alibaba’s Tmall merchants enter Southeast Asia via subsidiary Lazada’s platform

SCMP | Sept. 16, 2025, 9:30 a.m. | Original

Lazada last year ranked third among e-commerce platforms operating in Southeast Asia. Photo: Shutterstock

“This is the first time that Tmall has established a direct connection to Lazada’s platform to facilitate the seamless onboarding of sellers,” a representative from Singapore -based Lazada said on Tuesday, adding that this initiative started last month. Alibaba owns the Post.

The cross-border e-commerce expansion for invited Tmall sellers will not require them to set up a new store, hire local teams or manage logistics.

“Once they send their products to a designated China-based warehouse, Lazada will manage the rest end-to-end: from logistics, cross border customs clearance to sales and post-sales customer service in the local languages,” the Lazada representative said.

Lazada will handle store listings across Singapore, Malaysia , Thailand , Vietnam and the Philippines by leveraging its artificial intelligence capabilities, according to the representative. That would cover AI-translated product information and reviews to local pricing adjustments, including foreign currency exchange, local taxes and sales margins.

A number of global brands, including audio electronics firm Harman International and sports equipment company Spalding, have already signed up to the invite-only initiative, according to Lazada.

The new programme for Tmall merchants reflected Alibaba’s commitment to bring a wider array of products to Southeast Asia’s internet economy – a market that is forecast to reach more than US$330 billion this year, according to data from the US International Trade Administration.

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