Lazada launches new social commerce channel Lazada TV

• Lazada Malaysia embarks on content creation to engage with its customers
• Launch of Lazada TV to coincide with its Raya campaign

LAZADA Malaysia recently unveiled its own social commercial called Lazada TV that went live on May 19.

This move is part of the online shopping portal’s efforts to integrate online shopping with live social content to provide consumers with a seamless and compelling shopping experience on the platform.

Lazada TV features a series of live videos that include make-up tips, Raya recipes and tech reviews. It will collaborate with renowned brands such as Bosch, L’Oreal, Softlan, Tefal and Unilever.

“We have witnessed an emerging trend whereby Malaysians are using social media to discover products and brands. More than 22 million Malaysians are on social media platforms, up from 15 million just three years ago,” said Lazada Malaysia chief executive officer Hans-Peter Ressel.

He adds that customers watch more video and use online channels to get more information on products.

“If you look at China, even e-commerce platform Taobao is leading the way by bringing in social elements where users watch videos, share experiences and join groups on their platform,” Ressel says.

Lazada hopes that the launch of Lazada TV would bridge the gap between brands, Lazada and online shoppers, providing an omnichannel shopping experience that would offer customers personalised social content and a strong call-to-action to purchase products.

“Content creation is the next wave for brands to connect with customers today. Shopping is not about replicating the offline experience and bringing it online. Customers want to be entertained and enjoy themselves,” said Ressel when asked about the idea behind Lazada TV.

Lazada said its videos will centre around communicating relevant content to its shoppers such as offering fashion and cooking tips as well as reviews on products.

Chief marketing officer Andrew Gnananantham said the videos will include pre-recorded segments as well as Facebook Live videos where viewers can engage and ask questions of key opinion leaders.

The launch of Lazada TV also coincided with Lazada’s Hari Raya campaign themed Riang Raya that will run from May 19 to June 30. Brands such as Tefal, Bosch, L’Oreal, Unilever, Tesco and Watsons are to offer discounts of up to 90%.

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