Lazada’s LazMall witnessed an astounding 23-fold surge in sales during the recent 11.11 mega sale event compared to an average day. This remarkable growth is attributed to a significant shift in consumer trends, with shoppers increasingly preferring to make purchases within online mall channels when engaging in e-commerce.
Among the various categories, Sports Shoes and Apparel led the pack, recording an extraordinary 114-fold increase in sales. Following closely, the Media, Books, and Music category also experienced substantial momentum, leaping an impressive 38 times its usual performance.
Several other categories also demonstrated robust growth during the shopping extravaganza:
- Mother & Baby: up 26 times
- Beauty: up 26 times
- Home Lighting & Decor: up 23 times
- Electronics: up 21 times
- Household Essentials: up 20 times
Nanang Ariswibowo, Commercial Director of Lazada Indonesia, highlighted that these significant increases are fueled by evolving shopping patterns and prevailing consumer trends. He noted that today’s consumers are increasingly prioritizing authenticity, quality, and brand reputation in their purchasing decisions.
“Indonesian society is now more cautious and plans their spending more carefully,” Ariswibowo stated during a Lazada Media Briefing in South Jakarta on Thursday, November 27, emphasizing a more considered approach to online shopping.
Insights from Cube Asia’s 2025 research underscore this trend, revealing that in 2020, the market value for branded product purchases through online mall ecosystems reached US$5 billion, with e-commerce contributing 12%. By 2025, this figure is projected to skyrocket to US$40 billion, with e-commerce’s share expanding to 30%.
Looking further ahead, Cube Asia forecasts the market value to nearly quadruple to US$150 billion by 2030, with e-commerce expected to dominate over 55% of all branded product purchases.
“This also explains why Lazada places such a strong focus on brands and the development of its mall ecosystem,” Nanang added, connecting the market projections directly to Lazada’s strategic priorities.
Gramedia stands out as a success story, having experienced rapid growth since partnering with Lazada. The prominent Indonesian bookstore chain reported a remarkable 361% increase in revenue during the first nine months of 2025, demonstrating the potential of strategic online partnerships.
Yosef Adityo, Corporate Support Director of Gramedia, emphasized that this achievement was not instant but rather the culmination of extensive preparation. This included significant investments in technology and meticulous curation of their book collection to cater to evolving customer needs.
“Indeed, it was a long preparation. Customers now prefer online shopping, though those who wish to see the physical books are welcome to do so. We prepared a lot, especially regarding our book collection,” Adityo explained at the same event, highlighting their dual approach to serving both online and offline customers.
Summary
Lazada’s LazMall mencatat lonjakan penjualan sebesar 23 kali lipat selama acara mega sale 11.11 dibandingkan hari biasa. Lonjakan ini didorong oleh perubahan preferensi konsumen yang semakin memilih saluran mal online untuk berbelanja, memprioritaskan keaslian dan kualitas merek. Kategori Sepatu dan Pakaian Olahraga mengalami peningkatan luar biasa 114 kali lipat, diikuti oleh Media, Buku, dan Musik dengan pertumbuhan 38 kali lipat.
Direktur Komersial Lazada Indonesia, Nanang Ariswibowo, menjelaskan bahwa pertumbuhan ini mencerminkan pola belanja dan tren konsumen yang berkembang, di mana masyarakat lebih berhati-hati dalam merencanakan pengeluaran. Proyeksi pasar menunjukkan nilai pembelian produk bermerek melalui ekosistem mal online diperkirakan mencapai US$40 miliar pada tahun 2025 dan US$150 miliar pada tahun 2030. Gramedia menjadi salah satu kisah sukses, melaporkan peningkatan pendapatan sebesar 361% pada sembilan bulan pertama tahun 2025 sejak bermitra dengan Lazada.
