Singapore — Lazada has announced an investment of over S$32.5 million, or US$25m, to support this year’s 11.11 Global Brands Festival, as part of its brand-led growth strategy and wider efforts to back merchants and creators across Southeast Asia amid shifting online spending habits.
Running from November 1 to 14, 2025, the campaign will highlight leading brands through deeper discounts, increased creator collaborations, and interactive features. Lazada said it is enhancing its artificial intelligence and affiliate marketing solutions to help brands scale during the major shopping season.
The festival will conclude with Lazada’s 11.11 biggest sale of the year, taking place from 8 p.m. on November 10 to November 13, featuring exclusive deals and new AI-driven shopping tools.
Its AI shopping assistant, AI Lazzie, has also been updated to help customers find and combine LazRewards and seller vouchers for greater savings. The tool also delivers more tailored engagement, offering higher-value vouchers to users who interact more frequently on the platform.
Meanwhile, LazAffiliate will also expand its creator participation, building on the results of the 9.9 Mega Brands Sale, which saw beauty and personal care brands such as Estée Lauder, NIVEA, and Eucerin report over tenfold growth in key opinion leader (KOL)-driven sales.
Through Lazada’s partnership with the YouTube Shopping affiliate programme, creators can now recommend and tag Lazada products within their video content, enabling viewers to purchase directly. Eligible creators may also promote products from their own stores, feature other brands, or do both, earning commissions on sales.
The YouTube Shopping affiliate programme currently includes over 500,000 creators worldwide. Between February 2024 and January 2025, viewers spent more than 35 billion hours watching shopping-related videos on the platform.
Lazada added that it will double affiliate commission rates from November 1 to 15 to further incentivise creators and support brand engagement.
“Our 11.11 investment is not just about attractive discounts, it is also about deepening collaboration with brands and strengthening relationship with shoppers,” said a Lazada spokesperson.
“By empowering brands with more traffic and revenue-generating channels, and enabling creators to become a core part of the eCommerce ecosystem, we are creating a more connected, efficient, and engaging commerce experience for everyone,” the company added.
Lazada said the 11.11 Global Brands Festival continues to reinforce its position as a trusted platform focused on quality, authenticity, and value. Consumers can expect limited-time deals at S$0.11, S$11, and S$111 from participating brands, including Dreame, MUJI, HINOMI, and DJI, alongside special surprise boxes from labels such as Drypers, Paula’s Choice Skincare, and Supergoop.
“As consumer expectations evolve, our mission remains clear: to help brands grow sustainably while delivering exceptional value and experience to shoppers,” added the spokesperson. “This year’s 11.11 reflects how technology and partnerships can power the next phase of digital commerce in Southeast Asia.”
