Lazada unveils new membership programme blending service, lifestyle and value

Singapore – Lazada has launched its ‘Lazada Membership Programme’, a new loyalty model that combines service enhancements, lifestyle perks and a focus on building long-term customer trust.

The programme introduces a four-tier system designed to expand the role of loyalty beyond traditional discount-driven rewards. Members receive a mix of service upgrades, guarantees and lifestyle benefits intended to support a more personalised shopping experience.

Launched across Lazada’s six Southeast Asian markets, the programme features Classic, Silver, Gold and Diamond tiers, with status recalibrated monthly based on spending, visit frequency and participation in key sales events over the past six months. While all members receive category and shipping vouchers, birthday rewards and point multipliers, higher-tier users gain access to additional lifestyle offers and enhanced after-sales support.

The programme places particular emphasis on customer support and buyer protection. Depending on the tier, members can receive priority delivery, faster dispute resolution and elevated after-sales assistance, reinforcing Lazada’s focus on long-term trust and retention. The company also plans to introduce gamified opportunities that allow users to progress to higher tiers through platform participation.

Lazada has established a series of brand partnerships that provide exclusive discounts to members. In Singapore, selected brands including Hugo Boss, Marc Jacobs, Chloe, Calvin Klein, Philosophy and Lancaster will offer up to 10% off on more than 1,000 SKUs.

The programme also incorporates lifestyle benefits through partnerships with Grab and iQIYI. Members can access premium entertainment through iQIYI in markets where it operates official Lazada stores. In Thailand, Malaysia and the Philippines, new platinum members joining GrabUnlimited will receive an additional month of access, while platinum members in Malaysia, Thailand, the Philippines, Singapore and Indonesia will receive a two-week iQIYI VIP subscription.

The pilot phase will explore how a combination of service, lifestyle and value benefits can reshape eCommerce membership models.

Commenting on the launch, a Lazada spokesperson said that the new membership programme is part of the company’s long-term commitment to enhancing customer experience and driving sustainable growth through authentic engagements. 

“This addresses the shift in customer loyalty and engagement within the industry. Thus, we are moving away from the sales-driven playbook to create a loyalty framework anchored in service, trust, and value,” the spokesperson said. 

“As the digital economy matures, membership is no longer about just driving conversions. It’s about creating a high-trust environment where shoppers feel recognised, rewarded, and retained,” added the spokesperson. “Our membership programme is designed to reflect this shift, rewarding our most engaged shoppers with differentiated experiences that build long-term trust. Going forward, this programme will play a central role in shaping our user operations and partner strategy.”