Lazada, the Southeast Asian e-commerce platform owned by Alibaba Group of China, plans to expand its cross-border operations for international brands with the promise of helping them to grow their business and achieve higher visibility of their products.

Jing Yin, Lazada Group’s co-president, outlined the company’s strategy last week at its first cross-border seller conference of 2019 in Shenzhen, China.

“We want to serve as that bridge between our quality cross-border merchants and some 560 million consumers in Southeast Asia,” he said in comments reported by Inside Retail Asia.

“Backed by the best expertise and infrastructure from Alibaba, as well as our in-depth understanding of Southeast Asia, we are able to equip our cross-border sellers and brands with the knowledge and tools to ride this massive growth in the region,” Yin added.

Lazada’s cross-border sales have quadrupled over the past three years and, with the aim of boosting sales further in 2019, the company plans to identify and nurture the top 300 brands in each of the six countries that it operates in – Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

One of the key initiatives announced at the conference was a revamped “Global Collection”, which is a dedicated channel to showcase as assortment of Lazada’s cross-border merchants from around the world.

Global Collection 2.0 uses an algorithm-based search function to filter these offerings and highlight the vendors selling popular and good quality products, so that customers can find them easily.

With the new Global Collection, Lazada promised that customers would receive their deliveries much faster and within seven working days from the time their placed their order if they chose the standard shipping option.

And starting in April, cross-border sellers interested in joining Lazada will no longer require an invite to sell their goods on the platform, but instead submit applications in the self-service system. Once the review is completed, they can become Lazada merchants, Pandaily reported.

Sourced from Inside Retail Asia, Pandaily; additional content by WARC staff