Lazada, the Alibaba-owned Southeast Asian e-commerce platform, has marked its seventh anniversary by announcing a series of products and services aimed at helping brands and vendors gain market share in the region.

The offerings, dubbed “super solutions”, are intended to deliver more efficiency and convenience for sellers, regardless of their size, and to transform them into what Lazada calls “super e-businesses” by providing solutions for branding, marketing and sales.

Lazada unveiled the new features at its first-ever Brands Future Forum event in Singapore, Marketing Interactive reported, and they include a series of “super” campaigns in which LazMall brands and sellers can choose to take part to boost their brand image and better engage with customers.

There is also a new marketing solutions package and business adviser dashboard, which are designed to provide brands and sellers with near real-time information so that they can make quicker and better decisions to achieve more efficient sales.

Additional tools include a store decorator to help brands and vendors differentiate themselves on the Lazada platform, while a host of in-app live-streaming, news and gaming features will be made available to engage consumers by making online shopping a fun experience.

“No seller is too small to aspire, and no brand is too big to be a super e-business. That is why we are thrilled to roll out super-solutions to help our brands and sellers become more nimble in digitising their businesses and better reach customers,” said Pierre Poignant, CEO of Lazada.

Addressing the hundreds of sellers who attended the event, he confirmed that Lazada sees the trend of “shoppertainment” as a unique selling point for the company. “That’s how we will win, by combining shopping with entertainment,” he said in comments reported by Mumbrella Asia.

Jing Yin, president of Lazada Group, reaffirmed this point, telling Mumbrella that the company will focus on “shoppertainment” to deepen connections with audiences, especially younger millennial consumers.

“We want to stay young and be the pioneer ahead of the curve through engagement with the youngsters. That’s how the ideas come, detecting the trends and empowering the countries,” Yin said.

“We want to be the incubator for new brands in Southeast Asia. It’s about giving the opportunity to the young dreamers. We want to address the key pain points with empowerment, experience and efficiency.”

Sourced from Marketing Interactive, Mumbrella Asia; additional content by WARC staff