Nelson Morales

Article (news)

LAZADA LIVE TIKTOK

Benise Balaoing

ABS-CBN News

MANILA — Lazada is investing $100 million to boost its affiliate program in Southeast Asia this year.Speaking with ABS-CBN News, Lazada Philippines head of user &amp; product operations Pauline Castro said their LazAffiliates program includes live streamers, bloggers and creators who earn a commission from every Lazada bought from their affiliate links.“We’re committed to investing in our content partners as they grow their own platforms,” Castro said.Aside from their affiliate program, Lazada also has a livestreaming channel called LazLive, which Castro says serves thousands of buyers.“We have LazLive streaming channel where we are able to reach a very specific set of buyers who put value into making sure they know what they&#x27;re buying,” she said.“So I think the unique experience of live selling provides us the touch-and-try experience through the live stream presenter,” she said. A Google executive in August said video commerce now makes up <a href="https://www.abs-cbn.com/news/business/2025/8/27/video-commerce-now-20-pct-of-all-e-commerce-in-southeast-asia-youtube-2007" rel="noopener noreferrer" target="_blank">1 in 5 or 20 percent</a> of all e-commerce in Southeast Asia. Google’s video-sharing website, <a href="https://www.abs-cbn.com/news/technology/2025/4/24/youtube-shopee-say-new-online-shopping-collaboration-minimizes-scams-2149" rel="noopener noreferrer" target="_blank">YouTube, has partnered with Shopee</a> to allow content creators to earn commissions to sell—and earn commissions—for products they use in their videos.Last October, TikTok Shop also said it is already &quot;<a href="https://www.abs-cbn.com/business/2024/10/9/with-2-million-sellers-tiktok-shop-already-among-top-players-in-ph-official-1539" rel="noopener noreferrer" target="_blank">among the top players</a>&quot; in the Philippine e-commerce space, as iyt said that it already has 2 million sellers on its platform.Castro said, however, that what’s important is an online platform’s ability to win the trust of its consumers.“When you talk about LazLive, I see it as one of the channels to build trust,” she added.“But then at the core, right, we will always try to find the mix of solutions, given the different buyer behaviors we see in the platform, to be able to strengthen that trust,” she said.“I think that when it comes to share of business…for us, it&#x27;s all about being able to have solutions ready for each of our buyer segments. So [there are] users who would buy through the LazLive channel, we have users who completely, you know, fulfill their purchases outside of it.”

Lazada is investing $100 million to boost its affiliate program in Southeast Asia.

Lazada is investing $100 million to boost its affiliate program in Southeast Asia.

Video commerce heats up as LazLive challenges TikTok, Shopee-YouTube

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Video commerce heats up as LazLive challenges TikTok, Shopee-YouTube

Benise Balaoing,

ABS-CBN News

Published September 09, 2025 05:04 PM PHT

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Updated September 09, 2025 05:36 PM PHT

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Lazada

LazLive

live selling

video commerce

e-commerce

online shopping

live selling

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