Alibaba Group is stepping up its cross-border e-commerce strategy by allowing select merchants on its premium platform, Tmall, to sell directly to consumers in Southeast Asia through its regional subsidiary, Lazada, South China Morning Post reported.
The initiative, which began last month, marks the first time Tmall has been directly integrated with Lazada’s platform. According to a Lazada spokesperson, this direct connection simplifies the onboarding process for Chinese merchants, making regional expansion more accessible.
The program is designed to remove many of the traditional hurdles that come with entering new markets. Invited Tmall sellers won’t need to open new stores, hire local staff, or handle international logistics. Instead, merchants simply send their inventory to a designated warehouse in China. From there, Lazada manages everything including logistics, customs clearance, product listings, customer service, and after-sales support in local languages.
Lazada is using its AI capabilities to handle regional localization, such as translating product descriptions and reviews, adjusting prices for foreign exchange rates, taxes, and market-specific margins. The platform will cover key Southeast Asian markets including Singapore, Malaysia, Thailand, Vietnam, and the Philippines.
A number of well-known global brands, including Harman International and Spalding, have already joined the invite-only program, highlighting Alibaba’s push to bring more international products to the region.
This strategic expansion reflects Alibaba’s growing focus on Southeast Asia, a region with a booming digital economy projected to surpass US$330 billion in 2025, according to data from the US International Trade Administration.
By streamlining market entry for Tmall sellers, Alibaba aims to strengthen its regional influence and tap into the growing demand for quality international goods across Southeast Asia.
