Lazada is investing $100 million this year to strengthen its LazAffiliates program across Southeast Asia, supporting live streamers, bloggers, and creators who earn commissions through affiliate links.
Lazada Philippines’ Pauline Castro said the company is focused on empowering content partners and expanding its LazLive streaming channel, which connects thousands of buyers to live-selling experiences that build consumer trust.
With video commerce now driving 20% of all e-commerce in Southeast Asia, Lazada’s move comes as Shopee, YouTube, and TikTok Shop also intensify their push for dominance in the region.