That’s one of the key findings in the newly released report titled The Rise of Official Brand Store Ecosystems in Southeast Asia, conducted by Cube Asia and announced by Lazada recently.
The report highlights a significant behavioral shift: e-commerce in the region is moving beyond price wars and entering a new era of what experts call “trust commerce.”
Based on a survey of 6,000 online shoppers across six countries – Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam – the study found that nine out of ten consumers now actively engage with official brand stores.
Notably, 31% said they were willing to pay 10–30% more than average prices in exchange for authenticity and peace of mind regarding product origin.
Cube Asia predicts that the total transaction value of authentic goods sold through official online stores could reach USD 150 billion by 2030.
Across the region, users are becoming more intentional with their purchases.
In both Vietnam and Thailand, more than 90% of users now favor verified stores, making these two countries the regional leaders in this trend.
Elements like “authenticity guarantee” and “user ratings and reviews” have become key deciding factors for whether consumers are willing to click the buy button.
The growing preference for reliable sellers is rapidly expanding the market share of official stores.
In 2020, this segment accounted for just 12% of total e-commerce transactions.
By 2025, it has risen to 30% – or about USD 40 billion in transaction value.
That number is expected to reach 55% by 2030.
Vietnam’s market illustrates this trend clearly.
During Lazada’s recent 11.11 mega sale, official brand stores under the LazMall ecosystem contributed 80% of the platform’s total revenue.
Not only did order volumes increase by nearly four times, but average order values (AOV) also rose significantly.
In fact, the average order value during the event surged 67% compared to normal days – indicating a strong shift toward higher-value shopping, driven by growing trust in the platform.
To meet these evolving demands, technology is playing a crucial role in reinforcing user confidence.
The report notes that 78% of users trust artificial intelligence (AI) to help them compare and select products effectively.
Meanwhile, “showrooming” – the habit of viewing products in-store and then purchasing them online – is becoming increasingly common, cited by 73% of users surveyed.
This behavioral shift is forcing platforms to invest in omnichannel strategies to ensure seamless shopping experiences.
In 2025, Lazada plans to expand its portfolio of international authentic goods by integrating more sellers from platforms like Gmarket and Tmall.
The company also aims to improve customer experience in Vietnam by enhancing its 30-day return policy – catering to consumers who value flexibility and assurance in online purchases.
As the holiday season approaches, digital safety is also taking center stage.
Online scams are surging, from deepfakes to brand impersonation.
In response, platforms like TikTok and MoMo, alongside cybersecurity experts, have launched awareness campaigns to protect consumers.
The shift is clear: users are no longer just buying products – they’re buying trust.
And for many, that’s worth the extra cost.
Du Lam
