Shopping platform Lazada is banking on personalization to redefine how Filipinos shop online, as it launches its 6.6 Super Wow Sale campaign with a closer look at its AI-powered features.
At a media lunch held June 2 at 205 Restaurant in Bonifacio Global City, Lazada officials shared how the app is shifting toward a smarter, more intuitive shopping experience ahead of its major mid-year sale.
“This is quite an important campaign for us because it bridges from our birthday to before the end of the year,” said Lazada Philippines Commercial Director for Electronics, Mishie de la Cruz. “It’s no surprise we’ve been highlighting tech and AI a lot; that’s something we’re proud of.”
The company introduced LazzieChat, a conversational tool within the app that helps buyers receive tailored product suggestions. But personalization, Lazada says, goes beyond chatbot exchanges.
“Interact with your app—browse, add to cart, collect vouchers,” de la Cruz explained. “That actually helps teach the algorithm what matters to you.”
Shoppers will now notice that their app layout, homepage content, and recommendations are shaped by their behavior over time.
One user might see kitchen tools and sneakers, while another might be fed skincare and phone deals.
“If the two of them open their apps, it might look very different,” she added.
Lazada Philippines’ commercial director for fashion, Joey Bienvenida, emphasized how this approach supports Lazada’s broader push to make shopping feel more human and seamless.
“The goal is to offer buyers an easier buying experience,” she said. “We’re also introducing features like virtual try-ons, especially in fashion, so you can see how a pair of shoes might look on your feet without having to go to the mall.”
Lazada Philippines CEO, Carlos Barrera, noted that personalization and brand trust are part of a wider strategy to strengthen the platform’s position in a fast-growing digital economy.
“We’ve been running 6.6 for nearly a decade,” he said. “This year, we’re doubling down on brand partnerships, personalization, and the investments that help build long-term trust with our shoppers.”
Alongside the AI rollout, Lazada is reinforcing its focus on trust through its curated LazMall platform.
Both de la Cruz and Bienvenida highlighted how authenticity, fast delivery, and worry-free returns remain key pillars of the campaign.
Lazada’s 6.6 Super Wow Sale, one of its biggest annual events, features deals from top local and international brands in electronics, fashion, home appliances, and more. But this year, the company hopes its tech-driven approach will be the real draw.
“It’s not just about lower prices anymore,” de la Cruz said. “It’s about making sure each shopper gets the deal that’s right for them.”
The 6.6 sale kicked off at 8:00 p.m. on June 5 and runs until June 8 via the Lazada app and website.
