Online shopping firm Lazada Philippines said sales from its 9.9 Mega Brands Sale grew year-on-year, with local and international brands on LazMall driving most of the activity. The top 20 LazMall sellers in the Philippines, ranked by gross merchandise value (GMV) uplift, recorded more than 100 times higher sales compared to the 2024 campaign. Engagement with Lazada’s AI shopping assistant, Lazzie, increased by 53 percent compared to the June 6 sale. In beauty, local players Happy Skin and BLK Cosmetics grew their sales significantly, while international brands Nike, Rascals, and Veja also gained traction. Lazada Philippines CEO Carlos Barrera said the company views AI integration and brand-focused sales as key growth drivers for the platform.