Rebecca Armando

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Walk Into LazMall: our team’s title slide with analysis slides behind it

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Walk Into LazMall

Thailand’s wealthiest shoppers still prefer the mall. How does a premium online marketplace win them over?

Our winning strategy for Lazada at the Thammasat Undergraduate Business Challenge in Bangkok, solved in five hours and pitched to Lazada executives. We repositioned LazMall from a trusted marketplace for authentic brands into a place that feels like walking into a mall: a personal shopping concierge, brand-store pages and exclusive events.

Company: Lazada, part of Alibaba Group
My role: Co-developed the strategy; built and presented the analysis

Credits

Team: Anezka Pospichalova, Erik Holzkämper and Juan Alba Praska.

Rebecca and her team getting ready to go on stage at TUBC — Getting ready to go on stage

At a glance: the question, the strategy and the impact

Which platform is LazMall? Next to Temu, Shopee and Shopee Mall, it doesn’t stand out

Who the premium shopper is: high-income and aspiring middle class

The insight: they don’t buy products, they buy how it makes them feel

Market trends: shoppers crave the mall experience, and expect it online

The strategy: Concierge Lazlo, LazMall Lab and LazMall Moments

The big idea: online shopping should feel like walking through a mall

At a glance: the question, the strategy and the impact

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© 2026 Rebecca Armando