This is Fonterra’s first partnership with an e-commerce company in Southeast Asia and will see the company’s products, such as Anmum, Fernleaf and Anchor, made available through Lazada to 560m consumers in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
The collaboration includes an agreement for Lazada to be the exclusive distributor of Anchor Full Cream Milk Powder in Indonesia, marking Anchor milk’s debut in the market.
Anindya Dasgupta, global chief marketing and sales officer, Fonterra, said the relationship with Lazada is a key milestone in growing Fonterra’s dairy consumption across Southeast Asia.
The partnership involves leveraging analytics to better understand consumer insights, test out markets and products most suited for the online environment, and drive new innovations in marketing.
Lazada Group chief business officer, Robin Mah said, “It is a recognition of the consumers in Southeast Asia, the importance of understanding their unique needs and engaging them. It also reflects the trust that brands like Fonterra have in Lazada as the choice platform to build their brand reach, customer engagement, and e-commerce business in the region.”
Launched in 2012, Lazada, which is majority owned by Alibaba Group Holding Limted, is the number-one online shopping and selling destination in Southeast Asia – present in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
As the pioneer of the eCommerce ecosystem in Southeast Asia, Lazada has 155,000 sellers and 3,000 brands serving 560m consumers in the region through its marketplace platform, supported by a wide range of tailored marketing, data, and services.
With 300m SKUs available, Lazada offers a range of products in categories from consumer electronics to household goods, toys, fashion, sports equipment and groceries.
In March, Alibaba announced it was investing $2bn in Lazada Group to accelerate the growth plans of Southeast Asia’s largest e-commerce platform and deepen its integration into the Alibaba ecosystem.
The sum brings Alibaba’s total investment in the company to $4bn.