The WARC Podcast Lazada's Magnus Ekbom on e-commerce's big mistake
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Nov 27, 2025 Magnus Ekbom, co-founder of Lazada and Group CEO of SEI, shares his rich insights on the evolution of e-commerce in Asia. He highlights the dual influences of China and the West on regional consumer behavior and the pitfalls of a promotion-led marketing ecosystem. Magnus argues that over-reliance on discounts is 'lazy marketing' that can't drive long-term growth. He emphasizes the importance of building brands and sustaining trust while remaining relevant amid market fragmentation, expressing hope for the rise of homegrown brands in the coming years.
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East-West Fusion Drives Fast Digital Adoption
- Southeast Asia blends Western rigor with Chinese innovation, creating a unique fertile ground for digital adoption.
- High social media penetration accelerated rapid consumer digital behaviours across the region.
Digital Shelf Creates Rapid Brand Proliferation
- The digital shelf lets many new brands appear quickly because online storefronts change far faster than physical ones.
- This increases choice but raises the challenge of sustaining long-term relevance for brands.
Lazada's Role In Promotion Culture
- Magnus admits Lazada helped create a cashback and heavy-promotion culture to drive early adoption.
- He says those tactics solved penetration then but have outlived their purpose today.