Lazada Malaysia recently unveiled its own social commercial called Lazada TV that went live on May 19.

This move is part of the online shopping portal’s efforts to integrate online shopping with live social content to provide consumers with a seamless and compelling shopping experience on the platform. Lazada TV features a series of live videos that include make-up tips, Raya recipes and tech reviews. It will collaborate with renowned brands such as Bosch, L’Oreal, Softlan, Tefal and Unilever.

“We have witnessed an emerging trend whereby Malaysians are using social media to discover products and brands. More than 22 million Malaysians are on social media platforms, up from 15 million just three years ago,” said Lazada Malaysia chief executive officer Hans-Peter Ressel.

He adds that customers watch more video and use online channels to get more information on products.

“If you look at China, even e-commerce platform Taobao is leading the way by bringing in social elements where users watch videos, share experiences and join groups on their platform,” Ressel says.