Alibaba’s Lazada is actively courting top European fashion and design brands, such as Armani, Dolce & Gabbana, Ferragamo, and Tod’s, in a bid to strengthen its position in Southeast Asia’s e-commerce market. This effort is part of Lazada’s broader strategy to reach $100 billion in e-commerce volume by 2030, while competing with rivals like Shopee, TikTok, and PDD Holdings in a market expected to hit $186 billion by 2025. Lazada’s push into luxury goods aims to tap into high-end demand, with the platform offering brands more control over pricing and marketing, differentiating itself from competitors. This move is a key part of Alibaba’s expansion efforts outside China, especially after its recent economic downturn.