Back-to-School Preparations Drive Fourfold Increase in Electronics Sales on Lazada

JAKARTA, Jakartaweekly.com — Demand for digital devices ahead of the new academic year has become one of the main drivers of higher transactions during the Lazada 6.6 Super WOW Sale campaign. The electronics category recorded sales growth of up to four times compared with regular days during the promotional period from June 5 to 8, 2026.

Erika Agustine, Commercial Director of Lazada Indonesia, said the mid-year period, which coincides with the back-to-school season, contributed to strong demand for various productivity-supporting devices.

“The mid-year period, which coincides with the back-to-school season, has been one of the key drivers of growth in the Electronics category. We are seeing a shift in consumer needs, with digital devices becoming an essential part of supporting productivity for students, university students, and families alike,” Erika said in Jakarta on Monday, June 15, 2026.

According to her, laptops, tablets, smartphones, and various digital accessories have become some of the most sought-after products as consumers prepare for learning, work, and everyday activities.

Growth in the electronics category during the campaign was primarily driven by smart devices, mobile phones, and tablets. Among the brands most favored by customers were Samsung, OPPO, Vivo, Infinix, and Coocaa.

Overall, Lazada recorded positive growth during the Lazada 6.6 Super WOW Sale campaign. Its LazMall channel posted a fivefold increase in sales compared with regular days.

The company also reported a 52 percent increase in customers’ average spending value compared with the same period last year. The increase reflects growing consumer confidence in purchasing quality products that offer long-term value.

Besides electronics, the fashion category emerged as another major contributor to growth during the campaign, with sales increasing sixfold compared with regular days.

Ahead of the school holiday season, many customers took advantage of the promotional event to purchase shoes, clothing, bags, and travel essentials. Products from brands such as Adidas, Nike, PUMA, Eiger, and Hush Puppies were among the most popular.

Meanwhile, the beauty category also recorded positive growth. Products from local and international brands, including Wardah, Glad2Glow, Skintific, La Mer, and SK-II, were among customers’ favorites during the campaign.

To enhance the shopping experience, Lazada continues to develop artificial intelligence (AI)-powered technology through its AI shopping assistant, AI Lazzie. The feature enables customers to receive more relevant product recommendations, find products more easily, and automatically collect vouchers for the best deals.

During the Lazada 6.6 Super WOW Sale, thousands of customers used AI Lazzie every day as part of their shopping journey on the platform.

“We continue to develop a shopping ecosystem that not only offers the best products and deals, but also delivers a shopping experience that is easier, more personalized, and more relevant through the use of AI,” she said.