On the morning of September 16th, a large number of Tmall merchants have recently received backend invitations indicating they can "go global with one click" to Southeast Asian markets. This marks the first time that Lazada, Alibaba's Southeast Asian e-commerce platform, has fully opened its Southeast Asian localization operation capabilities to Tmall merchants. Currently, well-known brands including Jiaoxia, babycare, Philips, and Lock & Lock have confirmed their participation.

According to project insiders, this represents the first system-level integration between Tmall and Lazada. Merchants joining the project agreement can immediately have a LazMall store similar to Tmall to serve Southeast Asian consumers, with product information synchronized and listed after AI translation. Throughout the entire process, merchants need not re-register, build local teams, or handle complex operations. Merchants only need to supply goods to domestic transit warehouses, while Lazada handles subsequent multilingual customer service, advertising investment, and international shipping costs. The platform will also fully cover cross-border return costs after products leave the country.

It is reported that Tmall brands joining the project can initially choose the "light going global" option to enter the market with minimal barriers. After sales stabilize, they can obtain more suitable customized solutions through Lazada's "butler-style service."

"The core design of the project is to lower the barriers for brands going overseas, allowing everyone to test the Southeast Asian market at lower costs while preserving the path for gradual evolution toward localization," said a Lazada insider.

Currently, the "One-Click Easy Go Global" entry has gone live in invited Tmall merchant backends and is gradually opening to all Tmall merchants.