Lazada opened official storefronts for Swiss athletic shoe maker On on its LazMall platform in Thailand and the Philippines on November 9, 2026. The deployment gives On its first direct marketplace presence anywhere in Southeast Asia.
Shoppers in both markets gain direct access to genuine inventory across performance and everyday models. The roll-out includes the Cloudmonster, Cloudrunner, and Cloudsurfer running lines, alongside general gym footwear.
Footwear assortment across Southeast Asia
Lazada acts as the first online marketplace operator in the region to secure an official On flagship. Customers previously depended on independent resellers, multi-brand sporting goods merchants, or regional parallel importers to secure the footwear.
The initial inventory focuses on core road running and recovery footwear before broadening. Catalog additions will continue across both national storefronts throughout 2027 to incorporate a wider selection of road racing, trail, and lifestyle products.
Marketplace control and sportswear margins
For high-ticket sports brands, open regional marketplaces often present pricing friction and gray-market dilution. Running an official storefront on LazMall allows On to set manufacturer pricing, manage channel allocations, and control inventory authenticity directly across two high-volume developing markets.
Southeast Asian e-commerce marketplaces compete aggressively for premium brand exclusivity. By securing On as a direct merchant, Lazada strengthens LazMall against regional rivals such as Shopee, relying on athletic footwear buyers who spend above average order values rather than chasing mass-market discount volume.
Premium athletic expansion in Asia
The marketplace agreement builds on the Swiss company’s physical and direct retail expansions across East and Southeast Asia, including dedicated standalone flagships opened in South Korea. Reaching buyers in Thailand and the Philippines through digital storefronts provides brand presence without the immediate capital expenditure required for company-operated flagship retail leases.
Regional e-commerce trade continues to shift toward authenticated brand channels as middle-class consumers demand verifiable inventory. The LazMall storefronts operate immediately, with further product additions expected throughout 2027.
