Is Lazada Legit? What Brands Need to Know About Southeast Asia’s Leading eCommerce Platform

Lazada has become a household name in Southeast Asia, reshaping how millions shop online across Singapore, Malaysia, Thailand, the Philippines, Vietnam, and Indonesia. As the regional eCommerce flagship of Alibaba Group, it boasts robust logistics infrastructure, in-platform payment security, and impressive reach.

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But behind the rapid growth and fast delivery options, brands face a growing challenge: the rise of intellectual property rights (IPR) infringement and scam tactics that misuse the Lazada name in order to capture hard-earned trust, loyalty, and revenue. Here’s what you need to know about Lazada’s platform, why bad actors are exploiting it, and how to report IPR infringement and scams effectively.

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What Is Lazada?

Lazada is Southeast Asia’s leading third-party marketplace, offering everything from beauty products to electronics. Backed by Alibaba’s powerful tech stack, it provides a secure and localized experience for buyers and sellers alike. Key platform features include:

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• Secure Payment Gateway: Buyer transactions are protected through Lazada’s in-platform payment solution. Funds are held during the Confirmation Period (typically 7–15 days, depending on the specific platform), and only released to sellers once buyers confirm receipt or the period expires.

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• Multi-Market Presence: Operating in six countries, Lazada is the go-to platform for cross-border sellers looking to access Southeast Asian consumers.

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• Strong Buyer Protections: Lazada provides dispute resolution for unsatisfactory purchases, including trademark or copyright-infringing products.
  
  

Yet as with any third-party marketplace, the open nature of the platform also invites bad actors.

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How to Report a Fake on Lazada

If you discover a product violating any type of IPR, there are two avenues to action:

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1. Flag the Listing or Seller Directly

• Use the “Report” or “Feedback” function found on seller storefronts or individual product listings in the app. The platform will ask you for a description of the issue. Be as detailed as possible!

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• Report any sellers requesting payment outside the Lazada platform immediately.
  
  

2. Submit a Return for Fake Products

• Buyers can also initiate a return of the product and select “counterfeit” as the reason.
• Gather supporting evidence: serial numbers, logos, product tags, packaging differences, and detailed design comparisons.

• If a return or refund is denied, file a formal dispute. Lazada’s internal resolution team reviews cases within three working days.
  
  

Beware of Non-Product Lazada Scams

Scammers are not only impersonating brands, but also attempting to impersonate Lazada itself: not to sell products, but to trick consumers into job scams and payment fraud.

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Case Study: Affiliate Marketing Scam
In May 2022, users began receiving WhatsApp and social media messages offering affiliate jobs with Lazada, with promises of commissions for tasks like liking products or placing sample orders. These “tasks” often required:

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• Entering personal information
• Making payments to fake websites or unknown bank accounts
• Purchasing products from spoofed Lazada domains
  
  

Once money was transferred, victims were unable to withdraw their “earnings”....and the scam site would disappear.

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According to reports from Channel News Asia, losses exceeded S$430,000 from scams misusing Lazada’s name.

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Beyond Reporting: Building a Scalable Protection Strategy on Lazada

Consumer education is one of the most powerful brand protection tools you have. When customers know what to look for – authentic logos, approved sellers, verified packaging – they’re less likely to fall for fakes in the first place. That means fewer refund requests, fewer support tickets, and fewer reputational risks.

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Education also extends beyond IPR. As impersonation scams targeting Lazada shoppers become more sophisticated, teaching customers how to spot fake promotions, job scams, and spoofed websites can help safeguard not just their wallets, but your brand’s credibility. A well-informed customer base protects your brand and helps ensure that Lazada remains a viable, trusted, and growing marketplace for legitimate sellers.

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On the surface, Lazada offers a controlled environment: payments are held until delivery is confirmed, sellers are vetted, and a dispute team is in place. But for brands dealing with infringement, the reality is far more complicated. The more your brand grows, the more time and resources this process demands, diverting focus from growth, innovation, and genuine customer engagement. 

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This is where many brands reach a breaking point: manual enforcement just doesn’t scale. While Lazada offers avenues for resolution, they weren’t built for brands monitoring hundreds of listings across multiple countries, platforms, and product lines.

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At MarqVision, we help brands automate the detection and removal of infringing listings across Lazada and other global marketplaces. Our AI identifies patterns, tracks repeat offenders, and adapts to evolving threats in real time. Thanks to our strong relationships with marketplace platforms, we can fast-track escalations and explore initiatives that strengthen platform-level defensibility, driving faster takedowns and better outcomes for our clients.

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Don’t drown in forms. Get ahead with intelligent enforcement.
Book a demo today to see how MarqVision transforms manual reporting into real-time brand protection.

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