Bangkok, Thailand – Lazada has announced a strategic partnership with Michelin to enhance the online tyre purchasing experience across Southeast Asia, combining digital commerce capabilities with mobility expertise.
Under the collaboration, the companies will co-invest in a framework designed to simplify tyre purchases online while strengthening operational efficiency and consumer trust.
The initiative will begin with a pilot in Thailand, where Michelin will launch a LazMall flagship store in the first quarter of 2026, before expanding to other Southeast Asian markets.
The programme aims to streamline the tyre buying journey on LazMall by integrating Michelin’s authorised distributors into Lazada’s ecosystem, enabling better inventory management, improved product authenticity, and broader consumer reach.
The partnership will also support educational initiatives promoting road safety and the importance of tyre maintenance.
“This partnership with Michelin reflects Lazada’s commitment to building a high-trust premium eCommerce platform that goes beyond transactions. By combining Michelin’s global leadership in mobility and safety with Lazada’s technology, logistics and regional know-how, we are creating a more integrated journey that gives consumers greater confidence, convenience and peace-of-mind,” said Varitha Kiatpinyochai, CEO of Lazada Thailand.
Varitha describes Thailand as a natural pilot market for the initiative as they look forward to scaling this collaboration across Southeast Asia.
Michelin will also bring its authorised local partners and distributors onto the Lazada platform, allowing them to tap into Lazada’s regional customer base.
“This partnership lets us deliver that promise digitally: clear guidance, authentic products, and seamless after sales support, all anchored in Michelin’s vision for safer, long-lasting and more sustainable mobility,” said Paul Perriniaux, vice president for sales, B2C Michelin Asia Pacific.
Paul emphasised, “By working with Lazada, we will shape a meaningful, end to end journey that puts consumers first—before, during, and long after their purchase.”
The collaboration will also see Lazada support Michelin’s loyalty initiatives through its membership programme, helping bridge offline and online engagement as part of Michelin’s broader offline-to-online strategy while reinforcing product authenticity and service quality for drivers across the region.
