Lazada, Southeast Asia's leading e-commerce platform, has announced the rebranding of its logistics arm to Lazada Logistics, which was previously known as Lazada eLogistics (LEL) and Lazada Express (LEX) separately.

In a statement, it noted that previously, LEL managed the fulfilment and logistics with third-party logistics (3PL) providers, while LEX handled the parcel delivery to customers.

The new Lazada Logistics, meanwhile, will serve as a one-stop logistics solution for Lazada across Southeast Asia.

"Over the past decade, Lazada's proprietary logistic network has reshaped the e-commerce landscape in one of the world’s most populous and geographically diverse regions. The logistics capabilities have enabled us to provide best-in-class delivery service to our consumers across the region, as well as hassle-free and end-to-end services to our sellers and partners," said Chun Li, chief executive officer of Lazada Group.

"This re-branding reflects the significant progress we have made over the years, powered by our people and technology," he added.

Along with the rebranding, Lazada Logistics is also introducing multi-channel logistics (MCL) services, which provide a single stock fulfilment solution to help eCommerce enablers and brands fulfil across all e-commerce channels seamlessly. 

It added that whether the consumer orders on Lazada or other e-commerce channels, Lazada Logistics will be able fulfill and deliver all of the orders.

Under this arrangement, Lazada stores merchants’ and partners’ e-commerce products, enabling the efficient handling and dispatch of orders via Lazada’s own fleet, 3PL partners or channel-nominated fleet, Lazada said.

"In the current climate, consumers have grown accustomed to the convenience of a new shopping norm, and of having their purchases delivered to their doorstep – intact and on time. It is more important than ever that we continue to innovate and introduce new solutions that will help our merchants and e-commerce partners meet the growing demands and expectations of their customers," said Andy Huang, chief logistics officer of Lazada Group, adding that MLC solves many logistics pain points for brands and sellers.

Lazada said users can leverage on Lazada Logistics’ network of over 400 facilities comprising warehouses, sortation centres and hubs. 

More than 85% of total first-mile parcels are handled at Lazada’s own facilities. Cainiao, Alibaba's logistics arm, helps to handle Lazada's cross-border logistics and distribution centre services in China.

As Lazada Logistics continues to improve its end-to-end services, it said it will look to roll out more new features that can include incentives for sellers to fulfil orders faster and enhanced same-day order pickup from sellers.