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Zalora to Elevate Customers’ Online Shopping Experiences with Optimizely

Zalora to Elevate Customers’ Online Shopping Experiences with Optimizely

Singapore – February 15, 2022 – Optimizely announced that Zalora, Southeast Asia’s leading online fashion and lifestyle ecommerce site, has selected Optimizely’s platform to power their tech experimentation efforts moving forwards into 2022.

With over 3000 top international and local brands and designers on their platform, Zalora is Asia’s largest fashion retailer. The ecommerce giant started with clothing and accessories and have since branched out to other categories such as luxury, sports, beauty, and home & living.

Zalora understands that delivering impactful customer experiences is key to long-term loyalty and retention. Together with Optimizely, they are looking to ramp up to their experimentation efforts—to further improve their UX and increase personalisation throughout the customer life cycle.

Previously, Zalora used various tools with varying degrees of success but with the achievements their growth hacking team have seen, they will leverage Optimizely’s Experimentation platform to formalise experimentation as the Business as Usual (BAU) way of working—ultimately growing from one team using experimentation to fifteen.

Optimizely’s solution has proven effective with millions of experiences served on the platform every day. With the ability to rapidly experiment, test every idea, and increase personalisation across the customer journey, Zalora will be able to deliver personalised digital experiences to every one of their customers for increased conversions and retention. 

“2021 saw Zalora’s first push into experimentation to become more data-informed. We launched a ‘growth hacking team’ as a proof of concept to demonstrate that this way of working can add value—and we exceeded expectations for that year,” said Liam Hutchinson, Group Director of Product at Zalora. “Our goal now with Optimizely is to build on that effort, move experimentation beyond the pilot phase and start integrating it into the business.”

Optimizely will be vital in the first phase as experimentation is activated and scaled across Zalora’s teams. The platform will provide Zalora with the ability to measure success, establish operational goals, conduct fast A/B testing, and provide a clear direction on how to better drive the user journey as they roll out new projects and experiences this year.

“You’ll struggle to work in the product industry and not hear about Optimizely. This is a gold standard product and a great partnership that we are excited to leverage to its fullest capability,” said Liam. “The platform will be a key enabler in improving our customer engagement and offering more value for increased loyalty and retention.”

“We are proud to work with a leading online retailer like Zalora. The partnership is still in its early phases of implementation, but I am confident, with the support they have provided us, we can help Zalora create great digital experiences that further extend their lead in the ecommerce space,” said Paul North, Senior Vice President, Asia Pacific, and Japan at Optimizely.

About ZALORA Group

ZALORA is Asia’s online fashion and lifestyle destination. Founded in 2012, the company has a presence in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Hong Kong and Taiwan. ZALORA is part of Global Fashion Group, the leading fashion and lifestyle online destination in growth markets. ZALORA offers an extensive collection of top international and local brands and products across apparel, shoes, accessories, and beauty categories for men and women. Offering up to 30-day free returns, speedy deliveries as fast as 3 hours in some markets, free delivery over a certain spend, and multiple payment methods including cash-on-delivery, ZALORA is the online shopping destination with endless fashion possibilities.

About Global Fashion Group

Global Fashion Group is the leading fashion and lifestyle destination in growth markets across LATAM, CIS, SEA and ANZ.  From our people, to our customers and partners, we exist to empower everyone to express their true selves through fashion. Our four e-commerce platforms: dafiti, lamoda, ZALORA and THE ICONIC connect an assortment of international, local and own brands to more than one billion consumers from diverse cultures and lifestyles. GFG’s platforms provide seamless and inspiring customer experiences from discovery to delivery, powered by art & science that is infused with unparalleled local knowledge. Our vision is to be the #1 online destination for fashion & lifestyle in growth markets, and we are committed to doing this responsibly by being people and planet positive across everything we do.

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About Optimizely

At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at

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Media Contacts:

Rachel Teitt Gill
Sr. Director, Global Communications
+1 740-815-1588

Kally Lavoie
PAN Communications