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Lazada Indonesia aligns business model with Alibaba

E-commerce operator to focus on adding small merchants

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Orders being filled at a Lazada warehouse in Jakarta.   © Reuters

JAKARTA -- The Indonesian unit of Lazada said it plans to focus on adding small merchants to its online marketplace, emulating the strategy of Alibaba Group Holding, the Chinese e-commerce company that acquired it last year.

Florian Holm, Lazada Indonesia's co-chief executive, told reporters on Wednesday the company will launch a campaign in April which will also mark the first anniversary of its acquisition by Alibaba to attract more small businesses online. It already partners some 15,000 third-party sellers in Indonesia. Holm said Lazada also plans to enable some merchants to sell products to shoppers in China through Alibaba's Taobao e-commerce platform.

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