The company stated it is reviewing selected roles to better align with its current business needs and maintain efficiency. This restructuring comes as Lazada faces mounting pressure from rivals in a landscape where artificial intelligence is increasingly deployed to capture consumer attention and manage logistics costs.

Data from Momentum Works highlights the scale of the challenge: Lazada’s regional market share slipped to 11% last year, down from 24% in 2020. Revenue for the fiscal year ended in March also saw a 3% dip, according to parent firm Alibaba. The platform is not alone in these adjustments; Shopee, which currently holds a 53% market share, has also initiated workforce reductions while shifting capital toward AI-driven growth and logistics infrastructure.