SINGAPORE -- Online marketplace Lazada said Thursday it was combining pop star appeal, digital tools and in-app games to lure more millennials to shop and sell on its platform.

Lazada can "gain eyeballs" by combining shopping with entertainment, Group CEO Pierre Poignant told reporters here. One of the first efforts include a party in Jakarta on March 27 headlined by international pop star Dua Lipa and Miss Universe 2015 Pia Wurtzbach.

Aside from livestreaming concerts, Lazada's "shoppertainment" push also includes 3 mobile games. Digital vendors can also personalize their own own stores on LazMall, which touts an all-authentic range of products.

"The millennials have a different way of shopping, consuming, and entertainment. They do everything on their smartphones,” Poignant said.

"We believe that we need to basically move to an all-experience, more fun, and more entertaining [track],” he said.

Lazada wants to provide tools to young entrepreneurs who want to scale up their ventures to "super e-businesses," said it's group president, Jing Yin.

“Lazada will always be young. We want to keep engaging young sellers,” he added.

The new tools include a “store builder” feature, which allows sellers to design their own space in the online mall; and a “seller picks” section, which shows the store’s best-selling items.

“We don’t dictate what you want to sell...You have to write your own story. You should know your own customer,” Yin said.

LazMall opened last September 2018 with over 70 million product listings and a guarantee of 24-hour product delivery.

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For 2019, Yin promised higher visibility for LazMall brands within main platform Lazada and a digital business adviser for analytics and traffic data.

“Our vision is we want to become the one-stop shop for the future of new brands in Southeast Asia,” he said.

“This is the future and we are very firm in the belief because we have seen the success in China,” he added.