By tapping into a regionally-popular lifestyle e-shopping platform, a Singapore taxi firm is hoping to reach its target audience.

An e-commerce platform featuring shopping and lifestyle (‘shoppertainment’) products in South-east Asia has announced a tie-up to also offer taxi bookings in its Singapore operations.

ComfortDelGro Taxi, Singapore’s largest taxi operator, has struck a deal to tap Lazada Singapore’s app to allow people to book a ride on their fleet of 10,000 taxis while also using the entertainment and shopping sections in the platform.

This integration of taxi-booking services is a first for an e-commerce platform in the country. The partnership will see the taxi firm tapping into Lazada’s wide customer base, particularly the younger demographic of shoppers who frequent the platform.

According to Ang Wei Neng, CEO, ComfortDelGro Taxi: “It has always been our aim to have our taxi booking services within reach of shoppers. What better way to do it than to have our booking services readily accessible through the Lazada app. We hope that shoppers will find the experience—from shopping to travelling—a seamless one.”

Lazada Singapore’s CEO James Chang said: “We are excited to be the first and only e-commerce platform in Singapore to offer customers taxi-booking services within a shopping app. This will enrich the shoppertainment experience for customers who are already browsing, playing games, and watching livestreams on the app; and with the added convenience of booking taxis, customers can utilize one app to shop, play and travel.”

As part of the collaboration, there will be a six-month long promotion that gives Lazada’s Singapore shoppers a small discount off all taxi booking. Customers can also enjoy greater savings by purchasing and redeeming rides booked through Lazada using promotional codes from the ComfortDelGro LazMall store.

In recent year, especially during the current pandemic, the rise of lifestyle super apps has resulted in substantial shifts in how businesses and consumers around the world are evolving to keep pace with the sudden shifts to a global digital economy.