Hong Leong Group partners with Imaginato to create Lazada’s greatest competitor in Malaysia


The Challenge

One of Southeast Asia’s largest conglomerates, Hong Leong Group, wanted to launch an online marketplace for the region that offered quality, hard-to-find products for the exploding upwardly mobile class. Given the eCommerce boom in the region, precision and time-to-market was critical. The Group began an extensive half-year long search for an experienced full-suite, eCommerce partner that could implement a complex multi-fulfillment model marketplace in a short period of time.

The Solution

  • Brand development
  • Product strategy and roadmap
  • Consumer web and mobile app design and prototyping
  • Native iOS and Android mobile shopping apps
  • Custom Magento marketplace core development
  • Custom CMS implementation
  • Complex payment integration and fraud check features
  • Seller center for merchant order management
  • Extensive 3rd party system integrations including ERP, WMS, CS, BI, 3PL, remarketing
  • Multi-language support
  • Custom Magento web services
  • Scalable AWS infrastructure design, implementation, and support
  • Site analytics and business intelligence platform integration
  • Continuous sprint management and delivery

Key Screens

Top Integrations

No items found.

Complete product design and prototype development.

Mobile Site

Fully customized responsive mobile site development.


Custom support for multiple fulfillment model support including retail outright, dropship, cross-dock, and consignment.

Seller Center

Product catalog management and order management portal for drop-ship merchants.

Native Shopping Apps

Premium native iOS and Android Magento-integrated apps for discovery, buying and sharing products.

Payment Integration

Credit card, online banking, COD payment integrations.

The Results

GEMFIVE launched after 5 months of initial development, offering a fresh, refined buying experience for high-quality consumer goods via direct as well as from hundreds of merchants. The GEMFIVE native mobile app UX designed by Imaginato was cutting edge, and it set the standard for how major competitors such as Lazada and 11street would eventually build their own apps. Within a year of launch, the company’s sales surpassed Zalora and Groupon in Malaysia and had earned a position within the top 3 of online marketplaces in the country.

More Case Studies

Let’s talk

How can we help?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Become a client

Everything else