Identifying Sales Growth Drivers in Lazada Motors: A Comparative Case Study of Key Account Management Practices

Abstract

This study investigates the operational and behavioral factors that differentiate successful from underperforming sellers in Lazada Thailand’s Motors category during non-campaign periods. Using a qualitative multiple-case study approach, three sellers with varying performance outcomes were compared to analyze the role of Key Account Managers (KAMs) in influencing tool adoption, pricing strategies, and overall seller readiness. Findings reveal that sales growth is not solely determined by access to platform tools, but by proactive engagement, mindset, and execution discipline. High-growth sellers demonstrated full tool adoption, strategic pricing, and strong collaboration with their KAMs, while declining sellers exhibited passivity, tool withdrawal, and over-reliance on single products. The research contributes to academic discussions on KAM practices in digital marketplaces and provides practical recommendations for behavior-based seller segmentation, campaign readiness systems, and KAM training. These insights highlight the importance of strategic account management and behavioral influence in sustaining seller growth beyond mega campaign periods.