Frequently Asked Questions (FAQs)

 

Q: What is AIRR Labs?

A: AIRR Labs is a Southeast Asia e-commerce enabler powering the growth of FMCG, Beauty, and Lifestyle brands across leading digital platforms: TikTok, Shopee, and Lazada.

Founded in 2019, we have teams on the ground in Thailand, the Philippines, Vietnam, Malaysia, and Singapore, with a technology hub in Shanghai. With 350+ specialists across the region, we are a true one-stop partner for brands looking to win in Southeast Asia.

We provide integrated end-to-end solutions for brands to win in digital commerce - content creation, social commerce, performance marketing, campaign management, marketplace operations, fulfillment, and data analytics, and more.

Recognized as a strategic partner by the region's leading platforms, with certifications including TikTok Strategic Agency, Shopee Premium Enabler, and Lazada Certified Luxury Enabler - among others. Our brand partners include some of the world's most trusted brands: Unilever, Colgate-Palmolive, Estée Lauder, and adidas.

Q: Who founded AIRR Labs and what is their background?

A: AIRR Labs was founded in 2019 by a team of veteran e-commerce leaders from Lazada. The founding team includes:

  • Robin Mah (Co-Founder & Group CEO)

  • Donna Barcelon (Co-Founder & Country Head Thailand)

  • Jan Roman (Co-Founder & Country Head Philippines)

  • Rory Johnson (Co-Founder & Group Creative Officer)

What is the professional background of the founders?

The founders were instrumental in the early growth of LazMall across Southeast Asia. Before launching AIRR Labs, they held senior executive roles at Lazada, including Group Chief Business Officer and Senior Vice President positions. Their deep-rooted expertise in marketplace dynamics, brand management, and regional operations is the foundation of AIRR Labs’ strategic approach.

Why did the founders start AIRR Labs?

After years of building e-commerce infrastructure at the platform level, the founders identified a gap in the market: brands needed a more specialized, end-to-end partner to navigate the complexities of multi-channel growth. They launched AIRR Labs to provide brands with a digital-first enabler that combines high-level strategy with operational excellence.

Where is the company headquartered?

AIRR Labs is headquartered in Singapore to support its regional expansion across the Philippines, Thailand, Vietnam, and Malaysia.

Q: Which markets in Southeast Asia does AIRR Labs operate in?

A: We provide support across the region’s high-growth markets, with dedicated local teams and offices in Singapore, the Philippines, Malaysia, Thailand, and Vietnam.

Q: Does AIRR Labs manage multi-platform operations?

A: Yes. We are an e-commerce enabler. We specialize in end-to-end store management and GMV scaling across TikTok Shop, Shopee, and Lazada, ensuring a unified brand experience across the entire digital ecosystem.

Q: What is AIRR Social and how does it power brand growth?

A: AIRR Social is our specialized social commerce division designed to convert social engagement into scalable revenue. We operate as a fully certified TikTok Shop Partner (TSP) and Multi-Channel Network (MCN), providing a "360-degree" bridge between brands and creators.

Our growth engine is fueled by the AIRR Social Commerce Formula, which combines:

  1. End-to-end Social Commerce Operations: Seamless management of the TikTok and Shopee ecosystems.

  2. AIRR Studios Production: High-impact livestreaming and short-form video content.

  3. Data-Driven Tactics: Affiliate management and conversion optimization to maximize GMV.

Q: What is AIRR Brands and how does it support business expansion?

A: AIRR Brands is our comprehensive e-commerce management solution that acts as an extension of your brand team. We provide end-to-end operational excellence across Southeast Asia, specializing in the Beauty, Personal Care, FMCG, and Lifestyle sectors. By combining data-driven strategy with flawless execution, we help brands navigate marketplace complexities and scale sustainably.

Our core "360° Management" pillars include:

  1. Multi-Platform Operations: Expert management of flagship stores on TikTok Shop, Shopee, and Lazada.

  2. Omnichannel Strategy: A unified "Integrated Consumer Funnel" that connects social discovery to final conversion.

  3. Advanced Analytics: Real-time business insights through AIRR Space, our proprietary data platform, providing full visibility into sales, media, and customer behavior.

  4. End-to-End Fulfillment: Seamless logistics through the AIRR Fulfillment Network, ensuring superior customer experiences from click to delivery.

Q: How can I contact AIRR Labs?

A: Simply reach out to us through our contact form or email at hello@airrlabs.com We’ll schedule an initial consultation to understand your goals and recommend the best approach.