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Input: SINGAPORE/BANGKOK (Reuters) - When diaper maker DSG International (Thailand) wants to know what its customers are thinking  it often turns to Lazada  an e-commerce firm majority-owned by Alibaba Group Holding (BABA.N).
FILE PHOTO: The Singapore Lazada website is seen in this illustration photo June 20  2017. REUTERS/Thomas White/Illustration/File Photo
âData from  Lazada  has been used to position certain products where consumer preferences are different. For example  Thai customers like to buy diapers in special cartons  while Malaysians prefer multiple packs â says Chan.
To reach more customers and get a better handle on their online behavior  consumer goods companies are forging partnerships with e-commerce firms like  Lazada  and fashion website Zalora.
The conglomerate  which works with the likes of Singapore online grocer RedMart  Indonesiaâs Blibli and Vietnamâs Tiki  said it introduced its St Ives skincare brand on Lazada after seeing a trend towards natural products and shopper search data.
âTraditional retailers will struggle to see customer behavior â said Lazada Thailandâs CEO  Alessandro Piscini. âWe can tell if a customer is pregnant from their search behavior.â
Lazada  he said  plans to use data science to help its merchants customize offers for specific customer groups based on age  gender and other preferences.
 Lazada  and Zalora are among the few e-commerce platforms that operate in multiple Southeast Asian countries. But the region is becoming a new battleground as Amazon (AMZN.O) and JD.com (JD.O) make beachheads in Singapore and Thailand.
 Lazada Thailand  will focus on partnering with fast-moving consumer goods companies to maintain  its  lead  Piscini said  and is expanding its logistics footprint across a region that has poor roads  clogged cities and thousands of often remote islands.
Thailandâs top consumer goods manufacturer Saha Group (SPI.BK) (SPC.BK) has seen online sales of some of its brands rise tenfold since it began a partnership with  Lazada  in June  but online still represents just 1-2 percent of total sales.

Consumer goods firms harness online data to tap Southeast Asia e