Carlos Otermin Barrera is the CEO of Lazada Philippines, the local arm of the Alibaba-owned online retail company that operates in six Southeast Asian countries, including Indonesia, Malaysia, Singapore, Thailand and Vietnam. As of 2023, Lazada reports that it hosts about 155,000 sellers and 3,000 brands on its platform, catering to over 500 million Southeast Asian consumers. The company strongly emphasises providing an exceptional customer experience and offers various payment methods. Lazada also maintains comprehensive customer support services through its last-mile delivery operations, supported by an extensive network.

Barrera has noted the significant growth of the Philippine e-commerce market over the past seven years. He acknowledges the initial challenges and scepticism surrounding Lazada's success in Manila, emphasising the subsequent development of the entire industry, spanning logistics, marketing, and brand building.