HP Appoints Luca Barni as Marketplace Leader for Greater Asia and India
CE DESK 
HP Inc. has appointed Luca Barni as Marketplace Leader for Greater Asia & India, a newly created role focused on accelerating the company’s e-commerce marketplace strategy across one of its fastest-growing regions. Barni joins HP from Lazada Group, where he most recently served as Senior Vice President – Commercial, bringing nearly a decade of experience from the Alibaba Group ecosystem.
In his new capacity, Barni will be responsible for driving growth across e-commerce marketplaces in Southeast Asia, Korea, Japan, Australia, and India. The appointment comes as HP seeks to strengthen its digital commerce footprint and capitalize on the rapid shift toward online PC and peripherals purchasing, particularly as AI-enabled devices reshape consumer and commercial buying patterns.
Barni’s background spans business strategy, e-commerce operations, marketing, and general management across commercial and digital businesses. His experience at Lazada where he oversaw commercial strategy, marketplace partnerships, and seller ecosystem development positions him to expand HP’s relationships with regional online platforms while optimizing direct-to-consumer and marketplace channel performance.
The appointment aligns with HP’s broader Asia-Pacific growth strategy, which has seen increased investment in regional markets amid strong PC demand. Recent industry data shows AI-driven PC upgrades lifting share prices of major manufacturers, with the region emerging as a critical battleground for marketplace share and channel partnerships.
