E-commerce platform Lazada’s Artificial Intelligence Adoption in eCommerce in Southeast Asia whitepaper has shown that 88% of shoppers make purchasing decisions using AI-generated content and product recommendations.
“AI has become an integral part of the eCommerce landscape, enabling smarter decision-making and more tailored customer experiences at scale. As we dive deep into how we can enhance AI algorithms to personalise product recommendations, optimise supply chains, and enhance customer service interactions, it is clear that AI will remain a key enabler in pushing the boundaries of what eCommerce can achieve,” said Howard Wang, chief technology officer, Lazada Group.
AI in online shopping
The survey of more than 6,000 shoppers across six Southeast Asian markets revealed that 63% of Southeast Asians believe AI is widely adopted in online shopping.
Consumers recognise AI chatbots (63%), translations (53%), and visual product searches (52%) as key AI features in eCommerce.
However, only one-third of the respondents rated these features as helpful in addressing their needs, highlighting an opportunity for the eCommerce industry to elevate shopping experiences through AI.
Consumer behaviour
Most respondents rely on AI for personalised recommendations (92%) and product summaries (90%).
Around 52% said they embrace AI in their personal life for cited convenient shopping, while 51% view product and seller reviews as a key feature they prioritise.
Most shoppers (83%) are willing to pay more for AI-powered shopping experiences, with 49% seeing improvement in discovery, customer service, and enjoyment during online shopping through AI.
Moreover, 80% of respondents use AI features on eCommerce apps at least once a week.
