Lazada Whitepaper Reveals 88% of Southeast Asian Consumers Rely on AI for Purchasing Decisions

Lazada, a key player in Southeast Asia’s eCommerce landscape, has released its inaugural Artificial Intelligence Adoption in eCommerce in Southeast Asia whitepaper, co-developed with Kantar. The study, which surveyed over 6,000 shoppers across six markets, offers insights into the growing role of artificial intelligence (AI) in enhancing online shopping experiences.

The report reveals high adoption of AI tools among Southeast Asian consumers, with 88% relying on AI-driven recommendations and content to guide their purchasing decisions. Notably, 80% of respondents use AI features on eCommerce apps weekly, with tools such as AI chatbots, visual searches, and translations proving particularly popular. AI trust levels are high, with 92% of shoppers appreciating personalised recommendations, while 90% value AI-generated product summaries.

The Gap in AI Perception and Actual Usage

While 63% of respondents believe AI is already widely integrated into eCommerce, actual usage lags, with only 47% regularly using AI chatbots, 40% engaging with visual search, and 40% using translations. Notably, only a third of users rate these features as fully meeting their needs, highlighting potential for platforms to refine AI features, driving seamless shopping experiences and brand loyalty.

Consumer Preferences and AI-Enhanced Shopping

Lazada’s findings point to a strong inclination among Southeast Asian shoppers for AI-powered convenience and depth in online shopping. Over half of respondents cite convenient shopping (52%) and reliable product reviews (51%) as motivating factors for using AI. Additionally, 83% of respondents express willingness to pay more for AI-enhanced shopping, linking their satisfaction to benefits such as enhanced product discovery and customer service.

Lazada’s GenAI Innovations for Personalised Shopping

To address these consumer needs, Lazada has introduced new GenAI upgrades, with AI Lazzie, an interactive personal shopping assistant, at the forefront. Key features include:

• Message+: Providing contextual responses, tailored recommendations, and curated offers.
• Try-On Models: Enabling virtual model selection for fit previews and size recommendations.
• AI-Powered Product Descriptions: Crafting real-time, preference-based product listings.
• AI-Powered Smart Reviews: Summarising extensive reviews for quick, informed decisions.

Powered by OpenAI’s ChatGPT, AI Lazzie enhances product discovery and streamlines the shopping experience, benefiting both buyers and sellers.

These findings and upgrades were launched at the Lazada Convergence Forum, attended by over 100 industry figures. Lazada executives, including CTO Howard Wang, shared insights on AI’s transformative role in creating smarter, more personalised shopping experiences.