Lazada, a main electronic commerce platform in Southeast Asia, has unveiled a complete report detailing the adoption and perceptions of artificial intelligence (IA) among the online sellers in the region. The report, entitled “Bridging the IA Gap: Online Vender Perceptions and Adoption Trends in Sea”, was developed in collaboration with Kantar and questioned 1,214 sellers through Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. It highlights the potential and challenges of AI technology in improving commercial operations.
According to the results, online sellers in Southeast Asia are becoming more and more familiar with AI technology. In Thailand, 46% of sellers declared AI awareness, with 54% significant having integrated AI into their commercial processes. However, the real use of AI is only 39%, revealing a notable gap between awareness and practical application.
Thailand ranks third in the region for the adoption of AI in electronic commerce, dragging behind Indonesia and Vietnam, which leads with an average rate of use of 42% in their commercial operations. The report indicates that 15% of Thai sellers always find an overwhelming AI, stressing the need for skills development and support in the effective use of AI.
James Dong, CEO of Lazada Group, stressed the importance of understanding the potential of AI to improve digital commercial efficiency and customer experience. He noted: “While most of the sellers recognize the transformative power of the AI, many are barely starting to grasp the technology before fully implementing it.” This feeling reflects the broader regional trend where many sellers believe they need advice in the effective implementation of AI.
The report also classifies the sellers in three groups according to their levels of adoption of the AI: Fans of AI, IA aspirants and AI agnostics. AI Adpts, which uses AI in at least 80% of their commercial processes, represent only 24% of sellers in Southeast Asia. On the other hand, 50% fall into the category of IA aspirants, indicating a mixture of partial use and continuous challenges. Meanwhile, 26% of sellers are classified as AI agnostics, showing no current AI application in their operations.
Interestingly, the study stresses that 76% of the sellers in the region are either aspirants in AI or agnostics, highlighting a significant demand for more efficient AI solutions. In Thailand, 30% of sellers are classified as IA followers, reflecting growing confidence and acceptance of technology among entrepreneurs.
The report identifies five key areas where AI is applied in electronic commerce: operations and logistics management, product management, marketing and advertising, customer service and human resources management. Among these, logistics and operational management see the highest adoption rates, especially in complex processes such as yields and monitoring. However, marketing and product management applications are still lagging behind, with only 38% of sellers using AI in these areas.
Despite recognition of the AI potential to improve efficiency, many Thai sellers express concerns about costs. The report reveals that 99% of sellers are aware of the AI capabilities to improve business performance, but more than 80% remain uncertain about its advantages. In addition, 84% of sellers are concerned about expenses associated with the development of AI skills in their teams, even if they recognize that AI can lead to long -term cost savings.
To fill the gap in the adoption of AI, Lazada launches the “book of reading the preparation for artificial intelligence of online sellers”, a suitable strategic guide to help sellers navigate in their AI journey according to their level of preparation. This initiative aims to allow sellers to effectively develop the capabilities of AI effectively and effectively.
In addition, Lazada is expected to introduce new AI features designed to rationalize operations and improve product lists. The AI intelligent product optimization tool will help sellers improve their product lists, while AI -powered translations will facilitate the translation of content into several languages, expanding market scope.
In addition, the Chatbot of the Seller Lazzie by Alibaba Feller Center (ASC) will provide instant answers to frequently asked questions, helping sellers to navigate the platform more effectively. The introduction of these innovative tools reflects Lazada’s commitment to improving the electronic commerce landscape in Southeast Asia.
While the electronic commerce ecosystem continues to evolve, the ideas of the Lazada report underline the critical role that AI can play in the training of the future of online sales. With an increasing number of sellers recognizing the value of the AI, the transformative change potential is significant. However, the results also highlight the urgent need for continuous support and education to ensure that all sellers can fully take advantage of these technologies to advance their businesses.