用AI变革电商：智慧销售，优享购物

June 2025 This report is part of Momentum Works’ ecommerce coverage For customised insights/consulting,email hello@mworks.asia Table of contents 1.Gen AI is reshaping ecommerce2.The US$131B AI Opportunity3.Alibaba is spearheading AIinnovation4.How Lazada’s AI capabilities upliftconversion for sellers5.How sellers should seize the AIopportunity for the future6.Conclusion All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Lazada. Anyreliance on such material is made at the users’ own risk.All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Lazada. Anyreliance on such material is made at the users’ own risk. This report is a collaboration between Momentum Works and Lazada Momentum Works (MW) is aventure outfitheadquartered in Singapore. It connects andempowers the digital and new economy ecosystem in emerging markets throughwell-researchedinsights,communityof decision makers, andventure-buildingexperience. Lazada Group has beenSoutheast Asia’s pioneering eCommerce platformsince itsinception in 2012. The company drives progress across Indonesia, Malaysia, thePhilippines, Singapore, Thailand, and Vietnam by harnessing the power ofcommerce andtechnology. Its platform connectsmillions of consumers with a vast base of sellers,offering a wide assortment of products from daily essentials to electronics, fashion,beauty items, and more. SellerEmpowerment PersonalisedShoppingExperience AI Innovation Lazada momentum.asia Why are we doing this report? AI can unlock up to US$131 billion annual ecommerce GMV in Southeast Asia by 2030Southeast Asia ecommerce GMV (US$ B)US$ 131B In this report, we decode: ●How hasAI reshaped theecommerce landscape?●What are sellers andconsumers doing with AIandwhatimpactcould it have?●What isLazada’s focus andstrategyin the AI space?●What’s nextfor the future ofecommerce and AI? Lazada’s AI capabilities are already driving outcomes Higher customer retention Better ROI for sellers Consistent sales growth The future of ecommerce is changing with AI, and those who embrace it will leap ahead 1. Gen AI is reshaping ecommerce Consumers today are not ‘more demanding’ , they are overwhelmed with options Consumers now Consumers in 1990s As a seller, how do you stay ahead facing this reality? Consumers and sellers’ needs are ‘in contradiction’ with each other Customer needs Sellers needs Platforms mediate between customer expectations and business realities Generative AI is already reshaping ecommerce applications An non-exhaustive list of AI applications in ecommerce We will explore some of these applications and how they will impact you Including personalisation capabilities No. of customers x Product complexities = Millions of diverse needs Much greater personalisation is possible withGen AI as:a.Personalised content and engagement stylecan be generated without extrahuman effort (or cost);b. The system learns itself about eachcustomer and through each interaction toconstantly improve itself This presents almost infinite levels ofpersonalisation which were not possible priorto the emergence of Gen AI. How are ecommerce platforms doing it? All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Lazada. Anyreliance on such material is made at the users’ own risk.All rights reserved. The material contained in this document isthe exclusive property of Momentum Works and Lazada. Anyreliance on such material is made at the users’ own risk. 2. The US$131B AI Opportunity As of October 2024, consumers across Southeast Asia placed highconfidence in AI - has that confidence increased since then? Sellers face a dilemma balancing long-term gains with short investments of AI Thisunderscores animplementationdilemma Sellers are concerned aboutshort-term investments on AI1 Concerns onusefulnessandhigh upfront investments © Momentum Works & Lazada Sellers need to do a lot to manage ecommerce operations properly Sellers juggle tasks across five core aspects of operations Common tasks handled by ecommerce operators (from platform, sellers or enablers) include: select goods to sell, set price (and discounts), discuss with platforms about campaign schedule,re-discuss with platforms after the platforms suddenly change their campaign schedule, plan sales campaigns, design product and campaign posters, write product descriptions, rewrite productdescriptions, rewrite product descriptions (3rd time lucky ..), film product videos, record voice over for product video, realise the mic did not work… re-record voice over for product video, edit productvideo, add subtitles to product video, upload product details to product page, upload campaign posters before the campaign starts, remove campaign posters after the campaign ends, host liveproduct demos, chat with customers, check delivery status with logistics providers,