弥合AI鸿沟：东南亚在线卖家的认知与采用趋势

About this Report Commerce has come a long way, driven by technology as a cornerstone forits evolution.From the first online marketplaces to the rise of mobileshopping, innovation has been at the heart of every major shift in theeCommerce landscape. Today, we are witnessing another transformation–one that is powered by Artificial Intelligence (AI). Developed in partnership with Kantar, the research reportBridging the AIGap: Online Seller Perceptions and Adoption Trends in SoutheastAsia,provides a comprehensive analysis of AI adoption trends, challenges,and opportunities, offering insights into how sellers can leverage AI to drivegrowth and efficiency in Southeast Asia’s evolving eCommerce landscape. Disclaimer All content shared herein is provided in the context of thisreport. This content can be shared but it shall not bereproduced, in-part or in its entirety, without the prior writtenpermission of Lazada and/or the respective content owner. To the extent permitted under applicable laws, Lazada herebydisclaims any and all liability to any party for any direct,indirect, implied, special, incidental or other consequentialdamages arising directly or indirectly from any use of thecontent, which is provided “as is” andwithout warranties. © 2025, Lazada South East Asia Pte. Ltd. All rights reserved. 01 RESEARCHDESIGN Targetcriteriaforsurveyrespondents:Aged18years&above,abusinessownerorworking inretailor consumergoods,currentlysellingonlineviaecommerceorotherplatforms,amixofgender,age,companysizeandcategoriessold Research Design Overall responses achieved 02 PERCEPTIONTOWARDSARTIFICIALINTELLIGENCE SEA sellers show strong familiarity with Artificial Intelligence, with 68% aware andknow what it is about Familiarity with technologies (heard & know what they are about) With strong familiarity, SEA sellers are also more likely than buyers to adopt AI intotheir personal life–1 in 2 fully embrace AI in their personal life Adoption of Artificial Intelligence in personal life While SEA sellers embrace AI and believe in its ability to raise productivity, majoritystill has reservations about its usefulness, especially TH and SG Perceptions towards AI Apart from efficacy gaps, SEA sellers are also divided in terms of the cost-savingaspect of AI, which underscores an implementation dilemma Challenges in transitioning from familiar, manual processes to AI-driven solutions: whilenearly all sellers agree on the importance of upskilling, they concede that employees stillprefer tools they are familiar with Perceptions towards AI Key takeaways High familiarity & comfort Believe in long-term gains Sellers have highfamiliarity & comfortwithAI tools Have reservations aboutshort-term gainsonusefulness and upfrontinvestments Still believe in thelong-term gainson costs andproductivity 03 ARTIFICIALINTELLIGENCEADOPTION INECOMMERCE Gap between claimed and actual adoption underscores the need for a strongsupport system to bridge disparities; TH, ID and SG have the biggest gaps TH leads in terms of knowledge and adoption of AI, SG, VN and ID can aim to reducethe knowledge gap, while MY and PH will need to focus on infrastructure building 04 ARTIFICIALINTELLIGENCEREADINESSINDEX Three archetypes are developed based on the actual AI adoption in each aspect of aseller’s business operations Througha survey reaching out to 1,214eCommercesellersinSoutheastAsia,wehavedeveloped three archetypes basedonthelevelofAIadoptionacrossfivecoreaspectsofsellers’businessoperations: 1.Eachaspectcomprisesoffourtonineworkprocesses2.Sellersarerequiredtoselecttheoptionthatbestdescribetheircurrentwayofworkingforeachworkprocess3.Sellers are graded on the level of AIadoptionbasedontheaveragescoretheyattained in each aspect ofoperations Each archetype represents a grade they have attained in the scoring exercise, fromAI Adepts who are ahead of the curve to AI Agnostics who are slower in AI adoption AI AdeptsSellers who are integrating AI across multiple A aspects of their operations, placing them in the top25% for adoption. AI AspirantsSellers who are performing average in AI adoption andhave gaps in certain work processes AI AgnosticsSellers lagging in AI adoption across most workprocesses, placing them in the bottom 75%. Across SEA, only 1 in 4 sellers are considered adept in AI adoption, the remaining 3 in4 eCommerce sellers require additional support in the AI adoption journey AI Readiness Matrix–Share of segments in each market In each function, AI Agnostics and AI Aspirants trail significantly behind AI Adepts inthe implementation of AI processes In Operations & Logistics, AI is typically implemented in security and inventorytracking, but less common in robotics InProductManagement,AIismorereadilyappliedtotaskslikegeneratingproductreviewsand descriptions,while product bundling recommendations still rely onmanualprocesses In Marketing & Advertising, Social Media Marketing shows a stronger AI usage, whilecustomer segm