2026商业的未来：亚太地区代理式购物研究报告

Contents The future of commerce: Agentic shopping in Asia Pacific04 Why Asia Pacific is primed for agentic commerce05 Agentic AI is out of the lab: The agentic trends already06reshaping retail in Asia Pacific Competing in the age of agentic commerce10 Six imperatives for Asia Pacific retail and brands leaders11 Technology is essential, but only part of the equation13 The way forward14 Authors14 Endnotes15 The future of commerce:Agentic shopping in Asia Pacific Why Asia Pacific is primedfor agentic commerce Digitally fluent customers and commercial ecosystemsput Asia Pacific businesses in a strong position to leadthe development of agentic commerce. Already today,74% of consumers are using AI to discover, compareand learn about products and prices, but almost halfare reluctant to complete transactions without strongersecurity assurances.2While innovators and first moversare demonstrating what agent-enabled retail could looklike, more needs to be done across the foundations oftechnology and business model, as well as governance,security and trust. A large portion of the industry nowfaces pressure to adapt quickly as consumer behavioursshift, platforms evolve and AI begins to reshape the retailvalue chain. AI is rewiring commerce as we know it, changing howretailers operate, how brands compete and how shoppingis experienced. It has the potential to recalibrate everylayer of the retail chain from the storefront to digitalmarketplaces, operations and fulfilment. At the heart ofthis shift is the rise of AI agents: autonomous systems thatcan search, reason, execute tasks, and increasingly takeaction on behalf of customers, workers and businesses.As they evolve, AI agents are reshaping the fundamentalsof shopping – not only for customers but also the employeeswho serve them. Shifts of this scale are rare, and leaders are navigatinggenuine uncertainty about how fast the change will unfoldand where value will be created. Yet momentum is buildingrapidly and nowhere more so than in Asia Pacific. Withsome of the world’s most advanced and dynamic digitalretail ecosystems, Asia Pacific is where agentic commercehas the potential to evolve fastest and where its futuredirection will likely be defined. With over 4.3 billion shoppers, 18 megacities and thefastest-growing middle class on earth, Asia Pacific isrenowned as global retail’s growth powerhouse andinnovation laboratory. The region is expected to drivetwo thirds of the world’s new retail sales over the nextfive years.1 From 10-minute deliveries in India, to avatar-hostedlivestreams in China, Asia Pacific has pioneered manyof the models that are redefining global retail. Super-apps are central to how consumers live and shop. Socialand livestream commerce have become mass-market,culturally embedded retail formats operating at significantcommercial scale. While quick commerce has set a newglobal standard for speed, convenience and last-mileexecution. Let’s explore the current state of agentic commerce in AsiaPacific, what themes and trends are emerging, and howretailers and brands can position themselves to succeed. Definitions Intelligent agents depend on real-time data, deeplyinterconnected platforms, high-velocity operations anddigital processes – foundations businesses across AsiaPacific have spent the past decade building. As AI movesfrom optimising commerce to actively participating in it,Asia Pacific is among the first regions where thesecapabilities are being embedded at scale. However,retail will always be a profoundly human experience.As AI is embedded into shopping, the winners will be thosethat can harness the technology to amplify, not replace,human connection and experience. AI agents:Agents are digital workers that can automate tasks, orchestrate workflows, tools andprocesses autonomously or collaboratively with human workers. In many markets across the region, seamless digital tophysical commerce is already the baseline. Leading regionalretailers and consumer brands operate across highlyintegrated commerce systems that connect platforms,channels and physical stores, meeting customers whereverthey are and connecting discovery, engagement andpurchase into a continuous flow. In this environment, theability to connect, sequence and operate across denseplatform ecosystems and personalise at scale has becomea core competitive capability. Agentic commerce:Agentic commerce refers to a retail environment where AI systems makedecisions and take actions across the value chain, supporting and automating how customers shopand how retail businesses operate. Shopping agents:AI shopping agents or ‘shopping bots’ are intelligent assistants that can searchfor products, compare prices, read reviews and complete purchases online on behalf of customers. Agentic AI is out of the lab: The agentic trendsalready reshaping retail in Asia Pacific The agentic store:intelligence enters physical retail2 As digital platforms, fast delivery and AI continue tored