Lazada, one of Southeast Asia’s leading eCommerce platforms, has unveiled a new research report titled “Bridging the AI Gap: Online Seller Perceptions and Adoption Trends in SEA.”
Conducted in collaboration with Kantar, the report draws insights from over 1,200 eCommerce sellers across six key markets—Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam—to assess how sellers perceive and implement AI in their business operations.
High awareness, low actual use
The research found that 68 percent of online sellers are familiar with AI, and 89 percent believe it boosts productivity. However, a striking gap remains between perceived and actual use. While sellers believe AI is embedded in 47 percent of their business processes, the real figure is only 37 percent.
The gap stems from multiple challenges: 64 percent of respondents cite AI solutions as costly and time-intensive to implement, and 61 percent remain skeptical about their overall value. Although 93 percent recognize AI’s potential to cut long-term costs, transitioning from manual workflows to AI-driven systems remains a hurdle.
Despite widespread acknowledgment of AI’s importance in workforce productivity (93 percent agree), 75 percent of sellers admit that their staff still prefer familiar, manual tools. This points to a critical need for training and support in AI adoption.
Varying AI readiness across SEA
AI adoption varies widely across markets. Indonesia and Vietnam lead at 42 percent, followed by Singapore and Thailand at 39 percent. Sellers were grouped into three archetypes based on their AI maturity:
AI Adepts (24 percent): Sellers who have integrated AI across at least 80% of their operations.
AI Aspirants (50 percent): Sellers who have partially integrated AI into their operations, but still face adoption gaps across key functions.
AI Agnostics (26 percent): Minimal to no AI use.
Thailand has the highest proportion of AI Adepts (30 percent), with Singapore and Indonesia close behind (29 percent). The Philippines (19 percent) and Malaysia (15 percent) lag due to infrastructure constraints and internal resistance.
Lazada’s AI solutions and new playbook
To accelerate AI adoption, Lazada is rolling out a strategic “Online Sellers Artificial Intelligence Readiness Playbook.” This guide aims to help sellers identify their AI maturity level and adopt suitable tools.
Additionally, Lazada is enhancing its platform with cutting-edge AI-driven tools, including:
AI Smart Product Optimization – A GenAI tool that refines product listings, offers virtual try-ons, and enhances images in minutes.
AI-Powered Translations – Translates product content into local languages for seamless regional expansion.
Lazzie Seller – An AI assistant embedded in the Alibaba Seller Centre for real-time support and growth advice.
James Dong, CEO of Lazada Group, emphasized the platform’s commitment: “We aim to bridge the knowledge and adoption gap by developing accessible AI solutions that meet the needs of sellers across Southeast Asia.”
As 76 percent of sellers remain in the AI aspirant or agnostic stage, the demand for intuitive, cost-effective AI tools continues to rise. — Ed: Corrie S. Narisma
