Lazada, a leading e-commerce platform in Southeast Asia, has unveiled a comprehensive report detailing the adoption and perceptions of artificial intelligence (AI) among online sellers in the region. The report, titled "Bridging the AI Gap: Online Seller Perceptions and Adoption Trends in SEA," was developed in collaboration with Kantar and surveyed 1,214 sellers across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. It highlights both the potential and the challenges of AI technology in enhancing business operations.
According to the findings, online sellers in Southeast Asia are becoming increasingly familiar with AI technology. In Thailand, 46% of sellers reported awareness of AI, with a significant 54% claiming to have integrated AI into their business processes. However, the actual usage of AI stands at only 39%, revealing a notable gap between awareness and practical application.
Thailand ranks third in the region for AI adoption in e-commerce, trailing behind Indonesia and Vietnam, which lead with an average usage rate of 42% across their business operations. The report indicates that 15% of Thai sellers still find AI overwhelming, underscoring the need for skill development and support in utilizing AI effectively.
James Dong, CEO of Lazada Group, emphasized the importance of understanding AI's potential to enhance digital business efficiency and customer experience. He noted, "While most sellers recognize the transformative power of AI, many are just beginning to grasp the technology before implementing it fully." This sentiment reflects the broader regional trend where many sellers feel they need guidance in leveraging AI effectively.
The report also categorizes sellers into three groups based on their AI adoption levels: AI Adepts, AI Aspirants, and AI Agnostics. AI Adepts, who utilize AI in at least 80% of their business processes, make up only 24% of the sellers in Southeast Asia. In contrast, 50% fall into the AI Aspirants category, indicating a mix of partial use and ongoing challenges. Meanwhile, 26% of sellers are classified as AI Agnostics, showing no current application of AI in their operations.
Interestingly, the study highlights that 76% of sellers in the region are either AI Aspirants or Agnostics, pointing to a significant demand for more effective AI solutions. In Thailand, 30% of sellers are classified as AI Adepts, reflecting a growing confidence and acceptance of technology among entrepreneurs.
The report identifies five key areas where AI is being applied in e-commerce: operations and logistics management, product management, marketing and advertising, customer service, and human resource management. Among these, logistics and operational management see the highest adoption rates, particularly in complex processes like returns and tracking. However, marketing and product management applications are still lagging, with only 38% of sellers utilizing AI in these areas.
Despite recognizing the potential of AI to improve efficiency, many Thai sellers express concerns regarding costs. The report reveals that 99% of sellers are aware of AI's capabilities to enhance business performance, yet over 80% remain uncertain about its benefits. Additionally, 84% of sellers worry about the expenses associated with developing their teams' AI skills, even as they acknowledge that AI can lead to long-term cost savings.
To bridge the gap in AI adoption, Lazada is launching the "Online Sellers Artificial Intelligence Readiness Playbook," a strategic guide tailored to help sellers navigate their AI journey based on their readiness levels. This initiative aims to empower sellers to harness AI's capabilities effectively and efficiently.
Moreover, Lazada is set to introduce new AI-driven features designed to streamline operations and enhance product listings. The AI Smart Product Optimization tool will assist sellers in improving their product listings, while AI-Powered Translations will facilitate content translation into multiple languages, broadening market reach.
Additionally, the Lazzie Seller chatbot from Alibaba Seller Centre (ASC) will provide instant responses to frequently asked questions, helping sellers navigate the platform more efficiently. The introduction of these innovative tools reflects Lazada's commitment to enhancing the e-commerce landscape in Southeast Asia.
As the e-commerce ecosystem continues to evolve, the insights from Lazada's report underline the critical role that AI can play in shaping the future of online selling. With a growing number of sellers recognizing the value of AI, the potential for transformative change is significant. However, the findings also highlight the urgent need for ongoing support and education to ensure that all sellers can fully leverage these technologies to drive their businesses forward.
