Four in 10 APAC shoppers use AI tools for online shopping

Demand for subscriptions and digital payments also continues to grow.

About 40% of online shoppers across Asia-Pacific are already using artificial intelligence (AI)-powered tools such as chatbots and virtual assistants for customer service and product recommendations, according to DHL eCommerce's latest global survey.

The survey, which covered Australia, China, India, Malaysia and Thailand, found that another 37% of shoppers plan to use AI tools in the future, pointing to growing demand for more personalised online shopping experiences.

Businesses are also rapidly adopting AI, with 80% reporting that they already use the technology across their e-commerce platforms. The most common applications are personalised product recommendations and product reviews or image comparisons.

Companies expect AI use to increase further over the next five years, particularly in demand forecasting, virtual try-ons and fraud detection.

Despite the growing adoption, the survey found that trust remains a key challenge. Privacy concerns were cited by 62% of shoppers, whilst 50% questioned the accuracy of AI-generated recommendations. Businesses also expressed similar concerns over AI adoption.

The survey also found growing demand for subscription-based shopping. Most respondents already have at least one product subscription, with 35% holding three or more.

Discounts and loyalty rewards were the main reasons for subscribing.

Interest in logistics subscriptions is also increasing. Delivery and returns programs are already used by 61% of shoppers in Australia, 52% in India, 47% in Malaysia, 42% in Thailand and 32% in China. Half of respondents said they would consider subscribing to such services within the next five years.

Amongst businesses, 71% already offer subscription-based delivery and returns services, whilst 21% plan to introduce them over the next five years.

The survey also showed continued growth in digital payments. Credit and debit cards and digital wallets remain the most widely used payment methods, whilst Buy Now, Pay Later (BNPL), cryptocurrency, and biometric authentication are gaining traction, particularly in China, India, Malaysia, and Thailand.

"As digital lifestyles continue to evolve across Asia Pacific, innovation in e-commerce will accelerate in ways we cannot fully predict today," said Pablo Ciano, CEO of DHL eCommerce. "What is clear is that shopper expectations will continue to rise."

“A seamless, intuitive and personalized experience remains fundamental to engaging customers,” he added. “But the real opportunity lies in bridging any gaps, particularly around trust, convenience and choice for long-term loyalty."