Not only optimizing operations, AI is creating new ways to interact with customers, improving user experience, optimizing supply chain management processes, optimizing marketing strategies, providing better customer support... From there, businesses have outstanding business growth.
Support for optimizing shopping features
According to a report on AI applications in e-commerce in Southeast Asia, recently published by Lazada and Kantar Research Company, about 92% of Vietnamese people use AI features on e-commerce platforms at least once a week, higher than the average in Southeast Asia (ASEAN).
88% of respondents in ASEAN make purchasing decisions based on AI content and product recommendations, and 51% say product and seller reviews are important factors when shopping online.
The report also analyzed consumer shopping behavior to understand how e-commerce platforms can better leverage AI. Accordingly, the level of trust in AI-integrated platforms is very high, with up to 92% of users trusting personalized shopping suggestions from AI and 90% relying on AI to summarize product information.
Additionally, 51% of consumers value AI-enabled product and seller reviews, highlighting the opportunity for AI to provide more in-depth, relevant, and authentic reviews. Given the benefits AI offers, 83% of consumers are willing to pay more for an AI-enabled shopping experience.
According to Mr. Do Huu Hung, CEO of ACCESSTRADE, the five trends leading Vietnamese e-commerce are AI Chatbot (virtual assistant), Apps (phone applications), Multi-Channel (multi-channel), Customer Experience (user experience) and D2C (Direct-to-Customer, understood as direct sales from sellers to consumers through websites, genuine stores without going through intermediary channels such as distributors and agents). "The core of the above five trends comes from two driving forces: Taking technology and taking consumers as the center," said Mr. Do Huu Hung.
In the context of the world changing every day with the continuous emergence of new scientific and technological advances, e-commerce platforms operating on a digital basis have become the focus of all business orientations and plans of enterprises.
In that same trend, it can be seen that never before have consumers, or customers, played a central role and had an important voice in the digital economy as they do today.
Every experience, review, and positive or negative feedback from users strongly affects the business performance of e-commerce businesses, especially when the Vietnamese market is witnessing fierce competition from many large brands.
Applying AI for Business Goals – the Key Factor
According to the Department of E-commerce and Digital Economy (Ministry of Industry and Trade), Vietnam's e-commerce continues to maintain an impressive growth rate of 18-25% per year. In 2024, the market size will reach over 25 billion USD, an increase of 20% compared to 2023, accounting for about 9% of total retail sales of goods and consumer service revenue nationwide. This shows that consumers increasingly prefer online shopping methods.
Fortune Business Insights also reports that the global retail AI market size is expected to grow from $9.36 billion in 2024 to $85.07 billion in 2032, at a compound annual growth rate of 31.8%. There are many factors contributing to this impressive growth, and the application of AI for business purposes is one of the key factors.
According to Ms. Le Minh Trang, Deputy Director of Retail Research Department (NielsenIQ Vietnam Company), AI has the ability to suggest products that suit customers' needs and preferences by analyzing big data from their previous shopping behavior, including purchase history, viewed products, product feedback or reviews...
From there, businesses can adjust their products, services or marketing strategies to better suit customer needs. In addition, from market data and customer data, AI can forecast future product trends and needs. This helps businesses adjust their product and marketing strategies to meet market needs, maintaining a competitive advantage.
On the other hand, the combination of AI and other advanced technologies has been opening up new opportunities to increase efficiency, reduce costs, improve and optimize warehouse and supply chain management in e-commerce.
In fact, Chinese e-commerce giant Alibaba has implemented an automated warehouse system powered by robots and AI. Robots can automatically pick and pack goods, arrange them in optimal storage locations, and even prepare orders for shipping. This significantly reduces order processing time and increases warehouse efficiency.
According to Mr. Do Huu Hung, CEO of ACCESSTRADE, in the context of e-commerce development, livestream has become an indispensable part of businesses' marketing strategies. Livestream is not only a sales tool but also helps to connect emotionally with consumers.
Not only large enterprises, the Vietnamese small and medium-sized enterprise community is also taking advantage of affiliate marketing to reach customers at optimal costs. Platforms such as ACCESSTRADE and TikTok Shop help small and medium-sized enterprises join the game without a large budget, completely changing the market landscape.
According to experts, e-commerce platforms will not only be places for buying and selling but also spaces that combine elements such as searching, discovering, evaluating and selling. In 2025, branding will not simply be about selling but will need to harmoniously combine conveying brand messages and bringing value to customers.
Businesses will have to choose a strategy that is quick and direct, while addressing both factors: Bringing real value to customers and building sustainable brand value. In which, AI is a powerful and effective support tool.
On the morning of April 25, the Vietnam E-commerce Panorama Forum 2025 took place in Hanoi with the theme "Victory in the AI era".
At the forum, businesses and experts discussed AI, digital exports and cross-border e-commerce.
These are key factors that are expected to lead the development of the e-commerce industry in the coming time. In particular, AI supports business management, operations and online marketing implementation; AI tools support businesses in developing e-commerce...
In addition to presentations, discussions, and panels, the Vietnam E-commerce Association announced the Vietnam E-commerce Index (EBI) Report 2025 on this occasion.
Source: https://hanoimoi.vn/ai-lam-thay-doi-manh-me-thuong-mai-dien-tu-700321.html
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