Study: 81% of APAC shoppers want AI-powered shopping tools

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AI has become a consumer expectation in eCommerce with 81% of shoppers in Asia Pacific wanting retailers to offer AI-powered features. This includes features such as visual try-ons, voice search and smart shopping assistants. This is according to DHL's eCommerce's "eCommerce trends report 2025", which surveyed 24,000 online shoppers across 24 markets.

The report revealed that AI, social commerce, delivery expectations and sustainability are redefining what it takes to win and keep customers in the digital retail space. In fact, almost half (47%) of APAC consumers are already shopping via commands.

Consumers are also demanding tools that help them browse, choose and buy more intuitively, reflecting a growing appetite for AI in the online shopping experience. Virtual try-ons, AI-powered shopping assistants, and voice-enabled search have shifted from nice-to-have to must-have, as shoppers seek out journeys that blend convenience with confidence. The surge in voice-driven purchases highlights how consumer habits are evolving alongside technology and signals the need for retailers to invest in AI or risk falling behind.

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In addition, social platforms are no longer just spaces for discovery as they've become shopping destinations. By 2030, 85% expect to bypass traditional eCommerce sites entirely and buy primarily through platforms such as TikTok and Instagram. The influence of viral trends is powerful too, with 87% of shoppers say social buzz shapes their purchasing decisions.

TikTok in particular is driving growths in markets such as Thailand (86%) and Malaysia (81%), where in-app shopping is already deeply embedded. Other popular platforms include Facebook, Instagram and YouTube, with Snapchat lagging behind in the APAC region.

In China especially, Douyin and WeChat take the lead with 89% and 76% respectively.

While technology enhances the front-end experience, it’s delivery and returns that continue to decide the sale. DHL’s study found that 77% of APAC shoppers will abandon carts if their preferred delivery option isn’t available. Similarly, 75% won’t complete a purchase if the return process doesn’t meet expectations.

Trust matters too, with 65% say they won’t buy from retailers that use returns providers they don’t trust.

Similarly, sustainability has moved from brand differentiator to consumer demand, with 79% of APAC shoppers factoring it into their online purchase decisions. Half have abandoned carts over sustainability concerns, and 52% have opted for pre-owned or refurbished products.

The report also found that there’s growing openness to circular models too. with 72% of shoppers saying they would participate in retailer-run recycling or buy-back schemes.

In tandem, shoppers have expressed that it is important to know the environmental impact of their delivery, with this concern rising to 75% in Thailand.

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