AI is changing how SEA shops, but trust still wins the checkout

Artificial intelligence is rapidly becoming part of Southeast Asia's online shopping journey, but when it comes to making the final purchase, consumers continue to place greater trust in people than algorithms.

That is according to the latest "eCommerce influencer and affiliate marketing in Southeast Asia 2026" report by impact.com, developed in partnership with Cube and dentsu. Based on insights from 2,400 consumers across Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines, the study found that while one in four (24%) consumers now use generative AI tools such as ChatGPT, Gemini and Claude to support shopping decisions, trusted recommendations remain the strongest influence on purchases.

Recommendations from family and friends ranked as the most influential purchase driver, scoring 2.42 out of four, ahead of online reviews (2.36) and creators (1.98). At the same time, 67% of respondents said they had purchased a product specifically because a creator recommended it.

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The findings suggest that AI is becoming another layer in an increasingly fragmented commerce ecosystem, rather than replacing existing channels altogether. Instead, consumers are moving between AI assistants, online marketplaces, creators, publishers, retail media and brand-owned channels throughout the buying journey.

Online marketplaces continue to dominate product discovery, with 71% of respondents saying they discover new products there, followed by search engines at 57%. Meanwhile, marketplaces also remain the preferred destination for completing purchases, with 88% of consumers finalising transactions on those platforms.

Across Southeast Asia, adoption of generative AI varies considerably. Vietnam recorded the highest usage for product discovery at 34%, followed by Indonesia at 31%. Singapore ranked lowest, with just 14% of consumers using AI tools during product discovery.

Despite the growing use of AI, creators continue to retain consumer confidence. Four in 10 respondents said generative AI had not changed how much they rely on creators for product recommendations, while trust remains closely divided between both sources. Some 38% said they trust creators and AI equally, 36% place greater trust in creators, and 25% favour AI.

Authenticity also continues to outweigh promotional incentives. Nearly half (49%) of affiliate-driven purchases were motivated by trust and validation, compared to 28% driven by utility and convenience. Consumers cited convincing recommendations and credible reviews as more influential than discounts or promotional offers.

Beyond consumer behaviour, the report also points to a broader shift in Southeast Asia's eCommerce landscape. The researchers estimate that influencer and affiliate marketing will collectively contribute around US$70 billion, or 32%, of the region's eCommerce sales in 2026.

Rather than operating as separate channels, influencer and affiliate marketing are increasingly converging. Standalone influencer marketing accounts for an estimated US$18 billion of regional sales, while affiliate marketing contributes US$39 billion. The overlap, where creator content incorporates affiliate or shoppable links, represents a further US$13 billion and is the fastest-growing segment.

Meanwhile, Southeast Asia's overall eCommerce market is projected to grow from US$219 billion in 2026 to approximately US$410 billion by 2031, reflecting sustained long-term momentum despite moderating growth rates.

Looking ahead, the report argues that Southeast Asia is entering a fourth phase of eCommerce, dubbed "AI commerce", where large language models become both discovery engines and, eventually, transaction platforms. As a result, brands are being encouraged to adopt Generative Engine Optimisation (GEO), an emerging discipline focused on ensuring their content, partnerships and product information are retrieved, cited and recommended by AI systems.

The report predicts that by the end of 2027, one in five Southeast Asian online shoppers will complete a purchase natively through a generative AI platform. It also expects creator content to evolve into a licensed asset class, as AI platforms increasingly rely on trusted creator content to generate recommendations while creators seek new ways to monetise their work.

"Every major shift in eCommerce has changed how consumers discover products—from search engines and marketplaces to social media—and AI represents the next evolution, said Nick Randall, AVP, customer growth, APJ at impact.com.

He added, “While discovery continues to evolve, trust remains remarkably consistent. Consumers still look to creators, publishers, and trusted recommendations to validate their purchasing decisions. The opportunity for brands isn't choosing between AI and partnerships, it's understanding how they work together to create more meaningful customer journeys and ultimately drive commerce."

The findings come amid a broader shift towards trust and authenticity in Southeast Asia's eCommerce landscape. Earlier research by Cube Asia, commissioned by Lazada, found that 90% of online shoppers across the region now shop through mall-style online environments, reflecting growing demand for trusted products, verified brand stores and reliable fulfilment.

The study also found that authenticity-led eCommerce has expanded from 12% of total regional eCommerce sales in 2020 to 30% in 2025, equivalent to around US$40 billion, and is projected to account for 55% of Southeast Asia's online retail market by 2030. At the same time, 90% of consumers said they are willing to pay more for branded goods purchased through trusted channels, highlighting how trust continues to shape purchasing decisions even as AI becomes a growing part of the shopping journey.

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