Human Trust Remains Key Driver for Southeast Asia E-Commerce Amid Rising AI Adoption

Human trust continues to be a primary factor in consumer purchasing decisions across Southeast Asia, even as generative artificial intelligence (AI) tools gain traction in product discovery. A new report by impact.com, Cube, and Dentsu reveals that while AI is emerging as a significant channel, established human connections still hold sway over shoppers in the region’s burgeoning e-commerce market.

The “E-commerce Influencer and Affiliate Marketing in Southeast Asia 2026” study indicates that recommendations from family and friends are the most influential factor, scoring 2.42 out of four. This outranks online reviews (2.36) and even creators (1.98). However, the report also highlighted the direct impact of creators, with two-thirds (67%) of consumers making a purchase specifically due to a creator’s recommendation. This trend underscores the enduring power of trusted individuals in guiding consumer choices.

AI’s Growing Role in Discovery and Research

Generative AI tools such as ChatGPT, Gemini, and Claude are increasingly being used by Southeast Asian consumers for shopping, particularly in product discovery and research. Approximately 24% of consumers in the region currently use these AI tools for initial product discovery, a figure that rises to 28% during the product research phase. Vietnam leads the adoption curve for AI in product discovery at 34%, followed by Indonesia at 31%, while Singapore recorded the lowest usage at 14%.

Despite AI’s ascent, influencers retain their importance as a research channel, cited by 51% of consumers. YouTube garners the highest engagement for influencer content at 23%, with TikTok at 17% and Facebook at 15%. The report suggests that AI complements the existing commerce ecosystem, rather than replacing it. Consumers frequently navigate between AI assistants, marketplaces, creators, publishers, retail media, and brand-owned channels throughout their purchasing journey. RetailNews Asia has observed similar patterns in other markets, where technology enhances rather than entirely supplants traditional trusted channels, prompting brands to integrate diverse strategies.

E-Commerce Growth and Influencer Impact

Southeast Asia’s e-commerce sector is experiencing robust growth, with sales forecast to increase by nearly 15% year-on-year to $219 billion in 2026. This trajectory is expected to almost double to approximately $410 billion by 2031. Indonesia and Thailand collectively dominate the regional market, accounting for 58% of all e-commerce sales, with marketplaces holding an average 72% share. Influencer and affiliate marketing combined are linked to an estimated 32% of the region’s e-commerce sales, translating to about $70 billion in 2026.

The study, which surveyed 2,400 consumers, also details conversion methods. For purchases made via influencer or creator channels, in-video product tags were the most common conversion route at 56%. This was followed by links in descriptions or comments (43%) and stories (41%). Consumer engagement with various purchasing incentives varies by market. Singapore shows high adoption of cashback and deal sites at 69%, contrasting with Vietnam (28%) and Indonesia (25%) where usage is considerably lower.