E-commerce players in Southeast Asia are striving to compete with Shopee, but a shift towards AI-driven shopping methods, known as GPT-based or agentic commerce, is emerging. This innovative approach allows consumers to utilize AI tools like ChatGPT for seamless product exploration, review analysis, and price comparison within conversational interfaces. Users can even make purchases directly through these chatbots. Recently, OpenAI introduced the Instant Checkout feature in the US, initially for Etsy transactions, with plans to expand it to Shopify merchants soon. As AI continues to transform online shopping experiences, e-commerce businesses must adapt to this evolving landscape to maintain relevance in a competitive market. Embracing these advancements could revolutionize consumer engagement and streamline purchasing processes, making AI a crucial player in the future of e-commerce in Southeast Asia.
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