ARTIFICIAL intelligence (AI) is increasingly being used by Asia-Pacific businesses not just to automate customer service, but to personalize the online shopping experience, with customized recommendations emerging as the region’s leading commercial application of the technology, according to logistics company DHL.
Findings from the DHL eCommerce Trends Report 2026 showed that 80 percent of businesses surveyed across Australia, China, India, Malaysia and Thailand are already using AI in their e-commerce operations.
Among those adopting the technology, the two most common applications are providing personalized product recommendations to online shoppers and conducting product reviews or image comparisons.
The survey also found that digitally connected consumers and mature digital commerce ecosystems are helping position Asia-Pacific as an early adopter of AI-driven online retail.
‘As digital lifestyles continue to evolve across Asia Pacific, innovation in e-commerce will accelerate in ways we cannot fully predict today,’ DHL eCommerce chief executive officer Pablo Ciano said.
In addition, he said that shopper expectations will continue to rise, and a seamless, intuitive and personalized experience remains fundamental to engaging customers.
‘But the real opportunity lies in bridging any gaps, particularly around trust, convenience and choice for long-term loyalty,’ he added.
In terms of consumer adoption, around 40 percent of shoppers surveyed said they have already used AI-powered tools, such as chatbots and virtual assistants, during their online shopping journey, mainly for customer support or product recommendations.
Meanwhile, another 37 percent said they expect to use such tools in the future.
Furthermore, the report also pointed to growing demand for subscription-based shopping.
Most respondents said they already maintain at least one product subscription, while 35 percent reported having three or more. Discounted pricing and loyalty rewards were identified as the strongest incentives for subscribing.
Logistics-related subscriptions are likewise becoming more common. DHL found that 61 percent of Australian respondents subscribe to at least one delivery or returns program, followed by 52 percent in India, 47 percent in Malaysia, 42 percent in Thailand and 32 percent in China.
For payment preferences, DHL said that consumers continue to rely on credit and debit cards and digital wallets, although the use of Buy Now, Pay Later services, cryptocurrency and biometric authentication is increasing, particularly in China, India, Malaysia and Thailand, where mobile-first commerce continues to expand.
Businesses have responded by offering a wider range of digital payment options aimed at reducing checkout friction and improving conversion rates.
Trust remains a hurdle
EVEN with rising adoption, the survey found consumers remain cautious about allowing AI to make purchasing decisions independently.
Privacy concerns were cited by 62 percent of respondents, while half expressed concerns over the accuracy of AI-generated recommendations. Businesses reported similar reservations.
Still, DHL said companies expect AI use to continue expanding over the next five years, particularly in forecasting demand, enabling virtual product try-ons and detecting fraud.
Interest in logistics subscriptions is also expected to grow. One in two consumers surveyed said they would consider subscribing to delivery and returns services within the next five years.
In response, 71 percent of Asia-Pacific businesses said they already offer subscription-based delivery and returns programs, while another 21 percent plan to introduce them over the same period.
The DHL eCommerce Trends Report 2026 surveyed 29,000 consumers and 5,800 businesses across Europe, North America, Asia-Pacific, Latin America, the Middle East and Sub-Saharan Africa.