KUALA LUMPUR, MALAYSIA – 8 April 2025 – While artificial intelligence (AI) holds immense promise for transforming eCommerce operations, Malaysian online sellers are still navigating early-stage adoption, according to new findings from Lazada’s latest research report Bridging the AI Gap: Online Seller Perceptions and Adoption Trends in Southeast Asia (SEA).
Conducted in partnership with Kantar, the report reflects insights from 1,214 eCommerce sellers across six SEA markets, uncovering trends in AI readiness, perception, and implementation. The research highlights that while sellers in Malaysia are largely aware of AI’s potential, significant gaps remain between their perceived and actual usage of the technology.
Awareness vs. Reality: The Adoption Divide
The report reveals that 69% of Malaysian online sellers are familiar with AI, aligning with the regional average of 68%. Yet, only 26% report actual implementation—falling short of their own estimates, which place adoption closer to 30%. This perception gap mirrors a broader regional trend, where sellers believe nearly half their business is powered by AI, when actual figures average just 37%.
Despite recognising AI’s benefits, Malaysian sellers are cautious. Only 77% see it as a productivity booster—below the SEA average of 89%—and half remain uncertain about its overall usefulness. Cost and time barriers loom large, with 64% citing implementation expenses as a key concern, even though 87% agree that AI offers long-term savings.
AI Readiness: Where Malaysia Stands
By analysing adoption across five key functions—operations and logistics, product management, marketing and advertising, customer service, and workforce management—the report categorises sellers into three AI readiness profiles:
AI Adepts (80%+ AI integration): Just 15% of Malaysian sellers fall into this category, well below the regional average of 24%.
AI Aspirants (partial integration): Representing 43% of Malaysian sellers, this group is still facing hurdles in scaling AI across all business areas.
AI Agnostics (minimal to no integration): At 42%, Malaysia has the highest share of sellers in this lagging category, almost double the regional average.
Comparatively, Thailand leads the region with 30% AI Adepts, followed by Singapore and Indonesia at 29%. Malaysia’s lower ranking points to a broader need for infrastructure support and greater internal buy-in.
Upskilling: The Missing Link
A lack of AI implementation isn’t due to disinterest. The research shows 89% of Malaysian sellers believe in the importance of upskilling their teams. However, 67% report that employees still favour familiar tools over newer, AI-powered alternatives—signalling a resistance to change that mirrors the regional sentiment.
Lazada’s AI Toolkit for Sellers
In response to these insights, Lazada is introducing the Online Sellers Artificial Intelligence Readiness Playbook—a strategic resource tailored to varying AI maturity levels. The report notes that sellers are already using Lazada’s AI solutions to improve efficiency, with 67% expressing satisfaction with current tools.
New GenAI features on the platform include:
AI Smart Product Optimisation – Enhances product titles, descriptions, and visuals, including virtual try-ons and image editing.
AI-Powered Translations – Helps sellers seamlessly reach multilingual markets.
Lazzie Seller – An AI assistant within Alibaba Seller Centre, offering real-time support, navigation, risk alerts, and business guidance.
These solutions are part of Lazada’s ongoing investment in making advanced tools more accessible to sellers across Southeast Asia—particularly those at the start of their AI journey.
“The findings from our research reveal a fascinating gap in Southeast Asia’s eCommerce ecosystem. While most sellers understand AI’s transformative potential, many are still navigating the path from recognition to implementation,” said James Dong, Chief Executive Officer, Lazada Group. “As a leading eCommerce platform in Southeast Asia, we aim to bridge the knowledge and adoption gap by developing accessible AI solutions that address the unique challenges faced by sellers across different markets, ultimately making technology more accessible and driving sustainable business growth regardless of a seller’s size or technical expertise.”
To explore Lazada’s AI solutions and the full playbook, sellers can download the Online Sellers Artificial Intelligence Readiness Playbook for practical guidance on implementing AI in their eCommerce workflows.
