The report emphasises that retention and repeat purchases are key to sustained profitability, particularly as customer acquisition costs (CACs) rise across the region
As the Southeast Asian (SEA) region’s unique urban-rural divide is being bridged by rising mobile penetration and diverse payment, the Consumers in these regions demand personalised shopping journeys powered by generative artificial intelligence (Gen AI), as highlighted by a report by Netcore Cloud.
The report titled Ecommerce Mindscape SEA 2024 highlights how marketers leverage Gen AI, hyper-personalisation, and seamless cross-channel integration to meet the evolving needs of digitally savvy consumers.
Indicating a growing trend for online businesses on social media, the report states that while TikTok Shops dominate, Instagram and WhatsApp Shops are fast gaining ground, with close to 90 per cent of consumers praising their shopping convenience. 93 per cent of consumers find online shopping too complicated with excessive steps, as per the report.
“As the Southeast Asian ecommerce market grows, personalisation and innovation remain critical for brands aiming to differentiate themselves. Gen AI is at the forefront of this transformation, empowering brands to create more immersive, tailored consumer experiences,” states Saket Kumar Jha, Chief Revenue Officer – Emerging Markets at Netcore Cloud.
The report emphasises that retention and repeat purchases are key to sustained profitability, particularly as customer acquisition costs (CACs) rise across the region. Brands are encouraged to invest in Gen AI-powered Customer Data Platforms (CDPs) and Customer Relationship Management (CRM) tools. Around 70 per cent of Chief Executive Officers (CEOs) plan to increase investments in Gen AI to boost personalisation, predictive analytics, and customer journey optimisation, as stated in the report.
The report features insights from key industry players such as Puma, Senheng, Zalora, Kanmo, Vietjet Air, Photobook, and Pomelo. It provides a roadmap for businesses to thrive in this rapidly growing market, projected to reach USD 180 billion by 2025.
