Over half (53%) of respondents say companies waste money on unnecessary technology, even as basic online functions like search remain difficult to use. Similarly, 52% find standard features such as remembering preferences, are missing from most online marketplaces.
Meanwhile, 50% of consumers feel that brands have little understanding of what they want from digital channels, while 60% say retailers need to improve services, product offerings, and online shopping experiences.
“Shoppers expect seamless, connected experiences. Forcing users to re-enter information or navigate clunky interfaces, especially on mobile, leads to frustration and abandonment,” said Nick Pan, chief commerce and connections officer at VML APAC. “The anxious APAC consumer, stressed by the rising cost of living, prioritises value. If this isn’t clearly communicated, they will go elsewhere.”
AI is increasingly shaping online shopping
As AI platforms continue to grow in popularity with consumers, with 68% having used ChatGPT and similar applications, nearly a fifth (18%) report using AI for product recommendations and market research, while 16% seek suggestions on the top online marketplaces. Yet only a small minority report using AI for product inspiration (3%), gathering information (5%), and searching for products (4%).
Over a third (37%) of consumers indicate interest in using AI to fully decide on their behalf when it comes to food shopping, delivery, and payment, while two-fifths (40%) say they would use AI to organise their daily life, including purchases and weekend activities. More than half (52%) believe AI will free up their time from dealing with mundane tasks.
“While AI usage has exploded in recent years, its effect on online shopping has shifted significantly. Consumers primarily use AI for practical tasks like quick answers. Think Pinterest to catalogue mood boards for weddings or a new home. Searching on Google’s shopping filter or researching on YouTube. Brands should align their AI strategy with this behaviour,” Pan said, adding that marketers need to start creating discoverable, AI-optimised content for product information, descriptions, and reviews so generative AI platforms can easily find, understand, and recommend their offerings to consumers.
While the use of AI for product inspiration remains limited, consumers are exploring how AI agents can help automate their decision-making process and make shopping easier, with over half (52%) indicating interest in using AI agents to shop on their behalf. In addition, 48% report interest in using AI agents to search for products at their preferred price points, indicating that agentic AI is an emerging influence in shaping how consumers evaluate brands and their offerings.
Trust in AI appears to be increasing among consumers, as 46% report feeling indifferent towards AI-generated content. In APAC, this sentiment is highest among Indian consumers (64%) and lowest in New Zealand (32%). Half indicate that they believe AI has more pros than cons, suggesting brands should leverage AI in product discovery, content, and marketplaces to win the digital shelf.
Pan noted that brands will face challenges in marketing and advertising their offerings as consumer trust in AI platforms increases and more turn to AI agents, limiting impulse purchases.
“This challenges marketing and advertising that rely on emotional connection and brand storytelling. Loyalty will be dictated by logic and data, not feelings anymore, which means there's a possibility of throwing behavioural economics out the window,” Pan explained, adding: “If a product doesn't meet AI's logical criteria for value, quality, and relevance, it will be filtered out and become essentially invisible to the end consumer."
Additional findings:
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Over half (53%) of global consumer spend is online, suggesting digital shopping has become a default for many consumers.
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More than a quarter (27%) report Amazon having the best personalised shopping experience, with Nike (8%) and Shein (6%) rounding out the top three.
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China leads global online spending at 59%, with consumers remaining the most digital-first.
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Three-fifths (61%) like buying everything from a single retailer or branded marketplace, revealing a strong preference for one-stop shopping.
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A third (32%) expect online order delivery within two hours, and 40% won't order from stores that can't guarantee next-day or scheduled delivery.
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More than half (58%) want ‘compressed commerce’, suggesting speed and simplicity are valued over complex shopping experiences.
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Two-fifths (42%) of all online sales are transacted via mobile devices, up from 36% last year, with mobile commerce is quickly becoming the dominant purchasing channel.
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Social commerce is now mainstream and driving measurable conversion, with 52% purchasing through social media platforms.
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Nearly half (49%) research products in-store but purchase online, and 64% research online then purchase in physical stores, suggesting consumer preference for a blended, omnichannel shopping.
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The majority (92%) report price as the top factor when shopping online, indicating that competitive pricing remains the key decision driver.
