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Saturday, July 5, 2025
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More Filipino online sellers adopt AI tools

A growing number of Filipino online sellers are adopting artificial intelligence (AI) tools to support their businesses, according to a new study by Lazada in partnership with Kantar.

The report, “Bridging the Gap: Online Seller Perceptions and Adoption Trends in the Philippines”, surveyed 203 Filipino sellers across sectors such as fashion, health and beauty, fast-moving consumer goods (FMCG), home and living and electronics.

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The average respondent was 34.8 years old, with women comprising 54 percent of the group.

Filipino sellers show strong awareness of AI, with 76 percent claiming to understand the technology—well above the Southeast Asian average.

Despite this, only 23 percent have fully embraced AI in their personal lives, below the regional average of 28 percent, while in business, 19 percent remain cautious and 6 percent deliberately avoid using it, the study said.

Even among those open to AI, half of the respondents expressed skepticism about AI’s usefulness in increasing productivity, with many viewing AI tools as expensive or challenging to integrate into existing workflows.

Sellers also face barriers in transitioning from manual to AI-driven systems, with most admitting that their teams still prefer familiar tools despite recognizing the need for upskilling.

To support sellers in this transition, Lazada is launching the Online Sellers Artificial Intelligence Readiness Playbook, a new resource aimed at helping sellers navigate their AI adoption journey based on their current level of maturity.

The research also shows that many sellers are already leveraging AI-powered solutions on Lazada’s platform to boost operational efficiency, with 67 percent expressing strong satisfaction—validating the company’s continued investments in advanced AI tools.

Across Southeast Asia, the broader survey included 1,200 sellers, 1,140 of whom reported integrating AI into their workflows.

Among those who use AI, 82 percent reported a significant increase in productivity; 70 percent saw improvements in income; 85 percent noted better content quality and marketing; and, 75 percent said AI allowed more time for strategic business growth.

“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 Lazada Group chief executive James Dong.

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