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AI is no doubt becoming part of almost
every aspect of daily life, including
the way people shop on international
e-commerce platforms. For consumers, AI
can recommend products before they even
realize they need them. For businesses,
it is a powerful tool to understand
customer demand and influence purchasing
decisions.
Austin runs a cafe in Hanoi decorated
with items bought from international
e-commerce platforms with just one month
to prepare before opening. He used AI to
quickly identify suitable products.
>> I normally um got that on timu and
shopppee because they have a really good
range of equi
I'm go back to Gemini to say okay which
one is more reliable and then I'm just
like going to purchase based on that. A
study conducted by Dansu in July 2026
found that 34% of Vietnamese consumers
surveyed use generative AI in their
shopping journey, the highest rate in
Southeast Asia. McKenzie experiments
have also found that Gen AI tools can
cut the time needed to complete an order
by 50 to 70%. AI can make product
recommendation increasingly targeted.
>> Large e-commerce platforms do not read
consumers minds. They read the behavior.
Every time we view a product, spend time
on a page, or even put an item in the
basket, that behavior is recorded. The
data is then compared with millions of
other users showing similar patterns and
recommendations are generated from that.
>> The growing reach and a variety of
AIdriven recommendations is also
encouraging more Vietnamese businesses
to enter international e-commerce
platforms.
After one year on Amazon, our revenue
increased about 10fold. We use AI to
research US regulations, analyze
competitor reviews, and communicate our
brand values to American customers.
AI is also changing how businesses
engage customers before and after a
purchase.
The biggest change is that small and
medium-sized businesses can now use AI
assistance to answer messages, recommend
products, and remind customers about
relevant promotions. AI assistants are
not restricted by working hours. They
can operate around the clock.
AI is now shaping consumer behaviors,
helping them choose products based on
previous purchases. This leads to a more
personalized and faster shopping
experience.
With rapid AI adoption in e-commerce,
shopping and selling has been more
efficient. Its impact will depend on how
consumers and businesses use this
technology without losing the human role
in the process.
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