Lazada Study: 50% of Indonesian E-Commerce Traders Have Not Maximized AI Technology
Although the trend of adoption of artificial intelligence (AI) continues to increase in the global digital industry, the latest report released by Lazada shows that most of the e-commerce players in Indonesia still have not utilized the potential of AI optimally.
Based on a collaborative study between Lazada Group and kantar, found that:
50% Indonesian online business actors are classified as Ai Aspirants
21% join the group Ai Agnostics
Only a small number of Ai Adeps, namely those who have adopted AI in more than 80% of its operational activities
Getting to Know Three Categories of AI Adoption
This report groups e-commerce players into three AI adoption categories:
Ai Adeps
Groups that have utilized AI thoroughly in various business lines, ranging from marketing, customer management, to logistics.Ai Aspirants
Have started implementing AI, but not yet comprehensive. The use of this technology is still limited to certain functions.Ai Agnostics
Almost all business processes are still done manually, with minimal (or even without) AI technology intervention.
Reality and claims that are not always in harmony
Though 52% E-commerce players in Indonesia stated that they have implemented AI in their business, in fact only 42% who actually use it actively in daily practice.
“There is an inequality between perception and realization of AI implementation,” he said. James Dong, CEO of Lazada Group in an official press release on Thursday (10/4/2025).
James added that although business people in the ASEAN region have realized the transformative impact of AI, many of them still face big challenges in actual implementation—especially in the field of Operations and Logistics.
Indonesia’s position in ASEAN
in the regional scope, Indonesia and Vietnam is at the forefront of adoption of AI, each with an AI utilization rate of 42% in various business departments. followed by Singapore and Thailand which is in the number 39%.
future challenges
The gap between intention and practice shows the need for a more systematic approach, especially to support small and medium enterprises who do not yet have access to advanced technology.
Support from e-commerce platforms, technology providers, and education to local sellers is crucial to ensure that the potential of AI can actually be felt evenly.
