Can AI shop better than you in SEA?

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In focus

• Why AI shopping agents may not take over SEA soon
• Southeast Asia’s profitable startups to watch
• Send us your 2026 predictions at editors@techinasia.com

Hello reader,

How was your Christmas?

Did you dread holiday shopping and wish you could hand it over to an AI agent, or did you enjoy it?

I still find it hard to imagine fully entrusting purchases to an AI agent. I would use one for product research, but I prefer to make the final purchase myself.

Global tech companies are racing to build their own AI shopping agents. As one of the world’s largest ecommerce markets, the arrival of AI shopping agents in Southeast Asia seems inevitable.

Signs of that shift have been emerging since early this year, with Shopee partnering with OpenAI and Lazada stepping up its push with its AI chatbot, Lazzie.

In today’s Top Story, I talked to experts about how AI shopping agents could reshape Southeast Asia’s ecommerce landscape, who is gaining ground between Shopee and Lazada, and whether a new price war could emerge.

From brands’ perspectives, there are growing concerns that AI agents could introduce new commission fees and further squeeze already thin margins.

Separately, my colleague Duc compiled data on profitable startups in Southeast Asia. While funding has continued to dry up this year, several companies have managed to adjust their strategies and reach profitability.

I hope you’re having a relaxing holiday and are ready for what’s shaping up to be an eventful year ahead.

Jofie Yordan, journalist

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