- Human recommendations like family and friends still lead purchasing influence, outpacing reviews and creators
- AI tools play a supporting role in product discovery rather than replacing human trust
- Southeast Asia's e-commerce market is growing rapidly, with a layered, multi-channel buyer journey
Human trust still plays a central role in Southeast Asia’s e-commerce scene, even though generative AI tools are starting to influence how shoppers search for and assess products. A recent study conducted by impact.com, Cube, and Dentsu found that recommendations from family and friends continue to be the strongest drivers of purchasing decisions, leading ahead of online reviews and content creators , even though creator-led suggestions are still responsible for a decent chunk of conversions.
The report, titled "E-commerce Influencer and Affiliate Marketing in Southeast Asia 2026," noted that family and friends had a score of 2.42 out of 4 as an influence on purchasing, compared with 2.36 for reviews and 1.98 for creators. Interestingly enough, about 67% of consumers said they’ve bought something because a creator suggested it, highlighting again that personal trust continues shaping digital shopping across the region.
AI’s role seems to be more of a discovery and research partner rather than replacing those human touchpoints. It was found that roughly 24% of consumers turn to tools like ChatGPT, Gemini, and Claude when initially searching for products , and that number bumps up to 28% when diving into product research. Vietnam leads the charge with 34% adoption, Indonesia follows at 31%, and Singapore, surprisingly enough, only hits 14%.
Influencers still hold a central spot in that shopping journey, too. According to the report, around 51% of consumers still lean on influencer content as part of their research process. YouTube is by far the most popular platform, used by about 23%, then TikTok at 17%, and Facebook at 15%. The takeaway here is that shoppers are bouncing fluidly between AI helpers, online marketplaces, content creators, publishers, retail media, and brand websites , instead of relying solely on any one source of information.
The bigger business landscape remains pretty strong. The forecast shows Southeast Asia’s e-commerce sales climbing nearly 15% each year, reaching about $219 billion in 2026, and then nearing $410 billion by 2031. Indonesia and Thailand together make up more than half of regional sales, at around 58%. Marketplaces dominate with an average share of 72%. Influencer and affiliate marketing are linked to roughly 32% of e-commerce sales , that’s about $70 billion in 2026 , with in-video product tags being the most common conversion method, at around 56%.
What the data means for brands
The most important lesson from this report is that e-commerce in Southeast Asia is becoming more layered, not less human. Buyers are not making decisions in a straight line. They may discover a product through an AI query, validate it with creator content, compare options through online reviews, and finally check a marketplace listing or brand site before buying. That means the path to conversion now looks more like a loop than a funnel.
For brands, this creates both a challenge and an opportunity. The challenge is obvious: there are more touchpoints to manage, more places where a shopper can lose confidence, and more competition for attention. The opportunity is just as clear: if a brand can show up consistently across search, social, marketplaces, and mobile-friendly shopping experiences, it can support the customer at multiple stages of the buying process.
This is especially relevant in a region where mobile usage shapes so much of the digital lifestyle. People are browsing, comparing, watching short-form video, and checking recommendations on the same device, often within a few minutes. That makes speed, clarity, and trust signals essential. A shopper may never spend long on one page, but they will quickly notice whether a page feels credible, whether shipping information is clear, and whether the product matches what they saw in a creator’s post or video.
Why trust still wins
The report makes a strong case that trust remains the foundation of conversion. Family and friends still matter most because they offer low-friction reassurance. A recommendation from someone known personally feels less transactional than a paid promotion or a generic product listing. Even so, the fact that 67% of consumers have purchased because of creator recommendations shows that trust can also be built through repeated exposure, relevance, and authenticity.
This matters for affiliate and influencer marketing strategies. Brands should not think of creators as a replacement for personal recommendations. Instead, creators function as a bridge between discovery and confidence. They help consumers move from “I’ve heard of this” to “I can picture myself using this.” That is a meaningful role, especially when the product category involves electronics, mobile accessories, or lifestyle products where shoppers often want to see the item used in real life before they buy.
The same logic applies to reviews. Online reviews remain powerful because they provide a larger crowd-based version of trust. They help answer the practical questions that shoppers have: Does the product last? Is it easy to use? Does it match the photos? In that sense, reviews, creators, and family recommendations are not competing in isolation. They are different versions of the same trust-building process.
AI as an assistant, not a replacement
Generative AI is clearly becoming part of the product discovery workflow, but the report suggests it is not yet the main decision-maker. Consumers use AI tools to explore options, gather summaries, and narrow down choices. That makes AI especially useful in the sourcing stage of shopping, when shoppers want a faster way to separate broad options from specific ones.
For businesses, this means AI-friendly content may matter more than ever. Product pages, comparison content, FAQs, and structured descriptions can all help AI tools surface the right information. But AI should not be treated as the only channel. It is one piece of a broader logistics of information: from search to social validation to checkout.
In practical terms, that means brands should think about how their product details read not only to people, but also to systems that summarize and recommend. Clear naming, concise benefits, accurate specifications, and consistent information across channels can improve visibility and reduce confusion. In a market where shoppers are moving quickly between devices and platforms, clarity becomes a competitive advantage.
Platform strategy matters
The platform breakdown in the report is also instructive. YouTube leads influencer-driven research, followed by TikTok and Facebook. This suggests that long-form explanation, short-form entertainment, and community-based sharing each have a role in purchase journeys.
For marketers, this is a reminder that no single content format will cover everything. Video tags are already a major conversion driver, which means the shopping experience is becoming more embedded inside content itself. That is a powerful shift for affiliate marketing because it shortens the distance between inspiration and transaction.
At the same time, marketplaces remain dominant, with a 72% average share. That means shoppers may discover a product elsewhere but still prefer to complete the purchase where they feel most comfortable. As a result, brands should make sure their marketplace listings are aligned with their creator campaigns, reviews, and website content. Consistency across these touchpoints helps avoid friction, especially for mobile-first customers who expect immediate answers.
Regional implications
The growth forecast for Southeast Asia’s e-commerce market shows that this is not a niche trend. Nearly 15% annual growth through 2026, rising toward $410 billion by 2031, points to an environment where competition will intensify. Indonesia and Thailand accounting for more than half of regional sales also means that scale and localization both matter. Brands cannot simply replicate a single approach across every market and expect it to work.
The AI adoption numbers are a further sign that behaviors differ across countries. Vietnam and Indonesia are ahead in using AI tools for product discovery and research, while Singapore is noticeably lower. That variation suggests that a successful regional strategy will need to account for local habits, comfort with new tools, and platform preferences.
For sourcing teams, retailers, and brands in electronics, mobile, beauty, and other fast-moving lifestyle categories, the implication is simple: be present where research begins, where validation happens, and where the purchase is completed. A shopper might start with a chatbot, move to a creator’s video, and finish on a marketplace page. If any one step feels weak, the sale can disappear.
Takeaways
- - Human recommendations still lead, even as AI becomes part of product discovery.
- - Creators matter most when they help shoppers build confidence, not just awareness.
- - Reviews, influencer content, and AI tools now work together in a multi-step buying journey.
- - Marketplaces remain central, so listing quality and mobile experience still matter.
- - Brands should align content, trust signals, and conversion points across every channel.
- - Southeast Asia’s e-commerce growth means this blended model will likely become even more important.
Q&A
1. Is AI replacing influencers in Southeast Asian e-commerce? No. The report suggests AI is mainly used for discovery and research, while influencers still play a major role in helping shoppers evaluate products.
2. Why do family and friends still rank highest? Because personal recommendations are seen as more trustworthy and familiar than paid or public suggestions.
3. Which platforms matter most for influencer research? YouTube leads, followed by TikTok and Facebook.
4. What should brands focus on now? Clear product information, strong mobile experiences, consistent marketplace listings, and creator content that builds trust.
Disclaimer: This article may have been created with AI assistance and reviewed by our editorial team. It is provided for general informational purposes only. Readers should verify information independently before relying on this content.
