Asia-Pacific’s Leadership in the Future of Commerce

The retail landscape is undergoing its most transformative moment yet. Agentic AI is reshaping the world as we know it—changing how we connect, and how and what we buy. The implications are vast, and the pace of change is accelerating. Nowhere is this transformation more profound than in Asia Pacific. 

The epicenter of retail innovation

Asia Pacific accounts for 60 percent of the world’s consumers, many of whom are eager to embrace new retail experiences and among the fastest adopters of technology globally. The region now drives more than half of global ecommerce, led by markets such as South Korea and China. Mobile-first shopping dominates, with eight in 10 digital transactions completed on mobile devices. Live commerce, combining video streaming with online retail, originated here and continues to surge, projected to reach US$2 trillion by 2030 as it expands beyond China into fast-growing Southeast Asian markets like Indonesia and Thailand. Asia Pacific has become the launchpad for retail innovation, where new ideas are tested, scaled, and globalised at remarkable speed.

Three ways Asia Pacific leads the future of retail

1. Seamless omnichannel experiences 

Asia Pacific retailers are redefining convenience and consistency meeting consumers wherever and whenever they choose to shop. From Alibaba’s Hema stores across China to FairPrice’s “store of the future” in Southeast Asia, integrated digital and physical experiences are setting new retail standards. What makes this evolution remarkable is the human-centric mindset driving it. FairPrice, for instance, champions the belief that while digital commerce grows, retail will always remain profoundly human. This means that physical stores and the people who run them continue to play a vital role. However, their function is evolving. Stores are becoming destinations, and shopfloor staff are shifting from order takers to experience creators, empowered by insights.

2. The rise of integrated ecosystems 

Marketplaces, fintechs, and logistics players are collaborating to create borderless, frictionless trade. Platforms such as Alibaba, Lazada, and super apps like Grab lead the charge.  Alibaba’s early partnership with Ant Group for integrated payments set the stage two decades ago. Since then, the partnership and collaboration muscle in the Asia Pacific region continued to strengthen and more innovative partnerships are announced each week as AI agents make their way into our lives.

3. In-car retail innovation – mobility meets commerce 

This region is setting the global benchmark for in-car retail innovation. Japanese, Chinese automakers and tech giants are merging mobility and commerce and are transforming vehicles into interactive shopping platforms. Several major automakers collaborate with online platforms enabling drivers to order food and other items while on the move, offering real-time promotions based on location and preferences. All purchases are completed seamlessly through secure in-car payment.

Another automaker's alliance with a top e-commerce company allows drivers to shop, book services, and redeem loyalty points directly from their dashboard. 

The agentic future: Transforming commerce and growth 

There is no doubt the agentic future of commerce is creating opportunities for businesses and consumers. Agentic AI is reimagining entire retail operations from supply chains to customer engagement. Intelligent workflows can now reroute shipments, optimise inventory, and negotiate supplier contracts in real time. For consumers, shopping agents are taking over the entire journey by understanding needs, finding the best deals, arranging delivery, and processing payment autonomously. The Agent-to-Agent economy has arrived. But beyond convenience and efficiency, the real promise of Agentic AI lies in inclusive economic growth. 

Powering inclusive growth through AI 

AI tools and ecommerce platforms are breaking down barriers to cross-border trade. Advanced language translation, compliance, payment, and logistics automation now enable participation from not only major corporations but also small and medium-sized enterprises (SMEs). Once excluded from international trade due to high costs and complex requirements, the SME community can now reach new markets through digital platforms. Deloitte’s economic research shows that across six Asia Pacific markets, including Australia, Indonesia, Thailand, and Taiwan, AI-driven productivity gains and improved market access could contribute billions in added value, equating to as much as 7% of GDP by 2034¹. 

Deloitte’s recent survey of 1,100 SMEs across the region revealed that 73% believe AI-enabled tools are helping level the playing field² allowing them to reach new customers, scale faster, and expand internationally. Over two-thirds expect AI-powered digital platforms to be essential to their future growth. Within five years, seven out of every 10 dollars in SME revenue is expected to depend on such platforms³. 

Closing the digital divide 

Despite this optimism, regional disparity continues to pose challenges. Gaps in regulation, physical infrastructure, and digital access hinder progress. From uneven broadband coverage to inconsistent logistics networks, barriers persist. However, these very challenges are sparking innovation from last‑mile delivery startups to mobile-first solutions and cross-border fintech partnerships. Governments across Asia, including India, Singapore, and Vietnam, are targeting these gaps through infrastructure development, digital literacy programs, and trade facilitation. Strengthening public-private collaboration will be essential to sustain momentum and ensure inclusive growth across the region.  

The Way Forward 

The agentic future will belong to those who confront these challenges head-on, those who invest in strong data foundations, upskill their people, forge new partnerships, and put consumers and trust at the centre of transformation.   

This is not just the future of retail. It’s the next chapter of Asia Pacific’s economic story driven by innovation, shaped by people, and powered by Agentic AI.