AI “searches,” humans “assist” purchases — Shanghai, Bangkok, and Mumbai lead in AI-driven shopping
Tokyo, Japan, Mar 23: transcosmos has conducted its proprietary “Global Online Shopping Trends Survey 2026,” summarizing the latest trends in AI-powered shopping using generative AI. The survey compares how consumers in eight major cities utilize AI at each stage of the shopping process—from product discovery and comparison to final purchase—and where they still prefer human support.
■Survey overview Method: Global online research panel, multilingual questionnaire (respective local language options available) Regions: Japan (Tokyo), Shanghai (China), Seoul (South Korea), India (Mumbai), Thailand (Bangkok), Jakarta (Indonesia), London (U.K.), Los Angeles (U.S.) Respondents: Men and women aged between 15 and 49 years old that have used online shopping (made a purchase) in the past 1 year Samples: 320 x 8 cities = Total 2,560 Period: January 28 – Feburary 10, 2026 Research agency: Cross Marketing, Inc. Note: Due to stricter personal data protection regulations, respondents under 20 were excluded in Bangkok.
■Key findings 1. AI Shopping Usage: Over 80% use AI search in Mumbai, Bangkok & Shanghai — strong intention to use across all cities ●When asked about their use of generative AI search services (ChatGPT, Perplexity, DeepSeek, etc.) across shopping stages—product discovery, Q&A/troubleshooting, and purchase—all cities showed the highest usage in “product discovery.” In Mumbai, Bangkok, and Shanghai, usage reached 70–90% across all stages, while Tokyo remained low at around 20% even for product searches. ●Future intention to use AI (those who “have used and want to continue using” + “have not used but want to try”) exceeded current usage in all cities.In Mumbai, Bangkok, and Shanghai, over 80% expressed willingness to use generative AI search services at every stage. Even in Tokyo, nearly half showed positive interest.
Chart 1. Usage of Generative AI Search Services (e.g., ChatGPT, Perplexity, DeepSeek) for AI Shopping: Current Usage (Left) and Future Intent to Use (Right) (%)
━ Product Search ━ Q&A/troubleshooting ━ Purchase
2．Consumers prefer AI for searching, but still value human help for troubleshooting and purchases ●Regarding preferences between “AI assistance” and “human assistance,” AI overwhelmingly dominated the product discovery stage in every city except Tokyo. For troubleshooting and purchasing, demand for human support remained strong, resulting in a more balanced preference between AI and humans. ●Cities with higher AI usage—Mumbai, Bangkok, and Shanghai—also showed stronger preference for AI across all stages. For product discovery, AI preference reached 85% in Mumbai and Bangkok, and 80% in Shanghai, while Tokyo remained at 47%.
Chart 2. Preference for Customer Assistance in the Online Shopping Process (AI Support vs. Human Support Ratio) (%)
■ AI Support ■ Human Support
3．Social commerce usage continues to grow in all cities — Key channels are TikTok/Douyin and Instagram ●Over the past year, more than half of consumers in all cities except Tokyo used social commerce. Usage reached 95% in Bangkok, 93% in Shanghai, and 90% in Jakarta. Social commerce usage increased year-over-year in all cities, including London and Los Angeles. Tokyo remains low at 24%. ●The most widely used platform was TikTok/Douyin, particularly in cities where TikTok Shop is available (Shanghai, Bangkok, Jakarta, London, Los Angeles). In Mumbai and Seoul, Instagram and YouTube were most used, showing that short-video and image-driven social commerce remains strong even where TikTok/TikTok Shop is restricted.
Chart 3. Percentage of Social Commerce Users (2025–2026 Comparison) (%)
Chart 4. Main Platforms Used for Social Commerce Purchases (%)
Masayuki Hagiwara, Analyst, Global Business Division at transcosmos inc., commented: “The survey indicates that generative AI is significantly transforming online shopping behavior. AI is becoming the new gateway for product discovery, especially in Asian cities, where AI search and social media–driven purchasing behavior are rapidly expanding. Meanwhile, consumers still rely on human support for troubleshooting and final purchase decisions, showing a distinct division of roles between AI and humans. Additionally, platforms like TikTok are evolving from information sources to full-fledged shopping channels, diversifying entry points to e-commerce. In the future, the key to competitive advantage in e-commerce will lie in how companies integrate AI search, social commerce, and human support.”
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