Asia Pacific positions for agent-led commerce as adoption accelerates

Asia Pacific consumer markets are expected to play a central role in the development of agent-driven commerce, according to a new Deloitte report examining how artificial intelligence is reshaping retail across the region.

The report states that Asia Pacific will account for around two thirds of global retail sales growth over the next five years, supported by more than 4.3 billion consumers, a concentration of megacities, and continued expansion of the middle class. Within this context, AI adoption is advancing quickly, with 29% of consumer businesses already using agentic AI today, a figure projected to reach 76% within two years.

Adoption rising, but execution gaps persist

More than half of consumer businesses in the region already run live AI implementations across core functions such as IT, cybersecurity, marketing, sales and customer support. Around one third are using AI to reshape business models rather than applying it to isolated use cases.

However, the report highlights a gap between investment and execution. Only about 30% of businesses report that at least 40% of their AI initiatives reach production, with implementation challenges cited as a key barrier.

At the same time, consumer behaviour is shifting. Nearly three quarters of Asia Pacific consumers already use AI tools to discover, compare and learn about products. Retail leaders expect this behaviour to deepen, with nine in ten anticipating AI will overtake traditional search engines by 2026. Half expect the current multi-step shopping journey to collapse by 2027.

Deloitte also notes that AI agents could influence or handle up to 25% of global e-commerce transactions by 2030, although full automation of purchasing remains further out. Two thirds of retail leaders do not expect widespread consumer acceptance of fully autonomous purchasing agents before 2028, with earlier adoption likely focused on search, comparison and recommendations.

AI agents move into core retail functions

The report identifies several areas where agentic AI is already changing how retail operates. Retailers are increasingly using AI agents to connect data across digital channels, voice interactions and in-store systems, allowing more targeted recommendations and personalised offers.

Physical retail environments are also evolving. Stores in markets such as China, Singapore and India are incorporating intelligence directly into the shopping experience, linking in-store activity with digital engagement and supply chain systems.

Across operations, AI agents are being deployed in functions such as demand forecasting, inventory management, pricing, fulfilment and customer service. These systems move beyond supporting roles and begin to influence how work is executed across the enterprise.

Consumer-facing agents are emerging as another visible layer. These tools allow users to search, compare and evaluate products, and in some cases complete transactions on their behalf.

“Agentic AI will redefine commerce in Southeast Asia because this is a region where discovery, conversation and transaction already converge across super-apps, social platforms and physical retail. As autonomous agents begin to act on behalf of consumers and businesses, they will sit at the centre of the journey. This necessitates a redesign of product and service experience and data,” said Vivek Sharma, Consumer Industry Leader, Deloitte Southeast Asia.

Retailers face structural changes across systems and operations

Deloitte outlines a set of priorities for businesses adapting to agent-driven commerce. These include building data and governance frameworks that support autonomous decision-making, integrating physical and digital experiences into a single system, and redesigning operations to support real-time responses across supply and demand.

Retailers are also expected to rethink the role of physical stores, shifting towards experience-led environments that combine social, sensory and digital elements. At the same time, businesses must manage a growing ecosystem of technology partners while maintaining control over governance and security.

“Competitive advantage will not come from technology alone, but from strategic vision and systemic transformation with trust and governance at the core. Those who stay ahead of the curve will stand the best chance of staying visible and capturing value in a new commerce landscape,” Sharma added.