Retail Reimagined: How ASEAN Retail Leaders Are Pioneering AI and Digital Ecosystems

The retail sector in Southeast Asia is evolving faster than ever. As one of the region’s largest economic contributors, wholesale and retail trade is at the heart of national growth, second only to manufacturing in GDP contribution. This momentum, driving the region’s e-commerce market toward a projected US$370 billion in Gross Merchandise Value by 2030, is further fuelled by rapid digital adoption, rising smartphone usage, and a growing middle class.

Southeast Asia E-commerce GMV Growth (2022–2030)

In this dynamic environment, retailers are rethinking how they operate, connect with consumers, and deliver value. At the 2025 AIBP Enterprise Innovation Awards Finalist Showcase, six forward-thinking companies revealed how they are using AI, automation, and ecosystem strategies to redefine retail across both traditional and modern channels.

Spotlight on Innovation: Retailers Leading the Shift

PT HM Sampoerna Tbk. is driving the transformation of Indonesia’s fragmented retail landscape through AI-enabled solutions, empowering retailers with intelligent e-ordering, route optimisation, and segmentation tools to accelerate digital adoption.

Central Food Retail Group (CFG) is enhancing grocery experiences through ChefBot, an AI-powered chatbot that delivers personalised recipe and product suggestions by integrating with digital catalogues and personal shopper services.

AIBP Online: Reinventing Retail Through AI-Enabled Ecosystems and Intelligent Transformation

Philip Morris International (PMFTC Inc.) is digitising the Filippino wholesale-to-retail value chain with Appwards Kasosyo, a B2B e-ordering and loyalty platform that connects retail partners for improved procurement, performance tracking, and sustainable growth.

Procter & Gamble Thailand is optimising shelf execution through an AI-powered image recognition solution that automates planogram compliance and provides real-time merchandising insights at scale.

The 1 , Central Group Thailand is revolutionising loyalty with an AI-driven platform that consolidates customer data into a Single View of Customer, enabling hyper-personalised engagement across digital and physical retail channels.

Finviet Technology Technology Corporation is modernising Vietnam’s general trade sector with Finviet NextGen, a digital ecosystem that embeds AI into retail ordering, payment systems, and analytics to connect manufacturers, distributors, and retailers through a unified platform.

AIBP Online: Transforming Retail through AI, E-Ordering & Intelligent Shelf Analytics

Together, these initiatives represent more than digital upgrades. They signal a strategic shift toward intelligent operations, connected ecosystems and experience-led growth tailored to Southeast Asia’s unique retail landscape.

Key Takeaways: The Strategic Shifts Reshaping ASEAN Retail

While each company’s journey is unique, several clear themes emerged from their approaches. These shared priorities point to a broader shift in the regional retail narrative.

AI is Becoming a Strategic Core. AI is now central to decision-making across the retail value chain, from automating shelf audits and demand forecasting to conversational commerce and real-time product recommendations, AI is powering smarter, faster decisions. In all six projects, AI was deeply integrated into everyday operations, enabling scalability, accuracy, and responsiveness across both B2B and B2C environments.

Data-Driven Personalisation is Powering Performance. Retailers are harnessing customer, behavioural, and transactional data to deliver personalised experiences that drive business outcomes. From loyalty engines and dynamic promotions to intelligent product bundling and recipe suggestions, personalisation is enhancing engagement, increasing order value, and fostering long-term loyalty to prove as a core competitive advantage.

Ecosystem Thinking is Enabling Inclusive, Scalable Growth. The shift from siloed systems to interconnected platforms is enabling retailers to uplift all participants in the value chain, from manufacturers and distributors to micro-retailers and end customers. Whether digitising general trade or building integrated loyalty ecosystems, these platforms are bringing digital tools, transparency, and shared value into play across markets with varying levels of digital maturity.

Conclusion: ASEAN Retail’s AI-Driven Leap Forward

The six finalists at the 2025 AIBP Enterprise Innovation Awards reflect how retail in Southeast Asia is entering a new phase, powered by technology, guided by data, and anchored in customer value. Whether improving shelf execution, enabling traditional trade, or personalising shopper journeys, their efforts show that innovation today goes beyond digitising operations; it’s about building ecosystems that are agile, inclusive, and built for long-term impact.

The region’s retail landscape is becoming more connected, more intelligent, and more responsive to the needs of its people and markets. It’s a transformation driven by purpose, and shaped by those leading it.

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