[Research Contribution] AI in E-Commerce: How technology shapes shopping experiences and consumer behavior in Ho Chi Minh city
13 November, 2026
Keywords: Artificial Intelligence, e-commerce, customer experience, shopping behavior, attitudes toward AI.
Artificial Intelligence (AI) is increasingly being adopted in e-commerce, from product recommendations and chatbots to visual technologies. These applications are transforming online shopping experiences and consumer behavior. A study by researchers from UEH Mekong, University of Economics Ho Chi Minh City (UEH), examines the impact of AI on online shopping experiences, consumer attitudes, and purchasing behavior in Ho Chi Minh City. The findings show that visual experiences and intelligent interactions contribute to improving customer experiences, while attitudes toward AI are significantly associated with purchasing decisions and impulse buying behavior.
AI and the shift in online shopping behavior
In recent years, artificial intelligence has become a key driver of innovation in e-commerce. Technologies such as machine learning, natural language processing, chatbots, and product recommendation systems are being used to personalize shopping experiences, strengthen interactions between businesses and customers, and optimize operational efficiency.
In Vietnam, e-commerce has been growing rapidly, particularly in Ho Chi Minh City, one of the country’s leading centers for technology adoption. According to a Metric (2024) report cited by the research team, platforms such as Shopee and TikTok Shop have recorded notable growth in the “Shop Mall” business model. The expansion of this model partly reflects changes in online business activities and consumer shopping habits.
Alongside the benefits of personalization and improved customer experiences, the use of AI in e-commerce also raises concerns about privacy, information security, and customer trust. Concerns about the use of personal data, the transparency of recommendation systems, and the reliability of technology demonstrate that AI brings not only opportunities for innovation but also challenges that require attention.
How does AI affect online shopping experiences and consumer behavior in Ho Chi Minh city?
The study collected data from 316 consumers in Ho Chi Minh City between May and August 2025 through an online questionnaire. The survey results indicate that online shopping has become a familiar activity among consumers.
TikTok Shop and Shopee were the most commonly used platforms among respondents. According to the research team, livestreams and short-form content may help inspire purchasing decisions on TikTok Shop. In addition, smartphones were the primary devices used for online shopping. Most respondents were aged 18–24, with students and office workers representing the most common occupational groups.
- Visual experiences and intelligent interactions – prominent factors
The findings show that visual experiences and intelligent interactions are two prominent factors contributing to improved customer experiences. In addition, ease of use and personalization also have positive effects on the online shopping experience.
This suggests that consumers care not only about how easy a platform is to navigate but also about how products are presented and how effectively the system enables interaction. Visual content featuring multiple viewing angles, 3D models, or AR/VR technologies can help consumers better visualize products before making a purchase. Meanwhile, chatbots and virtual assistants can support information searches, answer questions, and make the shopping process more convenient.
- Attitudes toward AI and shopping behavior
The study also indicates that ease of use is positively associated with consumers’ attitudes toward AI. This highlights the importance of user-friendly interfaces, simple processes, and accessibility when implementing AI tools on e-commerce platforms.
Beyond customer experience, attitudes toward AI are also associated with purchasing decisions and impulse buying behavior. Within the scope of the survey data, positive attitudes toward AI show a particularly notable association with impulse buying. When consumers perceive technology as useful, accessible, and trustworthy, their shopping experiences may become more convenient and engaging.
- AI in online shopping: Convenience requires trust
Although AI offers considerable potential to enhance shopping experiences, consumers still have concerns about product quality, the accuracy of recommendations, and system performance. These are issues that businesses need to address to build trustworthy shopping experiences and enable consumers to access and use AI technologies effectively.
Implications for businesses and consumers in the AI era
- For e-commerce businesses
The research findings suggest that e-commerce businesses should prioritize improving customer experiences through the appropriate application of AI. In particular, visual technologies such as AR, VR, and 3D modeling can be adopted to help consumers visualize products more clearly and realistically. At the same time, improving chatbots and virtual assistants to provide more natural interactions, faster responses, and effective support can enhance service quality.
Businesses should also simplify interfaces and purchasing processes while ensuring that systems operate reliably, accurately, and consistently. AI should not only provide convenience but also build consumer trust throughout the online shopping journey.
- For consumers
In an increasingly AI-assisted shopping environment, consumers need to proactively develop their skills in using technology and evaluating information provided by digital tools. Identifying relevant product recommendations and distinguishing useful information from promotional content designed to encourage purchases can help consumers make more informed decisions.
Developing planned shopping habits and avoiding excessive dependence on AI-generated recommendations can also help reduce impulse buying. Technology can support the decision-making process, but final purchasing decisions should still be based on individuals’ actual needs and spending capacity.
- Toward more effective and trustworthy online shopping experiences
The study highlights how AI is creating new opportunities to improve online shopping experiences and consumer behavior in Ho Chi Minh City. However, making effective use of this technology requires a balanced approach that considers convenience, reliability, and the responsibilities of both businesses and consumers.
As e-commerce continues to grow, AI will deliver greater value when it not only makes shopping more convenient but also contributes to building a transparent, safe, and sustainable online consumption environment.
View the full research paper “Applying Machine Learning to Analyze Passenger Satisfaction with Public Bus Services in Ho Chi Minh City” HERE.
Authors: Phan Thi Thuy Kieu, Truong Hoang Loc, Phan Thi Thuy Linh, Pham Kim Ngan – University of Economics Ho Chi Minh City (UEH)
This article is part of the series disseminating research and applied knowledge under the message “For a More Sustainable Mekong,” within the “Research Contribution For All” program conducted by UEH. UEH respectfully invites readers to stay tuned for the next edition of the UEH Research Insights newsletter.
News, photos: Authors, Department of Admissions – Communications UEH Mekong, Department of Communications and Partnerships UEH
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