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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.”

transcosmos is a trademark or registered trademark of transcosmos inc. in Japan and other countries. Other company names and product or service names used here are trademarks or registered trademarks of respective companies.

Ho Chi Minh City, March 23 (BNP): Vincom Retail hosted a large-scale partner forum titled “The New Era – Partnering to Shape the Future” in Ho Chi Minh City on March 20, bringing together over 500 domestic and international stakeholders to discuss emerging trends and collaboration opportunities in Vietnam’s evolving retail landscape.

The event saw participation from leading global and regional brands including UNIQLO, MUJI, Decathlon, Pandora, Starbucks, and Central Retail, alongside prominent Vietnamese brands and retail chains.

At the forum, Vincom Retail highlighted the rapid transformation of shopping malls into integrated lifestyle destinations, reflecting a shift in consumer preferences toward immersive experiences and social engagement rather than conventional purchasing.

Outlining its strategic roadmap to 2030, the company said it aims to position itself as a leading retail real estate developer and operator in Asia. The strategy focuses on building world-class destinations, expanding its international footprint, and fostering a global ecosystem that enables new retail concepts to enter Vietnam.

As part of its product strategy, Vincom Retail is advancing two core models: Vincom Mega Mall, positioned as a large-scale “shoppertainment” hub, and Vincom Collection, a “retail-tainment” concept integrating shopping with tourism through experiences centred on play, discovery, dining, and relaxation.

A key highlight was the introduction of a “super destination” model at Vinhomes Green Paradise Can Gio, which will feature 15 next-generation retail complexes. Initial projects such as Vincom Mega Mall Can Gio and Vincom Collection Cosmo Bay are expected to deliver immersive, sustainable, and nature-integrated experiences.

Industry leaders at the event underscored the importance of partnerships in driving growth. Representatives from brands such as Dookki noted that collaboration with Vincom Retail has enabled expansion and innovation in Vietnam’s competitive F&B sector.

Vincom Retail also reiterated its role as a key platform connecting international and domestic brands, supporting market entry, scaling operations, and enhancing customer experiences.

Currently, Vincom Retail operates 90 shopping malls across Vietnam with a total gross leasable area of 1.9 million square metres, along with 5,500 shophouses spanning 31 provinces and cities. The company partners with more than 1,000 brands and ranks among Southeast Asia’s largest retail real estate developers by scale.

The forum concluded with a focus on strengthening long-term partnerships and leveraging emerging “super destinations” such as Can Gio to drive the next phase of Vietnam’s retail growth.

Protein is having a moment—from TikTok cottage cheese hacks to high-protein everything lining grocery store shelves—and now even America’s most nostalgic comfort food is getting a functional upgrade.

Kraft Heinz just announced Kraft Mac & Cheese PowerMac, a new take on its iconic blue box that more than doubles the protein (17g) and adds fiber—without changing the signature taste consumers grew up with.

This launch taps directly into the broader “protein craze,” where consumers are increasingly seeking foods that deliver both comfort and functional nutrition. It also raises interesting questions about how legacy brands are evolving to compete in a market now dominated by wellness-focused startups and macro-conscious consumers.

We can connect you with experts at George Washington University who can speak to:

• Why protein has become the dominant nutrient trend in 2026 (and whether it’s overhyped)
• The rise of “stealth health” foods—comfort classics reformulated with functional benefits
• How brands like Kraft are balancing nostalgia with modern nutrition demands
• Whether products like PowerMac actually meet health expectations—or just repackage indulgence

Gabby Headrick is an assistant professor in the Department of Exercise and Nutrition Sciences at the GW Milken Institute School of Public Health. As a food systems dietitian, Headrick’s research, teaching, and practice center on the social, environmental, and political determinants of food and nutrition security in the United States, with a particular focus on urban food systems.

Priya Fielding-Singh is the director of Policy and Programs at the Global Food Institute, where she leads domestic policy, programming, and engagement initiatives. A trained social scientist, her expertise is in food and nutrition equity, maternal and child health, and public policy.

Kelli Metzger is a registered dietitian and nutritionist within the GW Medical Faculty Associates. 

Singapore, March 23 (BNP): Global financial technology platform Adyen on Monday announced the expansion of its longstanding partnership with Hong Kong-based airline Cathay Pacific, extending direct acquiring services across multiple international markets, including India.

The enhanced collaboration, which builds on a partnership that began in 2014, now covers markets such as Hong Kong, Australia, New Zealand, the United States, Japan, and most recently, India. The development marks a significant milestone in Cathay Pacific’s global commerce strategy, with Adyen playing a central role in streamlining the airline’s payment infrastructure.

Adyen said its direct acquiring capabilities are aimed at improving transaction performance by increasing authorization rates, lowering payment processing costs, and enabling revenue growth across geographies.

In India, where the solution was recently rolled out, Cathay Pacific has reported a 10 per cent increase in authorization rates since implementation, the company said.

Kinto Chan, General Manager, Sales and Distribution at Cathay Pacific, said the partnership supports the airline’s focus on delivering a seamless and secure customer experience while expanding into key markets.

Adyen’s President for Asia Pacific, Warren Hayashi, said the collaboration is designed to simplify global payment complexities and enhance conversion rates, thereby supporting Cathay Pacific’s commercial growth worldwide.

The expanded partnership underscores the growing importance of integrated payment solutions in the aviation sector as airlines seek to optimise digital transactions and improve customer experience across markets.

New Delhi (BNP Analysis): The ongoing geopolitical tensions in West Asia have once again exposed the vulnerabilities—and emerging strengths—of India’s energy and supply chain architecture. While immediate disruptions have been contained, the situation is fast becoming a stress test for the country’s long-term economic resilience.

At the heart of the government’s response lies a familiar concern: energy security. With the Strait of Hormuz—a critical artery for global oil flows—under strain, India has moved to stabilise domestic fuel availability through high refinery utilisation and adequate stockpiling. For businesses, this has translated into short-term stability in fuel supply, helping avoid the kind of volatility that can ripple across manufacturing, logistics and consumer markets.

However, the calibrated rationing of natural gas for industrial and commercial users signals an underlying constraint. While priority allocation to households and transport ensures social and economic continuity, industries dependent on gas-based inputs may face cost pressures or supply adjustments if disruptions persist. This could particularly affect sectors such as ceramics, glass, fertilisers and city gas-dependent enterprises.

The pressure on commercial LPG supply further highlights India’s dependence on imports for key energy inputs. The government’s move to increase allocations and prioritise essential sectors—such as hospitality, food services and healthcare—offers temporary relief. Yet, for businesses, especially MSMEs and urban service providers, the episode reinforces the need to diversify energy sources and invest in alternatives like piped natural gas (PNG) and electric systems.

In fact, one of the most notable policy signals emerging from the crisis is the accelerated push towards PNG adoption. By streamlining approvals, incentivising connections and nudging commercial establishments to shift away from LPG, the government appears to be using the disruption as a catalyst for structural transition in urban energy consumption.

The fallback on kerosene and coal as supplementary fuels, while effective as a short-term buffer, also underscores the trade-offs between sustainability and supply security. For energy-intensive industries, this raises important questions around compliance costs, emissions targets and future regulatory alignment.

Beyond energy, the government’s focus on preventing hoarding and ensuring last-mile supply stability carries direct implications for market confidence. Strong enforcement actions and the activation of monitoring mechanisms across states are critical to avoiding artificial shortages, price distortions and speculative behaviour—factors that can quickly disrupt business operations.

From a logistics standpoint, India’s maritime ecosystem has so far demonstrated resilience. With port operations running smoothly and shipping routes being actively monitored, trade flows have remained largely unaffected. This continuity is particularly crucial for export-import dependent sectors, including petrochemicals, pharmaceuticals and engineering goods.

The aviation and mobility dimension, however, presents a more complex picture. Airspace disruptions in parts of West Asia have necessitated rerouting of flights, potentially increasing operational costs for airlines and travel time for passengers. For businesses with a significant workforce presence in the Gulf, this could translate into logistical challenges and higher travel expenses in the near term.

The large-scale movement of Indian nationals back home also has economic implications. While remittance flows may not see an immediate impact, prolonged instability in the region could affect labour markets and income streams linked to the Gulf economies.

Strategically, the current crisis is likely to accelerate India’s efforts to diversify both energy sources and trade routes. Investments in alternative energy infrastructure, expansion of gas networks, and exploration of new import corridors are expected to gain urgency. At the same time, businesses may increasingly factor geopolitical risk into supply chain planning and procurement strategies.

In the final analysis, while India’s immediate response has ensured stability, the West Asia crisis serves as a reminder that resilience is no longer optional—it is a competitive necessity. For corporate India, the message is clear: agility in energy use, diversification of supply chains and alignment with evolving policy directions will be key to navigating an increasingly uncertain global landscape.

New Delhi, Mar 23 (BNP): G. Kishan Reddy will on Monday launch the seventh tranche of auctions for critical and strategic mineral blocks, in a move aimed at strengthening India’s mineral security and supporting emerging sectors such as clean energy and advanced technologies.

The launch will take place in the presence of Minister of State for Coal and Mines Satish Chandra Dubey, the Ministry of Mines said.

Critical minerals such as lithium, graphite, rare earth elements, tungsten, vanadium and titanium have become increasingly important amid the global shift towards clean energy and high-tech manufacturing. However, their limited availability and concentration in select geographies pose challenges to stable supply chains.

To address these concerns, the government amended the Mines and Minerals (Development and Regulation) Act, 1957 in August 2023, identifying 24 minerals as critical and strategic. The amendment empowers the Centre to auction mining leases and composite licences for these resources, while revenues are allocated to the respective state governments.

The ministry has so far conducted six rounds of auctions, successfully allocating 46 mineral blocks, indicating strong industry interest and growing investor confidence in the sector.

In the upcoming tranche, 19 mineral blocks across multiple states will be offered under mining lease and composite licence categories. These blocks include a range of minerals vital for industries such as renewable energy, fertilisers and strategic manufacturing.

Officials said recent regulatory reforms have further improved the auction framework by enhancing transparency and reducing delays in operationalisation. Changes in rules have streamlined processes such as upfront payments, performance security and issuance of letters of intent, while also allowing insurance surety bonds as an alternative to bank guarantees.

The auctions will be conducted through a transparent, online two-stage ascending forward bidding process, with successful bidders selected based on the highest revenue share offered.