Youngest Lazada Executive Leverages AI and Logistics to Edge Out E-commerce Rivals: Unveils Free Returns, Chatbots as Key Differentiators

The youngest executive at Lazada considers AI and logistics their key advantages against competitors such as Temu. Lazada Thailand's CEO, Varitha Kiatpinyochai, stated that offering free returns and the use of chatbots are distinguishing factors in the increasingly competitive e-commerce landscape.

"Being a part of the Alibaba Group allows Lazada to truly benefit from the superior technology and ecosystem of the group," stated Kiatpinyochai, the new head of Lazada Thailand this year, in a discussion during the Hong Kong-Asean Summit. She shared her insights on Southeast Asia's online retail environment at the event. "Our major strength lies in how we utilize technology, particularly AI, across the customer's buying process. In my opinion, AI has significantly revolutionized our operations."

The youngest executive of Lazada, Kiatpinyochai, at 32, highlighted the ways Lazada is leveraging AI to connect more effectively with customers, particularly those who are more technologically inclined in Thailand. Recent advancements include the introduction of LazzieChat, a chatbot that utilizes OpenAI's GPT model instead of Alibaba's proprietary Tongyi Qianwen models. Generative AI plays a crucial role in Lazada's localization strategies, with LazzieChat now supporting languages such as Bahasa in Indonesia, Thai, and Vietnamese.

Recently, the worldwide online retail market has been experiencing increased rivalry, with firms such as Temu and Shein leveraging their ties with Chinese producers to partake in fierce pricing battles.