Tokopedia launched an AI Search feature enabling users to discover products using natural Indonesian language, moving beyond standard keyword matching. Built upon a large language model optimized for Indonesian e-commerce, this feature understands context, intent, and personal preferences.
In beta testing, conversion from AI search is recorded at 2.3x higher compared to traditional search. Users are more satisfied finding relevant products because the system grasps nuances like "affordable", "trendy", or "office-appropriate".
Implications for Sellers
Sellers on Tokopedia need to optimize their product descriptions to be more conversational and context-rich — rather than just keyword stuffing. The era of AI Search in Indonesian e-commerce pioneered by Tokopedia will likely be followed by Shopee and Lazada in the next 6-12 months.