FEBRUARY 26, 2026 — Shopee is turning the online shopping game on its head in 2026, and it’s not just about faster deliveries or flash sales anymore. At the Shopee Brands Summit, head of commercial Jack Ng unveiled a lineup of artificial intelligence features that promise to “fundamentally transform” how Filipinos shop online. The star of the show? A virtual fitting room that lets you see how clothes might look on you before you hit “checkout.”

For a country where online shopping has become second nature — especially after the pandemic pushed millions into digital marketplaces — this feels like the next logical step. Imagine browsing for a barong or a summer dress and instantly seeing how it drapes on your frame. No more guessing, no more “bahala na” moments when ordering clothes online.

But Shopee isn’t stopping there. Ng highlighted a personalized AI shopping assistant that can understand intent and recommend products across categories, whether it’s electronics, home essentials, or beauty items. 

“The overall goal is simple: help shoppers find what they need faster,” Ng said. 

That means you can now search using text, images, or even voice commands. Looking for the latest phone model or formal wear best suited for your frame? AI will serve up options with summaries and recommendations tailored to you.

On the seller side, Shopee is arming entrepreneurs with tools that make their lives easier. There’s an AI product title and description generator to boost discoverability, an image enhancer to polish product photos, and even a chat assistant that responds to customers when sellers are offline. 

Ng noted, “Many sellers appreciate that it simplifies content creation, improves discoverability, and provides helpful suggestions that enhance listing clarity.”

The numbers back up the hype. Shopee Mall saw over 60 percent growth year-on-year, and Ng expects AI to push sales even higher in 2026. 

Rival Lazada, meanwhile, has already credited its profitability in 2025 to heavy investments in AI. Clearly, the e-commerce battlefield is shifting from who has the cheapest deals to who has the smartest tech.

For Filipino shoppers, this could mean less frustration, fewer wrong buys, and more confidence in online purchases. For sellers, it’s a chance to level up their game without needing a marketing team or a professional photographer. The question now is whether these AI-driven experiences will feel natural — or too futuristic — for the average Pinoy buyer.

So if online shopping becomes this personalized and seamless, will we still crave the thrill of the mall, or will AI finally make “add to cart” the new national pastime?

(Image: Shopee | Facebook)