Hong Kong retailers are accelerating adoption of artificial intelligence to reshape the shopping journey, but persistent concerns around checkout security and trust threaten to slow the shift towards fully automated “agentic commerce”, according to the 2026 Adyen APAC Retail Index.
The study, based on a survey of 1,026 consumers and 324 enterprise retailers in Hong Kong, found that 74% of shoppers have already used AI assistants to support purchasing decisions. Among these users, 88% said AI helps cut through online noise, while 73% cited faster inspiration and 71% expressed interest in discovering new brands through AI-driven recommendations.
Adoption is particularly strong among younger consumers, with 26% of Gen Z using AI shopping assistants daily, compared with 17% of Gen X and just 2% of Baby Boomers. However, despite growing familiarity with AI-led discovery, a clear trust gap remains when it comes to transaction execution.
Nearly half (45%) of respondents said they are uncomfortable allowing AI to complete purchases on their behalf, even after approving product and pricing details. A further 14% said they would limit AI use strictly to discovery, while another 14% would only proceed with additional security safeguards in place.
The findings highlight a critical inflection point for retailers as they explore agentic commerce models, where AI agents independently browse, select and transact on behalf of consumers. While 94% of Hong Kong enterprise retailers report familiarity with the concept, only 52% plan to integrate such capabilities into their growth strategies in 2026.
Payment reliability is emerging as the decisive factor in consumer trust. Around 66% of Hong Kong shoppers said payment errors damage their perception of a retailer, and 26% would abandon a purchase entirely following a failed transaction. Notably, consumers are prioritising security over speed: 41% reported greater confidence when two-factor authentication is required, while only 9% are willing to trade security for faster checkout.
“Consumers already consider payments as part of the wider brand experience, meaning that if checkout fails, trust breaks,” said Kai Tang, head of Hong Kong at Adyen. “As agentic commerce moves closer to reality, the next challenge is ensuring backend systems can support seamless and secure transactions.”
Retailers also face operational and strategic barriers. Key concerns include losing control over customer relationships (43%), data privacy and security risks (38%), and the complexity of integrating AI into legacy systems (35%). The proliferation of AI commerce platforms, each with distinct technical requirements, is further complicating implementation and increasing integration costs.
As Hong Kong’s retail sector evolves, the report underscores the need for a balanced approach. While AI is redefining customer engagement and product discovery, long-term success will depend on strengthening payment infrastructure, ensuring data protection, and delivering consistent, secure experiences across channels.
