In the ever-evolving landscape of eCommerce, AI continues to reshape the way consumers discover, evaluate, and purchase products. Like many, I have been an early adopter of Perplexity’s AI search capabilities since it’s availability, and seeing them engaging head-first in the eCommerce space is exciting.
So today we are looking at Perplexity’s newest feature Buy with Pro, which feels like a bold step toward pushing the AI-Driven shopping experience ahead. And while currently U.S. focused, this innovation might offers significant implications for the APAC region and the broader future of eCommerce.
What Is Perplexity Buy with Pro?
At its core, “Buy with Pro” is an AI-driven, one-click checkout system.
For Perplexity Pro users (in the U.S.), it enables seamless purchasing directly from its website or app.
Users simply save their shipping and billing information in a secure portal and enjoy frictionless transactions for select products from participating merchants.
The service includes:
- Free shipping or all “Buy with Pro” purchases.
- A fallback option that redirects users to the merchant’s website if one-click checkout isn’t available.
Shopping recommendations are expected to be unbiased as they can not be sponsored
Paired with tools like Snap to Shop, a visual search tool that matches photos to relevant products, which is not without reminding Google’s Visual Search capabilities, Perplexity is creating a seamless blend of discovery, comparison, and purchase, all within one ecosystem.
One important thing to note is that (for now) AI-powered shopping recommendations are expected to be unbiased as they can not be sponsored.
The Potential for APAC Markets
Although Perplexity’s shopping experience is currently only available for the U.S. market, its future global expansion is worth watching closely. As APAC markets such as Hong Kong, Singapore and Australia where ecommerce is thriving along with a high AI adoption rate, these are primed for innovations that reduce friction in the buyer journey.
Here’s how Perplexity’s model could resonate in APAC:
Cross-Border Shopping Simplified
With merchants integrated into a centralized platform, cross-border transactions, already popular in APAC due to its default markets' segmentation, could become faster and more secure.
Localized Familiar Experiences
Visual search, which is already an integral part of the eCommerce landscape in Southeast Asia with platforms such as Zalora, Shopee and Lazada leading the way, aligns well with how younger consumers browse. So with a tool like Snap to Shop, Perplexity will fit right away.
Empowering SMEs
Shopify partnership & integration means smaller businesses could potentially compete on a level playing field with larger retailers, gaining visibility and access to sophisticated tools for free.
The Implications for Google Search
We can’t talk about Perplexity’s entry into eCommerce without mentioning Google’s dominance in the search-driven shopping.
Unlike traditional search engines, Perplexity combines its AI-powered responses with actionable purchase options and unbiased product recommendations, which is a well-though approach for consumers.
So what differentiate Perplexity’s approach from Google’s?
- AI-Enhanced Discovery: Perplexity removes the clutter of ads and SEO-driven results, offering objective "unbiased", straightforward answers
- Integrated Shopping Journeys: With “Buy with Pro,” users can move from search to checkout in seconds, no additional tabs or external distractions.
- Merchant-Friendly Features: Free APIs and dashboards for merchants position Perplexity as an ally, not just another intermediary.
Google is already investing heavily in AI-enhanced shopping experiences, but Perplexity’s vertical integration may force a rethinking of its ad-heavy model, and I can’t wait to see what Alphabet will do next.
What Could Be Next for Perplexity?
Localization for New Markets
As Perplexity expands, incorporating localized languages, payment options, and regional merchants will be critical. In APAC, digital wallets like GCash, MoMo, GrabPay, DANA, Alipay... could be a focus.
Strategic Partnerships
Collaborations with marketplaces like Lazada or Shopee could accelerate adoption in SEA markets.
Voice Commerce
With its AI at the core, Perplexity could lead the way in voice-activated commerce, tapping into the growing use of smart assistants.
Risks Vs Opportunities for APAC Businesses
“Buy with Pro” offers retailers a chance to expand their reach, but it comes with a familiar challenge for APAC brands: the loss of brand voice. Much like traditional marketplaces, where the platform’s identity often overshadows the seller’s, Perplexity’s ecosystem centralizes the shopping experience under its own banner.
While this model simplifies discovery and purchasing for customers, it limits a brand’s ability to deliver personalized messaging or foster direct relationships with buyers. For APAC businesses, especially those relying on storytelling to build loyalty, the risk lies in becoming interchangeable with other merchants on the platform.
Balancing these benefits with strategies to maintain brand differentiation will be key to long-term success.
My Final Thoughts
Perplexity’s Buy with Pro is a bold step toward AI-driven ecommerce, making shopping seamless and efficient. However, it’s not without risks. Like marketplaces, it centralizes the shopping experience, which can limit a brand’s ability to control its voice and build direct connections with customers.
This trade-off isn’t new, but it reinforces the challenge of standing out in a crowded, platform-driven ecosystem.
