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2026 年 4 月 16 日．香港：一站式智慧營商夥伴 SHOPLINE 今日（16 日）發布《2026 香港電商白皮書》。SHOPLINE 香港商戶去年全年銷售商品交易總額（GMV）錄得 2.1% 的輕微跌幅，儘管本港整體零售環境面臨挑戰，SHOPLINE 香港商戶表現依然韌性十足，單一商戶平均 GMV 則逆勢上升 11%，每張訂單平均訂單金額（Average Order Value，AOV）亦增至港幣 669 元。
全渠道零售方式（OMO）表現依然穩健，每 10 間商戶即有近 4 間（38.5%）採用 OMO 模式，較去年上升 7.4%。值得關注的是，即使 OMO 店家只佔整體店家數量約 4 成，其 GMV 總額貢獻佔比卻高達 62.9%，其平均 GMV 更大幅領先純網店 7.7 倍。
產業方面，「電子 3C」表現最為亮眼，以超過四成（41.9%）的 GMV 年增長率及 AOV 港幣 1,261 元高居產業之冠。另外，跨境貿易依然是不容小覷的商機，SHOPLINE 跨境貿易店家數目佔比上升 7%，其 GMV 更有 11.3% 的增幅，顯示海外市場仍具龐大潛力。
SHOPLINE 數據揭示，舊客留存已成為商戶穩健增長的利潤關鍵。SHOPLINE 數據顯示，舊客對 GMV 的貢獻佔比已穩步上升至 53.6% ，且整體回購率連續三年錄得正增長達 31.9%。在深耕顧客關係的工具中，Shopper App 展現了壓倒性的轉化優勢，其平均 GMV 是無 App 店家的 11.7 倍，AOV 亦提升了 22.7 %，是品牌經營長期利潤的關鍵 CRM 陣地 。
「AI Ready」全面賦能 接軌「Agentic Ready」的未來智慧電商生態
SHOPLINE 多年來一直致力透過 AI 技術賦能商戶，提供一系列涵蓋營運各環節的 AI 支援。從即時優化顧客溝通的「AI 聊天建議」功能，深造至具備推理能力的決策系統的「AI 智慧商品推薦 PLUS」功能，SHOPLINE 的 AI 應用已深耕於商戶的日常操作。SHOPLINE 內部數據顯示，有 4 成 SHOPLINE 香港商戶深度應用 AI 功能，其平均 GMV 比未應用者高出逾 1.2 倍（128.5%），較 2024 年增幅加近 5 成（ 48.7%）。
SHOPLINE 捕捉到消費者搜尋行為正發生改變和遷徙，消費者正從「查閱網頁」轉向「社群探索」，進而演變成「直接詢問 AI」來尋求購物資訊。SHOPLINE 數據顯示，來自主流生成式 AI 平台的轉介流量已佔 2.5% ，單計 2025 年 12 月，AI 平台的轉介流量按年倍升 485%。
雖然本港消費者尚未建立直接在 AI 平台購物的習慣，但 AI 的精準引導已成為不可忽視的流量新勢力；適逢政府《財政預算案》大力推動「AI+」的經濟轉型，內外並行的趨勢正揭示本港零售業已跨越純工具層面的 AI 應用，邁向 Agentic Ready 的智慧決策電商未來。
在邁向 Agentic-Ready 的旅程中，SHOPLINE 一直秉持「品牌的成功，才是 SHOPLINE 的成功」。我們時刻留意市場動向，致力實現邁向 Agentic Ready 的零售願景；為零售業建立一套通用的 AI 商務對接協議，讓品牌不再被動地等待被搜尋，而是能驅動 AI 代理進行自主決策，建立真正的差異化優勢。
作為一站式智慧營商夥伴，SHOPLINE 憑藉對電商場景的深度理解及生態系的開放性，將 AI 真正「落地」實踐，並聚焦於三大發展方向：
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- 以市場標準建立通用的 AI 生態：SHOPLINE 持續構建「AI 友善」與「結構化資料完善」的零售系統，透過結構化資料標記、Google Merchant Cetner （GMC）商家資料一鍵整合與 Model Context Protocol（MCP）協議等技術，建立安全、可控的的 AI 對接標準。讓品牌能進一步與外部 AI 生態接軌，並具備被全球 AI Agents 精準理解與檢索的能力，讓店家做好 Agentic Ready，確保在 AI 搜尋時代依然穩佔流量高位。
- 打造全方位的 AI 生態佈局：持續構建開放且包容的生態圈，扮演教育者角色，引導商戶在 SHOPLINE 豐富的電商數據基礎上，篩選並使用最適合其業務場景的 AI 工具。
- 全面支持自定義串接：提供開放的 API 接口，讓商戶能無縫連接任何外部 AI 服務或自行開發的 AI 代理，確保品牌在 AI 時代擁有技術選擇的主動權。
香港限定 SHOPLINE「AI Widget」 與「AI 上架助手」：轉向構建 AI 應用生態
為持續賦能品牌應對日新月異的 AI 新時代，並協助零經驗店家輕鬆接軌新技術，SHOPLINE 推出香港市場限定的 SHOPLINE 「AI Widget」，此流程讓品牌體驗在無需開發資源和技術的情況下，讓商戶逐步體驗 AI 帶來的效率提升。
1. 賦予店家「開發者」職能，實現零門檻 AI 功能創作
SHOPLINE 「AI Widget」 重新定義了商戶的角色，賦予其「開發者」般的靈活性。商戶只需以自然語言描述輸入簡單指令，SHOPLINE「AI Widget」會即時讀取後台結構，自動生成可以實現專屬的個人化功能或遊戲化 UI 介面設計的代碼，如轉盤、刮刮卡或抽獎彈窗等。最後，商戶只需一鍵複製由 SHOPLINE 「AI Widget」生成的代碼，貼回 SHOPLINE 後台的客製化區塊，即可快速實現上線遊戲活動，過程無需任何第三方技術支援。
2. 極簡化 30 秒上架流程，將時間回饋品牌創意
SHOPLINE 的開放式 API 生態賦能店家串接外部 AI 工具的能力，將營運瑣事轉化為流暢工作體驗。現時許多中小企業仍受困於極度耗時的產品上架流程。
SHOPLINE 現場展示了「AI 上架助手」的智能工作流程建議，將原本繁瑣的上架流程極簡化為「隨手拍照，即時銷售」。商戶只需透過 WhatsApp 或 Telegram 上傳商品照片，AI 可即時分析影像並自動生成符合 SEO 標準的資訊，包括 SEO 關鍵字、產品名稱與描述。商戶在對話介面完成預覽確認後，商品即可一鍵同步上架至網店前台，實現從鏡頭到銷售的無縫對接，將原本繁瑣的工序縮短至 30 秒內完成。商戶更可透過 SHOPLINE 的開放式 API 生態，根據自身需求串接更多元化的 AI 工具，自定義專屬的智能營運方式。
SHOPLINE 香港區總經理簡家樂（Vincent Kan）表示：「SHOPLINE 作為一站式智慧營商夥伴的核心價值在於『將 AI 落地』。我們將帶領商戶打破單一工具的限制，將多元 AI 應用深植於統一平台，並進一步串接外部 AI 生態系統。我相信 2026 年會是電商發展的分水嶺，品牌競爭力已不僅體現在 『AI-Ready』 的技術佈局，更在碎片化的 AI 時代下找到屬於自已的『AI 拼圖』，在零售新常態下站穩陣腳。」
按此下載 SHOPLINE《2026 香港電商白皮書》完整報告
【Press Release】SHOPLINE Unveils the Hong Kong eCommerce Whitepaper 2026 Leading Merchants Towards an “Agentic-Ready” Future for Retail
AI-driven referral traffic surged 4.8 times year-on-year in a single month, SHOPLINE launches Hong Kong-exclusive “AI Widget” and “AI Smart Lister” to streamline workflow and empower merchants to focus on creative strategy.
April 16 2026, Hong Kong – All-in-One business partner SHOPLINE today released the latest edition of Hong Kong eCommerce Whitepaper (“The Whitepaper”). Despite a slight 2.1% drop in total Gross Merchandise Volume (GMV) amid overall challenging local retail conditions, SHOPLINE Hong Kong merchants demonstrated remarkable resilience, achieving an 11% rise in average GMV per merchant, with the average order value (AOV) increasing to HK$669.
The online-merging-offline (OMO) model remains a cornerstone of success, with nearly 4 out of 10 merchants (38.5%) adopting this approach — a 7.4% year-on-year increase. While OMO merchants represent only about 40% of the total merchant base, they contribute 62.9% of total GMV, with their average sales performance outperforming pure online stores by 7.7 times.
Amongst various industries, 3C Accessories and Electronics (Computer, Communication, and Consumer Electronics) Category saw the most significant growth, achieving over 41.9% GMV growth and a leading AOV of HK$1,261. Additionally, cross-border sales continues to offer untapped potential, with the number of merchants in this segment rising by 7%, yielding an 11.3% increase in GMV.
SHOPLINE data indicates that customer retention is the crucial factor for achieving stable merchant profit growth. In 2025, existing customers contributed 53.6% of total GMV, with the overall repurchase rate recording its third consecutive year of growth to 31.9%. Among the tools for deeply cultivating customer relationships, the Shopper App has emerged as a powerhouse for conversion. Merchants with their own brand apps saw an average GMV 11.7 times higher than those without, while a 22.7% increase in AOV, securing it as a crucial platform for achieving long-term customer relationship management (CRM).
Comprehensive “AI-Ready” Empowerment: Paving the Way for an “Agentic-Ready” Smart eCommerce Future
For years, SHOPLINE has been committed to empowering merchants through AI technology, providing a range of support across various operational stages. From the “AI Chat Suggestion” feature that instantly optimises customer communication, to the more advanced “AI Smart Product Recommendation PLUS” which utilizes reasoning-based decision systems, SHOPLINE’s AI applications are deeply embedded in daily operations. SHOPLINE data shows that 40% of SHOPLINE Hong Kong merchants have deeply applied AI features. These merchants achieved an average GMV over 1.2 times higher (128.5%) than those who have not adopted AI, a performance gap that has leaped by nearly 50% (48.7%) compared to 2024.
SHOPLINE has observed a structural shift in consumer search behaviour, migrating from traditional web searches to “Social Discovery” and “Direct AI Inquiries.” SHOPLINE data shows that referral traffic from mainstream generative AI platforms already accounts for 2.5%, and for December 2025 alone, AI platform referral traffic surged 485% year-on-year.
While local consumers have yet to establish the habit of shopping directly on AI platforms, the precision guidance of AI has become an indispensable force in new traffic. Coupled with the government’s “AI+” economic transformation initiatives in the Budget. These trends reveal that the local retail industry has moved beyond pure tool-level AI application, heading towards an Agentic-Ready future of intelligent e-commerce operations.
In the pursuit of becoming Agentic-Ready, SHOPLINE consistently upholds the philosophy that “the brand’s success is SHOPLINE’s success.” We stay close to the market, dedicated to advancing our vision towards Agentic Ready. By establishing a universal AI commerce protocol, brands are no longer required to passively await discovery. Instead, they are empowered by AI agents to make autonomous decisions, turning technology into a unique competitive advantage and giving merchants’ businesses a real, distinct edge.
As an all-in-one business partner, SHOPLINE leverages its deep understanding of e-commerce scenarios and the openness of its ecosystem to implement AI for merchants practically, focusing on three strategic directions:
- Establishing a Universal AI Ecosystem Built on Market Protocol Standards: SHOPLINE is committed to building a retail system that is both “AI-friendly” and “structurally optimised”. By leveraging structured data markup, one-click integration with Google Merchant Center (GMC), and the Model Context Protocol (MCP), we are establishing a secure, controlled, and universal standard for AI integration. This assists brands in seamlessly connecting with the external AI ecosystem, ensuring that their information is accurately understood and indexed by AI agents worldwide. Such integration not only prepares merchants to be Agentic-Ready but also ensures they remain at the forefront of the AI-driven search era, securing a dominant traffic position as consumer behaviours evolve.
- Cultivating a Comprehensive AI Ecosystem: SHOPLINE continues to build an open and inclusive ecosystem, taking on the role of an educator. We guide merchants to filter and utilise the AI tools best suited to their specific business scenarios, built upon SHOPLINE’s rich foundation of e-commerce data.
- Supporting Custom API Integration: SHOPLINE provides open API interfaces, allowing merchants to seamlessly connect to any external AI services or self-developed AI agents. This ensures brands retain the initiative in their technological choices within the AI era.
Hong Kong Exclusive: SHOPLINE “AI Widget” and “AI Smart Lister” Pivot Towards a Comprehensive AI Application Ecosystem
To continuously empower brands to navigate the ever-changing AI landscape and assist merchants with zero experience in seamlessly connecting with new technologies, SHOPLINE has launched the Hong Kong-exclusive SHOPLINE “AI Widget”. This process allows brands to experience the efficiency gains brought by AI firsthand, without the need for any development resources or technical expertise.
1. SHOPLINE AI Widget: Empowering Merchants with “Developer” Roles for Zero-Barrier AI Creation
The SHOPLINE “AI Widget” redefines the role of merchants, giving them the flexibility of a “developer.” By simply inputting natural language commands, the SHOPLINE “AI Widget” instantly reads the backend structure and automatically generates code for personalised features or gamified UI designs, such as spin-wheels, scratch cards, or lucky draw pop-ups. Merchants can then simply copy the AI-generated code from the SHOPLINE “AI Widget” and paste it into the custom sections of the SHOPLINE dashboard to launch their gamified campaigns quickly without any third-party technical support.
2. SHOPLINE “AI Smart Lister”: Streamlined 30-Second Listing Process, Freeing Merchants for Creativity
SHOPLINE’s open API ecosystem empowers stores to connect with external AI tools, transforming operational chores into a seamless experience. Currently, many SMEs are still hindered by extremely time-consuming product listing processes.
SHOPLINE showcased how the “AI Smart Lister”’s intelligent workflow suggestions streamline the tedious listing process into a seamless and instant “Snap and Sell” experience. By uploading a photo via WhatsApp or Telegram, the AI analyses the image to generate SEO-optimised information, including SEO keywords, product names and descriptions. Merchants can preview and confirm details within the chat interface, allowing the product to be synced to the storefront in under 30 seconds. Through the open API, merchants can further customise their intelligent operations by connecting diverse AI tools to define their own smart business model.
Vincent Kan, General Manager of SHOPLINE Hong Kong, shared “The core value of SHOPLINE as an all-in-one business partner lies in ‘implementing AI.’ We will lead merchants to break the limitations of single tools, deeply embed diverse AI applications into a unified platform, and further connect to the external AI ecosystem. 2026 will be a watershed moment for e-commerce development. Brand competitiveness will no longer only be reflected in an ‘AI-Ready’ technical layout, but also in finding their own ‘AI puzzle piece’ in the fragmented AI era, and securing a firm footing in the new retail norm.”
Click here to download the SHOPLINE Hong Kong eCommerce Whitepaper 2026 full report for more industry insights.
自 2013 年創辦以來，全球已經有超過 600,000 個品牌使用 SHOPLINE 的服務成功開店， 透過創新的服務與國際化的團隊，持續為品牌賣家打造最好的產品和服務，以網店平台為核心，提供跨境、O2O 線上線下整合、POS 系統等全方位解決方案，更成為在亞洲市場的行業先驅。