Cloud-Native and AI-Ready: How NetSuite is Shaping APAC’s Mid-Market

As Asia Pacific enterprises accelerate digital transformation, NetSuite is emerging as a key enabler of growth for mid-market companies. On the sidelines of SuiteWorld 2025, Shipra Sinha, Lead Analyst- Industry Intelligence Group (IIG), CyberMedia Research (CMR), spoke with Amit Suxena, Head of Asia for Oracle NetSuite Global Business Unit, about the company’s strategy, technology adoption, and role in shaping the region’s digital economy.

Suxena, who oversees operations across India, Southeast Asia, and Greater China, described APAC as a rapidly evolving market. Countries that initially lagged in technology adoption are now experiencing accelerated demand for cloud-based, integrated solutions. NetSuite’s cloud-native ERP and CRM suite allows SMEs to streamline operations while maintaining control over finance, customer relationships, and regulatory compliance — critical for markets like India, where business owners traditionally manage both operations and finances closely.

Cloud-Native Advantage in a Vast Region

Geography and market maturity play a significant role in APAC’s digital adoption. Countries like Indonesia, with thousands of islands, and India, with businesses spread across urban and rural areas, require systems that are accessible from anywhere. Cloud-native architecture gives NetSuite a significant advantage over traditional ERP systems retrofitted for the cloud.

“Being cloud-native from the start allows NetSuite to deliver features that are easy to adopt, scalable, and accessible anywhere,” explains Suxena. This design enables businesses to connect dispersed teams, suppliers, and offices without the limitations of on-premise software.

AI Embedded Across Operations

While AI is often discussed as a futuristic capability, NetSuite integrates intelligence as a practical tool to improve business efficiency. Suxena describes AI as being “present everywhere” in the platform, helping business owners close books faster, optimize workflows, and gain insights without needing to understand technical complexities.

The AI is designed to be transparent and controllable. Users can decide the extent to which they leverage automation, ensuring both efficiency and compliance. By embedding intelligence directly into the platform, NetSuite removes the friction often associated with adopting advanced technologies, making AI a seamless part of day-to-day operations.

High-Growth APAC Markets

India stands out as the region’s fastest-growing market for NetSuite. Its large SME base, coupled with enterprises preparing for IPOs and rapid expansion, creates strong demand for scalable systems. Southeast Asian nations like Singapore, the Philippines, Indonesia, and Thailand are also driving growth, with Indonesia benefiting particularly from cloud-native solutions that can serve geographically dispersed businesses efficiently.

Suxena highlights that slower initial adoption in these markets is giving way to accelerated uptake as awareness of cloud and AI benefits rises. Businesses that previously deferred digital investments until reaching scale now recognise the value of integrated, scalable platforms.

Local Customisation Through Partners

NetSuite’s success in APAC relies heavily on a robust partner ecosystem. Certified partners develop industry-specific solutions, tailored to meet unique local requirements. In India, for instance, a partner is developing a solution for gold manufacturing, addressing an industry need not found elsewhere.

In addition to industry solutions, NetSuite adapts to local regulatory requirements. In India, data localisation mandates are addressed through local data centers, ensuring compliance while delivering cloud services seamlessly. This combination of flexibility, compliance, and local expertise allows NetSuite to navigate the diverse business environments of APAC effectively.

Addressing Challenges and Opportunities

Despite growing demand, Suxena notes that a key challenge remains educating potential users about cloud and AI adoption. Many mid-market business owners initially perceive AI as complex or unnecessary. NetSuite addresses this by embedding intelligence within workflows and demonstrating tangible efficiency gains.

Emerging markets, including non-traditional geographies within India and Southeast Asia, present opportunities for expansion. Regions such as Rajasthan and Punjab are being brought into the digital fold, while geopolitical shifts create new markets in Indonesia, Malaysia, and Vietnam. By providing accessible, cloud-native solutions, NetSuite is enabling businesses in these regions to digitize operations quickly and cost-effectively.

Transforming Mid-Market Enterprises

NetSuite targets mid-market enterprises with an integrated solution that combines finance, CRM, and supply chain management. This “one-box” approach reduces deployment time, simplifies operations, and cuts costs compared with managing multiple standalone systems.

The impact is visible across sectors such as F&B, retail, healthcare, and IT services. Companies like Chai Point and Wellness Forever in India have leveraged NetSuite to streamline operations, improve transparency, and scale efficiently. By embedding AI and providing a cloud-native infrastructure, NetSuite empowers mid-market enterprises to adopt digital technology faster, affordably, and without the complexity traditionally associated with ERP systems.

Driving APAC’s Digital Economy

NetSuite’s strategy extends beyond individual enterprises to shaping APAC’s broader digital economy. By enabling SMEs to operate efficiently, adopt AI, and expand across borders, the platform supports economic modernisation across the region. Its combination of affordability, simplicity, and scalability helps businesses in previously underserved areas leapfrog traditional adoption curves, creating more connected, competitive markets.

Suxena emphasises that the platform’s ease of use and integrated capabilities differentiate it from alternatives. By removing barriers such as high cost, complexity, and slow adoption, NetSuite is helping a new generation of mid-market businesses embrace digital transformation, driving growth and innovation in economies across APAC.

By Shipra Sinha, Lead Analyst, CyberMedia Research (CMR)