AI becomes a key driver of online shopping: 7 in 10 consumers want AI support during purchases
Artificial intelligence is rapidly becoming a central element of the online shopping experience. According to recent market insights, around 70% of consumers expect AI-powered tools to support them throughout the purchasing journey, from product discovery to checkout. What was once considered an advanced technology used only by large companies is now evolving into a standard feature that shapes customer experience and competitive advantage in e-commerce.
AI as a digital shopping assistant
Today, the most common AI applications in e-commerce focus on simplifying the shopping process and helping users navigate the vast number of products available online. Popular examples include visual search, which allows shoppers to find products using images, real-time personalization of offers, and voice commerce, where customers can search or place orders using voice commands.
Recommendation engines are another key element. By analyzing browsing history, previous purchases and responses to promotions, AI systems can highlight products that are most relevant to individual shoppers, reducing the time needed to make a purchasing decision.
Consumer trust in algorithm-based suggestions is also growing. Research indicates that 46% of shoppers trust AI-generated recommendations more than advice from friends, especially in categories such as fashion, beauty and electronics where comparing many product features can be complex.
Engagement increases – but conversions require more
AI-driven shopping tools are already influencing how consumers interact with online stores. Retailers that implemented generative AI have reported longer user sessions, more pages viewed and lower bounce rates, indicating higher engagement with product offers.
However, increased engagement does not always translate into immediate purchases. Many shoppers use AI tools primarily for discovery and inspiration, while completing their purchases later or through another channel. For e-commerce companies, this means the shopping journey must combine AI-driven engagement with a smooth checkout process and reliable order fulfillment.
Logistics also plays a crucial role. AI technologies are increasingly used to automate shipping processes and predict delivery times more accurately. By improving order accuracy and delivery reliability, online retailers can strengthen customer trust and encourage repeat purchases.
With 89% of companies already using AI or testing it in pilot projects, the technology is quickly becoming a baseline capability in digital commerce. The global AI market in e-commerce, currently valued at about $9 billion, is expected to grow significantly over the next decade, highlighting the importance of intelligent automation for the future of online retail.