Artificial intelligence (AI) is rapidly transforming online retail. According to the NRF organization, the world’s largest international retail fair, over 60% of sales have already been digitally influenced by AI since the beginning of this year, a significant growth compared to the same period in 2024. This advancement reflects the adoption of technologies that make the shopping journey more personalized, optimize business management, and automate essential processes.
For small and medium retailers, understanding the impact of AI and its practical application can be a competitive advantage. Lucas Bacic, Chief Product Officer (CPO) of Loja Integrada, a reference in automation and data intelligence for e-commerce, emphasizes that AI is no longer a technology restricted to large companies. “The adoption of AI has ceased to be a trend and has become part of the daily routine of e-commerce, helping retailers make more strategic decisions and improve the customer experience,” he states.
Why is AI already indispensable for e-commerce?
Artificial intelligence offers various applications that can make e-commerce operations more efficient. Among the main benefits are:
- Personalized recommendations – Product suggestions based on the customer’s buying behavior, increasing conversion chances;
- Automated support – Chatbots and virtual assistants expedite responses and reduce wait times;
- Inventory management – Demand forecasting to avoid stockouts or excess products;
- Campaign automation – Personalized emails and notifications to engage customers;
- Recovery of abandoned carts – Sending strategic reminders to encourage purchase completion;
- Multi-channel sales optimization – AI assists in creating product descriptions and integrating with marketplaces.
“AI allows retailers to personalize the customer experience and automate processes, which directly reflects in better results,” comments Bacic.
How to implement AI in your e-commerce?
Retailers wishing to incorporate artificial intelligence into their operations can start with accessible strategies:
- Choosing appropriate tools: solutions like chatbots, product recommendation systems, and campaign automation ease the e-commerce routine;
- Personalizing the shopping experience: analyzing customer behavior to suggest more relevant offers;
- Using data for decision-making: AI processes large volumes of information and provides strategic insights for pricing and marketing actions;
- Adopting platforms with integrated AI: tools that already offer automation reduce the need for advanced technical knowledge.
“At Loja Integrada, we combine structured market data with automation to leverage every sales opportunity to the fullest. This allows the merchant to understand customer behavior and turn each interaction into a real conversion opportunity. Additionally, we offer advantages such as native promotion strategies on the platform, such as product bundles, brand or category promotions, segmentation by ZIP code, and progressive discounts,” says Lucas Bacic.
Customization and Impact on Sales
One of the great advantages of AI in e-commerce is the ability to personalize the consumer experience. However, according to the study State of the AI Connected Customer by Salesforce, although 73% of customers feel that brands treat them as unique individuals – an increase of 39% from 2023 – only 49% believe that their data is being used properly. This scenario raises an alert about the need to balance customization and privacy.
“The collected data needs to have a well-defined purpose, bringing benefits to both the retailer and the consumer. Maintaining transparency about the use of AI, for example, is essential to build a relationship of trust,” highlights the expert.
The CPO of Loja Integrada lists the most common applications:
- Recommendations based on customer behavior: product suggestions aligned with browsing and purchase history;
- Personalized offers: progressive discounts and dynamic promotions to encourage repeat purchases;
- Abandoned cart reminders: notifications that help recover lost sales;
- Engagement campaign automation: personalized emails and messages to strengthen customer relationships.
The future of e-commerce is powered by AI
Artificial intelligence already influences the majority of sales in digital retail and will continue to evolve rapidly. For retailers, adapting to this transformation means ensuring more efficient processes, personalization in the shopping experience, and greater competitiveness in the market. ‘The e-commerce sector is still in the process of adapting to the AI Era. This is the moment for even small and medium businesses to try, make mistakes, and learn until they benefit from better performance even with a leaner infrastructure,’ concludes the CPO.
