Artificial intelligence (AI) is transforming online retail at an accelerated pace. According to the NRF organization, the world’s largest international retail trade show, over 60% of sales are already digitally influenced by AI since the beginning of this year, a significant increase 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-sized retailers, understanding the impact of AI and its practical application can be a competitive differentiator. Lucas Bacic, Chief Product Officer (CPO) at Loja Integrada, a leader 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 everyday e-commerce, helping retailers make more strategic decisions and improve 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 key benefits are:
- Personalized recommendations – Product suggestions based on customer purchase behavior, increasing conversion chances;
- Automated customer service – Chatbots and virtual assistants speed up responses and reduce wait times;
- Inventory management – Demand forecasting to prevent stockouts or excess inventory;
- Campaign automation – Personalized emails and notifications to engage customers;
- Abandoned cart recovery – Strategic reminders to encourage purchase completion;
- Multichannel sales optimization – AI aids in product description creation and marketplace integration.
‘AI enables retailers to personalize the customer experience and automate processes, which directly translates to better results,’ comments Bacic.
How to implement AI in your e-commerce?
Retailers looking to incorporate artificial intelligence into their operations can start with accessible strategies:
- Choosing suitable tools: Solutions like chatbots, product recommendation systems, and campaign automation streamline e-commerce routines;
- 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 with built-in automation reduce the need for advanced technical knowledge.
“At Loja Integrada, we combine structured market data with automation to maximize every sales opportunity. This allows retailers to understand customer behavior and turn every interaction into a real conversion chance. Additionally, we offer differentiators like native platform promotion strategies, such as product bundles, brand or category promotions, ZIP code segmentation, and progressive discounts,” says Lucas Bacic.
Personalization and sales impact
One of AI’s major differentiators in e-commerce is its ability to personalize the consumer experience. However, according to the State of the AI Connected Customer, by Salesforce, although 73% of customers feel brands treat them as unique individuals—a 39% increase from 2023—only 49% believe their data is used appropriately. This raises concerns about balancing personalization and privacy.
“Collected data must have a well-defined purpose, benefiting both retailers and consumers. Maintaining transparency about AI usage, for example, is essential for building trust,” highlights the expert.
Loja Integrada’s CPO lists the most common applications:
- Behavior-based recommendations: 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 driven by AI
Artificial intelligence already influences most sales in digital retail and will continue evolving rapidly. For retailers, adapting to this transformation means ensuring more efficient processes, personalized shopping experiences, and greater market competitiveness. ‘The e-commerce sector is still adapting to the AI Era. Now is the time for even small and medium-sized businesses to experiment, fail, and learn until they achieve optimal performance, even with leaner infrastructure,’ concludes the CPO.
