By 2025, more than half of sales are already impacted by AI

Artificial intelligence (AI) is transforming online retail at a rapid pace NRF Organization, the world's largest international retail trade show, more than 60% of sales have already been digitally influenced by AI since the beginning of this year, a significant growth from the same period in 2024. This advance reflects the adoption of technologies that make the buying 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) of Loja Integrada, a reference in automation and data intelligence for e-commerce, highlights that AI is no longer a technology restricted to large companies. “The adoption of AI is no longer a trend and has become part of the daily life of e-commerce, helping retailers to make more strategic decisions and improve the customer experience”, he says.

Why is AI indispensable for e-commerce?

Artificial intelligence offers several applications that can make e-commerce operations more efficient. Among the main benefits, are:

• Customized recommendations & Product suggestions based on customer buying behavior, increasing the chances of conversion;
• Automated service & Chatbots and virtual assistants speed up responses and reduce wait time;
• Inventory management & demand forecasting to avoid product disruptions or overproduction;
• Campaign automation & personalized emails and notifications to engage customers;
• Recovery of abandoned carts & Envio of strategic reminders to encourage checkout;
• Optimizing multichannel selling & AI assists in creating product descriptions and integrating with marketplaces.

“AIA allows retailers to personalize the customer experience and automate processes, which is directly reflected in better” results, comments Bacic.

How to implement AI in your e-commerce?

Shopkeepers who want to incorporate artificial intelligence into their operations can start with affordable strategies:

• Choosing the right tools: solutions such as chatbots, product recommendation systems and campaign automation make the e-commerce routine easier;
• Personalization of the shopping experience: analysis of customer behavior to suggest more relevant offers;
• Use of data for decision making: AI processes large volumes of information and offers strategic insights for pricing and marketing actions;
• Platform adoption with integrated AI: tools that already offer automation reduce the need for advanced technical knowledge.

“In the Integrated Store, we combine market structured data with automation to make the most of each sales opportunity. This allows the shopkeeper to understand customer behavior and turn each interaction into a real chance of conversion. In addition, we offer differentials such as native promotions strategies on the platform, such as product combos, promotions by brand or category, ZIP segmentation and progressive discount”, says Lucas Bacic. 

Personalization and impact on sales

One of the great differentiators of AI in e-commerce is the ability to personalize the consumer experience.However, according to the study State of the AI Connected Customer --- In today's rapidly evolving technological landscape, the integration of Artificial Intelligence (AI) into customer engagement strategies has become a pivotal aspect of modern business operations. The concept of the "AI Connected Customer" encapsulates the seamless interaction between businesses and their customers, facilitated by advanced AI technologies. This interaction not only enhances customer satisfaction but also drives operational efficiency and innovation. The adoption of AI in customer engagement is not merely a trend but a transformative shift. Businesses are leveraging AI to analyze vast amounts of data, predict customer behavior, and personalize interactions. This results in a more tailored and responsive customer experience, which is crucial in today's competitive market. Moreover, AI technologies enable businesses to automate routine tasks, freeing up human resources for more strategic activities. This automation leads to increased efficiency and cost savings, which are critical in maintaining a competitive edge. The state of the AI Connected Customer is characterized by several key features: 1. **Data-Driven Decision Making**: AI systems analyze customer data to provide insights that drive business decisions. This data-driven approach ensures that businesses are responsive to customer needs and market trends. 2. **Personalization**: AI enables businesses to offer personalized experiences to customers. By understanding individual preferences and behaviors, businesses can tailor their offerings to meet specific customer needs. 3. **Automation of Routine Tasks**: AI automates repetitive and mundane tasks, allowing employees to focus on more complex and strategic activities. This not only improves efficiency but also enhances job satisfaction. 4. **Enhanced Customer Engagement**: AI technologies facilitate real-time interactions and provide instant responses to customer inquiries. This leads to higher customer satisfaction and loyalty. 5. **Predictive Analytics**: AI uses predictive analytics to forecast customer behavior and trends. This allows businesses to anticipate customer needs and proactively address potential issues. 6. **Continuous Improvement**: AI systems continuously learn and improve from customer interactions. This ensures that businesses can adapt to changing customer preferences and market conditions. In conclusion, the state of the AI Connected Customer represents a significant advancement in how businesses interact with their customers. By embracing AI technologies, businesses can achieve greater efficiency, personalization, and customer satisfaction. The future of customer engagement is undoubtedly shaped by the integration of AI, and businesses that adapt to this transformation will be well-positioned to thrive in the modern marketplace., from Salesforce, although 73% of customers feel that brands treat them as unique individuals 39% to 2023 2023 49% believe that their data is used appropriately. This scenario raises a warning about the need to balance personalization and privacy.

“The data collected needs to have a well-defined purpose, bringing benefits to both the shopkeeper and the consumer. Maintaining transparency about the use of AI, for example, is essential to build a relationship of trust”, says the expert.

The Integrated Store CPO lists the most common applications:

• Recommendations based on customer behavior: product suggestions aligned with browsing and shopping history;
• Custom offers: progressive discounts and dynamic promotions to encourage recurring purchases;
• Abandoned cart reminders: notifications that help you 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 most 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 Age. This is the time for even small and medium businesses to try, make mistakes and learn until they benefit from the best performance even with leaner infrastructure”, concludes the CPO.