Discover 5 Reasons to Invest in Automation and AI to Strengthen Christmas Sales in E-commerce

With the near end of the year and the expected increase in online sales, companies that invest in artificial intelligence (AI) and automation gain a competitive advantage in e-commerce. But to account for the high demand, reflecting Black Friday and Christmas, it is important to invest in automation and AI to strengthen Christmas sales in e-commerce.  

To give you an idea, the State of Supply Chain 2025: Balancing Inflation, Investment & Innovation report, carried out by Relex Solutions with more than 500 professionals in seven countries, including Brazil, points out that 60% of companies in the sector are prioritizing investments in AI and automation. This positive scenario is reinforced by a survey by the American Demandsage, which projects the global market of AI applied to e-commerce to reach US$ 9.01 billion by the end of this year, an accelerated growth of 24.341tp3 t per year.  

In addition, a Gartner survey of 265 service and support leaders shows that 77% already feel pressure from executives to implement AI and 75% report larger budgets for initiatives in the area, especially in cases of use aimed at customer service and operational support and efficiency. 

More than accelerating processes, automation in digital commerce has become a strategic facilitator to scale operations, gain agility and deliver value to the customer. Paulo França, Head of Offers at Engineering Brazil, part of the Engineering Group, a global information technology company and consulting specialized in digital transformation, explains that the e-commerce environment is extremely competitive and emphasizes that the alignment of these technologies to a competitive differential, as a consumer need, is what allows a company to stand out in relation to the others.  

“ The data have already been consolidated as an essential asset for the competitiveness of companies. Today, tools like Engineering Brazil's Genai Journey, for example, help businesses transform information into a real advantage, allowing for faster and smarter decisions. When we add this to the automation of integrated business processes, including through AI, in which agents interact and generate real value, we see e-commerce is no longer just digital and becomes intelligent”, says França. 

Here are 5 reasons to invest in AI and automation in e-commerce: 

1 – Increased efficiency by automating repetitive tasks
Processes such as inventory updating, ordering, onboarding new business partners for scale gain, quotation process, availability of logistical partners and financial reconciliation can be executed in an automated way, freeing teams for more strategic activities. This is the first step to reduce errors, gain speed and prepare the business for digital transformation. 

2 – Customization of the large-scale customer experience
With the support of artificial intelligence, it is possible to analyze data on purchase behavior and by aggregating information from the company itself or even external data, offer personalized and assertive recommendations in real time. This approach strengthens the relationship with the consumer and contributes to the increase in the average ticket. 

3 – Process automation: gateway to innovation
The adoption of high-volume, error-susceptible process automation technologies such as the Robotic Automation (RPA) of Engineering Brazil strengthens the operation, generates reliable data and paves the way to evolve towards more advanced artificial intelligence solutions. 

4. more assertive decision-making based on data
The combination of AI and advanced analytics allows for predicting demand, flow and size of stock by SKU's, adjusting prices dynamically according to demand and identifying consumption trends, ensuring that the operation is always aligned with the market. 

5. Service optimization with smart automation
Chatbots integrated with automated flows make support more agile and consistent, while also reducing response time and improving customer experience in the after-sales service.