Fragmented and unpredictable; that is the current online shopping journey. In a matter of minutes, consumers move between social networks, search engines, marketplaces, apps, and physical stores, crossing platforms and stimuli in a non-linear way. It is the end of the funnel logic as a marketing strategy guide and the immersion in an era of dynamic chaos.
Facing such decentralized paths, controlling the journey becomes unfeasible, but the commitment to a good experience remains. For e-commerce businesses, it is necessary to understand the signals that the consumer emits in real-time and create relevant, fluid, and consistent touchpoints. “You can’t expect the customer to walk on a rail. The connection needs to happen where they are, when it makes sense for them,” says Gabriel Carlini Vieira, a digital marketing expert, and CEO of Agência FG.
With this new scenario, personalization ceased to be a differential and became the starting point. Behaviors, interests, and navigation patterns now carry more weight than demographic profiles. “Instead of creating predictable journeys, brands need to map interaction opportunities and remove friction at any point along the way,” highlights Vieira.
Artificial intelligence plays a significant role in this context. According to Menlo Ventures consultancy, 1.8 billion people have already used AI tools, and around 600 million interact with them daily. Technologies like generative search engines and autonomous agents directly influence purchase decisions, often before the consumer even realizes. This needs to be taken into account and used strategically.
In 2025, AI advances beyond basic automation and operates as the strategic brain of brands operating in e-commerce. Generative models are being directly integrated into CRMs, media platforms, and product recommendation systems, allowing hyper-personalized actions in real-time throughout the entire shopping journey. Tools like generative search, virtual sales assistants, and autonomous media agents capable of making decisions, testing, and adjusting campaigns without human intervention are already being implemented on a large scale in digital operations.
Additionally, the creation of personalized videos with AI and emotional analysis applied to customer service and user experience mark a new phase in consumer relationships, where each touchpoint is shaped not just by data, but by context, intent, and conversion potential.
Nevertheless, technology alone does not solve. Efficiency has also become an essential attribute. A survey by Verint shows that 86% of consumers value quick interactions and 73% prefer to resolve everything through digital channels. This requires not only optimized platforms but also data intelligence, functional UX, and teams equipped to adapt operations quickly.
“We are living in a marketing world that operates at the pace of culture and technology. It is necessary to observe, adjust, and continuously deliver value. The focus is not on predicting all consumer steps but on being present, with relevance, at the moment they decide to act. Growing today means operating with more consciousness, strategy, and intelligence, understanding that there is no longer control over the journey,” concludes Gabriel.
