Artificial intelligence is transforming the e-commerce landscape, providing a revolution in how consumers shop and how businesses sell.From personalizing the user experience to predicting market trends, AI offers tools that transform the buying journey and increase the operational efficiency of online sales platforms.
According to a survey conducted by eCommerceDB, the global economic impact of AI could reach 15.7 trillion dollars by 2030, driven by benefits in productivity and consumption.
According to Renatto Moreira, CMO of Tictus, one of the main online sales platforms for digital businesses in Brazil, the ability to provide personalized recommendations is one of the main differentiators of AI. “With machine learning algorithms, it becomes possible to analyze the browsing and buying history of users, as well as behavior patterns to suggest products and content of interest. This type of customization improves the user experience, increasing conversion rates and the average value of ACHR purchases, he reveals.
Virtual assistants and chatbots programmed by Artificial Intelligence are transforming customer service.“These tools are able to answer common questions, provide product information, and even guide users through the purchase process, enabling more personalized, real-time interaction”, he says.
Optimization of the buying journey
Renatto points out that AI allows a detailed analysis of consumer behavior. “Na Ticto, for example, our system monitors each user interaction, from navigation to the completion of the purchase, enabling the use of this data to optimize sales funnels. If a customer abandons the shopping cart, for example, algorithms can identify patterns that led to this decision and suggest adjustments to the interface or offers to reduce the abandonment of carts in the future”, he reports.
Machine learning algorithms have the ability to create ad campaigns that adapt in real time based on user behavior.“This includes audience determination and ad optimization on platforms like Google Ads and Facebook, increasing campaign effectiveness while reducing” investments.
Future of e-commerce with AI
The goal of Artificial Intelligence in e-commerce platforms is to create an intuitive and frictionless experience.“AI AI applications are redefining interactions between companies and their customers.We can expect the buying journey to become increasingly efficient, benefiting both consumers and retailers”.
