Artificial intelligence (AI) is rapidly transforming online retail. According toorganization of the NRF, the world's largest retail trade fair, more than 60% of sales have already been digitally influenced by AI since the beginning of this year, a significant growth compared to the same period in 2024. This advance 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 advantage. 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 has ceased to be a trend and has become part of the daily life of e-commerce, helping merchants make more strategic decisions and improve the customer experience," he/she states.
Why is AI already indispensable for e-commerce?
Artificial intelligence offers various applications that can make e-commerce operations more efficient. Among the main benefits are:
- Personalized recommendations – Product suggestions based on the customer's purchasing behavior, increasing the chances of conversion;
- Automated service – Chatbots and virtual assistants speed up responses and reduce waiting time;
- Inventory management – Demand forecasting to avoid stockouts or excess products;
- Campaign automation – Personalized emails and notifications to engage customers;
- Abandoned cart recovery – Sending strategic reminders to encourage purchase completion;
- Multichannel sales optimization – AI assists in creating product descriptions and integrating with marketplaces.
"AI allows retailers to personalize the customer experience and automate processes, which directly translates into 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 appropriate tools: solutions like chatbots, product recommendation systems, and campaign automation streamline the e-commerce routine;
- 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 provides strategic insights for pricing and marketing actions;
- Adoption of platforms with integrated AI: tools that already offer automation reduce the need for advanced technical knowledge.
"At Loja Integrada, we combine structured market data with automation to make the most of every sales opportunity. This allows the retailer to understand customer behavior and turn each interaction into a real conversion opportunity. Additionally, we offer differentiators such as native promotion strategies on the platform, like product combos, promotions by brand or category, segmentation by ZIP code, and progressive discounts," says Lucas Bacic.
Personalization and impact on sales
One of the main advantages of AI in e-commerce is the ability to personalize the consumer experience.However, according to the studyState of the AI Connected Customer, from Salesforce, although 73% of customers feel that brands treat them as unique individuals — a 39% increase compared to 2023 —, only 49% believe that their data is being used appropriately. This scenario raises a warning about the need to balance personalization and privacy.
"The collected data must have a well-defined purpose, bringing benefits to both the retailer and the consumer. Maintaining transparency about the use of AI, for example, is essential to build a relationship of trust," emphasizes the expert.
The CPO of Loja Integrada lists the most common applications
- Recommendations based on customer behavior: 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 to evolve rapidly. For retailers, adapting to this transformation means ensuring more efficient processes, personalized shopping experiences, and greater competitiveness in the market. "The e-commerce sector is still in the adaptation phase for the AI Era. This is the time for even small and medium-sized businesses to try, make mistakes, and learn until they benefit from the best performance even with a leaner infrastructure," concludes the CPO.
