Artificial intelligence (AI) is THE tech topic flooding the media, conversations, businesses and more.
According to a study by Grand View Research, the global AI market is expected to reach $1,811.75 billion by 2030, with an average annual growth rate of 37.3%.
E-commerce has not been spared. On the contrary!
Artificial intelligence offers opportunities to improve the customer experience, optimize sales management and much more.
But how can you find your way around as an e-merchant?
Let's explore how to use AI in e-commerce.
AI in e-commerce is no longer a luxury reserved for the giants of the sector.
It is democratizing at breakneck speed, and today even small and medium-sized online shops can take advantage of it to boost their performance.
Long perceived as a complex and costly technology, artificial intelligence is now accessible to all thanks to tools adapted to every need.
And let's face it, not using it means leaving an advantage to the competition.
Why? Because it addresses two key issues for e-commerce that wants to grow:
Today, not using AI means falling behind.
So let's see how you can integrate it in concrete terms with 8 concrete use cases!
By 2025, 95% of customer interactions will be powered by AI (AI Business, 2023). In other words, automating customer service is no longer an option, it is a necessity.
Chatbots and virtual assistants allow for 24/7 availability while reducing costs.
But their real advantage?
Immediate and ultra-personalized assistance thanks to the analysis of requests in real time.
AIs have access to the entire customer history very quickly and this is what makes the chatbot very fast and relevant in its responses.
Solutions like Gorgias' AI agent are specifically designed for e-commerce.
We had a chat about it with Yohan, Partnerships Manager at Gorgias, in our podcast Loyoly Talks 👇
Another game changer is the AI product recommendation.
Far from generic suggestions, it analyzes visitor behavior to suggest the right products at the right time.
The result?
More conversions, a higher average order value and a smooth shopping experience, as giants like Amazon prove.
And the good news is that these technologies are now accessible to all online stores.
A smooth purchasing journey means fewer abandoned baskets and more conversions.
AI plays a key role in making each step more intuitive and relevant.
Intelligent search engines are replacing simple search bars with algorithms capable of understanding customers' intentions.
The result is highly relevant suggestions, dynamic filters that adapt in real time and faster navigation.
Solutions such as Luigi's Box or Algolia are already transforming the user experience by boosting product discovery.
The other major advantage is dynamic personalization.
The AI adapts recommendations, offers and promotions according to the behavior of each visitor.
A loyal customer immediately finds their favorite products, while a newcomer receives suggestions tailored to their first interactions.
This approach strengthens engagement and maximizes conversions.
Managing advertising campaigns is time-consuming and often costly.
AI is changing the game by automating ad creation and optimization for a better return on investment.
Using machine learning, algorithms analyze performance in real time and adjust bidding, targeting and visuals to maximize impact.
Less budget wasted, more conversions.
Platforms such as Meta Ads and Google Ads already integrate these technologies to improve the profitability of campaigns. AI also makes it possible to continuously test ad variations, detecting those that work best according to the audience and the channel used. Every euro spent is optimized for maximum impact.
To go further, listen to an extract from our Loyoly Talks podcast on AI applications, particularly for Ads campaigns.
No more generic emails sent to the entire contact database.
AI makes it possible to create ultra-personalized email campaigns by analyzing customer behavior in real time.
Each email is tailored to preferences, purchase history and previous interactions.
A customer abandons their shopping cart? AI triggers a message with a targeted offer.
Has a loyal shopper not placed an order for a while? They receive an exclusive promotion to bring them back.
This approach boosts the opening rate, engagement and, above all, conversions.
Tools such as Klaviyo and Brevo already integrate these features, enabling e-merchants to send the right message, at the right time, to the right person (the basis of marketing, after all).
Poor inventory management means lost sales or money tied up unnecessarily.
AI makes it possible to anticipate demand and optimize each stage of the logistics process.
Thanks to predictive analysis, algorithms evaluate sales trends, peak seasons and purchasing behavior to adjust stock levels in real time. Fewer stockouts, fewer overstocks, greater efficiency.
Tools such as Bigblue and Netstock are already helping e-retailers refine their management.
AI also plays a role in the automation of logistics processes. Warehouse management, optimization of delivery routes, prioritization of orders...
Everything is designed to reduce delays and improve customer satisfaction.
Amazon, with its AI-driven warehouses, is proof of this: optimized stock means frictionless e-commerce.
Online fraud is costly for e-merchants.
AI makes it possible to detect and block suspicious transactions in real time, without slowing down the customer experience.
Thanks to behavioral analysis algorithms, AI detects anomalies: unusual purchases, multiple attempts with different cards, suspicious logins, etc.
Each transaction is evaluated in a few milliseconds to minimize risk without frustrating legitimate customers.
Intelligent authentication also enhances payment security.
Machine learning and biometrics make it possible to adapt the controls according to the user's profile.
Less friction, more protection!
Solutions such as Payplug, Forter and Riskified are already being used by the biggest platforms to secure purchases without weighing down the customer journey.
Acquiring a customer is good. Keeping them in the long term is even better.
AI can turn loyalty into a real growth driver.
Smart loyalty programs use customer data to offer ultra-personalized rewards.
Does a customer often buy a certain category of products? They receive exclusive offers tailored to their preferences.
Thanks to AI, every interaction becomes an opportunity to strengthen engagement.
Where AI makes the difference is in real-time adaptation.
Dynamic rewards, offers adjusted according to purchasing behavior, seamless omnichannel interactions...
All these levers boost customer retention and long-term value.
Pssst... You might find this interesting!
Loyalty programs are strategic for your business, and we can probably help. Check out our platform!
In e-commerce, good decisions are based on accurate data.
AI goes even further by predicting trends and monitoring the competition in real time.
Thanks to predictive analysis, AI detects market developments, emerging purchasing behaviors and opportunities to be seized.
Gone are the strategies based on intuition: each action is optimized according to advanced data models.
Platforms such as Google Cloud AI or DataRobot are already helping e-merchants refine their strategic decisions.
AI is also a formidable ally for competitive intelligence.
Price monitoring, tracking competitors' stocks, automatic adjustment of promotions...
Everything is done in real time to always remain competitive.
AI is transforming e-commerce strategies, but its adoption raises several challenges. Data confidentiality, technological costs, algorithmic bias...
These issues must be managed to maximize benefits without risks.
AI relies on the analysis of massive volumes of customer data: purchase history, browsing, preferences, etc.
This is a real lever for personalizing the experience, but also a major responsibility in terms of data protection.
In Europe, the GDPR imposes strict rules, and in the United States, the CCPA also regulates the management of personal information.
Poor data management can erode consumer confidence and expose the company to sanctions.
To secure the use of AI, it is essential to favor ethical and transparent solutions, by implementing clear policies for data collection, anonymization and security.
Deploying high-performance AI requires significant resources. Between purchasing software, cloud infrastructure and training teams, the initial investment can be heavy.
The real challenge? Getting a return on this investment quickly, without an immediate guarantee of results.
Rather than revolutionizing everything at once, it is better to start with accessible AI tools: chatbots, personalized recommendations, basic marketing automation, etc.
A gradual ramp-up limits the risks while maximizing the return on investment.
AI learns from historical data, but if this data contains biases, the decisions made by the algorithm can be distorted.
An example? Product recommendations that unintentionally exclude certain profiles or dynamic pricing that favors certain customer segments over others.
A problem that can undermine the fairness and effectiveness of e-commerce campaigns.
The solution is to regularly audit the AI models, analyze the results and cross-reference the AI decisions with human supervision to avoid any distortion.
Google, Amazon, Microsoft, OpenAI... The web giants dominate the AI market, and many e-merchants rely on their solutions.
The risk is excessive dependence and a loss of control over marketing strategies and customer data.
To avoid this pitfall, diversifying suppliers and integrating open source solutions allows you to maintain a certain degree of autonomy.
The advice is to try to retain control of your data and not to delegate the analysis entirely to external platforms (even if with the web giants it is increasingly complicated these days).
AI is not limited to the installation of new tools.
For it to truly transform e-commerce, its adoption must be thought of as a strategic project, involving training, management commitment and integration into a long-term growth vision.
AI is not intended to replace teams, but to help them work more efficiently.
However, they still need to understand its benefits and limitations. Raising employee awareness allows for progressive and serene adoption.
The marketing, data and technical teams must be supported with appropriate training to fully exploit the AI tools: customer segmentation, campaign automation, optimized inventory management, etc.
At the same time, encouraging a culture of experimentation by testing different applications makes it possible to identify the most efficient use cases before a global deployment.
No digital transformation works without the strong commitment of top management.
AI must be integrated into the company's strategic vision with clear and measurable objectives.
Management must also communicate regularly about the concrete benefits to align and motivate the teams.
Accurate performance monitoring, with well-defined KPIs, is essential to adjust strategies according to the results obtained.
AI is a powerful lever, but it must be steered intelligently.
The mistake? Wanting to revolutionize everything at once.
AI must be integrated gradually, starting with accessible tools such as chatbots, intelligent recommendations or marketing automation solutions.
Its impact must be continuously measured against key indicators: conversion rate, customer loyalty, inventory management, etc.
AI is not a static solution. It is constantly evolving. Keeping an eye on innovations allows you to refine its uses and stay one step ahead.
Artificial intelligence is redefining the rules of e-commerce. It makes it possible to automate, optimize and, above all, create an ultra-personalized experience that can engage customers.
Today, it offers a real competitive advantage, but in a few years, it will be a market standard.
Those who adopt AI now will be one step ahead, but they will need to know how to capitalize on their experience.
Implementation can start today with easy-to-integrate solutions: chatbots, AI for product recommendation, loyalty data analysis, etc.
Coupled with a powerful loyalty program, AI becomes a lever for sustainable growth to optimize the customer shopping experience.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
