AI in e-commerce is reshaping how people search, compare, and buy, with consumer use of generative AI for shopping jumping from 38% in 2024 to 51% in 2025. AI-assisted shopping now converts roughly four times better than standard browsing, and companies using AI personalization earn 40% more revenue than those that don’t.
Key Takeaways
- Generative AI use for shopping grew from 38% to 51% of consumers between 2024 and 2025.
- 37% of US AI users now start product searches in an AI tool instead of a search engine.
- AI-assisted chat converts at roughly 12.3% versus 3.1% without AI assistance.
- Shoppers complete purchases 47% faster when AI tools help guide the process.
- 97% of retailers plan to increase AI spending in the next fiscal year.
Product Discovery Has Moved Into AI Surfaces
Shoppers increasingly start their research in AI assistants like ChatGPT and Gemini rather than a traditional search engine. 37% of US AI users now begin product searches this way, asking directly for recommendations and comparisons instead of scanning search results.
AI Is Measurably Improving Conversion
AI-assisted chat converts at roughly 12.3%, compared with 3.1% for shoppers without AI assistance, a nearly four-fold difference. Shoppers guided by AI also complete purchases about 47% faster than those browsing unassisted.
Personalization Is Driving Real Revenue Gains
Companies using AI personalization earn 40% more revenue than those that don’t. This comes from more relevant product recommendations, dynamic pricing, and content tailored to individual shopper behavior rather than generic storewide messaging.
Agentic AI Is the Next Wave
By 2028, roughly 33% of online retailers are expected to use advanced AI agents, up from less than 1% today. Morgan Stanley projects agentic AI could influence up to $385 billion of US e-commerce by 2030, a scale that’s pushing retailers to prepare their product data and systems now.
AI in E-Commerce at a Glance
| Area | Impact of AI | Key Stat |
|---|---|---|
| Product discovery | Shoppers search AI tools instead of search engines | 37% of US AI users start there |
| Conversion | AI chat converts far better than standard browsing | 12.3% vs 3.1% |
| Purchase speed | AI-guided shoppers complete purchases faster | 47% faster |
| Personalization | Tailored recommendations lift revenue | 40% more revenue |
| Agentic AI | Retailers adopting autonomous AI agents | 33% of retailers by 2028 |
Common Mistakes When Adopting AI in E-Commerce
- Bolting AI onto a messy product catalog. AI tools amplify whatever data quality already exists, good or bad.
- Treating AI personalization as a one-time setup. Recommendation models need ongoing data to stay accurate.
- Ignoring how AI assistants see the store. Structured, accurate content matters more than persuasive copy for AI-driven discovery.
Expert Insight
The retailers seeing the biggest gains from AI aren’t necessarily using the most advanced tools, they’re the ones who fixed their underlying product data first. AI personalization and agentic shopping both depend on accurate, structured information to work well.
Frequently Asked Questions
How many shoppers use AI for online shopping in 2026?
Roughly 51% of consumers used generative AI for shopping in 2025, up from 38% the year before.
Does AI actually improve conversion rates?
Yes, AI-assisted chat converts at roughly 12.3% compared with 3.1% for shoppers without AI assistance.
Is AI personalization worth the investment for smaller stores?
Often yes, companies using AI personalization earn about 40% more revenue than those relying on generic, one-size-fits-all messaging.
How big will agentic AI be in e-commerce?
Roughly 33% of online retailers are expected to use advanced AI agents by 2028, and Morgan Stanley projects agentic AI could influence up to $385 billion of US e-commerce by 2030.
Conclusion
AI is already changing where shoppers search, how fast they buy, and how much stores earn from personalization. For related context, see what agentic commerce is, review Coomersu’s guide to AI personalization, or read what e-commerce is and how it works for the fundamentals.
Where AI Delivers the Most Value Today
Product recommendations and customer support are currently where AI delivers the clearest, most measurable return for most online stores, since both directly touch conversion and retention. Other applications, like AI-generated content, tend to offer efficiency gains but require more human review to maintain quality and brand consistency.
Getting Started Without Overinvesting
Many established e-commerce platforms already include basic AI features, like automated product descriptions or recommendation widgets, built into their core offering. Testing these built-in tools before purchasing specialized standalone AI software is a lower-risk way to see what actually moves the needle for a specific store before investing further.
Data Quality Determines AI Results
AI tools are only as good as the data feeding them. Incomplete product catalogs or inconsistent customer data limit how accurate recommendations and personalization can be, regardless of how advanced the underlying AI model is. Cleaning up core data often has more impact than switching to a more sophisticated tool.
Keeping a Human in the Loop
Even well-implemented AI tools benefit from periodic human review, since automated systems can drift or make confident but wrong recommendations over time. Spot-checking AI output regularly catches issues before they affect a large number of customers.
