Online shoppers show growing comfort with AI

Nearly half of online shoppers do not care whether a product recommendation comes from a human or artificial intelligence, as long as it fits their needs, according to a new report from Constructor and Shopify.

The finding is part of the third annual State of Ecommerce report, which surveyed more than 1,500 consumers. The study looked at how shoppers discover products, make buying decisions and what influences them to complete or abandon purchases.

“AI has quickly become a natural part of everyday shopping. That creates both opportunities and urgency for retailers,” said Eli Finkelshteyn, CEO of Constructor. He added that retailers need to earn trust by delivering experiences that are helpful and valuable, not just flashy.

The report shows AI tools are becoming mainstream. Nearly two-thirds of shoppers, or 64 per cent, have used generative AI tools such as ChatGPT in daily life, up from 51 per cent last year and 29 per cent in 2023. Almost six in 10 shoppers say they would feel comfortable using AI tools on retail websites, compared to 52 per cent in 2024 and 42 per cent in 2023.

AI is also stepping in when shoppers are uncertain. About 77 per cent of respondents said they often or sometimes arrive at a retail site unsure what to buy. In those moments, 60 per cent said they would likely let an AI shopping assistant guide them. Younger shoppers, especially Gen Z and millennials, are most eager to try these tools.

The shift is already happening. Nearly four in 10 shoppers have tried AI-powered shopping agents such as Amazon’s Rufus or Walmart’s Sparky. Among those who have used AI features on ecommerce sites, half said the experiences are always or often helpful, and 86 per cent said they are helpful at least some of the time.

Trust in AI is growing, even in areas of personal taste. More than a quarter of shoppers believe an algorithm that knows their browsing and purchase history is more likely to get their preferences right than an influencer. Nearly one in five trust an AI agent more than their partner to pick out a gift. Younger shoppers show the highest confidence, with 25 per cent of Gen Z respondents saying AI would choose a better gift than their partner, compared to seven per cent of Boomers.

The report also highlights generational differences in product discovery. While 84 per cent of shoppers start searches on Google and 63 per cent on Amazon, younger consumers are more likely to begin on social platforms. About 46 per cent of Gen Z and 31 per cent of millennials start on TikTok, compared to six per cent of Boomers. Large language models such as ChatGPT are also gaining traction, with 13 per cent of shoppers using them to start searches.

Retailers face challenges with search functionality. Two thirds (68 per cent) of shoppers think search on retail sites needs improvement, unchanged from last year. Common complaints include having to rephrase queries and receiving irrelevant recommendations. Almost half of shoppers say it takes at least three minutes to find what they need, and 23 per cent report spending more than eight minutes.

Poor search experiences often lead to lost sales. Almost half (47 per cent) of shoppers leave a site immediately when search disappoints them, and 44 per cent take their business elsewhere. Two-thirds admit they have abandoned a site and gone to Amazon instead.

“Commerce has never been more dynamic — customers jump between channels, discover products everywhere, and expect experiences that just work,” said Dale Traxler, director of technology partnerships at Shopify.

Image credit: Depositphotos.com