According to the Online Merchant Survey 2024 conducted by the Zurich University of Applied Sciences (ZHAW) and the University of Applied Sciences Northwestern Switzerland (FHNW), more than half of the surveyed merchants are already using AI tools like ChatGPT or DeepL. These help them create text content faster and translate into other languages. According to the merchants, this not only saves time but also (staff) costs. 

Anyone who wants to study the Online Merchant Survey 2024 in detail can download it here.

The study clearly shows: AI is becoming increasingly important in e-commerce. However, many merchants find it difficult to keep track of the constant developments and possibilities in this field. Often they do not know where and with which tools they should start. The following article aims to show you which AI tools could assist you as an online merchant and what to consider.

AI for Content Creation and SEO

High-quality texts are crucial for the success of an online shop. Yet, creating compelling content can be time-consuming. AI-supported tools such as ChatGPT, Writesonic, or NeuronWriter help merchants quickly generate appealing product descriptions, blog articles, or marketing texts.

Also, the merchants participating in the Online Merchant Survey see the potential of AI tools in this area: Already a third of respondents use AI for SEO, specifically to optimise product texts and keywords for search engines (Google, Bing). With 46 percent mentions, AI is considered a valuable tool for content creation in marketing, especially for SMEs with limited resources.
Another 35 percent of online merchants confirm that AI-supported tools generate more comprehensible and higher quality texts than humans. Many also use AI for idea generation, inspiration, and research.

TIP: Even though AI texts can be of high quality, a human edit is recommended. Especially when it comes to emotional texts or those in a special, particularly creative writing style, AI tools still do not deliver the desired results. In such cases, it may be worthwhile to engage professional writers or content specialists.

AI for Design and Visual Content

A professional and appealing design is essential for a successful online shop and a strong social media presence. According to the Online Merchant Survey, every fourth online merchant uses AI for creating images and videos.

AI tools like DALL·E, Canva AI, or Adobe Sensei assist merchants in creating product images, banners, color schemes, layout suggestions, or other visual content. This way, designs can be generated quickly and efficiently. Especially for small companies with limited budgets, such tools are helpful. 

TIP: Use AI as support, but do not rely on it blindly. Sometimes AI can deliver bizarre results, like distorted faces or six fingers on a hand. Therefore, it's worth checking the generated designs with the human eye to ensure they fit the brand identity. Moreover, many users now recognize AI-generated images and may evaluate them negatively. In certain cases, it is therefore still advisable to rely on authentic photographs.

AI for Customer Service and Support

Chatbots are indispensable in online retail today. Already 9 percent of surveyed merchants stated that they use AI for customer service, while 20 percent plan to do so in the future. Some report that AI-supported systems have improved customer satisfaction.

AI-supported chatbots can answer standard customer inquiries around the clock, thus relieving support. And tools like NICE, Zendesk AI, ChatGPT or the AI chatbot from Jotform can not only assist customers but also implement tailored upselling strategies to some extent.

TIP: AI can learn from interactions and continuously improve its responses. Therefore, chatbots can usefully complement the support offering. At the same time, they definitely don't replace the personal conversation with a human. Also ensure that your customers always have the option to alternatively contact a real person via phone, email, or live chat. 

AI for Displaying Personalised Products

A shop that knows exactly what customers are interested in? Thanks to AI-supported algorithms, this is no longer a future vision. Certain tools can analyse user behaviour by evaluating clicks, search queries, and previous purchases. Based on this data, personalised product recommendations are displayed on the website.

According to the Online Merchant Survey 2024, already 16 percent of e-commerce merchants use AI-supported product searches, filters, or recommendations to enhance the shopping experience. Merchants from various industries stated that AI helps them identify patterns in buying habits, execute targeted cross- and upselling, and deploy their teams more efficiently.

Tools like Dynamic Yield, Algolia or Releva.nz ensure that customers see the right products at the right moment. For instance, Releva.nz uses AI for dynamic retargeting, showing users targeted adverts for products they have already viewed, increasing the likelihood of purchase.

TIP: These tools should be used wisely. If recommendations appear too precise or ubiquitous, customers may quickly feel monitored. Additionally, there are strict data protection regulations in many regions that you, as a merchant, must comply with. A transparent explanation on your website, such as a notice banner or a separate info page, can build trust. Also provide the option to reject personalised suggestions or manage data independently.

AI for Fraud Prevention and Security 

Attempts at fraud in online retail have become a serious problem. Fake orders, stolen credit cards, and identity theft can cause significant financial losses. AI-supported security systems analyse transaction patterns in real time and can detect suspicious activities before damage occurs, thus preventing potential fraud cases. About 7 percent of respondents stated that they already use AI for prevention and fraud detection. 

German tools like sosafe and English ones like Signifyd, Fraud.net, or Riskified use AI algorithms to automatically block unusual orders or request additional verification. For merchants, this means more security and fewer losses. Customers also benefit from better protection of their data.

TIP: It's best to rely on a combination of AI and manual control. While algorithms detect suspicious activities, the human eye can better distinguish between genuine customer behaviour and false alerts. 

AI for Pricing

Dynamic pricing means that prices are automatically adjusted based on supply, demand, competitor prices, or inventory levels. Companies like Migrol already use AI tools from A2i to manage their petrol prices. It is now also possible for e-commerce merchants: With tools like Prisync or BlackCurve, merchants can apply similar strategies to keep their prices flexible and competitive.

According to the Online Merchant Survey 2024, Swiss merchants are still hesitant to use such tools. Only 4 percent have stated that they already utilise this option.

TIP: The advantages of AI-driven pricing are clearly in potentially better margins and higher competitiveness. However, if many merchants use such price algorithms, this could lead to rising prices. This aspect should be kept in mind when using such tools. Furthermore, too frequent price changes could confuse or make customers suspicious. Therefore, test the strategies first with a few products before deploying them long term. 

Payrexx: Modern Payment Solution for You as a Merchant

Even without the help of artificial intelligence, a secure payment process is possible. Payrexx offers a simple and innovative solution for payment transactions in e-commerce. The platform enables online merchants to integrate various payment methods and provides a smooth payment process for customers.

The new AI search function in the support documentation helps you find answers to your questions faster and more precisely. You can also easily export transaction data with Payrexx and, based on this, analyse which payment methods your customers prefer using AI tools like ChatGPT. This way, you optimise your offer specifically and reduce purchase abandonment.

TIP: With Payrexx, you have all common payment methods available for your customers in one account. Try 30 days free with all the tools and features from Payrexx and convince yourself!

Test now ➜