6 AI tools in e-commerce: Which technologies drive Comerciante:s forward

According to the 2024 Online Retailer Survey by the Zurich University of Applied Sciences (ZHAW) and the University of Applied Sciences North-western Switzerland (FHNW), more than half of the Comerciantes surveyed already use AI tools such as ChatGPT or DeepL. These assist them in creating text content faster and translating it into other languages. According to the Comerciantes, this saves not only time but also (personnel) costs. 

Anyone wishing to study the 2024 Online Retailer Survey in detail can download it here.

The study clearly shows: AI is becoming increasingly important in e-commerce. However, many Comerciantes find it difficult to keep track of the constant developments and opportunities in this area. They often do not know where and with which tools to start. The following article is therefore intended to show you which AI tools could help you as an online Comerciante and what you should look out for.

AI for Content Creation and SEO

High-quality texts are crucial for the success of an online shop. However, creating compelling content can be time-consuming. AI-powered tools such as ChatGPT, Writesonic or NeuronWriter help Comerciantes to generate engaging product descriptions, blog articles or Marketing texts in a matter of minutes.

The Comerciantes participating in the Online Retailer Survey also see the potential of AI tools in this area: already a third of respondents use AI for SEO, specifically to optimise product descriptions and keywords for search engines (Google, Bing). With 46 per cent of mentions, AI in Marketing is viewed as a valuable tool for content creation, particularly for SMEs with limited resources.
A further 35 per cent of online Comerciantes confirm that AI-powered tools generate comprehensible and qualitatively better texts than humans. In addition, many use AI for idea generation, inspiration and research.

TIP: Even if AI texts can be of high quality, human editing is recommended. Especially when it comes to emotional texts or those written in a special, highly creative style, AI tools do not yet deliver the desired results. In such cases, it may be worthwhile to hire professional copywriters 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 Retailer Survey, one in four online Comerciantes uses AI to create images and videos.

AI tools such as DALL·E, Canva AI or Adobe Sensei support Comerciantes in creating product images, banners, colour schemes, layout proposals or other visual content. This allows designs to be generated quickly and efficiently. Such tools are particularly helpful for small businesses with a limited budget. 

TIP: Use AI as a support tool, but do not rely on it blindly. Sometimes AI can deliver bizarre results, such as distorted faces or six fingers on one hand. It is therefore always worth checking the generated designs with a human eye to ensure they match the brand identity. Furthermore, many users now recognise AI-generated images and may rate them negatively. In certain cases, it is therefore still more advisable to rely on authentic photographs.

AI for Customer Service and Support

Chatbots have become an indispensable part of online retail. Already 9 per cent of the Comerciantes surveyed stated that they use AI for customer service, while 20 per cent plan to do so in the future. Some report that they have been able to improve customer satisfaction through AI-powered systems.

AI-powered chatbots can answer standard customer queries around the clock, thereby relieving the support team. And tools like NICE, Zendesk AI, ChatGPT or the Jotform AI Chatbot can not only assist customers but sometimes even implement targeted upselling strategies.

TIP: AI can learn from interactions and continuously improve its responses. Chatbots can therefore be a useful addition to the support offering. At the same time, they are by no means a substitute for a personal conversation with a human. Ensure that your customers always have the option to contact a real person via telephone, email or live chat as an alternative. 

AI for Displaying Personalised Products

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

According to the 2024 Online Retailer Survey, 16 per cent of e-commerce Comerciantes already rely on AI-powered product searches, filters or recommendations to improve the shopping experience. Comerciantes from various industries stated that AI helps them to recognise patterns in buying habits, conduct 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 exactly the right moment. Releva.nz, for example, uses AI for dynamic retargeting and shows users targeted advertisements for products they have already viewed in order to increase the likelihood of purchase.

TIP: These tools should be used with caution. If recommendations appear too precise or omnipresent, customers could quickly feel monitored. In addition, there are strict data protection regulations in many regions that you as a Comerciante must comply with. A transparent explanation on your website, for example through an info banner or a dedicated information page, can build trust. Also offer the option to decline personalised suggestions or manage data independently.

AI for Fraud Prevention and Security 

Fraud attempts in online retail have become a serious problem. Fake orders, stolen credit cards and identity theft can cause high financial damage. AI-powered security systems analyse transaction patterns in real time and can detect suspicious activities before damage occurs, thereby preventing potential fraud cases. Around 7 per cent of respondents stated that they already use AI for prevention and fraud detection. 

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

TIP: It is best to rely on a combination of AI and manual control. While algorithms detect suspicious activities, a human eye is better at distinguishing between real customer behaviour and false alarms. 

AI for Dynamic Pricing

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

According to the 2024 Online Retailer Survey, Swiss Comerciantes are still reluctant to use such tools. Only 4 per cent indicated that they are already using this option.

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

Payrexx: Modern Payment Solution for You as a Comerciante

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

The new AI search function in the support documentation helps you find answers to your questions faster and in a more targeted manner. In addition, you can easily export transaction data with Payrexx and use AI tools like ChatGPT to analyse which payment methods your customers prefer based on this data. This allows you to specifically optimise your offering and reduce cart abandonment.

TIP: With Payrexx, you have all common payment methods available for your customers in one account. Test all tools and features of Payrexx now free for 30 days and see for yourself!

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