According to the Online Retailer Survey 2024 by the Zurich University of Applied Sciences (ZHAW) and the University of Applied Sciences Northwestern Switzerland (FHNW), over half of the surveyed Comerciante use AI tools like ChatGPT or DeepL. These help them create text content faster and translate it into other languages. According to the Comerciante, this not only saves time but also (staff) costs. 

If you want to study the Online Retailer Survey 2024 in detail, you can download it here.

The study clearly shows: AI is becoming increasingly important in e-commerce. However, many Comerciante find it difficult to keep track of the constant developments and possibilities in this area. Often, they do not know where and with which tools to start. Therefore, the following article is intended to show you which AI tools could be helpful for you as an online retailer and what to pay attention to.

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 like ChatGPT, Writesonic, or NeuronWriter help Comerciante generate appealing product descriptions, blog articles, or marketing texts in minutes.

The Comerciante participating in the Online Retailer Survey also see potential in AI tools in this area: one-third of respondents are already using AI for SEO, specifically to optimize product texts and keywords for search engines (Google, Bing). With 46 percent mentions, AI is seen as a valuable tool for content creation in marketing, especially for SMEs with limited resources.
Another 35 percent of the online Comerciante confirm that AI-powered tools generate more understandable 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, human editing is recommended. Especially when it comes to emotional texts or those in a special, particularly creative style, AI tools do not yet deliver the desired results. In such cases, it may be worthwhile to engage 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 Comerciante already use AI for creating images and videos.

AI tools like DALL·E, Canva AI, or Adobe Sensei support Comerciante in creating product images, banners, color schemes, layout suggestions, or other visual content. Designs can be generated quickly and efficiently. These tools are particularly helpful for small businesses with limited budgets. 

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

AI for Customer Service and Support

Chatbots are now indispensable in online retail. Already 9 percent of the Comerciante surveyed stated that they use AI for customer service, while 20 percent plan to implement it in the future. Some report that AI-powered systems have improved customer satisfaction.

AI-powered chatbots can answer standard customer inquiries around the clock, thus relieving the support. And tools like NICE, Zendesk AI, ChatGPT, or the Jotform AI chatbot can not only assist customers but also partially implement targeted upselling strategies.

TIP: AI can learn from interactions and continually improve its responses. Therefore, chatbots can usefully complement the support offering. At the same time, they by no means replace the personal conversation with a human. Ensure that your customers always have the option to alternatively contact a real person by phone, email, or live chat. 

AI for Personalized Product Display

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

According to the Online Retailer Survey 2024, 16 percent of e-commerce Comerciante already use AI-powered product searches, filters, or recommendations to enhance the shopping experience. Comerciante from various industries reported that AI helps them identify patterns in buying habits, engage in 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 and specifically shows users ads for products they've already viewed to increase the likelihood of purchase.

TIP: These tools should be used wisely. If recommendations appear too precise or ubiquitous, customers may quickly feel monitored. Moreover, many regions have strict data protection regulations that you as a Comerciante must comply with. A transparent explanation on your website, like through a notice banner or a dedicated info page, can build trust. Additionally, offer the option to decline personalized suggestions or manage data themselves.

AI for Fraud Prevention and Security 

Fraud attempts in online commerce have become a serious problem. Fake orders, stolen credit cards, and identity theft can cause significant financial damage. AI-powered security systems analyze 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 are already using 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 Comerciante, this means more security and fewer losses. Customers also benefit from better data protection.

TIP: It's best to rely on a combination of AI and manual control. While algorithms detect suspicious activities, a human eye can better differentiate between real customer behavior and false alarms. 

AI for Pricing Strategy

Dynamic pricing means that prices are automatically adjusted based on supply, demand, competitor prices, or inventory. Companies like Migrol already use A2i's AI tools to control their fuel prices. This is now possible for e-commerce Comerciante as well: with tools like Prisync or BlackCurve, Comerciante can apply similar strategies to keep their prices flexible and competitive.

According to the Online Retailer Survey 2024, Swiss Comerciante are still cautious about using such tools. Only 4 percent indicated that they are already employing this option.

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

Payrexx: Modern Payment Solutions for You as Comerciante

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 allows online Comerciante 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 more precisely. Furthermore, with Payrexx, you can easily export transaction data and, based on these, analyze which payment methods your customers prefer using AI tools like ChatGPT. This way, you can optimize your offering and reduce cart abandonment rates.

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

Test now ➜