6 AI tools in e-commerce: Which technologies are driving merchants forward

According to the 2024 Online Retailer Survey by the Zurich University of Applied Sciences (ZHAW) and the University of Applied Sciences and Arts North-western Switzerland (FHNW), more than half of the surveyed Comerciantes are already using AI tools like ChatGPT or DeepL. These tools 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 continuous developments and possibilities in this field. Often, they 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 generate appealing product descriptions, blog posts, or Marketing copy in minutes.

The Comerciantes participating in the Online Retailer Survey also see the potential of AI tools in this area: already one third of those surveyed use AI for SEO, specifically to optimize product texts and keywords for search engines (Google, Bing). With 46 percent of mentions, AI is viewed in Marketing as a valuable tool for content creation, particularly for SMEs with limited resources.
Another 35 percent 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 in a special, highly creative writing style, AI tools do not yet deliver the desired results. In such cases, it might 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, color schemes, layout suggestions, or other visual content. This allows designs to be generated quickly and efficiently. Especially for small businesses with a limited budget, such tools are helpful. 

TIP: Use AI as a 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 is always worth double-checking the generated designs with a human eye to ensure they fit the brand identity. In addition, many users now recognize AI-generated images and might evaluate them negatively. In certain cases, it is therefore still more advisable to use authentic photography.

AI for Customer Service and Support

Chatbots are now indispensable in online retail. Already 9 percent of the surveyed Comerciantes stated that they use AI for customer service, while 20 percent plan to use it 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 inquiries 24/7, thereby relieving the support team. And tools like NICE, Zendesk AI, ChatGPT, or the Jotform AI Chatbot can not only help customers further but sometimes even implement targeted upselling strategies.

TIP: AI can learn from interactions and continuously improve its responses. Therefore, chatbots can usefully supplement the support services. At the same time, they by no means replace personal conversation with a human. Also ensure that your customers have the option to contact a real person via telephone, email, or live chat at any time. 

AI for Displaying Personalized Products

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

According to the 2024 Online Retailer Survey, 16 percent of e-commerce Comerciantes already rely on AI-powered product searches, filters, or recommendations to improve the shopping experience. Comerciantes from various industries reported that AI helps them recognize 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 displays targeted ads to users for products they have already viewed in order to increase the likelihood of purchase.

TIP: These tools should be used with caution. If recommendations seem too accurate 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, such as through a notice banner or a dedicated info page, can build trust. Also offer the option to decline personalized suggestions or manage data themselves.

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 analyze transaction patterns in real time and can detect suspicious activities before damage occurs, thereby 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 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 can better distinguish between real customer behavior and false alarms. 

AI for 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 hesitant when it comes to using such tools. Only 4 percent indicated that they already utilize this option.

TIP: The advantages of AI-controlled pricing clearly lie in potentially better margins and higher 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, too 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

A secure payment process is possible even without the help of artificial intelligence. Payrexx offers a simple and innovative solution for payment transactions in e-commerce. The platform enables online Comerciantes to integrate various payment methods and make the payment process seamless 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, based on this, analyze with AI tools like ChatGPT which payment methods your customers prefer. This allows you to optimize your offering in a targeted manner and reduce cart abandonment.

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

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