Artificial Intelligence Is Changing the Rules of Competition in E-Commerce
Shoppers increasingly use AI tools to find and compare products before they ever visit an online store. E-commerce companies therefore need their offers to be visible and understandable to AI systems as well.
The rules of competition in online retail are shifting. Shoppers increasingly describe a need to an artificial intelligence (AI) tool, ask it to compare options and receive specific recommendations before reaching any particular web shop. This means retailers now have to compete for customers earlier than before, according to a piece published by the Latvian business daily Dienas Bizness.
Until now, e-commerce companies competed on range, delivery speed, customer service and price. These factors still matter, but it is becoming more important for a business to be findable, visible and trusted within AI environments too.
What the research shows
A 2026 study by the consultancy Deloitte found that 56% of European consumers have used AI at least once in the shopping process. Among shoppers who use AI, 57% use it to compare products, making it the most popular comparison channel in that group.
A report by ECDB, an e-commerce data and market research platform, describes the current stage as a transition: AI helps search for and evaluate products, while the purchase itself remains under human control on the retailer's site or app. ECDB estimates that in the future AI agents could take over the entire shopping process, including becoming the main decision-maker.
What it means for retailers
Alongside traditional search engine optimisation (SEO), generative engine optimisation (GEO) is gaining importance. A 2026 analysis by the consultancy McKinsey says companies will have to compete for visibility in AI-driven customer journeys as well. That calls for structured data, complete product information, verifiable claims and trust signals such as customer reviews.
Retailers need to make sure an AI tool can understand how an offer differs from others, what it costs, whether the item is in stock and what the delivery terms are.
Companies also use AI internally for process automation, analytics, customer service and logistics. The article's author stresses that AI does not change the fundamental principles of e-commerce but provides new tools.
Wider use of AI also raises the importance of transparency. Under the EU Artificial Intelligence Act requirements applicable since 2 August 2026, people must be informed when they are interacting with an AI system, such as a chatbot.
