Seven years of e-commerce trends: retailers rely on AI and digital channels

Artificial intelligence (AI) is changing the way online retailers market and sell their products and services. The latest study by the Zurich University of Applied Sciences (ZHAW) and the University of Applied Sciences Northwestern Switzerland (FHNW) shows that AI applications are becoming increasingly important in e-commerce. Online retailers are using AI in various areas to optimize their marketing tools and services and to meet the challenges of online retail. In the study's worry barometer, 75 % of retailers stated that the market situation, in particular increasing competition and price pressure, represents a major or medium challenge.

AI as a driver for more efficient text and translation processes

One focus is on the creation of texts and translations. AI tools such as ChatGPT and DeepL are used to create product descriptions and translate them into different languages. This not only saves time and costs, but also increases the quality of the content. According to the study, 53 % of online retailers already use AI for text creation and 54 percent for translations.

SEO optimization through AI: More reach for online retailers

AI is also being used in the area of search engine optimization (SEO). More and more retailers are using AI-based tools to optimize their product pages for search engines and thus increase their reach. The study shows that 32% of online retailers use AI in SEO, for example to enrich product texts with relevant keywords.

AI in customer service: chatbots and personalization

AI-based chatbots are used in customer service to answer customer queries quickly and efficiently. AI also helps to personalize content and offers in order to improve the customer experience. Currently, 9 percent of retailers use AI in customer service, for example in the form of service chatbots.

Digital channels on the rise: focus on video, social media and WhatsApp

In addition to AI, digital channels such as video, social media and WhatsApp are playing an increasingly important role in e-commerce. Online retailers use these channels to communicate with customers, advertise products and strengthen their brands. For example, 36% of retailers state that they use video advertising - a clear sign of the growing importance of the medium in online retail. No wonder, as video advertising offers the opportunity to present products and services in an appealing and informative way.

Social media advertising is also becoming increasingly important: 75% of online retailers surveyed use social media platforms such as Facebook, Instagram and TikTok to reach their target group. These channels make it possible to address potential customers with targeted advertising messages and thus increase the effectiveness of marketing campaigns.

The importance of WhatsApp in e-commerce is particularly noteworthy. The study shows that 45% of online retailers already offer WhatsApp as a communication channel to get in touch with customers. Younger generations in particular appreciate the fast and uncomplicated communication via messenger services. WhatsApp offers retailers the opportunity to offer personalized customer service and strengthen customer loyalty.

However, the study also shows that many retailers still see challenges in dealing with digital channels. For example, 73% of respondents stated that the shortage of marketing budgets, increasing complexity and rising marketing costs represent a major or medium challenge. Nevertheless, the advantages outweigh the disadvantages: Those who use digital channels effectively can compete and successfully develop their online business.