AI in eCommerce: An A to Z Introduction

Doki Nguyen

June 17, 2024

December 23, 2025

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6 min read

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If you sell online, Artificial intelligence (AI) is no longer a futuristic add-on. It is the engine behind high-intent search, “this feels like it was made for me” recommendations, smart merchandising, and more profitable customer journeys.

Global retail eCommerce sales are expected to reach around 6.42 trillion USD in 2025, about 20.5% of all retail sales worldwide. At the same time, the AI-enabled eCommerce market itself is valued at 8.65 billion USD in 2025 and is projected to more than double by 2032.

In this article, you will get a practical, value-driven overview and see where Boost Commerce fits into the picture.

Quick summary: What you will learn

What AI in eCommerce actually means and how it differs from classic automation.
Why AI is now a revenue lever, not just a cost-saving tool.
Four core applications for merchants of any size: AI search, recommendations, merchandising, and hyper-personalization.
A simple 6-step implementation roadmap you can start this quarter.
How Boost Commerce turns these ideas into real on-site experiences on Shopify.
FAQs and quick answers for teams who are AI-curious but resource-constrained.

What is AI in eCommerce today?

In practice, AI in eCommerce is a set of technologies that help your store:

Understand intent in messy, human language.
Learn from large volumes of behavioral data.
Decide which products, messages, and experiences to show next.

In our original definition, AI in eCommerce means integrating AI algorithms into online retail platforms to enhance customer experiences and optimize operations.

AI type	What it does	Simple example in eCommerce
Machine learning	Learns patterns from historical data	Learns which products tend to sell together and adjusts recommendations
Natural language processing (NLP)	Understands real human queries	Shopper types “black flowy dress for beach wedding” and sees relevant results
Computer vision	Understands images	Shopper uploads a photo and finds visually similar items
Generative AI	Creates text, images, and variations	Writes product descriptions, subject lines, or landing page copy
Recommendation systems	Predicts what a shopper is likely to want next	“You may also like” and “Frequently bought together” widgets

You do not need to master the algorithms. You need to know which business problems they solve: faster discovery, higher conversion, larger baskets, and healthier inventory.

Why AI in eCommerce is non-negotiable in 2026

AI adoption is now mainstream

McKinsey’s 2024 global AI survey found 78% of organizations use AI in at least one business function, up sharply from 55% the year before.
A 2025 review of AI in eCommerce reports that 77% of eCommerce respondents use AI daily in their operations and 84% say AI is a top strategic priority.

In other words, your competitors are already using AI to tune pricing, automate merchandising, and personalize every session.

eCommerce shoppers expect personalization by default

Research in 2024-2025 shows 71–76% of consumers expect brands to understand their needs and preferences, and around 72% say they only engage with personalized content.
McKinsey’s personalization work finds that effective personalization can drive up to 15% revenue uplift and boost marketing efficiency by about 30% for eCommerce businesses.

Personalization is no longer a nice extra. It directly influences whether shoppers stay, buy, and return.

AI search and discovery unlock high-intent revenue

Site search is a crucial driver of eCommerce revenue; visitors who use search account for roughly 45% of total revenue. These search users convert at a rate 2.5 times the average, and their conversion rate can be up to 50% higher than the overall site average.
Modern shoppers are also adopting AI directly. Around 58% of shoppers say they use AI at least once a week to browse or buy products.

If your search, filters, and merchandising are not AI-enhanced, you are leaving high-intent money on the table.

Market growth sets the direction

Global retail eCommerce sales are expected to reach 6.42 trillion USD in 2025, roughly 20.5% of all retail.
The AI-enabled eCommerce market is valued at about 8.65 billion USD in 2025, with a strong growth trajectory into the next decade.

AI is where a growing share of that spend is being decided, routed, and optimized.

What are the core use cases of AI in eCommerce?

We organize AI in eCommerce around three big levers: search, recommendations, and hyper-personalization, with merchandising woven through each one.

AI search: from keyword match to intent match

Most shoppers who use search already know what they want. Classic search engines match literal keywords, which leads to:

“No results” pages when wording is slightly different
Irrelevant items for natural language queries
Lost revenue when shoppers give up after one or two tries

AI search uses NLP and machine learning to interpret messy, human queries, including synonyms, attributes, and typos.

Practical examples:

“Long black flowy dress for evening” returns dresses with the right color, length, and occasion, not random black tops.
Misspellings like “nikes” or “snikers” still return Nike shoes and Snickers bars.
Attribute-aware search lets shoppers type “vegan leather backpack under $80” and see filtered results instantly.

Value of AI search to your store

Metric	Typical outcome when you upgrade to AI search*
Search conversion rate	Moves toward the high-intent potential of 2–3× non-search traffic
Time to product	Drops, as shoppers find relevant products on the first page of results
“No result” rate	Shrinks thanks to AI synonyms and typo tolerance
Manual rule maintenance	Decreases because AI learns patterns over time

How Boost helps

Boost Commerce uses semantic search, AI-generated synonyms, and ranking signals, such as conversions and clicks, to automatically surface the most relevant products. AI Synonyms automatically suggests related terms so merchants spend less time on search analytics and more time on strategy.

AI recommendations: bigger baskets, better discovery

Recommendations used to mean “bestsellers for everyone.” Today, they are real-time, context-aware suggestions powered by behavioral data.

AI-powered product recommendation widgets, such as Frequently Bought Together and Related Items, are revenue workhorses. These are backed by AI/ML models rather than static rules.

What modern AI recommendations take into account:

Individual browsing and purchase history
Products commonly viewed, added, or bought together
Similar shoppers’ behavior
Current session context, such as category, device, and price sensitivity

Industry studies show that using personalization and “complete the look” style recommendations can increase conversion and cross-sell rates by 30-40% for fashion and beauty brands.

Key recommendation patterns

Widget type	Where to place it	Purpose
Frequently Bought Together	Product page, cart	Increases order value with highly relevant add-ons
Related Items / You May Also Like	Product and collection pages	Helps shoppers discover alternatives if the current item is not a fit
Recently Viewed	Throughout the journey	Lets shoppers resume where they left off
Trending / Bestsellers	Home and high-traffic collection pages	Builds trust quickly for new visitors

Merchandising powered by AI

Traditional merchandising relies on manual rules: pin a few hero products, set the default sort to “Bestselling,” and hope for the best. It is time-consuming and laggy.

AI-driven merchandising lets you:

Prioritize high-margin or high-conversion items.
Suppress low-stock or poor-performing products.
Tailor sort orders by audience segment or campaign.

Think of it as always-on A/B testing for your product grid, adjusting based on real behavior rather than static assumptions.

Boost’s AI package extends into bundles, pre-orders, and personalization, so you can control what shoppers see, not just within search but across collection pages and product detail pages.

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Hyper-personalization: tailoring the entire journey

Hyper-personalization goes beyond showing different products. It tailors:

Search results, filters, and sort orders
Recommendations on home, product, and cart pages
Bundles and promotional messages

By analyzing behavior, preferences, and order history, Boost’s personalization features can customize search results and recommendations for each shopper.

Combined with the personalization statistics above, the value is clear: higher engagement, better conversion, and more repeat purchases.

How to implement AI in eCommerce: a simple 6-step roadmap

You do not need a data science team to start. We’ll outline a practical sequence that works well for merchants on Shopify and other platforms.

Step 1: Define your business goals

Choose one or two goals to start with, for example:

Increase search-driven revenue
Grow average order value
Reduce “no result” searches
Improve repeat purchase rate

Step 2: Choose the right AI solution

You can:

Build in-house (usually only for large enterprises), or
Use best-in-class third-party apps such as Boost Commerce

Evaluate tools on:

Shopify and customer reviews
Ability to handle your catalog size and traffic
Control vs automation balance
Quality of support and onboarding

Step 3: Collect and clean your data

Even third-party tools need a healthy foundation:

Make sure product data is structured and consistent.
Standardize attributes such as color, size, materials, and tags.
Fix obvious errors and missing images.

Step 4: Train and configure

For most merchants with Boost, this looks like:

Install the app and let it index your catalog.
Enable AI search and AI recommendations.
Configure key widgets such as Frequently Bought Together and Related Items.
Set up basic merchandising rules where needed.

Step 5: Launch and measure

Define a handful of KPIs before you switch AI features on:

Search conversion rate
Average order value
Revenue per session
“No results” rate

Track these weekly for at least one full buying cycle.

Step 6: Iterate and extend

Once the core loop is working, expand:

Add personalized components such as “Just for you” carousels.
Experiment with pre-order workflows to build hype for launches.
Layer in AI-assisted content, such as automatically generated search synonyms or landing page copy.

Implementation checklist table

Use this as a quick self-assessment.

AI Implementation Checklist Table

Stage Questions to check off

Strategy Have we defined 1–2 concrete AI goals tied to revenue or CX?

Data Is our catalog clean, complete, and structured?

Tooling Have we evaluated at least 2–3 AI vendors or apps for fit?

Launch Have we set baseline metrics and timelines for testing?

Optimization Do we review AI performance and tweak settings at least monthly?

Real-world AI in eCommerce: from Amazon to Boost merchants

Now, let’s walk through some prominent examples of how companies are utilizing AI within their e-commerce operations.

Amazon: The gold standard. They use AI for everything from dynamic pricing and inventory management to Alexa-enabled voice shopping and personalized search.
Zara: Uses AI to forecast consumer behaviors and offer personalized product suggestions. They also combine AI with buy-online-pick-up-in-store flows and SaaS tools for AI chatbots.

However, you do not need enterprise scale to see impact. Thousands of Shopify merchants already use Boost Commerce to:

Turn vague queries into precise results with AI search.
Use AI-powered recommendations, such as Frequently Bought Together, to grow order value.
Offer pre-orders and bundles that AI continuously optimizes based on performance.
Personalize search results and product suggestions based on each shopper’s behavior.

How Boost merchants leverage AI

“Boost’s robust analytics and product recommendation engine stand out from other apps by providing deeper insights and more accurate, real-time suggestions, ultimately leading to better conversion rates and increased customer engagement.” - SM Faizal, eCommerce Manager of MPHOnline.

AI-powered search and recommendation of Boost helped MPHOnline transform its online store into a high-performing, conversion-optimized platform with outstanding results:

Conversion rate increased by 12%
Average Order Value rose by 15%
Bounce rate on search pages dropped by 18%

Boost's Personalization helps Valerie Simon increase basket size by providing tailored bundles that perfectly match a customer's interests. And the results are:

Search Click-Through Rate: 11.35%
Average Order Value: $213.53 CAD
Average Order Count: 198.2

Thanks to the simple yet powerful merchandising rules of Boost Commerce:

Boost products tagged as “New” to highlight fresh arrivals
Hide products tagged as “Sold Out” to avoid a dead-end experience.

Columbia Vietnam saw measurable gains:

AOV increased by 90% from March to April 2025
Revenue Per Visitor reached $76

The result is a discovery experience that feels intelligent and effortless for shoppers and manageable for lean teams.

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The future of AI in eCommerce

Looking ahead to the rest of the decade, most indicators point in the same direction:

Global online retail will continue to grow, reaching 6.8 trillion USD by 2028.
The AI-enabled commerce market is forecast to continue its strong double-digit compound annual growth rate. (HelloRep)
Generative AI will become more tightly integrated with shopping journeys, from AI-written PDPs to conversational product discovery in chat interfaces. (McKinsey & Company)

At the same time, privacy and data ethics will stay front and center. We all need responsible data collection, consent, and security as AI becomes pervasive.

The stores that win will be those that use AI to augment people, not replace them: combining human brand storytelling with machine-level insight and speed.

FAQs about AI in eCommerce

1. What is the first AI use case a typical Shopify brand should start with?

The quickest win for most brands is AI search and recommendations. Since search users are high-intent, AI search rapidly moves them from "cannot find" to "Add to cart." Combining this with "Frequently Bought Together" and "Related Items" widgets typically boosts conversion rates and AOV without requiring a full site redesign.

2. Do I need a data team to use AI in my store?

No. Modern tools like Boost Commerce are built for non-technical teams. We’ll handle the heavy lifting around indexing, modeling, and optimization.

3. How is generative AI different from “classic” AI in eCommerce?

Classic AI focuses on prediction and ranking: what should we show next, how should we sort this grid, which product is most relevant? Generative AI focuses on creation: product descriptions, support replies, on-site copy, and even synthetic images or videos. In practice, you will often use both together, for example, ranking products with classic AI and generating micro-copy for those products with gen AI.

4. Where does Boost Commerce fit with Shopify’s own AI features?

Shopify has built-in AI tools such as Shopify Magic for content creation. Boost sits alongside these platform features and focuses specifically on search, discovery, recommendations, bundles, pre-orders, and personalization. A typical setup is: Shopify for storefront and core AI content helpers, Boost for deep product discovery and merchandising logic that directly drives revenue.

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Doki Nguyen

•

Content Marketing Specialist

December 23, 2025

•

6 min read

AI in eCommerce: An A to Z Introduction

21-day FREE trial to test all AI features

Start your 21-day free trial

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