The impact of artificial intelligence on sales optimisation in e-commerce: strategies, tools and future prospects : analyzing AI stategies to drive sales performance and customer engagement in e-commerce
Bernard, Clara; Ampart, Gabriel (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060420449
https://urn.fi/URN:NBN:fi:amk-2025060420449
Tiivistelmä
During the last years, artificial intelligence has become a major strategic tool in the growth of e-commerce. With personalization automation and predictive analysis, artificial intelligence as deeply changes the way companies work and the expectations of customers in a digital market that always evolves.
In this context, this thesis is focused on the impact of artificial intelligence on how companies optimize their sales performance and build their strategies in online business. It analyze how tools like recommendation systems, chatbots or predictive stock management have an influence on sales, decision making and, in a more general way, the quality of the relation with customers.
To do that, a mixed methodology was used. Five semi-structured interviews was made with three companies (fashion, electronics and decoration) and two consumers. Primary data, collected through qualitative semi-structured interviews, were combined with secondary sources, like market reports made by specialized agencies, recent scientific papers about the use of AI in online retail, and international case studies showing examples of companies who implement those technologies. This comparison helped to put in perspective the collected insights with the big trends observed at global level and made the analysis more complete.
Results show that artificial intelligence makes companies more efficient, improves customer journey personalization, and increases conversion rate. However, there are still many challenges, like costs, technical complexity and ethical issues about data protection. The consumers interviewed mostly liked those innovations but also showed clear expectations of transparency and consent.
This thesis brings forth some reflections from the interviews and from market analysis, to help better understand the current challenges related to artificial intelligence integration in e-commerce, and how it affects strategy and the relation between brands and clients.
In this context, this thesis is focused on the impact of artificial intelligence on how companies optimize their sales performance and build their strategies in online business. It analyze how tools like recommendation systems, chatbots or predictive stock management have an influence on sales, decision making and, in a more general way, the quality of the relation with customers.
To do that, a mixed methodology was used. Five semi-structured interviews was made with three companies (fashion, electronics and decoration) and two consumers. Primary data, collected through qualitative semi-structured interviews, were combined with secondary sources, like market reports made by specialized agencies, recent scientific papers about the use of AI in online retail, and international case studies showing examples of companies who implement those technologies. This comparison helped to put in perspective the collected insights with the big trends observed at global level and made the analysis more complete.
Results show that artificial intelligence makes companies more efficient, improves customer journey personalization, and increases conversion rate. However, there are still many challenges, like costs, technical complexity and ethical issues about data protection. The consumers interviewed mostly liked those innovations but also showed clear expectations of transparency and consent.
This thesis brings forth some reflections from the interviews and from market analysis, to help better understand the current challenges related to artificial intelligence integration in e-commerce, and how it affects strategy and the relation between brands and clients.