A Guide to Using AI for Your eCommerce Store

The eCommerce industry is known for its willingness to embrace new technologies and move with the times. That’s what the sector was built on, after all: entrepreneurs capitalising on the wealth of possibilities the internet had to offer, selling their products to customers across the globe in a way they never could have in an offline world.

It should come as no surprise, then, that AI and machine learning have already had a marked impact on eCommerce. We’ve seen the rise of AI chatbots, ever-more personalised and automated email marketing content, tailored search results, AI review summaries… the list goes on.

It seems that AI and eCommerce are a match made in heaven.

But this widespread adoption of AI and machine learning brings with it a problem. It’s hard for (particularly smaller brands) to keep up. It’s one thing for a large eCommerce brand to take a punt on a new AI integration or feature – they have the resource to take risks and try things out. But for younger, smaller brands trying to gain a foothold in a world where customers are increasingly expecting AI-enabled features by default, it can be tough to know where to begin.

To help you get started and work out how you can use AI in your business, we’ve put together a list of tools, tips and tricks for smaller eCommerce brands.

What are the benefits of using AI and machine learning in eCommerce?

First up, why should you even consider using AI in the first place? Here are a few reasons…

Simplify and streamline processes

We’ve put this point first for a reason: it’s arguably the single most important benefit of AI, and it’s the reason why so many individuals use it, not just businesses. AI tools allow you to automate and simplify both your internal processes and the experience you offer customers, allowing both you and your customers to make decisions more quickly and access the information they need with minimal effort.

Enhanced personalisation = better customer experience

Everybody wants to feel special and valued, and AI can help with that. By personalising your customer experience and tailoring it to each individual’s specific preferences, you can make them feel heard and valued, building loyalty and trust in your brand.

Boost sales and conversions

Used in the right way, AI can not only help funnel more users onto your site, but convert them into customers. That’s only ever going to be a good thing for your brand.

More effective marketing and improved ROI 

AI can be used to supplement human creativity and ingenuity, turbocharging your marketing campaigns and delivering a greater ROI. AI-enabled campaigns can often reach more people in less time – and deliver each user a more personalised experience to boot. It’s no wonder they perform so well.

Strengthen customer loyalty

Everything we’ve already said about personalisation and automation feeds directly into customer loyalty. By continuing to offer your customers a tailored, seamless experience every time they shop with you – as well as personalised marketing that’s genuinely useful to them – you can keep customers engaged with your brand and turn them into loyal followers.

Greater insight into your customers’ behaviour

AI tools are great at generating boatloads of data, but they’re equally great at analysing, segmenting and summarising that data too. Having too much data can be just as bad as having too little, but AI allows you to enjoy the best of both worlds, simplifying the process of gathering and analysing data and saving you valuable time.

Choosing the right AI tools for eCommerce stores – and how to use them

The benefits of AI in eCommerce are clear, but how do you get started? Step number one is to identify which tool(s) are right for your brand – a process that’s going to take a little time and research. You could even ask AI to help narrow down your options if you want!

Before you start looking at specific tools and comparing pricing, here’s a list of different types of AI tools that you might find useful, along with a summary of the benefits.

• Generative AI tools: We’ve all heard of the likes of ChatGPT and Google’s Gemini by now, and they’re ideal for streamlining your internal processes. Everything from data analysis to content idea generation can be done using these tools, and for free. They’re the perfect way to dip your toe into the water.
• Image and video generation tools: Handy for generating image backgrounds, assets or even just inspiration for your graphic designer, tools like Midjourney and Synthesia are worth having in your arsenal.
• Writing assistants: Another useful tool for your internal marketing team, AI-powered writing assistants like Grammarly can help you create SEO content that’s free of errors – all while maintaining your distinctive tone of voice.
• Customer service chatbots: Moving onto customer-facing tools, chatbots like Zendesk and Lyro are well worth looking into. They can help answer common questions and point customers in the right direction, giving them a positive experience without the need for human intervention.
• Wishlist and product recommendation tools: Add one of these to your site to give shoppers personalised recommendations for products they might find useful and remind them of their recently viewed items.
• Email marketing tools: Within platforms like Klaviyo and Mailchimp you’ll find a growing assortment of AI tools, allowing you to create segmented audiences and more personalised content for each of them.
• Inventory management tools: Another option worth considering to streamline your internal processes, saving you time and reducing the risk of products selling out (or being overstocked).
• Review filtering tools: Tired of fake reviews left by bots – or, worse still, shady competitors? Review filtering tools use AI to weed out fake or misleading reviews, keeping your reputation intact.

What to consider when using AI in eCommerce

Keep its limitations in mind

Remember that AI isn’t without its flaws, and it can never offer the same level of creativity as a human. Use it and exploit its advantages, but keep in mind its disadvantages.

Monitor performance and ROI closely

Whenever you try out a new AI tool, you’ve got to make sure you’re actually getting a decent return on your investment. If you’re not, you might want to either change the way you’re using it or switch to a different one.

Do your research before picking a tool

There are seemingly dozens of new AI companies springing up on a weekly basis. Some of them genuinely bring something new to the table, while others don’t – so make sure you do your research before investing in an AI tool, particularly a customer-facing one.

Establish a strategy and clear goals before you start

There’s no point in using AI for the sake of it, just because your competitors are. It has to make sense for your brand. So, before you get started, we’d advise setting out your goals and building a strategy around them. 

Need a helping hand to make sure you’re getting the most out of AI on your eCommerce store? That’s what we’re here for. Feel free to get in touch with our team to book a free call and see what we can do for your brand.