E-commerce is on the brink of a major transformation as generative AI, such as ChatGPT, promises to enable customers to complete purchases entirely within chat interfaces. This "frictionless" process allows users to select products, pay, and confirm delivery details without leaving the conversation, potentially boosting sales and customer convenience.
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Early adopters include Perplexity, which partners with PayPal for direct ticket purchases in chat, and ChatGPT, reportedly planning a similar system with Shopify, where it could earn commissions per transaction. This shift challenges traditional payment services and banks while driving innovation as retailers invest in AI-driven, personalised shopping experiences.
Alexander Graf, CEO of Spryker, highlights that the new battleground is controlling customer attention during the sales phase, product discovery and recommendations. As AI chats become primary shopping entry points, power may shift away from giants like Amazon, whose models depend on platform browsing.
Graf explains the most valuable asset is now customer attention rather than the product sale itself. AI platforms stand to profit significantly from advertising and recommendation placements, redefining e-commerce dynamics for the future.
Source: www.ehandel.se
