September 02, 2025
The Future of E-commerce and How AI is Revolutionising the Buyer Experience
Nearly two-thirds (61%) of consumers find it difficult to compare multiple providers and products online – and they’re not getting the support they need to narrow down their options, according to 15gifts’ discovery interviews. While ecommerce has become faster and more accessible, shoppers are increasingly spoilt for choice that it can feel like a barrier instead of a benefit.
From endless features to complex plans, consumers are expected to make informed decisions without meaningful help from virtual assistants. This often results in fear of making the wrong decision, leading to frustration and abandoned baskets.
As such, shoppers simply want more confidence in their purchasing decisions. It’s understandable to assume that technology is making things easier, but in reality, many consumers still feel overwhelmed. There’s growing interest in tools that simplify the experience, but this approach only works when they enable users to complete their goals. As retailers race to adopt the latest solutions, it’s worth asking whether these systems can increase a user’s confidence in their purchasing decision, or if it’s just another hurdle prior to reaching out for human support.
Moving Past One-Size-Fits-All Support
If virtual sales agents are to successfully offer the same reassurance and clarity as an in-store expert, AI has to do more than automate standard responses. It should ensure that customers feel more confident and heard, offering them personalised experiences that focus on understanding their intent and provide the relevant information to prevent any confusion. The speed and convenience of digital shopping will always matter, and the quality of support makes that experience stick.
Virtual sales agents are already shaping many online experiences, though not all of them effectively increase user confidence. Tools that offer personalised guidance and clear product advice are becoming more common. According to research by 15gifts, 37% of people prefer guided selling and 28% want product expertise during online interactions, highlighting that customers are willing to trial AI tools if they add meaningful value.
Previous experiences with chatbots are clouding people’s perceptions of virtual sales agents. Customers will not accept slow responses, vague suggestions and poor personalisation.There are many solutions on the market, but they can rarely adapt to the user’s unique requirements, feel too rigid and are unable to mimic human understanding. In addition, 58% of shoppers have privacy concerns relating to how AI uses their data, which often holds them back from using them at all.
Without real support, shoppers will simply look elsewhere. When they can’t get useful answers, they tend to talk to human agents on the phone or visit stores, preferring the more personal touch. That’s because human advisors listen, respond with nuance and help people make better decisions. A sophisticated AI agent has the potential to deliver a comparable experience by maintaining conversational flow and bringing a new level of sophistication and empathy to digital channels.
A New Era of AI-Powered Agents
To make a real difference, AI tools need to behave more like human sales experts. Agentic AI is a fast-developing technology that moves past static responses and into real-time, context-aware interactions. These systems learn to interpret customer intent, ask relevant follow-ups and adapt their guidance on the fly. Rather than relying on pre-written scripts, agentic AI draws from a wide range of inputs to respond naturally and helpfully in the moment.
By using natural language processing, reinforcement learning and knowledge graphs, agentic AI can handle complex queries and replicate human decision-making patterns. That includes knowing when to guide, when to clarify and how to make helpful suggestions. What sets this apart is the ability to do so independently, without relying on a human operator.
By training agentic AI on real-world sales techniques and behavioural psychology, these systems learn how skilled salespeople build trust, manage objections and recommend products. They offer information and frame it in a way that aligns with each individual’s needs. If prioritised and part of the product strategy, they can maintain data security and compliance from start to finish, meeting the heightened customer need for their personal data protection.
Making Ecommerce Feel Less Transactional
As online retail grows, so do expectations around support, clarity and ease of use. Customers are facing more complex decisions, often involving high-cost or long-term commitments, and they want reassurance that what they choose is right for them. Retailers that rely on outdated chatbots or limited automation risk falling short of those expectations, especially when the journey involves comparing products across multiple variables.
That’s where more advanced AI capabilities excel. Agentic AI promises a step change in how ecommerce platforms interact with customers, helping people feel heard and understood without slowing down the experience. These systems aren’t about replacing humans but about scaling the kind of support that builds trust and drives action.
With the right approach, retailers can use these tools to offer smarter, more relevant support. Not just to boost conversions, but to deliver unforgettable experiences that keep people coming back.
