According to Euromonitor International, digital commerce is undergoing a major transformation as generative AI platforms become mainstream discovery tools.
According to data analytics firm Consumer Voice: Lifestyle Survey 2025, more than half of consumers use GenAI tools like ChatGPT, Google Gemini, and Perplexity for information and recommendations.
Citing the latest research on e-commerce from Euromonitor International’s Passport Knowledge Hub, Rabia Yasmeen, Global Insights Manager for E-Commerce at Euromonitor International, said: “Unlike previous advances such as social commerce and live streaming, AI-powered search is rewiring the way consumers discover brands, evaluate options and make purchasing decisions online.”
AI is changing the visibility landscape
This change rewrites the rules of visibility, moving from sharing views to sharing conversations. AI-driven discovery is redefining how we build influence, trust, and competitiveness online, impacting a global e-commerce market expected to exceed $595 billion by 2028.
An analysis of more than 8,700 brands selling online in the U.S. skin care category found that up to half of existing brands are at risk of losing relevance over time as consumers’ meaningful attention shifts toward AI-driven discovery.
At the same time, AI is creating opportunities for new winners to emerge.
Yasmeen explained, “In traditional search, strong brands could rely on SEO, paid search, and retail media to secure a prominent position. With AI-generated answers, there is no guaranteed spot, even if you are the market leader.”
Faster decisions, shorter journeys
Traditionally, shoppers have gone through multiple stages: search, browse category pages, read reviews, compare alternatives, and add to basket. In an AI-mediated journey, many of these are combined into a single interaction.
“Interaction has changed from typing keywords and scrolling through a list of products to a conversational platform where you ask questions in natural language and expect accurate, context-aware answers,” concludes Yasmeen.
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