Ecommerce Leaders Assess Challenges and AI Integration for 2025 Holiday Season
Rising shipping costs, cited by 52% of respondents, and changing consumer confidence are major challenges. AI's role in product discovery is expanding, with a 752% increase in AI referrals year-over-year, though they still account for less than 1% of total traffic. Among larger companies, 47% report heavy use of AI, primarily for tasks such as search optimization and customer interaction.
The landscape of ecommerce is undergoing significant transformation as leaders in the industry prepare for the 2025 holiday season. A recent survey of 750 ecommerce leaders sheds light on the challenges they face and the growing role of artificial intelligence (AI) in their business operations.
Rising Costs and Consumer Confidence
Among the many challenges identified by ecommerce leaders, rising shipping costs stand out as a major concern, with 52% of respondents citing it as a significant impact on their operations. Additionally, 44% of those surveyed noted that changing consumer confidence is also a crucial factor influencing their strategies.
The survey revealed that the majority of these companies are small to medium-sized enterprises. Specifically, 58% of companies have between 11-49 employees, while 56% have 50-99 employees. The impact of these challenges varies, but larger companies appear to be more affected by the integration of AI technologies, with 53% acknowledging its impact.
AI Integration and Its Impact
Artificial intelligence is increasingly becoming an integral part of ecommerce operations. A substantial 86% of companies surveyed rely on AI in their business processes. Among larger companies, 47% report heavy use of AI, primarily for tasks such as search optimization and customer interaction.
AI-driven search capabilities have become particularly important, with 74% of respondents indicating that AI search lowers marketing costs. Furthermore, 68% of companies have invested in tools for AI search, while 33% have hired external agencies to assist in these efforts. This push towards AI integration is reflected in the anticipated 2025 holiday season, which is being dubbed the first AI-driven ecommerce holiday season.
Marketing Strategy Adjustments
The integration of AI is prompting companies to rethink their marketing strategies. A significant 77% of respondents are reassessing their marketing approaches to better accommodate AI technologies. This includes a noted increase in content marketing efforts, with 74% of companies focusing more on this area.
Despite the advancements in AI, there are concerns about maintaining visibility with new customers. About 43% of respondents express worries about this issue, while 65% are concerned about the increased cost of customer acquisition in an AI-driven market.
The Role of AI in Product Discovery
The role of AI in consumer product discovery is expanding rapidly. The survey highlights a 752% year-over-year increase in AI referrals, although they still account for less than 1% of total traffic. This indicates a growing but still emerging trend in the ecommerce landscape.
AI's presence is notable across various sectors. For instance, AI usage in grocery has seen a 900% increase, while the furniture sector has experienced a 375% growth in AI presence. Electronics and apparel have also seen significant growth in AI search capabilities, recording increases of 257% and 104%, respectively.
In terms of traffic sources, Google remains dominant, driving 87.6% of organic traffic. However, the rise of AI presents new opportunities and challenges for marketers, who are increasingly focusing on optimizing for AI search. This involves a combination of traditional SEO and Generative Engine Optimization, which merges conventional SEO strategies with generative AI capabilities.
As the 2025 holiday season approaches, ecommerce leaders are navigating a complex landscape of rising costs, consumer behavior shifts, and the integration of advanced AI technologies. By adapting their strategies and leveraging AI, these companies aim to meet the evolving demands of the market.