
The AI Revolution in eCommerce: Transforming Your Site Merchandising & Content Management Strategy
Companies utilizing personalization in the online shopping journey have profits 40% higher than for online retailers who aren’t as focused on personalization.¹
Artificial Intelligence (AI) has emerged as a game-changer in various industries, and the eCommerce sector is no exception. You might be wondering, what exactly is artificial intelligence? AI is when a machine can perform a task that would have once required a person to do the job. AI is able to process vast amounts of data, recognize patterns, and make data-driven decisions.
What about machine learning? You might have noticed the term AI and machine learning used interchangeably, but they are different. So what is machine learning? Machine learning is a subfield of artificial intelligence. It enables “systems to learn and improve from experience without being explicitly programmed.”² Many eCommerce platforms are utilizing machine learning to make data-driven decisions. Salesforce’s Einstein Analytics uses machine learning to “generate powerful insights and useful recommendations to strategize data-driven decision-making.”³
AI has changed the way we strategize onsite product recommendations and even content on landing pages. It is transforming the way businesses engage with customers and how we drive conversions. In this article, we explore the impact of AI on the eCommerce industry and delve into how businesses can harness its power to optimize their site merchandising and content management strategies, specifically on popular platforms like Shopify and Salesforce Commerce Cloud (SFCC).
THE RISE OF AI IN ECOMMERCE
AI has quickly become an indispensable tool for eCommerce businesses, providing invaluable insights and efficiencies across the entire customer journey. From generating marketing copy to product recommendations, AI technologies have enhanced the way we think about traditional site merchandising. A key aspect of this transformation lies in AI’s ability to process data in real-time and offer tailored solutions to customers based on their behavior and shopping habits.
Harnessing AI for Site Merchandising and Content Management on Shopify and SFCC
Product Recommendations:
Businesses can integrate AI-powered recommendation engines on Shopify and SFCC websites to deliver personalized product suggestions based on customer behavior, past purchases, and preferences. AI product recommendations help increase cross-selling and upselling opportunities, driving higher average order values. Tools like Commerce Cloud Einstein, Salesforce’s AI, allow businesses to easily manage, track, and setup data-driven product recommendations.
Automated A/B Testing:
Businesses can also utilize AI tools to perform automated A/B testing on content, product placements, and design elements. AI can swiftly analyze user interactions and provide insights into which variations perform best, allowing site merchandisers to optimize their strategies continuously.
AI-Powered Search Optimization:
Implementing AI-powered search can improve search relevance and provide customers with accurate results that enhance the overall search experience. This ultimately makes it easier for customers to find what they are looking for online. Salesforce Commerce Cloud Einstein is for data-driven product recommendations, but the tool can also be layered in onsite search optimization. Tools like Algolia can also be used for onsite search optimization and can be integrated with platforms like Shopify.
SEO & Content Strategy:
AI can analyze relevant keywords and competitor content to suggest data-driven content strategies that drive organic traffic and improve search rankings. Tools likeShopify Magiccan write captivating brand content that converts customers. Businesses can also use SEO copywriting tools to produce consistent content, assist in efficiency, and to quickly generate SEO copy.⁴
Chatbots for Customer Support:
AI-driven chatbots can provide instant and efficient customer support. These chatbots can handle routine inquiries, track orders, and answer frequently asked questions, freeing up the site merchandising team to focus on more strategic tasks. Shopify’s new tool, Shopify Magic, can also help respond to live chat inquiries.
Visual Search:
Searching on eCommerce sites is becoming easier with AI tools such as Syte or StyleMatch. These tools allow customers to search on eCommerce sites using photos. Customers can easily take their own photo to use or upload a photo from their photo library. It is a similar experience to Google’s visual search feature. If they are unsure what to search via words, they can easily use a picture to find what they are looking for.
Product Setup, Promotion Setup, and More:
Not all eCommerce platforms have AI tools that assist merchants in traditional merchandising setup yet, but coming soon Shopify is launching Sidekick. Sidekick is an AI commerce assistant. You can ask it questions, get help with a to-do list, setup a promotional offer, setup products, and more. It is in an early access stage right now, but you can sign up here to be added to the list.