New retail data shows AI-driven shopping research jumped 200% year-over-year, with half of consumers utilizing AI assistants during purchasing.
Salesforce projects chat agents will drive 20% of global web traffic, reflecting shifting developer and architectural demands in e-commerce platforms.
AI assistants are taking a central role in product search, with predictions that 20% of global e-commerce traffic will come from such systems. For brands, this requires a change in strategy: classic search engine optimization (SEO) is no longer enough. It is necessary to provide structured and constantly updated data on product prices, features and availability, so that digital assistants can reliably identify and recommend them.
At the same time, businesses are investing in specialized “AI shopping agents” for their own platforms, which handle needs such as order updates, returns, loyalty programs and customer service. Salesforce predicts that by Cyber Week 2026, one in three e-commerce sites will have its own personalized AI agent. The data shows that companies that adopted such technology last holiday season recorded a 6,2% sales growth rate, compared to 3,9% for those that did not have such tools.
In the social media space, “social commerce” is now growing nine times faster than traditional e-commerce, with the younger generation (Gen Z) leading the way in using these channels for shopping. Despite this digital shift, the physical store remains a key factor: 77% of consumers plan to shop in physical locations, while 79% use their mobile phone in-store to compare prices or search for information. Overall, 38% of the value of holiday sales is estimated to come from hybrid shopping journeys, which combine digital research with physical presence.
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Finally, the economic situation is creating a polarizing picture in the market. While many lower- and middle-income consumers are limiting their purchases, a segment of high-income consumers is turning to more premium experiences. A common denominator across all groups remains the demand for free shipping, with merchants worldwide expected to spend an additional $3 billion – an increase of 7% compared to 2025 – to cover this cost.
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