AI is changing e-commerce marketing – how can merchants stay ahead?

AI is no longer just a single tool in the marketer’s toolkit. It is transforming the entire logic of e-commerce. In a recent E-commerce Trends 2026 webinar, Eveliina Vähä-Ruka, Digital Strategist at Aava & Bang, shared what this shift means for merchants in practice and how they can start preparing.

The purchase journey is increasingly happening outside online stores

One of the biggest shifts is where the purchase journey begins. Previously, consumers searched for products on Google or by browsing online store categories. Now, it can start with a simple question to an AI.

Consumers expect instant answers, often without ever visiting an online store. This is known as zero-click behavior, and it’s already reflected in declining visitor numbers across many online stores, even though demand remains strong.

In many cases, customers only visit an online store once the purchase decision has already been made and they are close to completing the purchase. This creates entirely new demands for e-commerce content and discoverability.

From SEO to AI optimization

Search engine optimization isn’t going anywhere, but a new layer is emerging alongside it: AI optimization (GEO, Generative Engine Optimization). Where content was once optimized primarily for search engines, it now also needs to be structured so AI models can understand and use it.

Eveliina highlights four key priorities:

• accurate and comprehensive product data
• a clear and logical site structure
• distinctive content that sets you apart from competitors
• proactively answering customer questions

SEO remains a strong foundation, but in the age of AI, it’s no longer enough on its own. Your online store content needs to be easy to understand for both people and machines.

Brand matters more than ever in the age of AI

As AI increasingly filters and compares options on behalf of consumers, brand becomes a key driver of choice. A strong brand helps you stand out in a landscape where products and prices are easily comparable.

Research shows that companies investing consistently in their brand also outperform on financial metrics. A strong brand builds resilience against algorithm changes and creates differentiation in markets where products are otherwise highly similar.

Marketing measurement is evolving—and first-party data is becoming critical

As consumer behavior shifts, measuring marketing performance is becoming more complex. Cookie-based tracking is weakening, and customer journeys are increasingly fragmented across multiple channels.

Eveliina highlights three key priorities:

• server-side tracking

• new metrics focused on brand and discoverability

• more effective use of first-party data

First-party data is one of the most valuable assets an online merchant can have, as it isn’t affected by changes in algorithms or platforms. At the same time, high-quality, transparent data also strengthens credibility in the eyes of AI.

Agentic commerce is closer than you think

Look a little further ahead. According to Eveliina, agentic commerce is already becoming a reality, with AI handling purchases on behalf of consumers. It is already happening in specific use cases, such as travel bookings and automated reorders.

To stay competitive as this shift accelerates, your online store needs to be:

• technically compatible
• built on open interfaces
• powered by structured, up-to-date data
• supported by a clear and seamless payment process

The key question for every merchant is: if AI were making your customers’ purchases next year, would it choose your store?

Six ways to prepare for the age of AI

To conclude, Eveliina summarizes the key takeaways:

1. Get your content and product data in shape
2. Ensure your site is machine-readable
3. Invest in first-party data and the right metrics
4. Prepare technically for agentic commerce
5. Use multichannel, diverse content
6. Don’t forget the human touch, authenticity, and brand—they’re what set you apart