AI tools like ChatGPT are also conquering the Dutch retail landscape. According to the annual Retail Report from Adyen, 25% of the Dutch used an AI assistant while shopping online in the past year – an increase of no less than 57% compared to last year. Younger generations, in particular, are massively embracing this technological development.
From inspiration to conversion: AI as a shopping companion
What started as a fun gimmick has evolved into a valuable tool during the purchasing process. Consumers primarily use AI as a digital source of inspiration for outfits, gadgets, or recipes. Think of prompts like:
“What are stylish sneakers for this spring?”
“Which robotic lawn mower is best for a garden of 300 m²?”
“I am looking for a sustainable raincoat under €100 – do you have suggestions?”
For many shoppers, AI feels like a personal shopping assistant that summarizes thousands of reviews and sources in seconds. The technology enables users to make quicker choices based on their preferences and style.
Social media fatigue drives growth
Notably, 55% of respondents state they use AI because there is simply too much (unreliable) information available on social media. AI thus becomes the alternative to endlessly scrolling through influencers and ads.
This confirms a trend we also observe with our clients: users increasingly expect personalized, contextual, and above all, reliable interactions in the customer journey. This calls for technological solutions in which AI plays a central role – from search functionality to product recommendations.
Millennials and Gen Z lead the way
The adoption is largest among people in their twenties (50%) and thirties (43%). Older generations still lag behind, with only 14% among those in their fifties and 10% among those in their sixties. Nevertheless, it is anticipated that this group will also embrace AI solutions as the added value – think of simplicity and time savings – becomes even more evident.
From advice to purchase
According to Adyen, nearly half of Dutch consumers (49%) look forward to being able to order directly via AI soon. Retailers are anticipating this: 31% are already actively investing in AI applications, both online and in physical stores.
At Epartment, we assist e-commerce companies in integrating AI into their platform strategy. Think of smart search modules, appropriate META data in your HTML for personalized recommendations, etc.
AI is not a hype, but a logical step forward
The AI revolution is not just a future concept – it is here and now. Whether it involves orientation, product advice, or even checkout: the role of AI in the customer journey is growing explosively. The question is not whether, but how your organization responds to this new reality.
Do you want to discover how we can implement AI in your e-commerce strategy? Please contact us.
