AI benchmarks in ecommerce — why conversational assistants are becoming essential

Every ecommerce leader knows the math: you spend big to bring shoppers to your site, but most leave without buying. Conversion rates hover in the low single digits, carts get abandoned, and loyal customers don’t always spend as much as they could.

That’s why conversational AI is getting so much attention. Shopping assistants powered by AI aren’t just answering questions faster — they’re changing customer behavior in ways that directly drive revenue. More purchases. Bigger baskets. Better retention.

And the data is consistent: conversational commerce isn’t a nice-to-have anymore. It’s becoming one of the most effective levers for growth. Here are the benchmarks that matter most and how to put them to work.

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Conversion: turning browsers into buyers

Visitors who engage with chat are significantly more likely to complete a purchase. Industry studies consistently show that shoppers who engage with chat convert 2–4× more often than those who don’t. And with generative AI advancing these experiences, some retailers now report conversion rates as high as 14% for AI-led conversations — compared to the ~2–3% average on websites without conversational support.

Why it matters: That kind of lift — even going from a 2% baseline to nearly 6% for chat-engaged users — adds up fast. Conversations capture high-intent buyers at the moment they’re ready to decide.

What to do next: Don’t just track conversions broadly, segment traffic by ‘chat-engaged’ vs. ‘non-engaged.’ Then layer in AI prompts that proactively engage high-intent shoppers at the right moment.

Basket size: helping customers spend more

Getting the sale is only half the story. The real opportunity is increasing the value of each purchase. Forrester has found that shoppers who use chat before buying spend about 10% more per order. Layer AI into that moment, and the impact grows: real-time product recommendations can lift average order value by up to 50%.

Why it matters: Smart suggestions in the flow of conversation can turn a one-item cart into a multi-item order. A customer asking about a laptop, for example, may happily add a case or extended warranty when it’s recommended naturally in the moment.

What to do next: Audit where recommendations show up today. If they only appear at checkout, test introducing them earlier in the conversation — when customer intent is highest. Then track AOV lift for AI-driven recommendations vs. static prompts.

Cart abandonment: saving sales before they slip away

Every abandoned cart represents lost revenue. Retail brands using conversational tools have reported up to a 24% reduction in cart abandonment rates when AI answers questions in real time.

Why it matters: Shoppers often walk away over small, unanswered questions: “Does this ship free?” “What’s the return policy?” Conversational AI plugs those leaks by providing instant answers, right when hesitation happens.

What to do next: Focus AI where the stakes are highest — during checkout. Program your assistant to answer common blockers (shipping, returns, promos) in real time. Even a small drop in abandonment in this stage can translate into significant recovered revenue.

Loyalty: building relationships that last

One sale is good. A returning customer is better. According to recent research, 80% of customers say they’re more likely to purchase when the experience is personalized. And when issues are resolved swiftly, customers are 2.4x more likely to stick with a brand long-term. Conversational AI delivers both — personalization at scale and faster resolutions.

Why it matters: Fast, tailored responses make shopping feel easier and more human. Over time, that translates into higher retention, stronger loyalty, and more lifetime value.

What to do next: Look beyond the first purchase. Use AI to personalize post-purchase follow-ups — confirmations, care tips, or product recommendations. Then monitor repeat purchase rates among customers who receive AI-driven follow-ups vs. those who don’t.

Market momentum: the wave is already here

Conversational commerce is no longer niche. Global spending through these channels has surged nearly 7x in just four years — from $41 billion in 2021 to nearly $290 billion by 2025. Meanwhile, the global AI shopping assistant market is projected to grow from $3.36 billion in 2024 to $28.5 billion by 2033. And in a Forrester Consulting study, 73% of marketers expect to increase conversational commerce investment over the next two years.

Why it matters: Competitors are already investing. Waiting is no longer neutral — it’s an active decision to fall behind as customer expectations and traffic shift toward conversational channels.

What to do next: Model the revenue impact of a modest lift in conversion and AOV (e.g., 10–20%) against your current traffic. This will give you a data-backed case for investment in conversational commerce.

Bringing it all together

Here’s a quick recap of what the data shows — and how Gladly AI helps brands capture those results in practice:

These benchmarks make one thing clear: conversational AI is no longer just about faster answers. It’s a growth engine, directly tied to conversions, revenue per order, and long-term loyalty. Brands that adopt now aren’t just keeping pace with competitors — they’re shaping how customers will expect to shop in the years ahead.

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The bottom line

The benchmarks all point in the same direction:

• Conversations drive conversion.

• Conversations grow order value.

• Conversations build loyalty.

For ecommerce leaders, this isn’t about chasing a shiny new trend. It’s about adapting to how customers already want to shop. It’s about capturing the growth that comes with it.

At Gladly, we’ve built Sidekick to help brands do just that: combining the efficiency of AI with the personal touch of a real conversation.

The result? Faster growth, happier customers, and stronger loyalty.

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