AI in eCommerce: What consumers really want in 2025

Artificial intelligence (AI) is actively reshaping online shopping behaviors in Canada. Based on exclusive data from a 2025 study conducted by Novatize via a Léger survey, we’ve identified what consumers actually expect from AI in the context of eCommerce.

According to the study, 51% of Canadians are open to using personalized recommendation tools, and 39% have already used AI in an online shopping context. Among 18-34-year-olds, the adoption rate climbs to 57%.

Businesses that strategically integrate these technologies into the customer journey will reinforce both their relevance and positioning.

Which product categories benefit most from AI?

Electronics (22%), appliances (14%), health and wellness products (15%), and home goods (15%) are among the categories most likely to benefit from AI support. In these complex sectors, consumers seek clarity, efficiency, and time savings.

Conversely, emotional sectors like fashion or children’s products show lower adoption. In these areas, AI should stay in the background, supporting marketing personalization and inventory optimization.

Why do consumers want to use AI for online shopping?

The Novatize and Léger study shows that top motivations include:

• Comparing products or brands (32%)
• Understanding the differences between similar options (24%)
• Getting personalized recommendations (23%)
• Quickly summarizing customer reviews (21%)

Consumers want a smoother, faster, and—most importantly—more relevant shopping experience.

High-value AI features to consider

Smart comparators Perfect for technical categories like electronics or appliances, these tools synthesize specifications, reviews, and benefits.

Conversational virtual assistants By asking targeted questions, they help buyers find the right product for their needs.

Review summarization Machine learning can extract key trends in seconds (e.g., “fits small,” “great value for money”).

Personalized promo modules Based on the cart, history, or context, these highlight the most relevant offers.

AI and B2B eCommerce: a quiet but essential shift

In manufacturing, distribution, or materials sectors, AI is transforming B2B buying: quote automation, dynamic segmentation, volume-based recommendations, or support through massive catalogs. Increasingly, B2B buyers expect a B2C-like experience.

The technology strategy of B2B merchants is critical to attracting a demanding clientele.

Optimizing your content strategy for generative AI

According to the DGTL 2025 study, 15% of 16-24-year-olds already use AI as their primary search engine. This underscores the importance of a Generative Search Optimization (GSO) approach.

Why some consumers hesitate to use AI

Despite growing interest, 50% of respondents said they are not inclined to use AI tools in their online shopping journey. Their reluctance stems from concerns about data privacy, a perceived loss of control, or unfamiliarity with intelligent interfaces. Resistance is especially high among those aged 55 and older.

For retailers, this reinforces the need to implement AI transparently, always offer manual alternatives, and clearly communicate the value to users. AI must be an ally—not an obstacle.

Ready to take action?

Download our full study, conducted via a Léger survey, to better understand how Canadians perceive AI in eCommerce—and discover the top opportunities for your business.

Want to explore an AI integration tailored to your business reality? Let’s talk. Our team will guide you with precision and agility toward a unified commerce experience that’s smarter and more impactful.

To continue the discussion with an eCommerce expert

Pierre-Olivier Brassard

Vice President - Products and Technology, Partner

contact@novatize.com+1 844 932-6682

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