North America e-commerce retail market was valued at $1,657.9 billion in 2025 and is projected to reach $3,657.6 billion in 2035, growing at a CAGR of 8.2% during the forecast period (2026-2035). AI-powered e-commerce platforms personalize buying experiences by evaluating user information such as browsing history, purchasing behavior, and preferences. Companies use this information to provide customized product recommendations, personalized promotions, specialized search results, and even dynamic pricing. AI tools such as chatbots and virtual assistants further improve customer service and engagement. For instance, in August 2025, Saks Global announced a new hyper-personalized homepage as part of the Saks Fifth Avenue online and mobile app experience. Since introducing the personalized homepage to 5% of e-commerce traffic, the firm has gradually expanded the release to include a larger audience, reaching a significant milestone by redirecting 100% of Saks.com traffic to the personalized homepage. The new personalized homepage experience is tailored to individual customer preferences using machine learning algorithms that leverage real-time customer behavior. Performance of the homepage has exceeded expectations, driving a 7% increase in revenue per visitor and improving conversion by nearly 10%.
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For instance, Walmart is preparing for a future where AI shopping agents will make purchasing choices on behalf of consumers. Such agents can bypass conventional advertising and directly select products based on shopper interests. Walmart develops in-app and website agents capable of handling regular orders and personalized shopping tasks. The company also anticipates the rise of third-party shopping agents, requiring standardized communication protocols. This shift places purchasing power in algorithms, influencing whether choices are built upon brand loyalty or the lowest price.
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