The Silent Transformation of Commerce
A silent revolution is underway in the world of commerce. According to a recent Criteo study of 7,000 consumers, 43% of French people now use artificial intelligence in their shopping journey. This figure represents a spectacular increase of 17 points in just one year.
This transformation isn't manifesting as visible robots in stores, but rather through subtle technologies that enhance our daily lives as connected shoppers. The change is real, and it's completely redefining how consumers interact with brands.
The Hybrid Shopping Journey: An Undeniable Reality
If you thought the shopping experience was limited to choosing between physical retail and e-commerce, the data reveals a much more nuanced reality. Physical shopping remains essential for French consumers: nearly 8 out of 10 people finalize their purchase decisions directly in-store. This isn't surprising: touching, seeing, and testing a product before buying remains a reassuring ritual.
But here's where the nuance appears: more than half of French consumers first turn to search engines and social media to gather information and inspiration before visiting a store. This is called the hybrid shopping journey: online preparation followed by in-store finalization.
This trend has important implications for businesses:
- Your digital presence directly influences your in-store sales
- Consumers expect a seamless experience between digital and physical
- The quality of your website can make the difference between a purchase from you or your competitor
How AI Concretely Transforms the Shopping Experience
The 17-point increase in one year of AI use in the shopping journey isn't trivial. But how does this technology manifest itself concretely?
1. Product Search and Discovery
AI now enables highly personalized product recommendations. More than half of consumers use these technologies to easily compare prices (+6 points in one year), while product suggestions based on browsing history and purchasing preferences subtly guide choices.
2. Customer Service and Assistance
Chatbots and virtual assistants are increasingly sophisticated, offering precise answers to customer questions 24/7. Beyond simple customer service, these tools can guide consumers through the catalog, suggest alternatives, or even help choose the right size for a garment.
3. Seamless User Experience
AI optimizes interfaces to adapt to individual preferences, facilitating navigation and reducing friction in the purchasing journey. Websites that "learn" from your behaviors to offer an increasingly intuitive experience.
What's fascinating is that these technologies often operate in the background, without consumers necessarily realizing they're interacting with artificial intelligence.
The Importance of Ethical Values in This Transformation
This technological revolution doesn't mean abandoning human values—quite the contrary. The study reveals that 57% of French people place great importance on ecological criteria when making purchases. Transparency about product origin and environmental impact have become criteria as important as price or quality.
Successful businesses are those that manage to integrate these technologies while remaining faithful to strong ethical values. AI serving more responsible commerce—that's the challenge for the years to come.
How to Adapt Your Web Presence to This New Reality
Faced with these developments, businesses need to rethink their digital strategy. Here's how you can adapt:
1. Invest in Modern and High-Performance Web Architecture
Solutions based on Next.js and React offer optimal performance and a smooth user experience. These technologies enable fast loading times, essential for retaining the attention of increasingly impatient consumers.
2. Adopt a "Mobile-First" Approach with PWAs
Progressive Web Apps (PWAs) provide a consistent experience across all devices, essential for accompanying consumers in their hybrid shopping journey. These applications combine the advantages of websites (accessibility, no installation required) and native applications (speed, offline functionality).
3. Integrate Efficient Data Systems
Databases like MongoDB or PostgreSQL, coupled with solutions like Supabase, allow for efficient management of customer data and offer personalized experiences. These systems are the backbone of your site's intelligent features.
4. Optimize for Search Engine Optimization and Discoverability
A technically high-performing site that's invisible to search engines loses all its value. SEO optimization remains fundamental to being present during the online research phase.
Conclusion: Prepare Your Business for the Future of Commerce
Artificial intelligence is no longer a futuristic technology but a reality that's already transforming the shopping journey of French consumers. With 43% adoption and rapid growth, businesses that ignore this evolution risk being quickly left behind.
The hybrid shopping journey—online research, in-store purchase—requires an optimized and high-performing digital presence. Consumers now expect fluid, personalized, and ethically responsible experiences.
Modern technologies like Next.js, React, and PWAs offer solutions adapted to these new needs. By investing in high-performance web architecture, you're not just following a trend—you're preparing your business for the future of commerce.