Online trade at AI time: a revolution in
In recent months, the online trade landscape has undergone a radical transformation. After the boom in marketplaces, the rise of mobile and the generalization of friction payments, it is now the generative artificial intelligence that upsets the rules of the game. To better understand these changes, we interviewed Grégory Pairin, co-founder of the online jewelry site Ocarat.com. It gives us precious light on current changes, their concrete impacts on the e-commerce sector and the strategies to adopt to adapt to it.
LLMS effect: first signs of traffic erosion
At Ocarat, most of the traffic acquisition comes from research on Google. However, traffic erosion is found on simple requests, easily resolved by LLMS. This development raises questions about the future of traffic and the visibility of merchant sites in the face of the rise of AI.
The merchant web in the face of the disappearance of interfaces
The gradual disappearance of the traditional web interface in favor of more fluid and conversational recommendation platforms marks a major turning point for e-commerce. Purchasing habits are evolving towards more direct transactions, in particular via partnerships with platforms such as Tiktok Shop or Perplexity AI.
Brands, distributors and … Amazon
Traditional brands must adapt to an environment where marketplaces take an increasingly important place. The integration of brands into these platforms seems inevitable, despite the reluctance linked to the preservation of their high -end image. New direct emerging selling opportunities, upsetting traditional models.
Rethink the visibility strategy at LLMS time
Faced with these mutations, it is crucial to rethink visibility strategies to adapt to the requirements of LLMS. The valuation of the brand quote and the optimization of content for AIs become key issues to maintain its online presence.
2030: projections and uncertainties
The forecasts for 2030 suggest a major evolution of the e-commerce landscape, with an increased predominance of actors such as Amazon and Google in the online purchasing process. Generative AI could also play a preponderant role in the transformation of uses and interfaces.
Do not undergo, but test and anticipate
To remain competitive in this new environment, it is essential to adopt a proactive approach by testing, observing and adapting permanently. The diversification of sales channels, collaboration with emerging platforms and constant technological watch are all levers to activate to remain relevant on the e-commerce market.
