Reinventing E-Commerce: A Multidisciplinary Analysis of AI’s Role in Consumer Decision-Making, Business Innovation, and Market Efficiency
Keywords:
Artificial Intelligence, E-commerce, Consumer Decision-Making, Market Efficiency, Business Innovation, Digital Commerce, Machine Learning, PersonalisationAbstract
The rapid evolution of Artificial Intelligence (AI) has fundamentally transformed the global e-commerce landscape, reshaping consumer behaviour, digital markets, and business efficiency. This research proposal aims to investigate the multidisciplinary impact of AI on e-commerce by examining its influence on consumer decision-making, business innovation, and market efficiency. The study integrates perspectives from commerce, technology, behavioural science, and economics to understand how AI-driven tools such as recommendation systems, chatbots, data analytics, supply chain optimisation, and personalised advertising are redefining online markets. Existing evidence suggests that AI technologies significantly enhance consumer trust, reduce search time, optimise inventory, streamline logistics, and improve customer service. However, the rapid adoption of AI also raises concerns related to privacy, algorithmic bias, digital inequality, and security vulnerabilities.
The proposed study adopts a mixed-method research design combining quantitative surveys from consumers and e-commerce businesses, qualitative interviews with industry practitioners, and secondary data analysis. The research is supported by a detailed review of literature from 2010–2025, showing the shift from traditional e-commerce practices towards highly automated, data-driven systems. The findings are expected to highlight how AI contributes to business innovation and efficiency while also identifying challenges and gaps in implementation, especially for small and marginalised businesses. The study’s outcomes will offer actionable insights for policymakers, e-commerce managers, and technology developers to design inclusive and responsible AI-driven digital markets.
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