Running an online shop today isn’t just about having a wide product range and a smooth checkout process. Customers expect more, especially when it comes to higher-value products. If you’re managing an e-commerce store, you’ve probably noticed shoppers often abandon their journey midway. Why? Digital buying experiences don’t always match the level of advice and personal touch customers would get in a physical store. Even as an online shopper yourself, you may have left a full shopping cart behind for similar reasons. In this article, we take a closer look at what’s really happening: the biggest pain points, customer expectations, and a way to address them effectively.
Traditional E-Commerce & the Shift to AI-Commerce
E-commerce has transformed the way we shop. For years, it’s been about presenting products in an accessible, searchable way: catalog pages, filtering options, and standardized checkouts. This model works well for simple purchases but starts to show its limitations when customers look for more guidance.
That’s where AI-commerce comes into play. AI-commerce integrates artificial intelligence (AI) into online shopping to create experiences that are dynamic, personalized, and intuitive. Consumers already interact with AI in their daily lives through search engines and tools like ChatGPT or Copilot. Bringing that same intelligent support to your website ensures you’re not just keeping up with competitors but staying ahead.
However, a simple, one-size-fits-all chatbot might not be the most innovative way to catalyze your online shop from e-commerce to AI-commerce. For that, you need something a bit more powerful. But to design an effective solution for this, we first need to understand the current state of online shopping and customer behavior.
Analyzing Today‘s Shoppers: Expectations, Behaviors, and Pain Points
Let’s face it: consumers are more informed, more selective, and – ironically – more overwhelmed than ever. Numbers illustrate this clearly: 69% of online shoppers head straight to the search bar when landing on a website, yet 80% leave due to poor experiences (Source: Nosto). Even so, shoppers rely heavily on information from online stores. For purchases over $100, 96% of customers research online, and 75% spend between one and four weeks comparing options before deciding (Source: Greenbook.org).
In short: shoppers want convenience and clarity, but they also need confidence. When they don’t find it, frustration builds. Let’s have a look at their key pain points:
Complicated navigation & complex filtering
Overly detailed menus can overwhelm customers. Imagine a bike shop with dozens of categories and technical submenus, like Road Bikes → Endurance → Carbon Frames → Groupsets → Brake Options. Shoppers without expert knowledge may feel lost and leave. Similarly, filters that assume technical understanding, for example, frame size or tire width, can confuse less experienced customers. They feel unsupported, and the retailer suffers too: complexity drives higher abandonment rates and fewer sales.
Overwhelming product choices & irrelevant specifications
Large catalogs may seem like a strength, but too many options without guidance can create decision fatigue. A shopper browsing luxury handbags can quickly get lost in hundreds of similar-looking products. Indecisive users may end up with dozens of open tabs without progressing toward a purchase. The challenge is compounded when product descriptions are excessively technical. For instance, a customer buying a coffee machine doesn’t need details about every mechanical component. More likely, they just want to know if it fits their kitchen, makes good coffee, and is easy to clean.
Inaccurate search results
Many users rely on the search function when shopping online, and if it’s not smart, it can quickly become a frustrating experience. Traditional category-based search often displays only products within predefined categories. For example, if a customer types “cordless lawn mower” but there is no “cordless” category, the system may show all lawn mowers, from petrol to push to ride-on. The result: the shoppers can’t quickly find what they need and are likely to turn to a competitor’s site for a better experience.
Superficial chatbots
Many chatbots remain little more than scripted add-ons, offering limited guidance and no real product expertise. Instead of helping, they can add friction. Interactions that feel like navigating a generic service hotline without resolution leave users unsupported and make them feel their time was wasted. But conversational AI has moved far beyond such limited chatbots. In What’s Conversational AI and How Can It Support Online Shop Owners?, we explore how it creates real value through context-aware, human-like interactions.
Together, these issues contribute to cognitive overload: the point where customers simply abandon the process because the effort feels greater than the reward.
The Importance of Personalization
Personalization is no longer a nice-to-have; it’s expected. In fact, 70% of consumers are willing to pay more for personalized products and services (Source: Forbes). In physical stores, personalization happens naturally. A sales associate asks questions, understands needs, and guides the customer toward the right choice. For example, someone looking for a laptop for a non-technical user – something simple, reliable, and easy to use – would typically rely on an expert in-store to compare options and get professional recommendations from someone who has a good knowledge of the overall sortiment. Online, this level of tailored advice is often missing, leaving the shopper unsure and more likely to abandon the purchase.
How to Address This Challenge as an Online Shop Owner
This is where NEVO comes in. NEVO is a conversational sales assistant powered by agentic AI. It transforms your online store into a space where customers feel guided, understood, and supported. No more navigating endless menus or struggling with filters because NEVO acts as a knowledgeable advisor.
Here’s how NEVO works in practice:
GUIDE
A customer visits your online car dealership, looking for a new family SUV. Instead of navigating through dozens of categories and filters, NEVO engages in a natural conversation: “Do you mostly drive in the city, or do you need something suitable for longer trips and weekend getaways?”
COMPARE
Based on the customer’s answers, NEVO quickly narrows down options and presents, for example, three tailored SUVs side by side, highlighting key differences such as fuel efficiency, trunk space, and safety features.
ASSIST
Once the customer has made a choice, NEVO helps finalize the purchase or schedule a test drive depending on the customer’s wishes, making the online experience as seamless and personalized as visiting a dealership in person.
And when needed, NEVO can hand over the conversation to your human sales team, already equipped with all the relevant context from the conversation. All that makes NEVO a digital sales assistant that brings back the personal touch where it’s missing most: in online shopping.
You want to see how NEVO works in action? Check out our landing page to explore a demo and full product overview!
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