The Next 12 Months Could Rewrite the Rules for Online Stores.

Online commerce is changing quietly, yet at an unprecedented pace. Before making a purchasing decision, more and more people turn to large language models such as Gemini, Copilot or ChatGPT, and in many cases they no longer even launch a traditional search on Google. “Conversations with artificial intelligence begin from much more detailed situations than earlier searches, and AI provides answers that almost imperceptibly guide the user toward a specific product or solution,” says Balázs Gandera, managing director of the digital marketing agency INTREN, identifying one of the most important trends.

Conversation Is Replacing Search: A New Era Begins

“A new layer of users is already actively using this approach, and the pace of change is particularly fast,” the expert stresses. Today, many people do not simply type “children’s bicycle” into a search engine, but describe their needs in detail: the child’s age, colour, intended uses, preferred design and individual expectations. AI does not merely provide answers, but offers alternatives, asks follow-up questions and shapes the purchasing decision through an ongoing dialogue. Although the share of these types of searches may not appear large yet, the pace of growth is remarkable. “The share of AI-based searches could multiply in a short period of time, which will already have a tangible effect on merchants’ turnover,” Gandera adds.

AI as a Digital Shopping Assistant

The purchasing process is changing at a fundamental level. A user receives an answer to a single question, then immediately gets further personalised suggestions that gradually deepen their interest. AI recommends alternatives, introduces new considerations and guides the decision in an increasingly specific direction. At the same time, links and recommendations that lead directly to a purchase are also appearing. Internationally, the development has already gone further: solutions are emerging in which AI does not merely recommend products, but also prepares the transaction itself. “The developments announced by Google, for example, are built around a central shopping cart that manages the offers of several online stores in one place. The system continuously monitors prices and promotions while providing relevant recommendations, and the purchase can even become executable in a single step,” the expert explains.

Hungarian E-Commerce Faces Rapid Adaptation

These changes are already being felt in the Hungarian market, and shopping habits are expected to transform within a short period. The rollout typically begins with major international players, then spreads quickly through the more widely used e-commerce platforms. “It is a realistic scenario that these functions will appear en masse in everyday shopping within a year,” the INTREN expert warns. He emphasises that, in this environment, the question of visibility for merchants and companies also reaches a new level. The basic principles of search engine optimisation will remain valid, but businesses must adapt to the fact that decision points are increasingly appearing in AI-generated answers.

Merchants that respond in time can build a more secure position in this new environment. “The first steps do not require significant resources. A conscious presence, appropriate data structures and updated content may already be enough for a brand to appear among recommendations. This period is more about preparation than a race, but the pace is fast and attention will play a key role,” Balázs Gandera concludes.

Source: INTREN press release