Russians Are Testing AI Shopping Instead of Marketplaces
Experts say traditional digital retail platforms could be pushed into the background.
Russians are experimenting with shopping powered by artificial intelligence, a shift that could reshape the role of digital retail platforms. In his view, this trend may lead to a reorientation of digital commerce platforms, said Andrey Nizhegorodtsev, deputy head of the Federal Antimonopoly Service.
He said the core function of a digital platform has been to act as a logistics intermediary between vast product catalogs and consumers. As AI develops, however, that intermediary role is likely to diminish. AI’s share in the digital commerce process is expected to grow significantly, he added, noting that smartphones already exist with built-in features that allow users to place orders directly.
Shopping in a Chat
One example is Yandex, which has launched a product-selection feature directly inside chats with Alice AI. Users can simply ask a question, and the neural network acts as a personal shopping assistant. Shoppers can set a price range, ask for comparable alternatives, or search for an item using a free-form query.
To complete a purchase, customers are redirected straight to the seller’s website. The technology shortens the path between buyer and product. Experts say that over time, users may be able to build a shopping cart and complete payments directly within the chat interface.
