Early data suggests AI-aided shopping could lower product returns, one of ecommerce's most persistent costs. According to Adobe's August 2026 "AI Traffic Trends Report," based on Adobe Analytics data of over 1 trillion visits to U.S. retail sites and 100 million SKUs, 69% of respondents who used AI for online shopping said they were less likely to return an item purchased with AI assistance (Practical Ecommerce). Additionally, 77% of those respondents said using an AI assistant made them more confident about a purchase (Practical Ecommerce).
For commerce practitioners, the implication is significant: AI-referred retail visitors converted 60% higher than non-AI-referred site traffic in July 2026, and those AI-referred consumers generated 53% more revenue per visit (Practical Ecommerce). AI assistants can reduce purchase uncertainty and improve the match between shopper and product when merchants provide accurate, extensive product information—specifications, dimensions, compatibility details, variants, delivery estimates, reviews, FAQs, and comparisons. The potential benefit extends beyond winning an AI recommendation: better product information helps assistants recommend the right product to the right shopper, allowing merchants to gain both a sale and fewer returns (Practical Ecommerce).