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CHAPTER 1

EMERGING TECHNOLOGIES, INNOVATIONS AND

ARTIFICIAL INTELLIGENCE (AI) IN E-COMMERCE
Abstract Authors

Innovation is essential to staying Ambar Srivastava

ahead of the competition and providing Assistant Professor
customers with amazing shopping Department of Commerce
experiences in the constantly evolving Akal College of Economics, Commerce and
landscape of e-commerce. Businesses are Management, Eternal University, India
constantly looking for innovative ways to [email protected]
improve the e-commerce environment from
immersive technologies and seamless Geeta Kumari
payment solutions to Artificial Intelligence Associate Professor
(AI) and personalisation. In this study, we are Department of Business Management
exploring the emerging technologies and Malla Reddy College of Engineering and
innovations in the field of e-Commerce. This Technology, Hyderabad, India
study also explores the application and [email protected]
impact of Artificial Intelligence (AI) on e-
Commerce. The study used conceptual Bikram Paul Singh Lehri
research methodology and used secondary Assistant Professor
sources of data collected from research University School of Business
articles, journals, magazines and other online Chandigarh University, Mohali
sources. It was concluded that Artificial [email protected]
Intelligence and Machine Learning powered
personalization, use of Augmented Reality
and Virtual Reality, chatbots, block-chain
technology use in securing transaction and
supply chain, social commerce, drone
delivery, e-wallet, etc. were amongst the
recent innovations used in the e-Commerce.
The artificial intelligence application can be
seen from Google AI Cloud Platform, IBM
Watson, BigML, Infosys Nia, etc. AI is also
applied in the domain of product pricing and
distribution. Multi-mode payments methods
like e-wallet, UPI, etc. enhances user
satisfaction.

Keywords: E-Commerce, Innovations,

Social Commerce, Artificial Intelligence
(AI), M-Commerce.

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

I. INTRODUCTION

The global business landscape has been changed by the Internet, which has also
expanded the opportunities available to companies worldwide. The phenomena of electronic
commerce (e-Commerce) have been brought about by the global advancement of information
technology. The widespread public interest and increasing usage of the internet have made a
significant contribution to the facilitation of e-Commerce in the global corporate
environment. These days, e-commerce is expanding quickly and disrupting business models
across all industries. Organisations can benefit from effective e-commerce adoption in a
number of ways, including significant cost savings, revenue maximisation, enhanced
customer service and product delivery.

With the use of artificial intelligence, block-chain technology, cryptocurrency, social

marketing, etc. the user experience and satisfaction has been enhanced manifolds. The multi-
mode payment methods available to the customer like e-wallet, buy now pay later, unified
payment interface (UPI), etc. are the recent innovations in the payment methods adopted by
the companies. Individual based personalization is possible with the help of artificial
intelligence and machine learning technologies. Because of its features and advantages,
artificial intelligence systems have developed into one of the most significant ways to help e-
Commerce to increase their profits. The chatbots is incorporated into the architecture and
design of many e-Commerce companies which also enhances user experience.

E-Commerce companies are starting to realise the uniqueness and important role,
artificial intelligence will play in the future, particularly in maximising performance. As a
result, creative solutions that integrate AI into marketing, logistics and the entire value chain
are being developed by an active system. Because artificial intelligence allows online
retailers to harness the power of machine learning to satisfy the ever-increasing volume of
customers, it is now a top investment priority for the majority of e-Commerce companies.
Businesses may access a vast array of structured data through it and after processing and
analysis, they can provide online shoppers with an improved and more customised
purchasing experience.

II. LITERATURE REVIEW

The e-Commerce industry has grown significantly in terms of both revenue and
market share. This development has been attributed to a number of factors including more
disposable income, better internet infrastructure and supportive government regulations
(Bhuyan et al., 2021). The e-Commerce market is dominated by a few major players,
comprising both domestic and foreign companies. These companies compete for market share
in a variety of industries, including grocery, fashion and electronics (Prasad et al., 2020).
Online purchasing has surged as a result of changing consumer behaviour brought on by
rising digital literacy and smartphone adoption. Customers of all ages are choosing e-
commerce platforms more and more because of its accessibility and convenience (Raju,
2020). For e-commerce to flourish, infrastructure improvements in the logistics sector have
been essential. The effectiveness and speed of product delivery have increased due to
investments in supply chain optimisation, instant delivery and warehousing (Venkatesh,
2021).

The growing number of smartphones and reasonably priced data plans has propelled
mobile commerce. M-commerce is anticipated to keep growing because of the ease and

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

customised experiences it provides (Kumar & Raj, 2021). The m-Commerce is likely to keep
expanding as smartphone adoption increases. Mobile optimisation, including streamlined
mobile interfaces and customised experiences, will be the main emphasis of e-commerce
platforms (Bhattacharya et al., 2021). E-commerce combined with social media platforms is
becoming more popular and known as “social commerce”. Social networks are becoming
more important to consumers for product suggestions, discovery and purchase decisions,
which opens up new business potential for e-commerce businesses (Hazarika & Mishra,
2021).

E-commerce is undergoing a transformation due to artificial intelligence (AI), which

makes it possible for tailored experiences, sophisticated search features and focused
marketing efforts. Chatbots, virtual assistants and recommendation engines driven by AI are
improving consumer satisfaction and engagement (Bhardwaj et al., 2021). The use of
artificial intelligence in e-commerce operations is going to grow in future. Artificial
intelligence (AI)-powered tools like voice assistants, augmented reality and predictive
analytics will improve supply chain management, customer service and personalisation (Shah
et al., 2021). The smooth merging of online and offline channels known as omni-channel
retailing is anticipated to proliferate in the e-Commerce market. Retailers are concentrating
on offering a consistent purchasing experience over a variety of touchpoints, such as physical
locations, online and mobile applications (Pandey et al., 2021). India's rural communities
have a lot of unrealized e-commerce potential. The expansion of e-commerce to rural
consumers is being facilitated by enhanced internet connectivity, the development of
infrastructure and customised services, which are creating new markets (Verma & Singh,
2021). Improving customer ease and encouraging cashless transactions need improving the
digital payment environment. E-commerce growth will be fueled by investments in mobile
wallets, secure payment gateways and innovative technologies (Paul et al., 2020). To
guarantee prompt and effective order fulfilment, fast delivery infrastructure must be
improved. Many issues are being addressed by creative solutions like real-time tracking
systems, drone deliveries and alliances with neighbourhood merchants (Dutta et al., 2021).

Maintaining data security and fostering trust are essential to the long-term viability of
e-commerce. Building consumer awareness, enforcing strict data protection laws and
fortifying cybersecurity safeguards are essential to promoting trust in online transactions
(Saxena et al., 2021). The way people shop online will change as social media and e-
commerce become more integrated. In order to increase sales and foster customer loyalty,
social commerce platforms will make use of influencers, user-generated content and social
engagement (Singh & Chintagunta, 2021).

III. RESEARCH METHODOLOGY

The study is conceptual and exploratory in nature. The researcher has explored
various studies conducted on E-Commerce.

1. Research Objectives: The objectives of the study are:

 To explore the emerging technologies and innovations in the field of e-Commerce.

 To examine the application and impact of Artificial Intelligence on e-Commerce.

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

2. Data Collection: The study was based on the secondary data, sourced from
researcharticles, magazines, websites, journals, etc.

IV. EMERGING TECHNOLOGIES AND INNOVATIONS IN THE FIELD OF

E-COMMERCE

1. AI and ML Powered Personalization

Personalised shopping experiences with the use of artificial intelligence (AI) and
Machine Learning (ML) are among the biggest developments in e-commerce. They put in a
lot of work in the background to provide customised shopping experiences. To provide
individualised product suggestions and marketing efforts, artificial intelligence (AI)
algorithms examine consumer behaviour, interests and previous purchases. E-commerce
companies may increase consumer engagement and conversion rates by utilising AI to create
personalised experiences that appeal to their audience. Artificial intelligence (AI)-powered
chatbots offer immediate customer service and machine learning algorithms mine large
databases to forecast user preferences and suggest products that are relevant. With artificial
intelligence (AI) enhancing pricing tactics, inventory control and even fraud detection, e-
commerce has a bright and proactive future.

Advantages of AI and ML Powered Personalization

a. Deeper insights: Large amounts of data may be mined and read by AI, giving businesses
access to deeper insights for more individualised consumer preference.

b. Better Advertising Targeting: AI improves ad targeting, resulting in more profitable

and efficient advertisements that use less money on marketing.

c. Intelligent Product Suggestions: By proposing products that compliment customers'

current purchases, artificial intelligence (AI) creates intelligent, personalised
recommendations that increase profits.

d. Improved Customer Assistance: Beyond pre-programmed responses, AI-powered

chatbots use sentiment analysis, natural language processing and other AI approaches to
give customers a better customer care experience.

e. Improved Search Results: Due to AI's ability to comprehend the subtleties of human
language, relevant search results are returned even when users do not submit exact
keywords.

f. Important Client Information: AI gives businesses access to vital customer data that
they can use to improve customer experiences, address customer pain spots and optimise
offers and processes.

2. Buy Now Pay Later (BNPL)

Customers can make purchases both online and in-store with the convenient option of
Buy Now Pay Later (BNPL), which allows them to defer payment. A number of factors
including the rise in popularity of BNPL services among youth, increased merchant usage,
digitalization and the introduction of new lending institutions like Bajaj Finance, etc. are

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

driving the expansion of this industry. Because BNPL services allow them to buy expensive
laptops, smartphones or other products in installments, BNPL becomes very popular amongst
youth.

3. Augmented Reality (AR) and Virtual Reality (VR)

It is revolutionary how AR and VR are being incorporated into e-commerce trends.

Immersive technologies of AR and VR offer dynamic and captivating purchasing experiences
that have the potential to completely transform e-commerce. Customers may see products in
real life settings with augmented reality (AR), which helps them make well-informed
purchases. By constructing virtual shopping spaces where clients can look at and engage with
products in a very engaging way, virtual reality (VR) goes one step further. For example,
using a virtual fitting room to try on clothing or seeing how a piece of furniture will fit into
your home before buying. In addition to improving consumer satisfaction, augmented reality
and virtual reality technologies are revolutionising the way that reduces product returns.
Businesses are leading the way in utilising these technologies as consumers demand
customised and engaging shopping experiences.

4. Block-Chain Based Supply Chain and Securing the Future of Transactions

The e-commerce supply chain can be made more efficient with the help of block-
chain technology. Its open and decentralised architecture makes it possible to trace products
safely and effectively from production to distribution. Businesses may increase supply chain
visibility, lower fraud and foster customer trust by using block-chain to guarantee product
authenticity and traceability.

Cryptocurrency-related block-chain technology has the potential to completely

transform e-commerce by guaranteeing safe and open transactions. Beyond its connection to
virtual currency, block-chain offers a tamper-proof ledger that improves supply chain
transparency and confidence. Block-chain has a wide range of applications in the future of e-
commerce, from product accountability to contract automation. Companies that use this
technology will increase customer trust while also strengthening transaction security.

5. Chat-Bots and Voice Assistance

The way we shop online is changing due to the popularity of voice-activated virtual
assistants like Google Assistant and Alexa. Conversational artificial intelligence (AI) and
voice assistants have become important developments in e-commerce innovation. The ability
to make purchases using voice commands or voice commerce or v-commerce, represents a
dramatic change in how customers engage with e-commerce systems going forward. With
voice commands, consumers may use voice-based shopping to purchase orders, ask questions
and get customized recommendations. Businesses may meet the increasing demand for voice-
enabled devices by offering a hands-free and easy purchasing experience through the
integration of voice commerce capabilities into their platforms. Staying relevant in this new
paradigm will require optimising websites for voice search and incorporating voice-activated
shopping capabilities as speech recognition technology advances.

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

6. Mobile Commerce (m-Commerce)

The increase in the number of smartphones has led to the growth of the Mobile
Commerce (M-Commerce) industry. Businesses are responding to the growing trend of
consumers using mobile applications for their purchasing needs by developing Progressive
Web Apps (PWAs) and responsive designs. The future of e-commerce is smooth mobile
experience integration; user-friendly applications and mobile-friendly websites work together
to offer an engaging shopping experience for the increasing number of mobile consumers.

7. Social Commerce

The online buying experience is changing due to social commerce, which is the e-
commerce trends of 2024 that combine social media and e-Commerce. Shopping capabilities
are being integrated by social media sites like Facebook and Instagram, allowing users to find
and buy things inside the app. Influencers are essential in this market because they may
advocate products and provide smooth transitions from product discovery to buying.
Effective use of social commerce by businesses allows them to reach a large audience and
convert social interactions into real sales.

8. Subscription-Based Models

As customers look for convenience and customised experiences, the subscription-

based e-Commerce model is becoming more popular. Businesses are looking at creative
methods to provide regular, hassle-free access to goods and services. In addition to giving
companies a steady stream of income, the subscription model encourages brand loyalty
among customers who value individualised and dependable experiences.

9. Same Day Delivery and Instant Pickup

Innovations in e-commerce, such as lightning-fast shipping and rapid pickup counters,

benefit customers and businesses both. This enable customers to conveniently and swiftly
receive their orders. Customers can receive their goods in as little as a few hours with
lightning-fast delivery and they can pick them up in minutes at instant pickup counters. This
is very helpful for those that require urgent supplies. This may set retailers apart from rivals
and boost client loyalty, providing your business a competitive edge.

10. Single-Click Checkout

The lengthy and tedious checkout procedure is the main reason why sales are lost. It
was estimated that 17% of consumers give up on their carts because the checkout process is
too complicated or takes too long. It's a common issue on a lot of websites that don't
streamline their checkout procedure, which affects their ability to generate revenue. The best
method to overcome it is to use checkout with only one click. Orders are processed through a
single-page payment form. Once customers provide the required information, the payment
processor stores it for use in future transactions. It's an easy way to reduce cart abandonment
rates because it eliminates the source of frustration for a lot of online shoppers.

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

11. Digital Storefronts

A "digital storefront" is an electronic visual depiction of a company and brand. It

resembles the physical characteristics of traditional brick-and-mortar stores, which offer a
customised experience and maintain a personal connection. Features like product listings,
images, descriptions, prices, and customer reviews are all part of an online store. With the
help of digital storefronts, companies may increase online sales, attract a larger audience, and
grow their customer base.

12. Re-Marketing

Remarketing is a potent e-commerce innovation tool that lets you focus on clients
who have previously expressed interest in your goods or services. By showing customized
advertisements to these clients, it helps to boost conversions and enhance your return on
investment (ROI). Makes it possible for your brand to remain relevant to prospective buyers
by reminding them of it and enticing them to buy. It offers insightful data on consumer
behaviour that you may use to better target your marketing campaigns and enhance your
entire e-commerce plan.

13. E-Wallet

E-wallet technology presents a plethora of advantages for e-commerce innovation by

offering consumers a safe and easy means of making purchases online. Using e-wallets,
clients may centrally store their payment details, which expedites and simplifies the checkout
process. Additionally, digital wallets and bank accounts can be synchronised. You can store
this data on your phone together with your health card, driver's licence and other documents.

14. Sustainable e-Commerce

Sustainable e-commerce is a major trend in the market as people become more

conscious of environmental issues. Customers are actively looking for environmentally
friendly goods and assisting companies who put sustainability first. By implementing
sustainable practices, such as utilising eco-friendly packaging, encouraging ethical sourcing,
and cutting carbon emissions, companies can stand out in the market and draw attention of
environmentally sensitive customers. E-commerce that is environmentally friendly also
improves consumer loyalty and brand reputation.

15. Drone Delivery

Over the past century, there has been a noticeable trend towards robots taking the
place of human. Automated machinery was first used in food production and auto assembly
lines. As e-commerce advances, artificial intelligence and machine learning impose
limitations on human participation. The latest innovation is drone delivery for food and
products. The retailers are getting many benefits from this innovation such as cost cut, time
saving, etc. Amazon was the first company which used this innovation. In 2016, Domino's, a
well-known example in the food sector, used a drone to deliver a pizza in New Zealand.

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V. THE APPLICATION AND IMPACT OF ARTIFICIAL INTELLIGENCE

(AI) IN E-COMMERCE

The use of AI globally is influencing software development. These technologies are

gaining momentum in the business sector and many businesses are using them (Musleh Al-
Sartawi, 2021). In the hopes that AI applications will produce more than billions of dollars in
economic value in the upcoming years, numerous companies have developed strategies in
this field (Jiao, 2018). Software development can greatly benefit from advanced analytics and
artificial intelligence algorithms (Luo et al, 2019). This facilitates large-scale and seamless
decision-making in real time.

The foundation of e-commerce is the idea that some or all commercial organisations
and their clients of all sizes can combine economic activity by using communication and
computing technologies. AI technologies are starting to permeate a number of e-commerce
industries, including trade and business (Yao-Zhi et al., 2019). The process of choosing
products is made easier by artificial intelligence, which also provides recommendations for
them (Khrais, 2020). Apart from directing trade negotiations and discussions, solving issues
with product scheduling and enhancing the competencies of service providers. With the
availability of a (robotic) system for determining how much to charge for commodities listed
on the international market (Musleh Al-Sartawi, 2021). The supply chain management and
organisation department uses artificial intelligence to grow its operations and boost the
profitability of the resources attained (Cockburn, 2019).

Businesses face a number of challenges in figuring out how much to charge for their
goods in relation to current market rates, as well as what kind of prices to provide when many
products are sold together (Kolodin et al., 2020). Having intelligent technologies that can
effectively automate responses helps reduce the requirement for a highly experienced staff to
respond to consumer inquiries (Luo et al., 2019). The client must have a clear understanding
of the type of items the manufacturer may provide in order for the producer to guarantee
customer pleasure, the manner in which the product assortment is positioned, the presentation
style and the maximum prices for every one of its cases (Kumar and Trakru, 2019). The e-
commerce industry has experienced significant growth in recent years, primarily due to data
analytics. These days, some businesses provide advertisers with a restricted range of
consumer behaviour, interests and data to make the money spent on advertising worthwhile
(Hannoon, 2021). Companies nowadays are putting a lot of effort into determining the best
marketing plan for them because dealing with so much data has its own set of difficulties.
This brings us to the significance of artificial intelligence. There are numerous platforms
available nowadays that enable paid marketing campaigns and direct users towards the most
pertinent one for their needs (Kolodin et al, 2020). One of the most well known platforms is
an AI application designed to make it easier to automate and manage marketing campaigns
without the need for human participation (Di Vaio et al., 2020).

The following are some examples of the sophisticated and clever tasks that artificial
intelligence platforms are capable of carrying out in relation to human thought (Karolak et al,
2021). The most significant of them on a worldwide scale, are as follows:

1. Google Cloud AI Platform

For creating cloud-based software, this platform offers machine learning, deep
learning, natural language processing, speech and vision capabilities. These features include:

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

Speech: This platform uses neural network models to provide interfaces for text-to-speech
and speech-to-text conversion. Additionally, the audio is transformed to text in 120 different
languages. The audio files can be converted from the (MP3) or (LINEAR16) formats
(Davenport and Ronanki, 2018).

Vision: It is trained to recognise objects, faces and handwritten and printed texts via APIs
and it uses machine learning models to communicate its capabilities over REST and RPC
APIs (Khrais, 2020).

2. Microsoft Azure AI Platform

Software developers who offer features like speech, machine learning, vision and
language skills are drawn to it as a popular option for creating artificial intelligence (Song et
al., 2019).

3. IBM Watson

In addition to advertising, this platform offers solutions for financial services, the
internet of things, media, healthcare, oil and gas and any cloud environment. It also enables
integration and offers developers training on a flexible information architecture (Khrais,
2019). In addition to offering various tools for developers, the goal is to speed up the creation
and implementation of models for these platforms (Yao-Zhi et al., 2019).

4. BigML

It provides strong machine learning techniques and lets programmers work with well-
known languages like Ruby, Java, Python, Node.js and Swift (Khrais, 2020).

5. Infosys Nia

Software developers can construct AI-powered applications with the AI platform;

Machine learning, contract analysis, chatbot creation and numerous analytics problems are
among the following skills (Soni et al., 2019).

AI has ability to automate digital marketing services and save time and money
(Hannoon et al., 2021). Some of the benefits of using AI Programs are:

 Help to Understand Customers: AI is capable of data analysis to forecast target

customers' decisions and purchase patterns.
 Boost User Satisfaction: Businesses can leverage AI data to give their customers what
they need and deploy chatbots for technical support (Arrieta, 2020).
 Improved Marketing: AI facilitates cutting through intuition and hunches and develop
marketing plans based on careful planning and data research (Sanad and Al-Sartawi,
2021).
 Increase Productivity: Businesses can automate a lot of tedious and unpleasant
processes with the help of AI algorithms. The client will benefit from increased
productivity as well as time and money savings (Nadikattu, 2020).

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

Technology and consumer behaviour are changing in ways that are unanticipated.
Consequently, the discipline of digital marketing will continue to evolve in tandem with these
advancements. As a result, it's critical that businesses stay up to date on all developments and
trends in the sector (Tussyadiah and Miller, 2028).

Since artificial intelligence has emerged, all e-commerce businesses are trying to
determine the best marketing plan for their goods (Kolodin et al, 2020). Social networking
sites like Facebook, Twitter and Instagram are becoming tools for the company's marketing
initiatives due to artificial intelligence (Soni et a., 2019). The goal of the artificial intelligence
programme is to support these initiatives and the strategies and tools used to manage them, all
without the need for human intervention (Khrais, 2020). When an artificial intelligence
programme is activated, chatbots will become more intelligent. Artificial intelligence is
currently used in chatbots used by e-commerce enterprises and all commercial markets
(Karolak et al., 2021). With the application of chat bots, all users now have the ease and
convenience of communicating with all brands (Chia-Chen et al., 2019). When appropriate,
natural language is used for user-to-user communication in order to accomplish this (Musleh
Al-Sartawi, 2021). Chatbots are now superior to traditional customer support, particularly
when it comes to sales and marketing issues (Kumar and Trakru, 2019). Because of the
artificial intelligence programme, the companies may now easily earn higher revenues (Fu et
al. 2019).

VI. CONCLUSION

E-commerce innovation has completely changed the way we shop, enabling quick
clicks to purchase goods and services from anywhere in the globe. Technology breakthroughs
have allowed e-commerce to grow beyond simple online buying. It's critical for both
customers and companies to keep updated and adjust to the latest trends and developments as
the ecommerce market continues to evolve. Staying ahead of the competition and adopting
cutting-edge strategies and technology can put you in a strong position to compete in the ever
evolving e-commerce industry. Technologies like AR, VR, AI, block-chain, and
sustainability are causing a rapid change in the e-commerce sector. These developments
improve consumer experiences, lower return rates, and customise the purchasing experience.
In the quickly developing field of e-commerce, companies can improve consumer satisfaction
and increase revenue by adopting these advances. The customer’s trust can be increased by e-
commerce businesses which provide better deals and services, replacement guarantees,
logistical solutions, numerous payment systems, round-the-clock customer support and the
resolution of online payment fraud by building trust. A growing number of companies are
actively investing in artificial intelligence to get around challenges to product expansion,
such as securing real product reviews, cutting operating costs, and making room for more
accurate product matching. Artificial Intelligence (AI) technology is poised to become a
dominant force in the digital era, driving exponential growth across many platforms such as
Facebook, Snapchat and online shopping apps. Advances in technology and changing
consumer preferences will bring about significant changes in the future of e-commerce
payments. Businesses must adapt, incorporate cutting-edge payment methods, and give
priority to secure and frictionless experiences if they want to prosper in this fast-paced world.
And lastly, technical intelligence continues to grow because it always surprises us with a new
innovation and update that makes life easier for businesses and speeds up our ascent to the
top.

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 Chapter 1: Emerging Technologies, Innovations snd Artificial Intelligence (AI) in E-Commerce

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