AI transforms consumer shopping and B2B sales processes

Artificial intelligence is significantly altering consumer and professional purchasing behaviors. In the fashion e-commerce sector, Zalando reported that approximately 10 million customers used its digital assistants in the first quarter of 2026. These AI tools help customers find products based on specific occasions or needs rather than just specific models. In 2025, Zalando noted that AI solutions helped reduce returns related to incorrect sizing by 8 percent.

A McKinsey study from December 2025 indicated that 38 percent of consumers in France, Germany, and the United Kingdom used AI for product searches or purchasing decisions. Among those using AI, 63 percent used it to compare brands, models, prices, and reviews. In Poland, research suggests that half of internet users utilize AI during the purchasing process.

In the B2B sector, AI automation is becoming standard, with 87 percent of sales organizations using some form of the technology. While 92 percent of salespeople using AI agents report that the tools assist their work, challenges remain regarding timing and identifying actual buyer needs. Additionally, two-thirds of B2B customers now prefer to complete the purchasing process without direct involvement from a salesperson.