Online sales rise as AI chatbots help shoppers during holidays

AI-powered chatbots played a key role in boosting online sales during the 2024 holiday season, with United States e-commerce revenue rising nearly 4% year-on-year to $282 billion, according to Salesforce. Consumers increasingly relied on AI-based customer service tools for purchases and returns, with chatbot usage growing by 42% compared to 2023. Retailers also leveraged targeted promotions, product recommendations, and loyalty programmes to attract bargain hunters.

Despite the sales growth, a sharp increase in product returns emerged as a significant challenge for retailers. The return rate climbed to 28%, up from 20% in the previous year, potentially affecting profit margins. Caila Schwartz, director of Consumer Insights at Salesforce, noted that AI-driven tools would be crucial in 2025 to help retailers reduce losses from returns and retain customers. Mobile shopping remained dominant, with 79% of all orders placed via smartphones, peaking on Christmas Day as last-minute buyers made their final purchases.

Social media platforms such as TikTok Shop and Instagram also played a growing role in holiday sales, driving 14% of traffic to e-commerce sites. AI-driven sales reached $229 billion globally, an increase from $199 billion in 2023. As retailers continue to invest in digital shopping tools, the balance between AI-driven efficiency and managing high return rates will be critical for sustaining profitability in the coming years.