Artificial Intelligence and E-Commerce Loyalty: What 425 Russian Consumers Revealed

A 2023 study by Russian and Canadian researchers found that while AI tools are widely used in Russian e-commerce, they are not yet essential to consumer purchase decisions. Women, highly educated, and frequent shoppers showed greater trust and loyalty toward AI-powered platforms.

In a detailed and timely exploration of artificial intelligence in online retail, researchers from the Peoples’ Friendship University of Russia (RUDN University), the Institute of Control Sciences of the Russian Academy of Sciences, and Cape Breton University in Canada have undertaken a large-scale study on the role of AI in shaping consumer loyalty. Led by Svetlana Ratner, Svetlana Revinova, Svetlana Balashova, and Ayse B. Ersoy, the research surveyed 425 Russian internet users in late 2023, revealing how AI tools are perceived and used by modern online shoppers in one of the world’s fastest-growing digital economies. With Russia’s e-commerce market exceeding 6.3 trillion rubles in 2023, understanding consumer-AI interaction has never been more crucial.

AI Tools Are Common But Not Essential

AI technologies such as chatbots, visual search, voice assistants, augmented reality, and virtual shopping assistants are now commonly found on major e-commerce platforms. These tools aim to personalize the user experience, streamline product discovery, and simplify navigation through the digital marketplace. However, despite their increasing presence, the study finds that these tools are not yet central to most purchasing decisions. Visual search was identified as the most used feature, followed by chatbots and virtual assistants. Interestingly, around 20% of respondents stated they didn’t use any AI tools at all, highlighting a clear divide between availability and adoption. Moreover, the researchers discovered a misunderstanding among some participants, who seemed to confuse visual search with standard website navigation, suggesting that clearer definitions and user education may be needed to ensure effective AI engagement.

Convenience Appreciated, But Trust Is Selective

The survey results show that Russian consumers appreciate the convenience AI offers, particularly in the form of personalized recommendations. Over half of the respondents found AI suggestions useful and expressed a willingness to act on them. However, the line is drawn at AI pushing consumers toward unplanned purchases—an area where skepticism prevails. While two-thirds of users said AI tools were helpful and easy to use, they also emphasized that their purchasing decisions primarily depend on the quality of product information, availability, and customer service, not the presence of AI. This suggests that while AI can enhance the online shopping experience, it currently plays a supporting role rather than being a decisive factor.

Demographics Shape Attitudes Toward AI

A deeper dive into the data reveals significant demographic trends in how AI tools are perceived. Women responded more positively across nearly all metrics, including ease of use, trust, usefulness, and loyalty to AI-powered platforms. Educated users were also more receptive, rating AI features higher in terms of enhancing their shopping experience and reducing cognitive load. Meanwhile, income level had an inverse effect—those with higher incomes were generally less trusting of AI technologies, possibly preferring personalized service and brand-oriented shopping over automated suggestions. These individuals were also less likely to find AI tools useful or easy to use, suggesting that the appeal of AI may be more pronounced among value-focused consumers than status-driven ones.

Frequent Shoppers Show Greater Loyalty to AI

The study also found a strong link between shopping frequency and openness to AI. Respondents who shop online more often expressed higher levels of trust and satisfaction with AI tools. They were also more likely to see AI as an integral part of their shopping experience, stating intentions to continue using AI-supported platforms and even recommend them to others. However, even within this more engaged segment, AI was not seen as essential. Rather, it was appreciated for its efficiency and added value in navigating the crowded online marketplace. The convenience of personalized recommendations, especially when time is a constraint, seemed to strike a chord with this group.

AI Has Potential, But E-Commerce Firms Must Bridge the Gap

While AI has clearly established itself as a valuable feature in the Russian e-commerce ecosystem, its potential is not yet fully realized from the consumer’s point of view. The researchers conclude that although most users are aware of AI tools and have used them at some point, the presence of these technologies is not a make-or-break factor in purchasing decisions. There is room for growth in both technology deployment and consumer education. For AI to transition from a passive enhancement to an active loyalty driver, companies need to foster clearer communication about how these tools work and how they can benefit the shopper directly.

The findings present a compelling case for e-commerce companies to assume a more proactive role, not just in implementing AI tools, but in guiding users through their functions and advantages. As familiarity grows and consumers become more comfortable with AI’s capabilities, loyalty could shift more decisively toward platforms that leverage technology effectively and transparently. This study lays the groundwork for future research and serves as a valuable resource for online retailers aiming to better understand and respond to consumer behavior in the AI era.