New data indicates that AI-powered shopping could reduce product returns, a significant cost for ecommerce businesses.
This potential benefit is highlighted in Adobe’s “AI Traffic Trends Report” from August 2026, which analyzed data from over 1 trillion visits to U.S. retail websites and 100 million SKUs. The report also includes insights from a survey of 5,000 U.S. consumers conducted in July 2026.
In its 59-page Traffic Trends Report, Adobe briefly discusses the impact of ecommerce returns.
The survey revealed that 69% of respondents who utilized AI for online shopping reported being less inclined to return a product bought with AI assistance. Additionally, 77% of these individuals expressed increased confidence in their purchases when aided by AI.
From these findings, AI shopping is shown to:
- Offer more comprehensive product information.
- Decrease uncertainty in purchasing decisions.
- Enhance the alignment between shoppers and products.
- Result in fewer returns.
Well-Informed Shoppers
According to Adobe’s data, consumers arriving at retailers’ websites through AI platforms typically have a clear idea of what they intend to purchase.
In July 2026, visitors referred to retail sites by AI exhibited a 60% higher conversion rate compared to non-AI-referred traffic, leading to a 53% increase in revenue per visit.
Previously, shoppers would visit multiple ecommerce platforms to compare various product attributes. Now, AI assistants can streamline this process by conducting research and making recommendations based on individual preferences.
Meta’s Muse is a prime example of this approach, utilizing virtual browsers to explore numerous online stores before suggesting a product. This occurs after the AI has narrowed down options and addressed uncertainties.
Product Details
For online retailers, the key takeaway lies in the importance of detailed product information rather than just focusing on AI-generated traffic.
Accurate and extensive product details, including specifications, dimensions, reviews, and comparisons, are vital for reducing purchase uncertainty with AI assistants.
By providing comprehensive information, merchants not only secure AI recommendations but also potentially decrease returns by matching the right product with the right shopper.
Return Rates
While it is premature to determine the full impact of AI-driven shopping on return rates, the initial evidence suggests a positive correlation between informed shoppers and reduced returns.
Improving shopper knowledge through AI assistance could lead to fewer returns, presenting a valuable advantage for ecommerce businesses.
