Online shopping in Europe’s five largest markets is growing, with total e-commerce revenues expected to hit 600 billion euros by 2029. McKinsey & Company’s latest report highlights artificial intelligence as a key driver, predicting a 6% annual growth rate in Germany, the UK, Spain, Italy, and France over the next three years. The study notes that AI is no longer a passive tool but an active participant in the purchasing process, handling tasks like finding deals, reordering items, and compiling carts based on criteria such as price, brand, or sustainability.
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McKinsey’s analysis reveals that 38% of European consumers already use generative AI tools for product research and purchasing decisions. However, consumer preferences for AI integration remain divided. A separate survey by PSE Consulting, which polled 4,250 shoppers in the UK, US, France, and Germany, found that 74% favor independent AI assistants—like ChatGPT—over those embedded in online stores. Only 10% want AI shopping help confined to a single retailer’s site.
Price comparison is a major reason shoppers turn to AI. Despite AI’s role in discovery, consumers still rely on established platforms for fulfillment, payments, and logistics.
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Independent AI assistants are reshaping how shoppers interact with the web. Unlike embedded tools, which are limited to a single retailer’s ecosystem, standalone assistants can aggregate data across multiple sellers. This approach lets users compare prices and product features without being confined to a single platform. However, the report cautions that AI is not replacing marketplaces but rather enhancing their role. Shoppers continue to value the trust and infrastructure that platforms provide, even as they use AI to narrow down choices.
The shift reflects a broader trend in consumer behavior. While AI helps with decision-making, the final purchase often still requires the reliability of established brands. This dynamic suggests that AI is acting as a bridge between discovery and execution, rather than a replacement for traditional shopping channels. As AI tools become more sophisticated, their role may expand, but the core functions of marketplaces—fulfillment, customer service, and logistics—appear secure for now.
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McKinsey’s findings show the growing influence of AI in everyday shopping. With 38% of European consumers already using generative tools, the trend is likely to accelerate. However, the preference for independent assistants over embedded ones indicates that shoppers want flexibility and control. This balance between AI’s capabilities and consumer expectations will shape the future of e-commerce in Europe and beyond.