#Japan #Tokyo #AI Agents #Agent Commerce #Plateer Japan

The Expanding Impact of AI Agents on E-Commerce

As e-commerce evolves, artificial intelligence (AI) is playing a pivotal role in shaping how consumers shop and interact with brands. Plateer Japan has introduced the concept of the "Agent Commerce Circular Model," demonstrating how AI is influencing three distinct areas within e-commerce.

AI's Role in Enhancing Customer Experience

In the traditional world of e-commerce, shopping typically began with users entering product names, categories, or keywords into a search engine and sifting through results. However, as AI technology matures, we are entering an era where this process transforms into a conversation. Consumers can now express their intentions, needs, and contexts to AI: "I'm looking for comfortable yet stylish shoes for my autumn trip" or "I need a bag under 10,000 yen that works for both work and weekends." This interactive consultation enriches the purchasing journey, as AI can interpret user inquiries and suggest tailored options from an extensive database of products.

The shift in how users search for products signals more than just an advancement in technology; it's about an enhanced customer experience (CX). By enabling a more personalized shopping environment where users can confidently make informed decisions, e-commerce platforms can boost conversion rates (CVR) and facilitate cross-selling opportunities. To keep up with these advancements, e-commerce platforms must integrate systems that allow users to engage with AI based on their specific needs and dilemmas.

Transitioning from Behavioral Data to Intent Data

Historically, understanding customer behavior in e-commerce was rooted in analyzing actions such as page visits, clicks, searches, cart entries, and purchases—collectively known as behavioral data. While these insights could indicate what users were doing, they fell short in uncovering the underlying motivations driving their searches.

Conversely, engaging in a dialogue with AI can unveil user intents, contexts, criteria for selection, and even emotional states. For instance, a user looking for a gift for a soccer lover may reveal preferences such as ease of use for beginners, durability on rainy days, or a product's washability through a simple conversation.

These insights, derived from user interactions with AI, promote a deeper understanding of customer intentions, or intent data. This understanding allows for more precise recommendations based on what consumers truly seek, transforming their shopping experience from vague inquiries to tailored consultations. Additionally, e-commerce businesses benefit from this enhanced understanding by refining their marketing strategies, merchandise planning, and promotional efforts based on identified customer intents.

Key Aspects of Intent Data

At Plateer Japan, we categorize intent data analysis into five key aspects for further insights:
1. Purpose: What are users looking for?
2. TPO: When, where, and in what context will they use the product?
3. Key Buying Factors (KBF): What attributes are crucial in their selection—price, function, design?
4. Reason to Believe (RTB): What factors bolster their purchase decision—reviews, popularity?
5. Emotional State: What feelings accompany their searches, such as hopes and anxieties?

Moving from Web Searches to AI Searches

The traditional approach to driving traffic to e-commerce sites involved optimizing for search engines like Google to ensure visibility. Nowadays, consumers are increasingly turning to AI-driven tools such as Google’s AI Overview and ChatGPT or Gemini to obtain product information. In this landscape, businesses that rely solely on conventional SEO tactics may struggle to engage users effectively.

With the rise in users completing information-seeking tasks with AI-generated answers—often referred to as "zero-click searches"—brands risk missing out on potential exposure, even if their sites appear in search results. If users do not see their brand or product mentioned in AI responses, they might never consider it as a viable option. Hence, it is crucial for brands to ensure their products are integrated into the AI's responses, positioning them appropriately for consumer discovery.

Interconnectedness of the Three Areas

Each of the aforementioned areas—enhanced purchase experiences, in-depth customer understanding, and evolving search methods—are intertwined rather than operating independently. By allowing customers to consult AI during their buying journey, businesses not only improve the buying experience but also gather valuable intent data. This data can then be leveraged to understand customer goals and selection criteria, which, in turn, enhances product information, content, and overall customer experience on the e-commerce platform.

Furthermore, presenting this data in forms that are easily interpretable by AI systems increases the chances of brand and product visibility through AI-driven searches. Thus, new users can discover the e-commerce site, reinstating a conversation with AI, adding yet another layer of new intent data to the cycle.

At Plateer Japan, we believe that the synergy between website AI customer service, intent data, and geographic targeting forms a holistic cycle that enhances customer experience and creates new touchpoints with potential customers.

Participation in the AI Commerce EXPO 2026

In light of our ongoing commitment to advancing e-commerce through AI solutions, Plateer Japan will showcase our innovations at the "AI Commerce EXPO 2026" on September 3-4, 2026, at the Tokyo Big Sight venue. On September 4, our CEO, Lee Bong Kyo, will present a seminar titled "In-Site AI Creating Next-Generation Customer Engagement: Balancing CVR Improvement and GEO Strategies."

During the seminar, attendees will gain insights into extracting intent data from natural language interactions and its impact on improving conversion rates, along with strategies to harness this data for geographical targeting, fostering new customer acquisition through AI.

For more information about our solutions and participation in the event, please visit Plateer Japan's official website.

For inquiries regarding our services, please reach out to:

Plateer Japan Marketing Team
Email: [email protected]