Will online merchants be replaced by AI?
Updated
Online merchants score 66 of 100 for AI exposure. The largest share of their task time, 52%, is work AI speeds up while they stay in charge. AI can take over 40% outright, and 8% stays with people.
- 40% AI can do it
- 52% AI helps
- 8% Needs a person
High exposure
Higher than 97% of the 923 occupations we scored.
Task by task
We graded 34 tasks, listed here from most to least exposed. AI can do 12 of them today, speeds up 19 and leaves 3 to people.
| Task | AI exposure |
|---|---|
| Deliver e-mail confirmation of completed transactions and shipment. Standard automated confirmation emails; trivially generated. | 90% AI can do it |
| Calculate purchase subtotals, taxes, and shipping costs for submission to customers. Checkout software computes totals, taxes and shipping automatically. | 90% AI can do it |
| Compose descriptions of merchandise for posting to online storefront, auction sites, or other shopping Web sites. Generative AI writes product descriptions well; human reviews. | 85% AI can do it |
| Prepare or organize online storefront marketing material, including product descriptions or subject lines, optimizing content to search engine criteria. Generative AI drafts copy and SEO-optimized subject lines well. | 85% AI can do it |
| Create or maintain database of customer accounts. Customer database upkeep is routine digital data management. | 85% AI can do it |
| Transfer digital media, such as music, video, or software, to customers via the Internet. Digital delivery platforms automate fully; little human input. | 85% AI can do it |
| Receive and process payments from customers, using electronic transaction services. Payment gateways already handle this; minimal human involvement needed. | 80% AI can do it |
| Create, manage, or automate orders or invoices, using order management or invoicing software. Invoicing and order software is routine digital work. | 80% AI can do it |
| Upload digital media, such as photos, video, or scanned images to online storefront, auction sites, or other shopping Web sites. Bulk upload tools handle media with minimal human effort. | 75% AI can do it |
| Initiate online auctions through auction hosting sites or auction management software. Auction platforms and software automate listing initiation. | 75% AI can do it |
Show the other 24 tasks
| Task | AI exposure |
|---|---|
| Calculate revenue, sales, and expenses, using financial accounting or spreadsheet software. Spreadsheet and accounting tools compute figures; person reviews. | 70% AI can do it |
| Cancel orders based on customer requests or inventory or delivery problems. Order systems cancel and notify; exceptions need judgement. | 70% AI can do it |
| Correspond with online customers via electronic mail, telephone, or other electronic messaging to address questions or complaints about products, policies, or shipping methods. AI chat handles routine questions; complaints and calls need people. | 65% AI helps |
| Promote products in online communities through weblog or discussion-forum postings, e-mail marketing programs, or online advertising. AI drafts ads and campaigns; community engagement needs people. | 65% AI helps |
| Measure and analyze Web site usage data to maximize search engine returns or refine customer interfaces. Analytics tools and AI summarize usage data; person decides changes. | 65% AI helps |
| Investigate products or markets to determine areas for opportunity or viability for merchandising specific products, using online or offline sources. AI research tools speed market analysis; judgement stays human. | 60% AI helps |
| Disclose merchant information and terms and policies of transactions in online or offline materials. AI drafts policy text; legal accuracy needs human review. | 60% AI helps |
| Design customer interface of online storefront, using web programming or e-commerce software. AI coding and site builders speed design; developer leads. | 60% AI helps |
| Order or purchase merchandise to maintain optimal inventory levels. Forecasting and reorder tools help; buying decisions stay human. | 55% AI helps |
| Develop or revise business plans for online business, emphasizing factors such as product line, pricing, inventory, or marketing strategy. AI drafts plans quickly; strategy and accountability stay human. | 55% AI helps |
| Determine and set product prices. Repricing tools and market data assist; merchant sets strategy. | 50% AI helps |
| Determine location for product listings to maximize exposure to online traffic. Analytics suggest listing placement; merchant makes final choice. | 50% AI helps |
| Select and purchase technical web services, such as web hosting services, online merchant accounts, shopping cart software, payment gateway software, or spyware. AI compares service options; purchase decision is human. | 45% AI helps |
| Devise, select, or purchase domain name and web address. AI suggests domain names; purchase is a simple transaction. | 45% AI helps |
| Create or distribute offline promotional material, such as brochures, pamphlets, business cards, stationary, or signage. AI designs print copy; physical printing and distribution remain. | 40% AI helps |
| Purchase new or used items from online or physical sources for resale via retail or auction Web site. Online buying aided; physical inspection of used goods needed. | 35% AI helps |
| Collaborate with search engine shopping specialists to place marketing content in desired online locations. Mostly coordination with specialists; AI helps with briefs. | 35% AI helps |
| Implement security practices to preserve assets, minimize liabilities, or ensure customer privacy, using parallel servers, hardware redundancy, fail-safe technology, information encryption, or firewalls. AI aids configuration and monitoring; accountable engineers lead. | 35% AI helps |
| Participate in online forums or conferences to stay abreast of online retailing trends, techniques, or security threats. AI can summarize trends; participation itself is personal. | 35% AI helps |
| Integrate online retailing strategy with physical or catalogue retailing operations. Cross-channel coordination needs judgement; AI aids planning. | 35% AI helps |
| Compose images of products, using video or still cameras, lighting equipment, props, or photo or video editing software. Shooting is physical; AI helps with editing and backgrounds. | 30% AI helps |
| Investigate sources, such as auctions, estate sales, liquidators, wholesalers, or trade shows for new items, used items, or collectibles. Attending sales and shows is physical; AI aids online search only. | 20% Needs a person |
| Fill customer orders by packaging sold items and documentation for direct shipping or by transferring orders to manufacturers or third-party distributors. Physical packing and handoff; software only routes orders. | 15% Needs a person |
| Maintain inventory of shipping supplies, such as boxes, labels, tape, bubble wrap, loose packing materials, or tape guns. Physical stock counting and restocking; software only reorders. | 15% Needs a person |
How online merchants compare
All occupations (923)
Business and financial operations (48)
Pay and outlook in the US
- Median pay
- $83,050 a year, May 2025
- People employed
- 271,772 in the US, May 2025
- Projected change in jobs
- +3.9% from 2024 to 2034
Skills to build
- Source used and collectible stock at estate sales and auctions
- Pack and hand off customer orders for shipping
- Maintain shipping supply counts and restock on site
- Edit AI-drafted product descriptions and check them in Shopify
- Query customer records and repeat buyers in SQL
- Build purchase budgets and stock plans in Microsoft Excel
Safer roles nearby
5 related occupations with lower scores.
Questions about online merchants and AI
Will AI replace online merchants?
Partly. About 6 in 10 working hours go to tasks AI can already do, mostly writing product descriptions and calculating checkout totals. Packing orders, restocking shipping supplies and sourcing stock still need a person.
Which tasks will AI take over for online merchants?
Order confirmation emails, checkout totals and product descriptions go first. Confirmation emails score 90 on exposure and send from standard templates, while checkout software already computes taxes and shipping at the same score. Generative AI drafts listing copy at exposure 85, and a person only reviews it.
Which tasks stay human for online merchants?
Packing and handing off customer orders, restocking shipping supplies and sourcing stock stay with people. Software only routes orders, and counting or restocking boxes and tape is physical work. Sourcing at estate sales, liquidators and trade shows requires being there in person.
How can online merchants stay valuable?
Keep the physical work and let AI handle copy and data. Source stock in person, inspect used goods, and pack orders yourself. Review AI-drafted product descriptions in Shopify, then check Google Analytics to see which listings convert. Query customer records in SQL to find repeat buyers.
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Next steps for online merchants
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