Year: 2025
Type: dissertation
Abstract: This study investigates the implications of generative AI on small to medium-sized e-commerce businesses. While digital technologies have rapidly reshaped the e-commerce landscape, the integration of generative AI remains in its early stages for many SMEs. The study addresses the question: “What are the implications of generative AI on marketing strategies, product development, and the competitive landscape for small to medium-sized e-commerce businesses?” It aims to identify key opportunities and challenges, offering insights on how SMEs can effectively leverage generative AI to improve operations and stay competitive. The study employs survey methodology, gathering data from 49 small to medium-sized e-commerce organizations. The survey explores aspects associated with generative AI such as the adoption rates, perceived benefits, encountered challenges and future trends. The findings indicate that generative AI is mainly used in marketing for marketing content creation. While the impact on personalized customer experience creation and improved customer experience remains moderate. In product development, it supports early-stage design and prototyping, accelerating time-to-market but contributes less to breakthrough innovation. Competitively, generative AI is seen as lowering barriers to entry, however its broader impact on the market and competition with larger firms remains modest.
Source: Theseus (Ammattikorkeakoulujen)
Author: Aydin, Justina
Institution: Turku University of Applied Sciences
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7057169955