The Role of AI Technologies in E-Commerce Development: A European Comparative Study

As global economies accelerate their digital transformation, artificial intelligence (AI) technologies have become a key driver of innovation and economic growth, especially in the electronic commerce sector. This study examines the impact of AI applications in marketing and sales on e-commerce performance across European economies, using official data from Eurostat. Our methodology includes factor analysis to identify underlying data structures, linear regression to explore causal relationships, generalized linear model (GLM) multivariate analysis to assess the combined effect of multiple factors, and cluster analysis to categorize countries based on their level of digitalization. Our results demonstrate a strong correlation between AI use and e-commerce performance, revealing two distinct clusters with unique characteristics. The findings reveal a positive association between the use of AI and firms’ engagement in e-commerce activities, although the influence on turnover appears more limited. This suggests that while AI facilitates entry into the digital marketplace, financial performance depends on a broader set of factors, including technological infrastructure, market readiness, and strategic alignment. These insights provide a solid basis for developing policies and strategies that support digital transformation and technological innovation in Europe, helping to build competitive and sustainable economies.