Divergent Pathways of Artificial Intelligence Adoption in E-Commerce:

The transformative impact of Artificial Intelligence (AI) on global e-commerce is shaped by profound regional disparities, yet comparative analyses remain limited. This study introduces a novel Technology-Economics-Society-Regulation (TESR) framework to systematically compare AI adoption pathways in e-commerce across China, the United States, and the European Union. Through a systematic literature review following PRISMA guidelines, analyzing 142 peer-reviewed studies from 2018–2023, we identify distinct regional paradigms. China’s platform-centric model leverages integrated ecosystems and vast data scale for operational efficiency and immersive engagement. The United States pursues a market-driven approach, emphasizing Software-as-a-Service solutions and personalization for competitive advantage. The European Union prioritizes a rights-based governance model, focusing on privacy, explainability, and ethical compliance. These divergent trajectories, driven by interdependent technological, economic, socio-cultural, and regulatory dynamics, challenge assumptions of global convergence in AI adoption. This research bridges a critical gap by providing a structured comparative framework, offering actionable insights for policymakers, practitioners, and researchers navigating the heterogeneous evolution of AI-powered e-commerce.