Sellers on marketplaces and online stores are facing new fraudulent practices from buyers

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Ilya Aboimov, Head of Product at GROSA Softline Digital, particularly highlighted the areas of AI application as improving sellers' search results and encouraging customers to open their product cards: "For this purpose, marketplaces provide services to sellers, such as SEO card optimization, product background generation, etc., in an effort to recoup the cost of implementing AI technologies. Since traditional offline retailers display products on shelves, they paraguay whatsapp number database cannot implement such functionality. However, I am sure that in the near future, offline retailers will also begin to use AI to create advertising materials displayed on various screens inside retail outlets in order to improve the personalization of advertising for their customers. In addition, foreign offline retailers are implementing an AI-based search function on their websites for a more flexible search for the necessary products. In this case, search results are generated not only based on product names, but also on their content, which allows you to find specialized items, such as lactose-free or gluten-free products. Additionally, AI can be used to extract product characteristics from product descriptions and photographs, allowing for rapid updates to product information management systems."

Napoleon IT Development Director Sergey Beloklokov sees the reason for the practical interest of online trading in the fact that companies in this sector have the opportunity to immediately apply tools in already implemented products with a large audience: as soon as a company understands what processes it can speed up and improve with the help of artificial intelligence, it can immediately apply them.

A representative of the press service of Internet Solutions LLC (Ozon marketplace) told a ComNews correspondent that Ozon has built a multi-level fraud analysis to identify fraudulent events, which also uses machine learning.

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In Q1 2024, Tinkoff Kassa discovered 1.7 times more unique schemes to deceive entrepreneurs online than in the same period a year earlier. The number of fraudulent schemes aimed at abusing loyalty programs and exploiting vulnerabilities of various online businesses, including online stores and marketplaces, has increased.

Every second retailer allocates up to 2% of their digital budget to AI, while every second company in e-commerce invests 3-5%. In general, both companies expect AI to reduce costs and have positive effects in terms of customer loyalty, but e-commerce companies also believe in increasing the value of products as such.

Ilya Aboimov confirmed that major players in the e-commerce sector invest more time and money in projects related to artificial intelligence than traditional offline retailers: "E-commerce is traditionally a more modern, flexible and advanced segment of the retail market. There are practically no outdated technologies and processes in this sector, which ensures more efficient management of development and changes, which in turn allows for faster testing of hypotheses."