Online retailers could miss out on sales this Black Friday if they’re not optimised for AI, an ecommerce expert has warned.

Recent data from the National Retail Federation’s 2026 survey on back-to-school shopping habits suggests consumers who use AI to help make purchasing decisions are spending 30% to 40% more per order. However, ranking highly on Google does not automatically mean AI will recommend your products, as Thomas Phillips, CEO and SEO expert at DTC SEO Agency, points out.

“Retailers have spent years fighting for the first few positions on Google, but we’re moving into a world where a customer might not visit a search results page at all,” he said. “That means being visible isn’t enough anymore. Your products need to be easy for these systems to understand, compare and trust.”

He added: “The fact we’re seeing AI-assisted shoppers spending as much as 30% to 40% more per order should get the attention of every ecommerce business heading into Black Friday. This isn’t just another marketing trend. We’re potentially seeing a new type of high-value customer emerge.”

Retailers should clearly state materials, dimensions, compatibility, use cases, specifications and the type of customer the product is designed for.

“If somebody asks AI for a very specific product recommendation, vague copy makes it harder for your product to become the answer,” Phillips explains.

Pricing, stock availability and product information should be consistent across the retailer’s website and shopping feeds.

Structured data helps search engines and other systems understand information including price, availability, ratings and product details.

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