The future of e-commerce: as AI drives the mass market, niches deliver emotion

The world of e-commerce is rapidly moving in two complementary directions. On one side, large online marketplaces and international brands are becoming ever more driven by artificial intelligence (AI). These environments are becoming highly efficient, automated, and, inevitably impersonal. That shift, however, opens doors for others – for smaller, soulful niche stores. Brands that don’t just sell products but emotions, identity, and deeper experiences.

In the Äripäev Radio e-commerce show, designer and Xfiner founder Lauri Post explained that AI will likely impact rational purchases first – things like car tires or groceries. “You’ll just type: ‘put together my cart, find the best price,’ and the machine will do the rest. But emotional purchases – luxury, design, experience – no algorithm can (yet) replace,” he said.

Brand and emotion as a competitive edges

According to Post, a clean website and fast delivery are no longer enough. Customers are looking for a story that speaks to them. “If a brand shares the customer’s values and makes them feel good, they’ll come back,” he noted.

“Design is a relationship, not just an image on a screen”

While big platforms tend to standardize their visual language and user experience, niche stores stand out through personality – the human details that reflect authenticity. Every color, message, and packaging choice becomes part of an experience that makes the purchase memorable.

The rise of niche stores

Post believes we’re entering a golden era for niche brands in e-commerce. “We already see how one big brand can split into several smaller niche stores that each target a specific audience,” he said. “These stores build communities and personal experiences – exactly what large AI-driven platforms can’t replicate.”

These businesses don’t aim for the masses, but for the right people. They might be smaller, but the loyalty they earn is worth far more than thousands of random clicks.

Keeping humanity in the age of AI

Emotional connection and trust don’t appear by accident – they are built through conscious design decisions. To preserve them, it’s worth taking a look in the mirror every now and then and asking whether your online store still speaks to your customers as strongly as before.

Although artificial intelligence is making e-commerce increasingly smart and efficient, a brand stays alive thanks to its human side.

Post’s advice to e-merchants is simple: talk to your customers. Ask what resonates with them and what makes them come back. That understanding helps design experiences that stand out in a world run by machines.

“AI can make shopping more efficient, but emotion is what turns commerce into experience,” Post concluded.

How to refresh your store design?

Your design doesn’t need to change every year, but stagnation is just as risky as over-experimentation. Experts suggest a thorough design refresh every three to five years to keep your website up to date both technically and visually.

Before making changes, do your homework: collect customer feedback, review analytics, and identify where visitors “drop off”. During the update, always test whether the design works on mobile, whether the message is clear and engaging, and whether the payment flow is logical and easy to use. A well-planned redesign is not just a visual update – it’s a strategic investment in the future of your brand.