THE POTENTIAL OF AI IN B2B E-COMMERCE: A STRUCTURED LITERATURE REVIEW

Harald Konnerth

Economy & Business Journal, 2023, vol. 17, issue 1, 114-133

Abstract: Unlike B2C E-Commerce, the exploration of E-Commerce in the B2B domain has not been as extensive, although B2B business models are expanding, and the number of purely online transactions is steadily increasing. The following application areas highlight the potential of Artificial Intelligence (AI) in B2B commerce for enhancing efficiency and improving the customer experience. Personalization enables individual product recommendations and tailored offers. AI analyzes data to predict customer needs and provide recommendations while automating repetitive tasks such as order processing and customer support. AI-powered systems assist customers in product search and ordering, and aid in dynamic pricing to maximize revenue. This paper summarizes the existing literature through a structured literature review in the context of B2B E-Commerce.

Keywords: artificial intelligence; machine learning; e-commerce; electronic-commerce; b2b; business-to-business (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:isp:journl:v:17:y:2023:i:1:p:114-133

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