eMAG has launched iZi, a conversational shopping agent developed in Romania, designed to help users make fast and informed purchasing decisions. The tool signals a shift from search-based ecommerce to conversation-based shopping, according to Wall-Street.
How iZi works
Integrated directly into the platform, iZi operates as a conversational assistant rather than a traditional search engine.
Read also: Hornbach Romania launches first AI virtual assistant in local DIY market
Users can provide details such as budget, category, or specifications, while iZi analyzes available products, interprets intent, and delivers tailored recommendations.
The assistant combines three key inputs: product data from eMAG, user intent from the conversation, and additional context from the web, including independent review sources.
Early performance data
During its soft launch, iZi was used by around 50,000 users, with early results showing strong engagement:
– users ask an average of 2.6 questions per session
– 1 in 3 users returns the following week
– sessions include 5–6 product page views
– over 90% of feedback is positive
Additionally, about 5% of users place orders directly from the chat, indicating a shift in purchasing behavior.
A shift in ecommerce experience
Irina Pencea stated that iZi represents a major transformation:
“We are moving from search-based ecommerce to conversation-based shopping, inspired by natural interactions between customers and advisors.”
Use cases in complex categories
iZi has proven particularly useful in technical categories such as Electronics and Automotive, where users seek guidance similar to in-store assistance.
Adoption is also growing in Beauty, where product selection depends heavily on personal needs and nuanced information.
Role of the AI assistant
The agent can quickly access the full product range, analyze reviews, and process conversations in real time to generate relevant and well-argued recommendations.
Available 24/7, iZi is designed to simplify the shopping journey and enhance the overall user experience.
Photo: Calea Europeana
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