How to Use AI to Improve Your Ecommerce Website Experience

A better way to help customers find what they need, ask the right questions, and get things done faster. 

When we think about improving websites for manufacturing and distribution, we usually focus on design, product data, or integration with backend systems. But one of the most overlooked pieces of the experience is how customers interact with your site, how they search, ask for help, and move through the buying process. 

That’s where recent advances in smart technology are starting to make a real difference. Not just in theory, but in real, practical ways that drive conversions, reduce support requests, and help customers help themselves. 

Let’s walk through three ways we’re helping organizations use intelligent features to create smoother, faster, and more helpful eCommerce experiences.

1.Smarter Search That Understands Context 

Most website searches work the same way they did 10 years ago — they scan for exact matches and return a long list of results that might be only vaguely related. That’s frustrating for users who just want to find the right product or piece of information quickly. 

We’ve implemented search solutions that do more than match keywords. They understand what someone is trying to find, even if they don’t use the exact terminology your site does. This means better search results, fewer zero-result pages, and more successful sessions. 

By tying into tools like Google and Microsoft’s advanced cloud platforms, we can layer in recommendations, summaries, and content suggestions based on what someone is actually looking for and not just what they typed. The result? More time spent on your site and more products in the cart. 

2.Helpful Chat That Doesn’t Feel Like a Robot 

Most chat widgets are limited; they either point users to a support form or link them to a knowledge base. But what if your chat tool could actually hold a conversation, in the customer’s language, using the data you already have? 

We’ve created bots that can do just that. They’re trained specifically on your product information, service FAQs, and customer history, so they can answer questions with context. Whether someone wants to track an order, ask about lead times, or get help navigating a product category, they get a helpful, human-like answer instantly. 

These bots can even switch languages on the fly, which is a game-changer for businesses that serve international markets. And because they’re available 24/7, they cut down on service tickets while improving customer satisfaction. 

3.Behind-the-Scenes Help That Speeds Things Up 

On the surface, your website might look simple, but behind the scenes, there’s a lot going on. Product data from your ERP, inventory updates from your warehouse, and customer records from your CRM. All these systems need to work together smoothly and quickly. 

We’ve built a system that lets multiple smart tools work in the background to help answer questions, make decisions, or fill in gaps, all without waiting for a person to step in. For example, one tool might check current inventory, another could pull pricing based on customer type, and a third could generate a tailored quote,  all in the time it takes to click a button. 

Think of it like a behind-the-scenes team that takes care of the little things, so your team can focus on bigger goals. 

Putting It All Together 

These aren’t just shiny new tools; they’re practical improvements that make websites more helpful, efficient, and enjoyable to use. For manufacturing and distribution companies, that’s a big deal. It means customers get the right information faster, support teams can focus on complex issues, and sales cycles move more quickly. 

As we continue working with clients to roll out these tools, one thing is clear: the companies that embrace this smarter way of working are the ones seeing real results. 

If your website still feels like a static catalog, now’s a great time to rethink what it could be. A better search, a more helpful chat, and a faster decision-making process might be all it takes to get you there. 
 

Let’s talk about how smart technology can create a faster, more intuitive, and more human experience. Connect with us, we’re here to help you take the next step!