APEK survey: half of Czech online shoppers have already used AI when shopping
According to the E-commerce Study 2026 research by the APEK association, 50% of Czech customers have used AI when shopping online, most often for comparing products, summarizing reviews, and searching for alternatives. So far, people use AI agents only to a small extent.
The Association for Electronic Commerce (APEK) has published the results of this year's E-commerce Study, which is already the 15th edition of this survey. According to the data, 50% of Czechs who shop online have already used artificial intelligence in some way when choosing goods or an e-shop. The research was conducted through online data collection on a sample of 1504 respondents.
According to APEK's executive director Jan Vetyška, AI is rapidly becoming a common part of the shopping process, but customers are so far using mainly basic functions – comparing products, summarizing reviews, or searching for alternatives. They do not use AI agents extensively; rather, they compare multiple products or select specific product parameters.
The source further addresses other findings of the research (the influence of influencers on purchases, criteria for choosing an e-shop), but these are not related to the specified topic of AI in purchasing decisions.
Why it matters
For e-shops and merchants, the research shows that AI tools are now a standard part of the purchasing decision for half of online customers, although so far only in basic functions such as comparison and review summarization. This has an impact on how the content of product pages and reviews should be structured so that AI tools can process and cite it well.
Two audiences, two different impacts
What this means
For individuals
Buyers who use AI when shopping online to compare products or summarize reviews are not an exception – half of Czechs shopping online already do this, confirming that it is a common and safe approach when making purchasing decisions.
For a business
E-shops should take into account that half of their customers consult AI tools for comparing products and summarizing reviews when choosing goods, which increases the importance of structured and AI-readable content on product pages and reviews.
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Event sources
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