As Christmas approaches, more Quebecers are turning to online shopping, and increasingly to artificial intelligence, to finish their holiday purchases.
E-commerce continues to expand its footprint in the province, with nearly 51 per cent of online shoppers now making most of their purchases on the internet, an increase of 11 per cent compared with 2024, according to the Quebec Retail Council. Consumers spent an average of more than $1,113 during the most recent holiday season, and 22 per cent say they plan to increase their online buying over the next three months.
Artificial intelligence tools are playing a growing role in that shift, helping shoppers compare products, get recommendations and even simulate fittings. Consumers are increasingly turning to platforms such as Google, ChatGPT and Amazon to guide their decisions before completing purchases with retailers.
Experts caution, however, that shoppers should not rely blindly on AI-generated recommendations. At the same time, merchants are being pushed to adapt, ensuring their products are visible and properly referenced so they are picked up by AI-driven searches.
