AI in E‑Commerce: No Longer a Choice, But a Necessity
In the second half of e‑commerce, AI is no longer a “nice‑to‑have” – it is a “must‑have” that determines the survival of a business. One step behind means falling behind an entire era. On November 28, a deep retrospective on the “future of e‑commerce” – the 2025 Feishu E‑Commerce AI Real‑World Implementation Annual Summit – concluded in Shenzhen. From Zhibai Home Furnishings’ 300 agents to “Make a Friend”’s 24/7 live‑streaming room, industry leaders used real data to show us: the e‑commerce industry is being reshaped by AI.
A Wake‑up Call: Mastering AI Means Mastering New Productivity
Wang Siqian, Vice President of Channels at Feishu, pointed out in his opening speech: “In 2025, the e‑commerce industry is undergoing unprecedented change. The rapid development of AI technology has brought entirely new business models and limitless possibilities to e‑commerce enterprises. Using AI well means mastering new productivity.” He emphasised that e‑commerce has become the first battlefield truly reshaped by AI – from product selection to hit products, from live streaming to repurchase, from marketing to operations – AI is breaking through capacity bottlenecks across the entire e‑commerce value chain, one link at a time.
Wang shared several cases of AI application in e‑commerce, including:
-
Collaboration & efficiency improvement in “space” (the live‑streaming environment): Taking Hefeng Yiyang as an example, by using Feishu multidimensional tables, automation, and AI, they built a large dashboard that pulls real‑time live‑stream data into a centralised view. The control room screen can guide streamers in real time, improving operational efficiency.
-
Product selection & benefit point generation for “goods”: “Make a Friend” uses AI to generate product benefit points, achieving a 39‑fold increase in efficiency. This frees operations staff from repetitive work, allowing them to focus on selection and creative planning.
-
Customer feedback & response for “people”: The innovative brand Nutrition Factory uses AI to automatically analyse and categorise customer service messages, enabling rapid response to customer feedback, timely problem resolution, and improved efficiency in new product development.
Real‑World Practice: How Industry Benchmarks Truly Implement AI
This was not a concept demo, but real efficiency gains backed by hard numbers. Three business leaders shared their AI e‑commerce scorecards:
Li Ji, CIO of Zhibai Home Furnishings (Easyhome), shared AI application practices in cross‑border e‑commerce. As a leading cross‑border home furnishing company, Zhibai has developed over 100 AI agents and launched 50 core applications, achieving a 20% reduction in IT development costs and a 10% saving in labour costs. The company applies AI across multiple areas including image generation, intelligent customer service, and logistics inspection. The auto‑handling rate for intelligent customer service has reached 30%.
Liu Yaping, Vice President and Head of Information at “Make a Friend”, shared “The Evolution of AI Live Streaming: Efficiency Secrets of a 24/7 Live‑Stream Room.” Using Feishu multidimensional tables, “Make a Friend” quickly generates large volumes of benefit points that meet formatting requirements. Since February this year, they have generated a massive number of benefit points, completely freeing up business side time from repetitive work and allowing it to shift to creative activities.
Huang Xuefeng, CEO of YiTouch Technology, shared “Big Wisdom for Small Teams: Building an Intelligent E‑Commerce Command Centre with AI.” As a cross‑border seller with over one billion yuan in annual sales, YiTouch Technology has built a “full‑chain automated operations system” based on RPA + Feishu multidimensional tables. With practical experience of raising per‑person efficiency from 3 million to 30 million yuan, it has become a benchmark for AI‑driven operations in cross‑border e‑commerce.
Implementation: Feishu Delivers the “E‑Commerce AI Combat Manual”
Wang Daxian, Product Marketing Manager for Feishu Multidimensional Tables, presented live an “AI Energy Show: Analysing Hit Products, Planning Hit Products, Launching Hit Products – Create Your All‑Purpose AI Partner Step by Step.” He led the audience through the experience of using AI to connect the entire e‑commerce workflow. Zhang Lei, Partner at Hundun and Dean of Hundun AI Academy, shared “AI + Business Map: How to Truly Do AI+ Well in 2026 for E‑Commerce Leaders,” offering strategic insights on future AI applications for e‑commerce enterprises.
At the summit, Feishu announced multiple forms of support for e‑commerce enterprises to implement AI:
-
Expert assistance & business implementation: Feishu will hire numerous industry experts to help customers with business implementation and provide sector‑specific support.
-
Efficiency Pioneer Competition: Defining efficiency pioneers as those in business departments who have ideas and want to drive change, Feishu provides them with powerful tools and builds mechanisms – such as internal competitions – to reward and promote those who generate economic benefits through efficiency improvements.
-
Template‑based industry experiences: Feishu’s products – multidimensional tables, aPaaS, Feishu Projects – are templated. There are over 100 e‑commerce industry business systems that customers can use directly or with minor modifications, lowering start‑up costs and reducing time.
-
On‑site services: Feishu provides on‑site services for some enterprises, helping them implement systems, use them effectively quickly, and improve their ability to apply AI.
Key Trends Revealed by the Summit
-
Significant efficiency gains: After using Feishu AI, product selection analysis time dropped from one week to one minute, and communication copy generation became much more efficient.
-
AI as infrastructure: About one third of Feishu’s e‑commerce customers – covering consumer brands, MCN agencies, and more – deeply use AI. Multiple speakers agreed that AI is no longer an optional tool but has become infrastructure for the e‑commerce industry.
-
From point solutions to full‑chain automation: AI applications are expanding from single links to the entire chain, enabling intelligence in selection, marketing, customer service, logistics, and more.
As Wang Siqian said in his speech: “In the second half of e‑commerce, AI is no longer a ‘nice‑to‑have’ – it is a ‘must‑have’ that determines the survival of a business. One step behind means falling behind an entire era.”
Through this annual summit, Feishu further consolidated its influence and value in AI application within the e‑commerce industry, providing e‑commerce enterprises with comprehensive support – from concept to practice – helping them transform, upgrade, and improve efficiency in the AI era.