Digital transformation beyond the buy button

This chapter analyses the transformation of e-commerce by artificial intelligence (AI) from mere transactional platforms into sophisticated, networked ecosystems that transcend the conventional “buy button.” It frames digital transformation (DT) as a deliberate and comprehensive process that redefines business models, organisational culture, and customer interaction via AI-driven integration. This study utilises the Technology-Organisation-Environment (TOE) and Total Interpretive Structural Modelling (TISM) frameworks to illustrate how technology preparedness, leadership vision, and environmental dynamics collectively facilitate AI-driven transformation. AI impacts the entire e-commerce value chain by improving product discovery, personalisation, pricing, inventory management, logistics, and post-purchase interaction. In contrast to conventional rule-based automation, AI assimilates and adjusts to evolving consumer behaviour, facilitating hyper-personalisation, predictive analytics, and sentiment-aware customer relationship management (CRM). Regional trends indicate diverse adoption patterns: North America excels in operational AI, Asia-Pacific spearheads social and live commerce, whilst Europe emphasises ethical and transparent AI regulation. We elaborate on AI-driven ecosystem integration through three dimensions: platformisation, cross-functional cooperation, and omnichannel synchronisation, facilitated by Application Programming Interfaces (APIs) and cloud technologies. It underscores significant ethical, legal, and sustainability challenges, emphasising transparency, algorithmic equity, and responsible data stewardship as key elements of trust. The report anticipates that Generative AI (Gen AI), conversational commerce, hyperautomation in retail, and human AI collaboration will emerge as new horizons that integrate analytical precision with human creativity. The chapter finishes with strategic and research recommendations focused on ethical AI adoption, sustainable innovation, and long-term value creation, establishing AI as the foundation of contemporary digital commerce and ecosystem competitiveness.