When customers start their shopping journey with AI, being easy to find can be just as important as having a great offer.
According to the NZ Post eCommerce Market Sentiments Report 2026, 40% of Kiwi shoppers have already used generative AI tools as part of their shopping journey. They're using AI to compare products, check prices, read summaries of reviews and find retailers that best match their needs. When shoppers use AI to compare options, the businesses that appear in recommendations are more likely to earn consideration during the decision-making process. That presents both an opportunity and a challenge. If AI can't find, understand or recommend your business, you might not make it onto a shopper's shortlist.
AI is becoming the new front door
More shoppers are starting their research with a question instead of traditional search terms. They might ask AI:
- What's the best option for...
- Where can I buy this in New Zealand?
- Which retailer has the fastest delivery?
AI pulls together information from across the web to help shoppers compare their options. Businesses that show up clearly and consistently are more likely to be discovered, considered and make the shortlist. This reflects the rise of the new ‘AI Discovery Economy’, where AI is increasingly influencing which products and retailers shoppers explore.
How are shoppers using AI?
Five ways to show up and stand out in AI search
- Check what AI says about you
Try searching for your business in tools like ChatGPT, Copilot and Gemini. Are your products, pricing, delivery options and key benefits being represented accurately?
The report found only 40% of retailers have reviewed how they appear in AI searches, creating an opportunity for businesses to take action.
- Make your product content easy for AI to read
Clear product titles, specifications, FAQs and customer reviews help AI understand what you sell.
The easier your information is to read and interpret, the better chance it has of being surfaced in AI recommendations and comparisons.
- Build human trust into your content
Trust matters more than ever. Only around a third of shoppers say they trust AI-generated recommendations.
Make it easy for shoppers and AI tools to see you're a legitimate, reliable business by highlighting customer reviews, delivery information, returns policies and your NZ presence.
- Keep the human touch, and use AI to support customers
AI can help customers find information quickly, but human support remains an important part of the customer experience.
The report found 45% of shoppers are happy to start with AI but want the option to speak to a real person if required.
- Treat AI visibility as an ongoing job
Showing up in AI search is becoming just as important as showing up in Google search.
Review your website content regularly, keep product information up to date and make sure the information you want customers to see is easy for AI to find, understand and share.
The bottom line
This Peak, standing out isn't just about having the best offer. It's about being easy to find.
As AI becomes a bigger part of how shoppers research and compare products, businesses that are clear, credible and easy for AI to understand will be better positioned to attract and convert customers.
The good news is many retailers are still focused on using AI behind the scenes. That means there's an opportunity right now to get ahead by making sure your business shows up where more customers are starting their journey.
Want more ideas to help your business succeed this Peak? Download the NZ Post eCommerce Market Sentiments Report 2026 for practical tips, shopper insights and actions you can start using today. From AI and trust to delivery and customer experience, the report is packed with advice to help you attract more customers, build confidence and make the most of Peak.
Source: NZ Post eCommerce Market Sentiments Report 2026. AI is the new front door for online retail (pages 15-18).
