The DeepSeek moment for eCommerce
The ‘DeepSeek moment’
We all remember the first time we used ChatGPT. It felt magical, and we started to imagine a whole array of things we could do with it. The recent release of DeepSeek marks yet another pivotal moment in the AI revolution. While ChatGPT provides us with a glimpse of the future, DeepSeek made us realize that the future might be a lot closer than we thought.
DeepSeek showed us that access to high-quality AI models can be open-source, cheap and fully democratized. If history tells us anything, this is more than just a technological milestone; it's a catalyst for a new wave of innovation and value creation. The commoditization of AI models removes a major barrier to adoption. Nothing stands in the way of companies leveraging these tools to create unique, value-added solutions. Usage should increase dramatically. No industry will remain untouched, but we are particularly excited about what this might mean for the future of eCommerce.
Current state of marketplaces
Marketplaces have always been at the heart of economic activity. Today’s online platforms are just yet another way of connecting supply and demand more efficiently. The success and relevance of online marketplaces is reflected in their all-time high aggregate valuation of US$12 trillion. Companies like Amazon, Mercado Livre, and Uber, have shown that marketplaces are also a great foundation for a broader ecosystem play enabling some to compound into trillion-dollar companies.

Yet, despite all the technological advancements, today’s digital marketplaces are still not frictionless. Consumers still spend significant time searching, comparing, and selecting. Meanwhile, sellers tirelessly work to optimize their offerings, fulfill orders, administer returns, and refine their supply chain. If only marketplaces could be even better…
How AI will reshape the future of eCommerce
Currently, adoption of AI in the eCommerce space is still in its very early days. Some first applications are emerging. From personalized product recommendations to AI-powered customer support and fraud prevention, the potential applications are vast. As these first AI applications help remove layers of friction, they will supercharge marketplace network effects, leading to more listings, higher conversion rates, and increased repeat purchases.

This shift will also intensify the competitive landscape. As AI makes it easier to set up a new marketplace, we expect a longer tail of niche marketplaces. Simultaneously AI also reinforces the advantages of scale. Larger platforms with access to vast, interconnected datasets will be best positioned to harness AI's full potential, potentially leading to further industry consolidation.

Now, at this DeepSeek moment, we might very well stand at the cusp of yet another transformative shift. As artificial intelligence enters the marketplace ecosystem, we're already seeing the next frontier: Agentic Ecommerce, where AI agents will make autonomous purchasing decisions for buyers and sellers. This could fundamentally alter the nature of marketplaces.
As we stand on the brink of this AI-driven future, one thing is clear: the marketplaces of tomorrow will be smarter, more efficient, and more personalized than ever before. The DeepSeek moment has arrived, and with it, the future of eCommerce is being rewritten.
We invite you to learn more about how AI is impacting the future of eCommerce through a new comprehensive report entitled “The AI x eCommerce revolution: how AI is shaping the future of online marketplaces" published by Prosus in collaboration with Dealroom.co.
For more information please view the full report
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