A Review of the Adoption of Chatbots in E-commerce Platforms for Supporting Customer Relationship Management

Abstract

While research on artificial intelligence (AI) tools is growing, studies on chatbot integration for customer relationship management (CRM) in E-commerce remain limited. This review addressed this gap by analyzing chatbot features within a unified model. Using a literature review approach, inclusion criteria, and document analysis, 80 scholarly articles published between 2020 and 2025 were synthesized. Chatbots, originating with ELIZA in the 1960s, are categorized as AI-based, rule-based, or voice-activated. They play a substantial role in digital marketing by managing customer expectations, increasing satisfaction, and fostering long-term relationships on major platforms such as Amazon, Shopify, Alibaba, Domino’s Pizza, and eBay. Key functions, including quick responses, personalized interactions, automated replies, and 24/7 support, enhance information quality, customer satisfaction, retention, and loyalty. The review suggesting future research to further explore chatbot integration in E-commerce platforms across industries and contexts.