AI购物争夺战：巨头抢的不是卖货，是入口

钛媒体03-15

作者 | 高恒过去二十年，电商的购物入口几乎没有变化：用户产生需求后，打开平台、搜索关键词、在商品列表中反复比较，最终完成下单。这套流程支撑了电商平台的流量分发模式，但也让用户长期面对信息过载的决策成本。随着大模型和AI助手普及，这条路径正在被改写。越来越多用户开始在AI对话框中直接描述需求，由AI完成筛选和推荐。字节的豆包、阿里的千问、京东AI购以及亚马逊的Rufus，都在尝试把AI变成新的消费...

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高恒过去二十年，电商的购物入口几乎没有变化：用户产生需求后，打开平台、搜索关键词、在商品列表中反复比较，最终完成下单。这套流程支撑了电商平台的流量分发模式，但也让用户长期面对信息过载的决策成本。随着大模型和AI助手普及，这条路径正在被改写。越来越多用户开始在AI对话框中直接描述需求，由AI完成筛选和推荐。字节的豆包、阿里的千问、京东AI购以及亚马逊的Rufus，都在尝试把AI变成新的消费...</p>\n\n<a href=\"https://tech.ifeng.com/c/8rVZLWDrNzA\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999002562.SGD","symbol_name":"LionGlobal Asia Pacific 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高恒过去二十年，电商的购物入口几乎没有变化：用户产生需求后，打开平台、搜索关键词、在商品列表中反复比较，最终完成下单。这套流程支撑了电商平台的流量分发模式，但也让用户长期面对信息过载的决策成本。随着大模型和AI助手普及，这条路径正在被改写。越来越多用户开始在AI对话框中直接描述需求，由AI完成筛选和推荐。字节的豆包、阿里的千问、京东AI购以及亚马逊的Rufus，都在尝试把AI变成新的消费入口。当购物从“搜索商品”变成“描述需求”，一个新的问题也随之浮现：AI会不会成为新的电商平台，还是只是电商的下一代导购工具？01：AI正在成为新的购物入口越来越多的互联网公司正将AI打造为新的购物入口。在国内，字节跳动的豆包已开始测试AI购物能力。当用户在对话框中输入“推荐一款适合跑步的鞋”时，系统不仅提供文字建议，还会直接展示抖音商城的商品卡片。点击卡片即可进入商品详情页，下单和支付都能在应用内完成，无需跳转到抖音商城。公开数据显示，豆包在2026年春节期间的日活跃用户峰值达到 1.45亿，一旦购物功能全面开放，字节将拥有一个规模巨大的AI消费入口。文心一言依托百度搜索和文心大模型，以AI导购+多平台跳转+百度优选为核心。用户可以通过自然语言搜索商品、比价、生成对比表，并获得穿搭、开学装备等场景化推荐，同时可跳转至京东、拼多多等平台。2026年3月推出的“红手指Operator”支持跨应用自动操作，可辅助完成下单流程。文心一言不提供站内支付闭环，主要聚焦信息整合和决策辅助，而百度优选可实现站内下单，形成“搜索+导购+部分闭环”的组合模式。腾讯元宝基于混元大模型，主打AI导购+跳转第三方模式，也不提供站内支付闭环。自2025年起陆续上线图书直达、比价、凑单、年货推荐等功能，并接入京东、微信小店、得物、值得买等渠道。2026年春节期间，元宝日活一度突破 5000万，强化自然语言商品推荐和场景化导购，但跳转入口从卡片转为引用来源，操作更繁琐。元宝的核心定位是辅助决策而非直接销售，深度绑定微信生态，侧重跨平台消费决策。阿里则将AI打造为整个消费生态的统一入口。千问App在2026年初的月活跃用户已突破 1亿，并逐步接入淘宝、饿了么、飞猪和高德等业务。用户在同一个AI对话界面中既可查询餐厅、规划路线，也可购买商品、预订酒店。与其说千问是聊天工具，不如说它更像阿里正在构建的 “AI版超级入口”。美团在2026年1月22日上线“问小团”AI搜索助手，内置于App顶部搜索框。基于自研LongCat大模型，能够理解“带宠物的年夜饭餐厅”等复杂自然语言需求。依托美团本地生活实时数据，可精准推荐、自动领券、智能比价，结果直接对接下单，覆盖外卖、餐饮、酒旅等全场景，主打本地生活一站式智能决策。京东的策略更直接。2025年底推出独立应用 “京东AI购”，界面被大幅简化，只保留对话区和推荐区。用户输入需求，例如“4000元左右手机推荐”，AI会直接给出商品卡片，点击即可进入支付页面。传统电商中复杂的商品列表和筛选条件被压缩，整个购物流程由对话驱动完成。类似的变化也出现在海外市场。亚马逊在2024年推出AI购物助手Rufus，入口放在亚马逊App底部导航栏。Rufus能理解复杂自然语言需求，例如“给喜欢户外运动的男朋友推荐一款1000元以内的防水手表”，还能比较产品参数、追踪价格变化并在降价时提醒购买。到2025年底，Rufus累计用户超过2.5亿，亚马逊数据显示，使用Rufus的用户下单概率比普通用户高约60%。谷歌尝试将AI打造为跨平台购物入口。此前联合Shopify、沃尔玛、Target等企业推出 “通用商业协议”（UCP）。在这一模式下，用户在Gemini或AI搜索中提出购物需求，AI可以自动浏览多个平台商品、比较价格、领取优惠券并完成支付。理论上，用户只需一次对话即可完成整个购物流程。这些不同路径背后指向同一个趋势：AI正在成为新的消费入口。产业时评人彭德宇对此分析到：当用户对AI说“帮我买一台洗衣机”时，AI通常会直接给出几款推荐，并引导用户到相应平台完成交易。在这个过程中，电商平台仍然承担商品供应、仓储物流和售后服务，但消费决策的起点已经从平台搜索框转移到了AI对话框。换句话说，这场围绕AI购物助手的竞争，本质上争夺的并不是卖货能力，而是一个更关键的位置：谁能够成为用户开始购物的那个入口。02：电商平台为什么开始焦虑如果说AI进入电商只是技术演进的一部分，那么电商平台的反应，则说明这件事已经触及行业最核心的利益结构。电商平台真正的核心资产，从来不是商品，而是流量入口。品牌战略定位专家吴玉兴认为：只要用户在产生购物需求时首先打开的是平台App，平台就掌握了整个消费过程的主导权——用户会看到哪些商品、点击哪个链接、最终买什么，都由平台的搜索和推荐系统决定。这也是电商平台能够持续赚钱的原因。在主流模式中，平台并不依赖商品差价盈利，而是通过流量变现。商家需要购买广告位、参与排名竞价、投放推广活动，以获得更多曝光。由此带来的广告与营销服务收入，已经成为各大平台的重要收入来源。这套商业模式的前提只有一个：用户必须先进入平台。一旦购物入口发生变化，整套商业逻辑都会受到影响。如果未来用户的购物流程变成：需求 → AI → 推荐商品 → 下单那么用户在决策阶段看到的就不再是平台的商品列表，而是AI筛选后的少量结果。平台原有的搜索排名、广告竞价和推荐系统都会被削弱。这也是为什么巨头纷纷开始亲自布局AI入口，而不是把AI当作平台的辅助工具。本质上，它们都在试图把消费入口牢牢握在自己手中，避免第三方AI截走用户的消费第一站。更深层的矛盾来自商业逻辑的差异。传统平台追求的是更多选择。商品越多，曝光机会越多，平台能够获得的广告收入就越高。因此平台往往会展示大量商品列表，让用户在众多选项中反复比较。而AI系统追求的则是更少选择、更优结果。AI的目标不是展示所有商品，而是从海量商品中筛选出最合适的几个推荐给用户。举一个简单例子。如果用户在电商平台搜索“500元跑鞋”，页面上往往会出现几十甚至上百个商品；但如果把同样的问题交给AI，系统可能只会推荐三到五款产品，并解释它们之间的差异。对于用户来说，这种方式更加高效；但对于平台而言，大量商品将失去被展示的机会。从商业模式角度看，这几乎是两种完全不同的逻辑：电商依赖流量分发，而AI追求决策效率。也正是在这种矛盾中，AI电商的竞争格局逐渐清晰：一边是希望成为消费入口的AI公司，另一边是试图守住流量入口的电商平台。03：AI为什么短期取代不了电商平台尽管AI正在成为新的购物入口，但从现实条件来看，它短期内很难真正取代电商平台。电商看起来是一个“卖货”的行业，但真正的核心并不是推荐商品，而是商品体系、供应链能力和履约网络。这些能力往往需要十多年时间积累，并不是技术模型可以快速替代的。第一个限制来自商品与库存体系。AI在推荐商品时所依赖的信息，几乎全部来自现有电商平台。商品参数、价格变化、库存数量以及用户评价等关键数据，基本都掌握在平台手中。公开资料显示，阿里巴巴中国电商事业群搜推智能总裁凯夫曾在去年10月披露，淘宝平台的商品SKU已达到20亿；京东集团CEO许冉在2023年9月也表示，京东自营商品SKU已超过1000万；百度集团资深副总裁、百度移动生态事业群组（MEG）总经理何俊杰则在2022年9月透露，百度App内来自第三方主流电商网站的SKU数量已接近10亿。这些数据不仅体量巨大，而且每天都在实时更新。与此同时，电商平台也在不断加强对这些数据的保护。亚马逊已经限制ChatGPT、Gemini等AI工具抓取商品信息，eBay也禁止第三方AI未经授权访问平台内容。这意味着AI无法独立搭建自己的商品库，只能通过合作方式接入平台数据，本质上仍然依附于现有电商体系。第二个限制来自履约能力。购物并不仅仅是推荐商品，它涉及一整套复杂的供应链体系，包括仓储、物流配送、支付结算以及售后服务。这些重资产基础设施投入巨大，也是电商平台长期积累的核心竞争力。AI模型本身并不具备这些能力。即使AI能够完成商品推荐和下单操作，商品仍然需要通过电商平台完成仓储、配送和售后。换句话说，AI更像是一个前端决策工具，而真正的交易执行仍然依赖平台。第三个限制来自用户信任与消费习惯。在现实消费场景中，用户很少完全依赖单一推荐来源。即使AI给出商品建议，很多消费者仍然会习惯性地打开电商平台查看更多信息，例如用户评价、销量数据和商品图片。例如，当AI推荐一件“乔迁新居礼物”时，用户往往不会立刻下单，而是会去淘宝或京东、拼多多搜索同款商品，查看评论、比较价格，再决定是否购买。这种行为反映出消费者在购物时仍然需要多重信息验证，以降低决策风险。与此同时，过去十多年中，用户已经形成了稳定的消费路径：在社交媒体上看到推荐，再到电商平台搜索商品并完成下单。这种“站外种草、站内拔草”的消费模式已经深深嵌入互联网生态，短期内很难改变。结语：这也回答了开头提出的问题。短期来看，AI很难独立成为新的电商平台，它更可能成为电商的下一代导购工具。未来两者会形成更加清晰的分工：AI负责理解需求、筛选商品，帮助用户提高决策效率；而电商平台继续承担商品供应、履约配送和售后服务的基础设施角色。AI改变的是购物的决策方式，但不会取代电商平台的交易根基。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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