US e-Commerce Businesses Embrace AI But Aren't Ready To Let It Control The Purse Strings

64% say AI is a top factor when choosing operations software, but just 37% trust it to make purchasing decisions, according to new Linnworks research.

LOUISVILLE, Ky., Nov. 12, 2026 /PRNewswire/ -- US ecommerce businesses are increasingly embracing artificial intelligence, but there's a clear limit to how much responsibility they're willing to hand over. While nearly two-thirds (64%) say AI is among the most important factors when choosing operations software, fewer than four in ten (37%) would trust it to make purchasing decisions, according to a Linnworks Market Survey 2026, conducted by OnePoll among 500 US and UK ecommerce decision-makers.

AI is already becoming part of everyday business operations. Nearly half (46%) of US respondents expect AI and automation to come built into their operations software rather than offered as an add-on, signaling growing expectations for intelligent capabilities to be part of the tools they use every day.

AI adoption is moving beyond experimentation. More than half (53%) describe AI as scaled or broadly adopted across their organization, while 62% say they already have an AI assistant taking actions on their behalf, such as sending messages or updating records.

But financial decisions remain a human responsibility. While 58% would trust AI to generate demand forecasts, confidence drops when money and external relationships are involved. Just 37% would trust AI to make purchasing decisions, and the same proportion would trust it to communicate with suppliers. Meanwhile, 34% say they've become more cautious about AI because of data and security concerns.

Disconnected systems are slowing progress. For businesses looking to automate more, disconnected systems are a bigger obstacle than cost. 43% cite a lack of integration between systems as a barrier to greater automation, compared with 37% who point to cost. Integration complexity is also the most commonly cited barrier to greater AI adoption (21%), while just 10% cite unclear return on investment.

The appetite for automation is widespread: just 3% of US respondents say their business has no need for more automation.

"The question for ecommerce businesses is no longer whether to adopt AI, but where they're comfortable letting it take the lead," said Hilary Smith, CMO of Linnworks. "AI can help teams make smarter decisions about demand, inventory and day-to-day operations, but businesses need confidence in the data behind those decisions. The next stage of AI adoption isn't about handing over control. It's about giving teams the right intelligence to act faster and make better decisions."

Other findings from US respondents include:

• 47% expanded into new sales channels or marketplaces in the past 12 to 18 months.
• 41% identify inventory accuracy and stock synchronization as a top area where more automation would help.
• 57% currently use EDI with trading partners.
• Just 3% say their business doesn't need more automation anywhere.

Explore the full Linnworks Market Survey 2026 findings and see how your ecommerce operation compares: https://www.linnworks.com/guides/market-survey-2026 

Methodology

Linnworks commissioned OnePoll to survey 500 ecommerce decision-makers, 250 in the US and 250 in the UK, between July 28 and August 4, 2026. The survey was conducted online, with respondents selected at random from OnePoll's panel. Respondents are involved in decisions about operations and fulfillment software at businesses with annual revenue of approximately $1.3 million to $130 million that generate most of their sales through ecommerce. Results are unweighted. All figures in this release are based on the 250 US respondents.

About Linnworks

At Linnworks, we believe ecommerce businesses shouldn't have to choose between growing fast and operating well. We've been in business for 20 years and serve 4,000+ brands and retailers. One mission: make multichannel commerce possible at any scale. Linnworks connects inventory, orders, warehouses, and listings - so brands can add channels without adding headcount, and grow without the operation becoming the thing that slows them down. Learn more at www.linnworks.com 

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SOURCE Linnworks