The solution integrates an AI assistant directly into the online store's search function and as a popup on the website. According to the company's CEO and founder, Ella Stemme, the idea arose after they researched the market for AI services but did not find the right function with existing providers.
We were in contact with a lot of major platform providers to get AI support into our article search. But none had the "simple" solution we were looking for, Ella Stemme tells Ehandel.se and continues:
Our idea was to take the chatbot that many have in their customer service, but move it up to the article search. I haven't seen anyone else do that. For me, it was important to put it exactly where you go to look for articles.
RAG Technology and Own Product Data
In a conventional article search, an exact match against article texts or product names in the database is often required to generate hits. The new AI assistant is instead based on a RAG-based solution (Retrieval-Augmented Generation) that retrieves data in real time. The model is trained on the e-commerce player's own product information, such as size charts, guides and frequently asked customer questions.
The customer can describe a problem or a need in free text, whereupon the AI model analyzes the input to present recommendations and solutions.
To facilitate the customer experience, the company has also developed an interface to display comparable views and image galleries.
What really makes a difference is how the model prioritizes, compares alternatives and presents recommendations based on the customer's needs, says Sebastian Gameel, responsible for the development of Smartis at SmartaSaker.
During the autumn of 2025, SmartaSaker completed an acquisition of the online store Förvara.se, with the aim of accelerating growth in the Nordics and broadening the range. Now streamlining the article search is the next step in managing the growing range and guiding customers correctly.
We don't just sell smart things – we want the whole experience to feel smart. With Smartis, it becomes easier to describe your need, get guidance in our range and quickly find the right solution, says Ella Stemme.
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