The article explores the evolution of retail from traditional in-store persuasion to online shopping’s consumer-driven model. While online retail empowers shoppers with information and control, emotional spending still drives many purchases. AI tools like ChatGPT’s shopping bot aim to guide users toward more objective, personalised decisions without commercial bias. Though still in early stages, such tools may reshape online shopping experiences, but retailers must continue relying on strong branding, competitive pricing, and product quality to stay relevant.