Modern Economics & Management Forum

Amid the surge of the digital economy, e-commerce has gradually shifted from an era of traffic-driven growth to an era of deep value creation. As the core driving force of a new round of technological revolution, artificial intelligence (AI) technology is reshaping the value chain and business models of the e-commerce industry with unprecedented depth and breadth. Drawing on the practical experience of leading enterprises such as Tmall, JD.com, and Pinduoduo, as well as representative industry cases, this paper systematically examines the concrete practices and major outcomes of AI-enabled and AI-driven innovation in e-commerce business models from 11 aspects across three domains: reshaping core e-commerce operational processes, fostering new e-commerce business models, and constructing a new industry landscape. It is hoped that this study can provide reference for further promoting the digital transformation and high-quality development of e-commerce enterprises.