Researchers at Bayes Business School at City St George's, University of London, have conducted a study on the effects of artificial intelligence-powered shopping carts on consumer spending. The study, published in the Journal of Business Research, analyzed data from 12,418 individual shopping sessions at a German supermarket chain in March 2025. Of those trips, 9,422 involved shoppers actively using the smart-cart technology, which included features such as digital shopping lists, personalized recommendations, and in-store navigation.
The researchers found that shoppers who used the smart carts spent 32% more on average than those who did not use the technology. They also purchased 25% more items and spent 23% more time in the store. The spending gap grew during afternoons and weekends, and shoppers tended to spend the most time in stores during the evening.
The study's lead author, Dr. Sabrina Gottschalk, noted that the findings suggest retailers could see significant revenue gains from the technology. The screen on the smart cart creates another place for retailers and brands to advertise while shoppers are deciding what to buy, which could increase sales.
However, the study's authors emphasized that the results do not prove that the technology itself caused the 32% increase in spending. Shoppers who chose a smart cart may already have planned a bigger grocery run, or they may be more interested in technology designed to make navigating the store easier.
The researchers also found that shoppers who interacted with the smart-cart screen more than 20 times during a single trip, known as "superusers," bought significantly more items and stayed in the store longer. However, they did not spend more money overall. This suggests that some shoppers may be using the technology more for the experience than because they wanted to buy more.
AI-powered shopping carts are already being used in the United States, with Instacart deploying thousands of Caper Carts across more than 100 cities. Other retailers, including Kroger and Schnucks, are also using the technology. Amazon has a competing version called Dash Cart, which displays prices and keeps a running total as shoppers shop.
NTC Report coverage is based on reporting from the original publisher.
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