International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Impact of Artificial Intelligence on Sales Performance in Indian E-Commerce Companies: A Dynamic Capabilities Perspective

Author(s) Mr. Mohammad Waled Kaled Al-Dalaeen, Prof. Lakshmi K S
Country India
Abstract This paper examines how Artificial Intelligence (AI) impacts sales performance, as measured by sales volume and growth rates, across five Indian e-commerce firms. The study builds on the Dynamic Capabilities Theory to conceptualize AI as a strategic capability that can strengthen firms' capacity to sense market trends, capture commercial opportunities, and restructure internal processes to improve performance outcomes. Based on secondary quantitative data from the annual reports of the selected companies, the study uses a set of preliminary statistical tests before conducting regression analysis to examine relationships among the variables. The empirical results show that adopting AI has a substantial, statistically significant positive impact on sales volume, indicating that AI-based personalization, targeting, and operational efficiency directly drive increased transactional output. Also, AI shows a substantial but comparatively small positive influence on sales growth rates, implying that, although AI can improve performance in the long term, the growth trends are still determined by the overall market and strategic variables. The findings provide strong support for the argument that AI is a transformative force in digital commerce. The research contributes to the current literature by providing empirical confirmation of the commercial impact of AI in an emerging-market setting and offering managers a practical understanding to justify investment in AI-based systems. By doing so, it implies the strategic value of AI in ensuring competitiveness and sustainable growth in the fast-changing digital markets.
Keywords Artificial intelligence, sales performance, e-commerce, sales volume, sales growth rate, dynamic capabilities theory, India.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-14
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.63401
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E-ISSN 2582-2160
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