The rapid evolution of digital technologies has reshaped the e-commerce landscape, necessitating the adoption of advanced automation technology. This paper examines the current state of artificial intelligence (AI) in e-commerce strategies in Switzerland, drawing on data from over 400 participants across various sectors. By analysing six critical dimensions—Data, Processes, Performance, Customer Experience, Marketing and Content, and Organisation—this study highlights the opportunities and challenges businesses face in adopting AI in their e-commerce strategies. Special attention is given to the role of AI in enhancing process efficiency and customer engagement. The data shows that customer experience has great potential, but it is the dimension with the lowest maturity, indicating significant strategic opportunity. Although basic automation, such as automated order confirmations and inventory management, is common in many organisations, there is still significant untapped opportunity for more advanced process automation. The findings provide actionable insights for practitioners and researchers aiming to optimise e-commerce strategies and drive business performance through automation.