Measuring KPI Impact through Primary Insights from Berlin-Based Firms

Abstract

The rapidly growing integration of Artificial Intelligence (AI) in e-commerce is reshaping operational processes, yet the empirical evidence on its measurable impact at the company level remains limited, especially for Berlin-based companies. This thesis investigates how the adoption of AI influences key performance indicators (KPIs) in the e-commerce operation by combining the insights from Employee surveys (N=62) and Managerial Interviews (N=5). This study examines how the rapid growth of Artificial Intelligence (AI) integration in e-commerce is reshaping operational processes. However, the empirical evidence on its measurable impact at the company level remains limited, especially for Berlin-based companies. This thesis investigates how the adoption of AI influences key performance indicators (KPIs) in the e-commerce operation by combining the insights from Employee surveys (N=62) and Managerial Interviews (N=5). This study employs a mixedmethods approach to triangulate quantitative data on operational changes with qualitative insights from decision-makers. Findings reveal that the AI has significantly enhanced key operational KPIs, such as task completion speed, inventory accuracy, error reduction, and cost efficiency. Employees reported faster task execution (81% citing improvement) and lower error rates (65%), while managers highlighted measurable gains in delivery speed, production uptime, and reduced operational waste. Customer satisfaction was perceived to be moderately improved, and delivery times showed mixed results, reflecting ongoing challenges with technical integration.

Both employees and managers expressed largely positive attitudes toward AI, acknowledging its role in reducing repetitive tasks, supporting decision-making, and enhancing overall efficiency. However, concerns remain regarding training gaps, job security, and technical reliability. This research addresses a regional and industry-specific gap by providing evidence that AI delivers a competitive advantage for Berlin’s e-commerce firms through operational efficiency and customer-focused improvements. Strategic recommendations include expanding AI applications in demand forecasting, warehouse automation, and risk management, while highlighting the importance of ongoing employee training and support for system integration. The study also offers a comparative framework of KPIs before and after AI adoption, serving as a reference for academics and practitioners alike.