E-commerce Technology Trends

In retail, many chase the next big thing—a new style, a new way to reach consumers—triggering a frantic race to adopt. But most trends fade as fast as they appear. The real game-changers are curated habits that prove they can stand the test of time. I’ve championed social commerce as the future of retail for over a decade. In hindsight, that barely scratches the surface. It’s now a deeply ingrained consumer behavior. The imperative isn’t just to adopt it, but to evolve with it—constantly and intentionally. At HSN, social commerce was core to our strategy. We pioneered the blend of shopping and entertainment. That’s the essence: finding the sweet spot where entertainment, connection, and commerce converge. Soon after, platforms like Twitch began enabling users to both game and shop in real time, blending entertainment with commerce. Fanatics has successfully leaned into this model as well, immersing fans in live experiences while showcasing gear in action, often worn by their favorite athletes and community, turning fandom into a powerful trust signal. More recently, TikTok Shop collapsed the purchase funnel into a single scroll. It's no longer discover, then buy. Now, it’s see it, want it, buy it—seamlessly, in-platform. So, as we look ahead, how do I see this "social commerce habit" evolving? Here's what I expect: 🔹 Creator Integration is Non-Negotiable. For Gen Z, in particular, TikTok Shop has become a primary discovery engine. They trust their favorite creators to genuinely try products and offer honest feedback. The more brands lean into authentic partnerships with creators, the more trust they build in this integrated shopping experience. It’s about relationship-driven commerce. 🔹 Embrace a Zero-Click World. Speed and simplicity are paramount. Consumers need to be able to see, buy, and receive as fast as humanly possible. This means minimal clicks, minimal friction, and no moments for reconsideration. It's about instant gratification and removing all barriers between desire and ownership. 🔹 Elevate Live Shopping. This is a powerful return to the personal connection and real-time interaction that defined the best of traditional retail. Shoppable videos and live sessions transform social media into a personalized shopping aisle. Imagine experts demonstrating products, showing how they fit or can be styled, all in real-time, tailored to your interests. It brings humanity back to digital retail. 🔹 Unlock the Power of Virtual Try-Ons. A longstanding hurdle in e-commerce is "try before you buy." AI-enabled virtual try-on features solves that, making online shopping more immersive and convenient. This translates directly into higher conversion rates, deeper engagement, and customers spending more valuable time interacting with your brand digitally. It’s time to stop treating social commerce like a trend. This is commerce, full stop. It’s a fundamental consumer behavior that belongs at the center of every modern retail strategy.

Amazon has recently unveiled a partnership with TikTok (TikTok for Business) which will allow users of the social platform to purchase products from the ecommerce titan directly within the TikTok app, without having to click through to Amazon’s app or website. The integration will allow user to buy products recommendations from Amazon straight from their For You feed on TikTok. It’s a savvy move from Amazon, and one that will allow the online marketplace to assert its ecommerce prowess as shoppers’ habits around product discovery and buying evolve. And a win for TikTok which is turning out to be a powerful engine fueling the discovery of new products and brands. As outlined in our 'Power of Social Commerce report' Retail Economics produced in partnership with TikTok, we know that shoppers are increasingly relying on social platforms to inform and drive their purchasing decisions. Our research shows that social and entertainment platforms are the most popular method for consumers to discover brands and products, outperforming search engines, marketplaces, and brand websites. Here’s a few stats from our report, produced in partnership with TikTok: ➡ Social commerce contributes £7.3 billion to UK retail sales, around 6% of total online sales – and is set to rise to £15.7bn, or 11% of total online sales, by 2028. ➡ Over half (54%) of online shoppers now find browsing for products on social and entertainment platforms more satisfying than shopping retail websites or physical stores. ➡ 88% of social users have discovered products they are interested in purchasing from on TikTok – higher than any other social platform TikTok also leads in social commerce penetration, with 44% of users having made a purchase directly through the platform, and 29% within the last 12 months. Have a look at the below chart to see how other social platforms compare: Amazon has long since established itself as a behemoth of online retail, so this partnership with TikTok is demonstrative of the shifting dynamics influencing how and where people are buying. To find out more about how social platforms are impacting how your customers are finding and purchasing products, as well as case studies of how other retailers are using platforms like TikTok to drive online growth, click here to download our report in full. https://lnkd.in/eaVyzq_R #SocialCommerce #TikTokShop #RetailEconomics #Consumer #eCommerce

10-minute delivery, premium experiences, and sustainability on the rise—2024 was the year #FMCG brands raced to meet customers exactly where they were. Here’s all that happened… 🚀 Going digital: Brands rushed to go digital, but challenges remained. While 75% made digital a priority, only 12% felt prepared for supply chain complexities. To me, this showed a deeper need for tech integration going forward. 🌾 Changing consumption patterns: Urban consumption slowed, but it’s a short-term issue. Rural India is growing steadily, with rising incomes driving the demand. Even with the challenges of food inflation, premium products continued to thrive among the middle class consumers. People chose high-quality, health-focused products. Brands adapted with innovative formats and affordable sizes. 🛒 Quick Commerce picked up the pace: The channels are undergoing tremendous transformation with the consumer shifts that the industry is witnessing. Quick grocery deliveries are the future! They make up 35% of online FMCG sales—double than last year! With more people staying in, indulgent snacks and beverages saw a rise in demand. 🌱 Sustainability met innovation: Eco-friendly packaging and bio-based production is with, especially with the new BioE3 Policy coming in. Seeing traditional processes paired with modern solutions is a trend I hope to see grow in 2025. 📲 Mobile-first strategies drove the market: Mobile-first strategies became the game-changer in our industry, with India’s e-commerce FMCG market expected to hit $100B-$105B by FY25. My hope for 2025 is that the sector builds on these advancements while ensuring that everyday essentials remain accessible and budget-friendly for consumers. The transformation of the FMCG industry represents more than a channel shift – it's a fundamental redesign of how consumer goods companies create and deliver value. The future of FMCG belongs not to the largest or the most digital companies, but to those that can most effectively combine the efficiency of traditional operations with the agility and consumer-centricity of digital-first brands. For me, it is about creating meaningful and personalized experiences that truly connect with the consumers. On that note, wishing everyone a wonderful new year and a lot more successes for those looking to expand in these markets! #FutureofFMCG

My fourth trip to China left me with a renewed sense of awe and insight. Each visit brings new learnings, but this time, the changes in how Chinese sellers are approaching Amazon really stood out. Here are the key takeaways: 1️⃣ From Product Sellers to Brand Builders Chinese sellers are evolving. I now see a clear divide between “product sellers” and “brand sellers”. The old-school approach of managing based on ACOS and TACOS is giving way to a new generation of sellers who prioritize growth and ROAS (Return on Ad Spend). These brand-focused sellers are building lasting businesses, not just chasing volume. 2️⃣ AI is Leveling the Playing Field Many of the challenges Chinese sellers have historically faced are now being solved through AI tools. Sellers are using AI to refine listings, enhance images, and craft product pages that truly resonate with customers. The result? A better customer experience and more polished brand presence. 3️⃣ Temu is Still a Thing, But... Temu may be popular, but the smart Chinese brands are recognizing that cheap products don’t build profitable businesses in the long run. Many sellers are realizing that the real value lies in building quality brands, not simply flooding the market with low-cost goods. It’s a big shift, and those who are making it are now focused on premium products. I met one brand that made a dramatic shift—from low-margin electronics to selling heavy, premium outdoor furniture. Talk about a 180-degree pivot! 4️⃣ Brand Building Meets Performance Marketing It’s no longer just about ACOS—brands are finally recognizing the importance of balancing brand-building with performance marketing. The best sellers understand that long-term growth comes from a combination of brand recognition and smart, data-driven performance tactics. 5️⃣ AMC is Still Underutilized—But Not for Long I’m excited to see that AMC (Amazon Marketing Cloud) is still flying under the radar for many sellers, both in China and the U.S. But that’s about to change. With recent updates, AMC for Sponsored Ads is poised to explode in 2025. Sellers who tap into this tool will have a major advantage in expanding their reach and fine-tuning their advertising strategies. Expect to see more wins from Chinese brands leveraging AMC. 6️⃣ The Next Wave of Generative AI I got a sneak peek at what I would call the next wave of tech: generative AI and chat-based systems built from the ground up. Early tests are encouraging, with brands able to scale ad spend while maintaining solid ROAS. As these systems improve, we’ll see Chinese brands using Generative AI to gain an edge in both marketing and operations. The future is smart, and it’s here. A huge thank you to Lin (Susan) Zhai, Diana Lai, and the entire team for your incredible hospitality during this trip. Thanks also to my fellow travelers Jason Cohen, Jem McIlveen, Andrew Roth, and Yong Sohn for making this trip even more memorable.

Storytelling is what turns a product into a ritual… And your brand into a lifestyle. In beauty, products get noticed. Stories get remembered. +71% consumers say they buy from brands that align with their values. A good formula may win the first purchase. But storytelling is what turns a product into a ritual, and a brand into part of someone’s identity. That’s the real moat in today’s beauty industry. Because consumers are no longer just buying skincare, fragrance, or makeup. They’re buying emotion, belonging, aspiration, and meaning. In beauty specifically, repeat purchase behavior is driven less by product claims alone and more by brand affinity, trust, and community. +3x in customer lifetime value for brands with strong emotional connection. → WHY The beauty market has never been more saturated. Performance is now expected. Emotion is what differentiates. The brands winning today are the ones that create a world consumers want to step into. Because a face cream is never just hydration. The product becomes symbolic of a lifestyle, a mood, a version of yourself. +81% Gen Z shoppers say authenticity directly impacts their purchase decisions. → BUSINESS IMPACT A strong story does more than improve branding aesthetics. It creates alignment. From packaging to campaign visuals to retail experience, teams understand not only what they’re launching, but why it matters. And consumers feel that clarity instantly. Storytelling also builds trust, which is now one of the most valuable currencies in beauty. Consumers don’t connect with perfection anymore. They connect with honesty. Customer wants transparency: +Where ingredients come from +Who formulated the product +What the brand stands for +Whether the message feels human or manufactured → HUMAN SIDE More than ever, behind every beauty product is a founder, a chemist, a designer, a creative team, a story. The brands that openly share their process, inspirations, obsessions, failures, and evolution build deeper emotional equity over time. Because people don’t remember product specs. They remember how a brand made them feel. In a market where customer acquisition costs continue to rise, emotional connection becomes one of the few sustainable competitive advantages left. The strongest beauty brands aren’t necessarily the ones spending the most. They’re the ones telling the clearest story. The most human story. The story consumers want to make part of their own lives. Featured brands: Carolina Herrera ClayCo Giorgio Armani Eau de Rochas Espoir Goutal Juliette Has a Gun Maison Francis Kurkdjian Lab Series Loewe Oniusa Venezia Pana Dora Prada Rhode SUGAR Cosmetics #Storytelling #BrandStorytelling #EmotionalBranding #beautyindustry

Last year, when I met Milkbasket’s Founder Yatish, he shared a very interesting observation about the grocery delivery business: Roughly paraphrased: “Grocery shopping is split into 2 parts: Stock-up and top-up. Top-up are your small daily needs (eggs, milk, bread etc) which Milkbasket excels at. Stock-up is your once a month large order for staples (sugar, rice, wheat, pulses etc)……” Stock-up is where the traditional supermarket or large format e-comm (BigBasket) has been successful. Quick Commerce (QC) started by capturing the wallet share of top-up purchases (”last minute”) which are usually done at the nearby kirana store. Recently, QC expanded into larger discretionary categories which has surprised everyone: Blinkit X PS5, Zepto X Decathlon etc Now, QC is coming home to capture the wallet share of stock-up purchases i.e. your once a month large grocery shops. And, QC isn’t doing this alone → brands are supporting QC on this front. Per the ET: (a) Adani Wilmar is working with QC co’s to launch a 26kg packets of rice, 5 kg packs of oil etc (b) Parle has confirmed they are offering their larger SKUs (earlier only sold via Modern Trade) now on QC - and it is selling (c) Folks at ITC have also launched larg(er) packs Many households (both in BLR & BOM, next to where I stay) now have most of their house shopping done on QC (except for the stock-up purchases). Flipkart has launched Minutes (QC) in BLR, Amazon was contemplating buying a stake in Swiggy Instamart… Analysts have pegged Blinkit's valuation at $15bn (> 25x its purchase price) and private market investors have poured > $1bn into Zepto in the past year. (Part 3 out of 4 on our Quick Commerce thesis; more coming soon!) ➡ The secular shift from e-comm to QC is accelerating, you can argue for or against, you can argue if this is truly “Quick” or “Not Quick, you can argue "is it good for our roads or not"… But, the change has already happened. And, it will only accelerate #startups #india

Tales From The Shelf. Most packaging starts spinning a yarn before a single word is read. Shape, colour and illustration frame the product long before anyone checks the label. People read those signals instinctively to decide what something is, where it comes from and whether it belongs in their basket. Storytelling sits inside packaging more than we notice. It shapes how products are recognised and remembered, often through design alone. Illustration, typography and layout carry that load. When they're handled with care, a product gains clarity and presence. The pack speaks through what it shows and how it holds together. Haterk Honey is a good example. The black and white illustrations move through forests, meadows and mountains, echoing where the honey comes from and how it's made. The drawings are restrained and sit naturally against the deep golden colour in the jar. Line a few jars up and the illustrations connect across the shelf. Separate labels start reading as one continuous landscape. You recognise the system before you read the name. That consistency gives the product a stable visual anchor, something a shopper can recognise and return to without thinking. The black and white honey with the drawn hills is easier to retrieve than a blur of similar yellow labels. Well‑constructed narratives on pack also narrow the gap between marketing claims and real attributes. When illustration is anchored in origin, process or values, it gives context to mandatory details like variety, region and certification instead of floating beside them. A front panel that signals mountain honey from mixed wildflower sources through image and composition carries more weight than three extra lines of copy fighting for space on the back. Most people remember the landscape, not the label. 📷Backbone Branding

This morning at Amazon Accelerate the focus was firmly on AI. One thing I like about Amazon’s approach is that the use of AI is extremely practical and is squarely linked to improving the customer and seller experience. All too often AI is talked about in very nebulous ways, without proper consideration of the applications. Also, Amazon has been using some form of AI, especially machine learning, for over 25 years. This isn't new for them; but they're embracing the advances. Here are some things I learned… 🤖 Amazon is launching an AI-powered seller assistant called Amelia. It is designed to help sellers across all aspects of their selling journey. Amelia will also help sellers assess performance and recommend improvements. 📋 Producing listings and content is very time consuming for sellers. AI tools are helping to speed and simplify the process; and its making listing more effective by helping sellers identify keywords and search terms that customers use. 👀 Product titles will no longer be static but will be personalized based on individual users and what they’ve searched for. The example was used that if you search for pink aviator sunglasses, AI will ensure that for relevant listings the word pink is included in the title. 🎥 AI tools are already in place to help sellers create images. This is now being extended to video. With one click, sellers can provide a static image of their product, and it will be turned into a relevant video. Video has better conversion rates for selling. ⭐️ Last year, customers left 125 million reviews on Amazon. That’s too much information to sift through manually. AI is helping buyers and sellers by quickly summarizing and pulling out key trends and points from all reviews. 📉 There are a stack of AI tools helping sellers make more sense of various analytics within their businesses. This helps them make more informed decisions and to better forecast the impacts of decisions like advertising more. 👩🏽⚖️ AI is helping sellers to ensure they are compliant with rules and regulations. 📺 Outside of AI, Amazon’s ads now reach 275 million people per month in the US across all channels. #retail #retailnews #AmazonAccelerate #Amazon #AI #ecommerce

Condé Nast and SEPHORA recently joined a growing number of major brands and retailers that are betting big on 𝐜𝐫𝐞𝐚𝐭𝐨𝐫-𝐜𝐮𝐫𝐚𝐭𝐞𝐝 𝐬𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐝𝐞𝐬𝐭𝐢𝐧𝐚𝐭𝐢𝐨𝐧𝐬. I think it's going to be the new normal for social commerce and the de facto way an increasing number of shoppers will interact with the URLs of major brands and retailers. Sephora unveiled 𝘔𝘺 𝘚𝘦𝘱𝘩𝘰𝘳𝘢, a new platform allowing creators and influencers to curate their own beauty product storefronts directly on Sephora's website. "Whether it's the app, desktop or mobile, they can just go on, they create it and it's shoppable," Sephora President and CEO Artemis Patrick explained at the Fast Company Innovation Festival. "It's a very seamless experience, and it's very, very authentic for both the creator and the consumer." Meanwhile, Condé Nast announced 𝘝𝘦𝘵𝘵𝘦, an app launching in early 2026 that will give editors and influencers the tools to set up boutique e-commerce destinations. Condé Nast's SVP of Commerce Lisa Aiken described Vette as "a new route to market" that can drive sales without requiring foot traffic, direct-to-consumer infrastructure, or traditional affiliate marketing links. They're not alone. Best Buy and DICK'S Sporting Goods have also launched creator storefront programs, joining a growing crowd of traditional retailers trying to harness the power of the creator economy. To be clear, this idea of creator storefronts is nothing new. Amazon has had influencer storefronts for years. ShopMy has facilitated more than $500 million in sales since its inception with a mix of affiliate links, social shopping, and storefronts. LTK is generating $5 billion annually through the same channels. There's certainly a lot for all parties involved to like about creator storefronts with established retailers: 📦 Seamless fulfillment and distribution. 🚚 No third-party platforms, no shipping headaches. 💵 The same checkout experience customers already trust, curated by creators they follow. But will it work? 100%. There's a core marketing principle that the single greatest conversion variable on a landing page is often whether the messaging matches what sent users there. If consumers are going to land on these storefronts from the social posts of the creators that curate them, they're ideally going to see a familiar, trusted face throughout the shopping experience. That's a very powerful messaging match that's sure to influence consumers. I think the brands that succeed here the most will be the ones that incorporate creators' likenesses as much as possible, making the destination storefront into something that feels less like it was the creator who stocked the shelves, and more like the creator is your personal shopper. Expect to see a 𝘭𝘰𝘵 more of these announcements. And soon.

It would not be the only "Fast Delivery Game" anymore Whether it’s Zepto, Zomato, Swiggy, Flipkart, or even Jio, everyone is diving into quick commerce, making it the buzzword of 2024. But is quick commerce only about fast delivery? Here are 7 takeaways which I found through my research [1] Consumer Preference for Balanced Service Many consumers would rather wait a bit longer—say, 26 minutes—if it means better prices and reliable customer service. The appeal of a few extra minutes is higher than a 6-minute delivery with high fees and subpar service [2] Expansion in Product Variety and Personalized Pricing Quick commerce is evolving beyond a “fast only” approach. Platforms like Swiggy Instamart are investing in broadening product selections and offering category-specific deals. This evolution toward personalized and affordable pricing better meets diverse consumer needs, adding value beyond speed [3] Supply Chain Complexity and Inventory Pressure Rapid delivery requires local warehousing to stock thousands of items, but managing these inventories at scale is costly and challenging. Balancing immediate availability with stock rotation adds complexity and can lead to inventory issues that hurt profitability and disrupt service. [4] Worker Well-Being and Job Satisfaction The push for fast deliveries places heavy demands on delivery workers, who often work under pressure in dense traffic. While platforms try to improve conditions, the rush for speed can compromise safety and job satisfaction, increasing turnover and making it hard to retain skilled employees. [5] Financial Sustainability and Cost Control The operational expenses of quick commerce—such as local warehousing, technology, and staffing—are high. Balancing these costs with sustainable revenue models is difficult, especially in lower-demand areas. Profits depend on precise cost control, making it essential to optimize every part of the supply chain. [6] Quality Consistency as a Competitive Edge Ensuring high product quality under time constraints is a common struggle. For example, maintaining fresh food standards is difficult when speed is prioritized, which risks disappointing customers. Platforms that can ensure consistent quality alongside fast delivery can strengthen their brand loyalty. [7] Customer Loyalty Rooted in Overall Experience Consumers are becoming more critical of high surge fees, platform fees, and inconsistent service quality. Even the fastest delivery loses appeal if service doesn’t match expectations or prices seem unjustified. Sustainable customer loyalty in quick commerce depends on transparency, fair pricing, and excellent service, not just speed. What do you value? Price or Fast Delivery Let me know in the comments #quickcommerce #ecommerce #analysis