As the ecommerce and digital marketing industries brace for a fast-paced Q4 and peak season, leading experts shared their thoughts on the most exciting trends, challenges, and advice for newcomers in the field ahead of the highly anticipated Ecommerce Expo and Technology for Marketing event. From AI-driven personalisation to innovative packaging solutions, here are the key takeaways from some of the industry’s most prominent figures.

The AI revolution in ecommerce

One of the most discussed trends at this year’s ecommerce expo is the increasing role of artificial intelligence (AI) in revolutionising ecommerce experiences. Hugo Borensztein, CEO of Omi, highlights the transformative impact AI-generated 3D visual content is having on brands, offering “immersive, dynamic experiences that are far more engaging than static images or traditional videos.” Borensztein notes how AI is enabling brands to tailor content in real-time to individual consumer preferences, which he describes as a “game-changer” for digital marketing and consumer engagement.

Rosie Bailey, Founder & CEO at Nibble says Gen AI tools like ChatGPT are seeing “the most rapid new technology adoption we have ever witnessed” in the eCommerce industry, driving huge changes in consumer behaviour, with Bailey stating that “If an experience is not immediate, seamless and potentially also gamified it might as well be invisible!”

Sustainability and innovation in packaging

Sustainability remains at the forefront of ecommerce discussions, particularly in terms of packaging and environmental impact. Lucas van der Schalk, CEO of Corplex, is particularly excited to see how companies are transitioning from single-use packaging to more sustainable, lower-waste alternatives. Van der Schalk stresses that the future lies in reuse rather than recycling, explaining, “Recycling 1 tonne of cardboard generates 450kg of CO2, whereas reusing the materials would generate less than a tenth of that.”

Social commerce and personalisation

In parallel with AI-driven advancements, the rise of social commerce is another major trend reshaping the ecommerce landscape. Sam Theakston, Director at B2 Agency, points to partnerships between social media giants like TikTok and Amazon as a significant development, bringing social commerce “to the forefront” by enabling consumers to shop directly from their social media feeds.

“The potential to go viral on TikTok shop is something else altogether,” says Anna Sutton, Co-founder & CEO at The Data Refinery. But heading into peak shopping season, Sutton said, “It will be critical to spot opportunities quickly and respond as well as keeping pricing right to ensure margins are managed and having one eye on sell-through rate.”

The ability to reach young consumers is one of the biggest advantages of social commerce, something which Harshal Shah, CEO and Founder of ECOMVA agrees with. “We see tremendous opportunities in understanding the unique shopping behaviours of Gen‑Z while simultaneously adapting to the evolving Millennial mindset. The real challenge – and opportunity- lies in how the industry adapts to these new generations of decision-makers” Shah says.

Supply chain and inventory management challenges

Despite the excitement around new technologies, ecommerce retailers face significant challenges heading into Q4 and peak season. Chris White, Chief Revenue Officer at SnapFulfil, points out the complexity of global supply chains, especially when managing inventory across thousands of products. “Inventory, fulfilment, and shipping across a vast network of global suppliers, warehouses, and buyers create major management headaches,” White explains, adding that accurate forecasting is crucial to avoid stock shortages.

Customer experience: the final frontier

The customer experience remains a key focus for industry leaders, particularly when it comes to the checkout process. Moshe Winegarten, Chief Revenue Officer at Ecommpay, highlights the challenges retailers face in reducing cart abandonment rates. He notes that one of the biggest barriers is a frustrating checkout experience, adding that innovations in payment processes are needed: “There are still too many reasons that ecommerce brands lose customers before check-out.”

“Companies that have not effectively leveraged their first-party data will struggle even more to attract shoppers,” said Craig Smith, Country Manager UK & Ireland at SCAYLE. Smith also adds that, with new international players emerging in the market, the commerce landscape has never been more competitive. “Brands and retailers should carefully review their customer data strategy and integrate all touchpoints into one unified experience across all channels – optimised for profitability,” he added. 

Advice for newcomers: embrace technology and experimentation
As the industry continues to evolve, several experts offered valuable advice for newcomers. Eva Palatinsky, CEO of Globalfy, recommends adopting a mindset of experimentation and continuous learning: “The only way to truly understand what works is by putting it out there and being ready to adapt based on the results.” 

Similarly, Dorota Wróbel, Chief R&D at G2A, emphasises the importance of speaking up and presenting innovative ideas: “Don’t be afraid to speak your mind and speak up. If you have an idea that you believe in, present it and be ready to convince others.”

“You’ll definitely want to pay attention to new ideas to inspire and implement learning opportunities,” said Mark Adams, senior vice president and general manager of EMEA at BigCommerce. “There are a lot of smart people who have been working in eCommerce for years. Identify those leaders and learn from them,” Adams adds, with in-person events like eCommerce Expo offering a great opportunity for newcomers to network.

Get to eCommerce Expo 2024

Join Propeller Group, the official PR partner, at eCommerce Expo on 18–19 September 2024 at ExCeL London to hear more from industry leaders shaping the future of ecommerce. Don’t miss CEO, Kieran Kent’s panel – Retail Media: What’s Next? – where he’ll be discussing key trends and strategies in the ecommerce world alongside ASOS Media Group, John Lewis Partnership, and Co-op Media Network. 

Sign up now to attend and stay ahead of the game in this rapidly evolving industry. For full details and to secure your spot, visit the official agenda at the eCommerce Expo 2024 website!