Three Trends Driving E-Commerce in 2024

Implementing transformative artificial intelligence-enabled technology investments is shifting the paradigm of e-commerce business operations. Three emerging trends are driving this shift: AI, Unified Commerce, and MACH.

Experts estimate that two-thirds of service providers are already forming cross-functional initiatives to manage generative AI projects. They forecast that by 2026, 75% of e-commerce platforms will use GenAI to create synthetic customer data, generated by algorithms that mimic real-world samples.

These advancements, aligned with progress on unified commerce, are expected to enhance the user experience as they should promote seamless cross-channel integration, transparent and timely order information, and 24/7 access to customer support.

Due to these innovations, throughout the second half of 2024, we can expect:

• Widespread deployment of AI-enabled tools and formalized teams to manage these projects.
• Industry-wide progress on unified commerce that will make or break brand performance.
• More widespread adoption of MACH platforms, including environments that may be upgraded piece-by-piece, on-demand.

TotalRetail recently delved into the ways the e-commerce industry is already off and running with these initiatives. Learn more about them and explore ways your e-commerce business can capitalize on these trends here.