Ecommerce trends

2024 eCommerce trends in the context of AI

The buzzwords, the basics and some quick wins to make your eCommerce thrive, in AI era

It is still the first half of the 2023 so why we are talking about 2024 ecommerce trends? I will admit that summer may seem a bit too early to be writing about next years’ trends. Also we cannot really predict the future, but we can and we do constantly guess based on historical data. When it comes to trends, we seem to be rather predictable; taking what’s hot right now and extrapolating it into the near future. Yet, 2023 is different with the dawn of AI era and it is worthwhile to think about how it will change the eCommerce business. Yes, it can be a gamechanger, but it’s not like building a good foundations for eCommerce will not matter anymore. Or understanding the needs of your customer. AI will improve a lot of things, but the basics will remain the same. I have even asked AI about eCommerce trends, and, lucky me, its answers were not much different from mine. So what we can learn from combining my predictions based on reviewing previous “BIG” trends and AI vision for the eCoomerce?

Long story short: build good foundations for your ecommerce, then look at the new, emerging AI solutions and decide which solution makes sense for you and in what scope. Do not jump at any new opportunity. Let’s say you heard about AI shopping assistants, like the new Mercari is now testing in beta. But you’re not a giant international corporation and you don’t have the resources to build a similar solution. I want to give you quick-win solutions, that don’t require the budget and the know-how for an AI shopping assistant, but can nevertheless improve your results. At the same time, I would like to show you what a long term goal might be.

Not every buzzword is a real solution

Around 2016 and 2017 chatbots were all the rage — touted to revolutionise ecommerce in all areas imaginable: from support all the way to the shopping process itself. These bombastic predictions didn’t quite materialise.

Sephora launching 2 chatbots in 2017

Current Sephora website providing human to human interaction in the form of beauty experts

A similar cautionary tale could be made about voice interfaces. With the rising popularity of smart speakers like Amazon Echo, voice interfaces had been touted to be another big thing in tech and ecommerce. You can find all the predictions from 2016-2018 that visualised continuous growth of smart speakers and thus voice interfaces becoming the key touch point for ecommerce. But those charts didn’t come true and smart speakers have declined in sales. There’s no one reason for their decline (stagnation), but I would risk guessing the answer is quite simple: voice interfaces don’t really solve any problems nor do they improve experiences in ecommerce. In other words: a voice interface doesn’t provide a better shopping experience for most people in most contexts than a regular online shopping method of… clicking.

Currently, like in the Mercari example, chatbots are making a comeback – powered by better AI they promise to revolutionise or at least improve conversion and the shopping experience. Will they though? Time will tell.

Amazon Echo

Lesson to be had, not every buzzword is a real trend. And not every trend will become a viable solution. But we can identify what has proven to work and bring ecommerce success. We can also look at trends from the past years and evaluate their applicability.

Foundations Must haves Tomorrow It depends…
Offer and presentation Personalisation AI Social commerce
Simple checkout mCommerce AR/VR Voice interfaces
Payments Omnichannel experience Web3 Subscriptions
Delivery Big data Recommerce
Customer service Live shopping



Trends that stood the test of time:

  • personalisation — according to a 2017 online survey of 1,000 consumers ages 18-64, 80% of customers are more likely to do business with a company that offers personalized experiences. “Consumers who believe personalized experiences are very appealing are ten times more likely to be a brand’s most valuable customer – those that are expected to make more than 15 transactions in one year. Additionally, those respondents who believe companies are doing very well on offering personalized experiences shop more than three times more frequently”.
  • mCommerce — mobile accounts for 58% of web traffic worldwide and for almost 80% market share of total ecommerce. It’s a no brainer — mobile experiences and mobile shopping should be a primary for most, if not all ecommerce.
  • omnichannel experiences — customers care about price, convenience more than they care about channels or touch points. 49% of customers are omnishoppers — regularly shopping across both offline and online channels, according to Nielsen. Though customers may use different channels depending on context, need, time etc. they expect the same level of experience across all channels.


Personalisation, mCommerce and omnichannel experiences are crucial, but we can get deeper still. By that I mean deconstructing ecommerce to its core components — foundations:

  1. Offer and presentation
  2. Checkout (quick and easy)
  3. Payment
  4. Delivery
  5. Customer Service


Back to basics — foundations of any ecommerce

1. Offer and presentation
Quick win — adapting the offer to your customers

Everything starts with the offer — do you have what the customer is looking for? Then comes the presentation — will the customer know that you have what they’re looking for. Not long ago, we had a case here at Edisonda Studio, where we asked this question. Our client — Legutko is a large seller in the horticultural industry. Its ecommerce is thriving business dedicated to the B2B sector. But Legutko had discovered, that apart from B2B customers, there was a substantial group of B2C customers visiting their store. Our research confirmed this hypothesis and uncovered a very important fact: these B2C customers simply weren’t able to shop at Legutko’s ecommerce. The didn’t know what to buy and they didn’t want to buy wholesale. We could either try to a B2C tailored experience into a B2B store, possibly compromising the B2B experience in the process or create an experience tailored to the specific needs of the B2C customers — enthusiasts, people from cities and suburbs for whom ecology, healthy eating and self-sufficiency are important values. Customers without specialist knowledge, who nevertheless would like to buy and grow their own vegetables, fruits etc.

That’s how was born:

  • an eCommerce dedicated to B2C, for enthusiasts-amateurs,
  • with an offer consistent with the values ​​and needs of customers,
  • containing preselected sets of seeds or plants, substrates, tools and accessories,
  • with a simple, user friendly checkout

Quick win — let customers know what you sell from the get-go

As Baymard Institute has discovered, when visiting a website or app, users may misinterpret or underestimate a site’s product range. That’s why it’s recommended to display at least 30-40% of product range on the homepage. It’s not a costly change to implement and it may help your ecommerce immensely. provides a good example of displaying a wide range of available product categories.

Long term goal — personalisation

Now what if we have a great offer and we show the customer a wide array of products, that are addressing their current needs? What we end up with is Amazon — which not only presents a wide array of its product range, but it also displays products that are more likely to answer the customer’s current needs. Amazon is using data about a given customer to personalise most of the sections on its homepage for that customer, thus increasing conversion. It’s called a “single customer view” and it’s the level you should be striving for in the long run.

There are 6 level (sometimes called “stages”) of personalisation:

  1. Static — no personalisation, for example static campaigns.
  2. Identity — this simply means using personalised language, like addressing the customer by name. It can also include gender, location and age.
  3. Insight driven — breaking down customers into segments and driving dynamic content for these segments.
  4. Enriched insight — the crucial difference between this and the previous stage is that an enriched insight approach adds further granularity by increasing the number of variables by which a group or segment can be defined.
  5. Single customer view — at this stage the content is tailored to an individual identity, behaviour and context of use.
  6. Predictive — at this stage the data from the single customer view is used to anticipate customer’s future needs

If your ecommerce is currently at level 2, you can create a plan to upgrade it to level 3 and so on. But the Single Customer View should be your goal. And by the time your ecommerce gets to level 5, level 6 may become a viable solution and should become the next goal in your strategy.

2. Checkout
Quick win — simply… simplifying the checkout process

According to the Baymard Institute: 17% of cart abandonments happen because the checkout process is too long and/or too complex. A good solution for high drop offs in the checkout stage is simplifying the checkout:

  • Use an isolated checkout process, as to not distract the user (i.e. hide the main navigation)
  • Make sure the checkout progress bar matches the steps in the checkout (Personal details, Delivery address, Payment method etc.). Users often get confused and interrupt the checkout because of this.
  • Minimise the number of input fields displayed at the start of the checkout (display only fields which are absolutely necessary at a given moment).

Following these 3 guidelines will make your checkout more user friendly. It doesn’t require huge investments and may be one of the best quick fixes if you’re on a budget.

Long term goal — one page checkout

Single page checkout may be great follow up, once you’ve streamlined your checkout as per 2.1. It simplifies the checkout even further and makes purchases faster for the customers. A great addition is a “one-click buying” feature, first introduced by Amazon in 1999 and since implemented by many other companies. 

3. Payment
Quick win — simply… simplifying the checkout process

According to the Baymard Institute: 17% of cart abandonments happen because the checkout process is too long and/or too complex. A good solution for high drop offs in the checkout stage is simplifying the checkout:

  • Use well-known and trusted payment methods and gateways.
  • Use native payments on mobile: Apple Pay, Google Pay to make checkout frictionless
  • Offer various payment methods that fit different customer needs: credit card, transfer, Apple/Google Pay etc.

Long term goal — buy now pay later

In 2022, Buy Now, Pay Later (BNPL) accounted for between 7% and 9% of online payments (globally). This share is expected to increase to 24% in 2026. BNPL is an attractive form of payment, especially for young people who do not have credit history. BNPL is becoming a viable option to implement for a growing number of businesses in times of economical instability, as it may attract customers who would otherwise refrain from purchasing.



One more thing(s)…

The AI frenzy

On the one hand, AI looks very much like every other technology that Silicon Valley touts as the „next big thing”. On the other hand, AI has definitely more real case uses and utility than VR or blockchain.

Personalized Recommendations

One of the most significant applications of AI in ecommerce is personalized recommendations. With the help of AI algorithms, ecommerce platforms can analyze user data and behavior to provide personalized recommendations to each customer. This not only makes it easier for customers to find products they are interested in but also increases the likelihood of purchases.

For example, Amazon’s recommendation system uses AI to suggest products based on a user’s browsing and purchase history. This system has been so successful that it is estimated that up to 35% of Amazon’s revenue comes from recommendations.

Improved Customer Service

Another area where AI is transforming ecommerce is customer service. AI-powered chatbots can be used to provide quick and efficient customer service, answering customers’ questions and providing guidance throughout the purchasing process. This not only saves time and money but also provides a more seamless customer experience.

For example, H&M uses an AI-powered chatbot on its website that can answer customer questions about products and make personalized recommendations based on the customer’s preferences and previous purchases.

Supply Chain Optimization

AI can also be used to optimize the supply chain and improve inventory management. By analyzing sales data, demand forecasting, and production capabilities, AI algorithms can optimize the supply chain, reducing costs and improving efficiency.

For example, Walmart is using AI to optimize its supply chain by predicting which products will be in demand during certain periods and adjusting inventory levels accordingly. This has resulted in significant cost savings and improved efficiency.

Visual Search

Visual search is another area where AI is making waves in ecommerce. With the help of AI, ecommerce platforms can analyze images and provide similar products to customers. This not only makes it easier for customers to find what they are looking for but also increases the likelihood of purchases.

For example, Pinterest has an AI-powered visual search feature that allows users to search for products by uploading images. This feature has been so successful that it has resulted in a 20% increase in user engagement.

Fraud Detection

AI can also be used to detect and prevent fraud in ecommerce. With the help of AI algorithms, ecommerce platforms can analyze user behavior and identify patterns that may indicate fraudulent activity. This not only helps prevent fraud but also protects customers’ personal information and financial data.

For example, PayPal uses AI to detect and prevent fraud on its platform. This has resulted in significant cost savings and improved security for its customers.

Will AI permeate all aspects of life? Will it take over the ecommerce from generating code and layout design to populating it with personalised deals, to offering a seamless checkout based on conversational interfaces (or maybe by combining various input methods into one seamless experience)? Or maybe it will remain a back end solution for years to come, before it’s truly ready for client facing solutions? It’s too soon to tell. 

Less tangible trends

While AI has the spotlight and everyone’s attention, there are a few trends that are also worth keeping an eye on. They are not as technologically appealing / technology-based as AI is…

Live shopping

Instagram got into live shopping in 2020 only to terminate the functionality in March of this year. Thus, it might seem justifiable to treat live shopping as a fad that has come and gone — if it wasn’t for Asia — over 70% of consumers buy through live shopping in countries like China, India and Thailand. It’s is a sales channel worth 62 billion USD in China alone (as of 2019, projected to achieve 623 billion USD). It’s part commerce, part entertainment that has been effective in a wide range of market segments from fashion, through cosmetics and even groceries. Live shopping may remain important in Asia, while never catching on in the West. But it’s worth observing and experimenting as the largest group of live shopping consumers worldwide are people aged 18-24 (58% of all live shopping buyers) *[1].

Sustainability, circular economy, and re-commerce

The reality is that price is still the most important factor in customers’ purchase decisions. For example, data shows that customers are willing to pay about 5% environmental premium when it comes to shipping costs[2]. Nevertheless, customers want to be environmentally friendly / responsible and that translates into their shopping decisions and behavior. According to Nielsen, “the majority (73%) of global consumers say they would change their consumption behavior to reduce their impact on the environment”. While 41% say that they’re highly willing to pay more for products that contain all-natural or organic ingredients [3].

One behavior that is an example of customers being both price conscious and / or environmentally responsible is re-commerce. This way of shopping is especially common amongst the youngest consumers: Gen Z (aged 18-24) and Gen Y (25-40 ). In each age group, min. 62% of people bought “used” products in the last year.

The most popular categories are clothes, electronics, books, and toys. More than half (54%) of shoppers engage in re-commerce because of their values, such as sustainability, but at of economic uncertainty, more customers can be driven by lower price of used products[4]. Currently most used item sales still take place offline, so there’s a lot of that market to gain by the ecommerce. At the same time there’s also a lot to discover, design and develop to tap into that market. Companies like Zalando (with its “Pre-owned” category) are already paving the way.

Customer awareness is one force for sustainable commerce practices. The other is regulatory. In March 2022 the EU presented the “Strategy for Sustainable and Circular Textiles” to address the entire lifecycle of textile products and propose actions to change how they are produced and “consumed”. The strategy is in line with the European Green Deal, the new circular economy action plan, and the industrial strategy for the textiles’ sector. In April 2023 the Environment Committee of the European Parliament[5] voted for recommendations to end fast fashion, adopting tougher rules to fight excessive production and consumption.

Therefore, there are both incentives and directives to seriously consider re-commerce as a sustainable solution.



Final thoughts and takeaways

  1. Build the foundations. 
Before you invest millions in AI, take care of the basics – improvements in the design of the home page or the shopping process will bring benefits with a small investment.
  2. Get to know your customers and personalise your offer. 
Offer and content personalization is based on good data. Even AI won’t do much without data.

Rome wasn’t built in a day... Don’t chase the latest trends, because they’re the talk of the town. Implement solutions that make sense for your ecommerce and bring value to your customers.

[1] ” The Future Shopper Report 2022”, Wunderman Thompson

[2]The Rise of sustainable ecommerce”  

[3]A ‘natural’ rise in sustainability around the world”, NielsenIQ, 01.2019

[4] “Recommerce report”, eBay, 04.2022

[5] Ending fast fashion: tougher rules to fight excessive production and consumption


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    Michał Madura
    Senior Business Design Consultant

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