Accelerated growth of e-commerce requires accelerated adjustments

For example, customers, b2c and b2b, become digitally mature sooner and their level of expectation rises. The acceleration of growth requires accelerated adjustments in the market, say the ShoppingTomorrow experts. Today their new book was presented on ShoppingToday: The Next Chapter – Fast Forward. This will be continued with the first Bluepaper Bootcamp.

In the eighth year of ShoppingTomorrow’s research, 520 experts in 17 expert groups focused (often virtually) on the future of e-commerce, a future that has come closer faster thanks to COVID-19.

The “new normal” is forcing organizations to accelerate digitally, even more than was already necessary.

Visual commerce and the importance of data

Although people still prefer to go to physical stores for advice, according to the recent GfK Consumer survey commissioned by ShoppingTomorrow, they have started shopping more digitally due to movement restrictions. Customers want to see what they buy there, a fact that online retailers can take advantage of, the experts describe in a bluepaper about visual commerce. Customers also want to be served personally, which is possible by collecting data and using it intelligently. The search for the right balance between customer-friendliness and privacy is extensively discussed in the bluepapers, as is the architecture to promote customer engagement.

Local opportunities

In addition to digital stores, the corona crisis has also given local stores new, perhaps unsuspected opportunities. Opportunities that retailers can seize by setting up joint parcel points or local retail platforms, be customer-oriented based on collected insights and perhaps by having robots make an entrance on their shop floor. In the meantime, we are seeing the first successful examples of quiet, clean and bundled city logistics in the inner cities, in which different stakeholders work together.

Voice and marketplaces

The expert group on voice and interactive dialogue urgently advises companies to get started now with speech technology and individual customer interaction. The new interface is the next revolution in digital commerce, according to the experts. “Those who do not work on this now will later lack the skills to interact with consumers in a hyper-personal way and become dependent on platforms,” ​​they say.

Bluepapers available for download

The bluepapers of the 17 expert groups can be downloaded free of charge from today on


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