Part 2: Expert Predictions For E-Commerce In 2024

ECmmerce is an ever-growing industry and the more accessible digital tools and knowledge become, the more individals are turning to entrepreneurship in ecommerce. We read a few interesting insights from experts in part 1, and now we will get into more expert predictions on what 2024 may have in store for the online marketplaces and commerce space as a whole:

Our Experts


  • Ronni Lang, Head of Marketing, fulfilmentcrowd
  • Sam Rawson, Head of Client Services, Repeat Digital
  • Chelsea Hopkins, Social Media and PR Manager, Fasthosts
  • Dan Greenall, VP of Product, Sorted
  • Chris Timmer, CEO, Linnworks
  • Steve Grainger, Managing Director, Enigma Interactive
  • Beth Ann Kaminkow, Global Chief Commerce Officer, VML
  • Ed Hill, Senior Vice President EMEA, Bazaarvoice
  • Nick Morgan, Founder and CEO, Vudoo
  • Ken Serdons, CCO, Mollie
  • Robert Blaszczyk, Head of Strategic Clients, Conotoxia
  • Rodney Perry, Head of Data & Analytics, Making Science
  • Catalin Zorzini, Founder, Ecommerce Platforms
  • Ashley Wright, VP of Commercial, Visualsoft
  • Ahmed Musa, Head of Ecommerce & Performance, Cheil UK
  • Ian Cassidy, Commerce Director, CTI Digital
  • James Shepherd, Co-Founder and Managing Director, Atomic Altitude
  • Ed Turner, CIO, Asendia UK


Ronni Lang, Head of Marketing, fulfilmentcrowd



“As a consequence of rising customer acquisition costs, we’re seeing brands increasingly investing in personalising journeys to encourage repeat purchase and increased purchase frequency. Indeed, our own research has found that personalisation is going to be a key priority for over a third of ecommerce retailers in 2024.


“Personalisation works on two levels: firstly, it helps create a deeper connection between brand and customer. Secondly, it allows for more targeted cross-selling by introducing new products to customers based on their previous buying history.


“While we’ve seen levels of personalisation in areas like email campaigns for years now, what we’re expecting to see more of in 2024 is the expansion of personalisation across all stages of the customer journey including post-purchase.


“In particular, more brands will leverage social platforms to reach audiences with highly personalised experiences. Today, any customer can act as a ‘micro-influencer’ within their own network; forward-thinking brands are leveraging that fact by incorporating unique elements within a package that encourages customers to create and share exciting unboxing experiences on their channels.


“Personalisation also extends to differentiating the ‘extras’ included in packages. For example, rewarding customers with a gift based on repeat orders to build lasting relationships while also introducing them to new products.”


Sam Rawson, Head of Client Services, Repeat Digital



Ecommerce businesses generally experienced a quieter January than normal, though expected given the economic climate.

“With mortgage rates coming down and positive signs of inflation showing, consumer confidence is likely to improve, resulting in an improved Q2 and beyond.

“With consumer expectations continuing to evolve, we are likely to see more ecommerce businesses investing in the technological advancements that have really paved the way over the past few years, such as AI and machine learning.

“This has made the shopping experience even more personalised, intuitive and engaging, while also streamlining operations.

“In addition, the rise of social commerce will see more consumers shopping via social media platforms.

“With TikTok gaining traction as a search engine, especially among Gen Z, it’s no surprise businesses are seeing increased sales from products that are being showcased and recommended by those they follow.

“Making this even easier is Google’s Circle to Search, which was announced last month and is already available on a handful of Android phones.

“Helping consumers quickly identify items in photos or videos (on social media, for example), it is particularly helpful when the person posting hasn’t tagged the brands in their content.

“And the best thing? You don’t need to leave the app to use it, making the shopping experience ever more convenient.”


For any questions, comments or features, please contact us directly.



Dan Greenall, VP of Product, Sorted



“Looking ahead this year in the world of ecommerce, it’s clear that being smart with money and resources is going to be key. There’s also a growing trend to balance this efficiency with sustainability, which is becoming more and more important.

“One interesting development we expect to see is the rise of multichannel retailers utilising certain stores as micro-fulfilment centres to replicate a hub and spoke model.

“The idea is to store products closer to where customers are. This not only has the propensity to reduce costs but is a viable sustainability initiative as final mile distances, and therefore emissions, are reduced.

“Ultimately, the goal is that customers get their orders faster, have a better experience and therefore make repeat purchases.

“Another benefit of this model is how it handles returns. Typically, we see retailers using one of their distribution centres as a return’s hub, but in this evolving model, returns can go to these Micro-fulfilment centres.

“Meaning products can be inspected, re-packed and resold quicker, reducing the cost impact to the retailer.”


Chris Timmer, CEO, Linnworks



“In 2024, the e-commerce industry is set to grow and evolve further, especially for small retailers grappling with sudden growth.

“With over 400 marketplaces available, entrepreneurs can easily establish a brand and reach global customers. However, sustaining this growth while maintaining customer experience and brand integrity presents significant challenges.

“With the number of UK retail companies set to rise by 14% over the next five years, entrepreneurs must transition from basic tools like spreadsheets to more sophisticated solutions to support expansion.

“Multi-channel retailing is crucial, with the majority of customer searches originating from marketplaces and social media. Yet each additional marketplace adds complexity, making effective order processing and inventory management essential.

“And with customer expectations at an all-time high, timing on fulfillment is also critical; delaying investment in technology risks overwhelming the business and jeopardising hard-won success.

“To scale effectively, retailers need to automate every aspect of the ecommerce process, leveraging effective retail technology solutions and software for efficient inventory management and fulfillment.

“This approach enables seamless scalability while upholding a high-quality customer experience.

“By investing in automation and operationalising the business, retailers can mitigate the risks associated with growth while maintaining their entrepreneurial spirit.

“Ultimately, investing in the right technology – at the right time – safeguards business growth and commitment, ensuring sustained success in navigating the changing ecommerce landscape in 2024 and beyond.”


Steve Grainger, Managing Director, Enigma Interactive



“In the dynamic landscape of eCommerce, businesses may find it challenging to decide which digital platforms, technologies and trends are most suitable for them. This leads to the crucial question: What should eCommerce managers prioritise to stay ahead in the market this year?

“The experts at Enigma Interactive, a leading UK digital design agency have revealed the areas where retailers should focus over the next twelve months to tackle everything from improving customer engagement to boosting sales.

“Subscription services have become increasingly popular for a variety of products – ranging from the likes of dog food to contact lenses.

“These services provide customers with greater convenience and often come with incentives to encourage repeat subscriptions rather than a one-off purchase.

“From a retailer’s perspective, subscriptions offer valuable insights into the preferences of their customers, as well as automating repeat purchases.

“By analysing customer data, retailers can gain a better understanding of how their customers’ buying habits may change over time, and can then offer personalised products and promotions tailored to their specific needs.

“An emerging trend gaining momentum is direct-to-consumer (DTC) selling, exemplified by industry giant Dyson, who emphasises “buy direct from the people who made it” in their marketing messages.

“DTC provides increased control over how a retailer’s brand is portrayed and received by consumers. This control extends throughout the entire user experience, encompassing online transactions through to product delivery.

“Smaller retailers can capitalise on this trend by investing in purpose-built platforms. This allows them to offer their products as a holistic experience, maintaining control over the perception of their brand.

“The investment in such a platform enables these retailers to shape a consistent brand image and elevate the overall customer journey.

“The average person encounters between 6,000 to 10,000 advertisements on digital platforms every day. These ads are displayed on search engines, social media platforms, and other mediums to attract consumers and encourage them to buy products from retailers.

“If you have a limited marketing budget, it can be challenging to reach out to your target audience and compete with bigger brands.

“People value loyalty, and that’s where smart and strategic tech solutions come in. The likes of automation, gamification, push notifications and loyalty schemes can transform your eCommerce store from a transaction to a captivating experience.

“In 2024, it’s not just about selling, it’s about creating meaningful relationships and experiences that make customers want to come back to your online store.

“In 2024, only online retailers with the best user experience will be able to survive in the highly competitive market. If customers face any barriers to finding what they need quickly, they have more power than ever to switch to another retailer offering the same or similar product.

“To ensure long-term success, brands should focus on providing seamless navigation between products, along with accurate search results and advanced filtering options.

“In 2023, online marketplaces like Temu and SHEIN experienced a surge in popularity, driven by their attractive pricing and clever marketing efforts. However, this success was accompanied by controversy.

“Despite their appealing prices and persuasive marketing tactics, these platforms faced criticism for unethical production practices and extended shipping durations, sparking concerns about their environmental footprint.

“Statista reports that two-thirds of Gen-Z shoppers prioritise brands with robust ethical and sustainable practices. To stay pertinent in 2024, eCommerce businesses must prioritise supply chain transparency and make substantial commitments to sustainability on their platforms.

“Not all eCommerce retailers operate exclusively online, presenting a genuine opportunity to leverage technology and seamlessly combine the advantages of online shopping with the in-store experience.

“While the trend in recent years has been to make in-person shopping more of an experience, the reality is that shoppers are primarily there to make purchases. Therefore, technology should focus on making the buying process easy and enjoyable.

“Simplifying solutions is key, and it doesn’t have to be overly complex. Traditional retail often falls short with its restricted product range and the possibility of not having specific sizes, cutes, or colours in stock.

“To address this, integrating in-store technology allows customers to easily explore and buy from an extended product catalogue while in the physical store.

“Additionally, the option to have purchases shipped directly to their home provides a seamless omni-channel experience throughout the customer journey.

“Retailers often attempt to profit from the latest trends to quickly increase their revenue. However, it is crucial to consider how these trends align with the overall business strategy.

“Retailers should think about their long-term vision and identify any gaps that are preventing them from achieving it before exploring any trends or technologies.”


For any questions, comments or features, please contact us directly.



Beth Ann Kaminkow, Global Chief Commerce Officer, VML



“Retail media spending globally is expected to reach $128 billion in 2023, and it is poised to overtake linear TV as the third biggest channel by spend.

“So not only is it ushering in the next era of commerce, but today’s technology-driven age means that the time-honoured traditions of shopper marketing for retailers and brands are being upended.

“The future will no longer be about retail media as a vehicle, but how it is used to engage shoppers.

“This is where ‘creative commerce’ comes in: ideas that inspire conversion regardless of the channel.

“Retail media is powerful because it gets brands closer to the point of purchase and is far more targeted. But to cut through and convert, a creative approach will be imperative.”


Ed Hill, Senior Vice President EMEA, Bazaarvoice



“AI has the potential to be a game changer for UK brands and retailers, earning the trust of a solid 53% of consumers.

“In the coming year, it’s set to make waves in British retail, opening doors to streamline operations, jazz up content creation, and amp up the overall customer experience.

“Yet, finding that sweet spot between human creativity and AI efficiency is key.

“It’s not just about incorporating AI; it’s about doing it responsibly and ethically, ensuring it complements rather than replaces human input and creativity.

“This intentional strategy keeps things in line with brand values but also builds consumer trust while helping to dodge any unintended ethical issues.

“However, a looming challenge in UK retail is the surge in AI-generated fake ratings and reviews, bringing the risk of everything from misinformation to downright deception.

“Keeping user-generated content (UGC) genuine and authentic is a must not only in the year ahead but also indefinitely.

“Brands need to get that the true value of UGC isn’t just about quantity but its authenticity, putting the spotlight on genuine customer experiences to solidify trust.

“Navigating the evolving AI landscape in UK retail demands a smart, forward-thinking approach—responsible AI practices, transparency, and an unwavering commitment to authentic customer connections are the recipe for success.”


Nick Morgan, Founder and CEO, Vudoo



“For 2024, ecommerce vendors should look to interactive video as a way of showcasing their products. The dynamic nature of this format means they can offer customers a choice of items to look at, detailed information about these products, and even show real-time pricing and stock levels.

“They can effectively create personalised pathways for each customer. There’s room for experimentation too; retailers could look to boost engagement through choose-your-own-adventure style videos, quizzes or even polls that could help them uncover insights about consumer preferences.

“Retailers must create a seamless experience, from consideration to purchase – providing all the details a consumer needs to make an informed decision, and the functionality to enable a quick purchase.

“In the year ahead, we’ll see e-commerce websites evolving as tech will enable the shift of the checkout to offsite, not bound by being onsite.

“Vendors and platforms will place shoppable videos incorporating in-stream checkouts at the centre of their strategies, enabling them to boost conversions and drive ROI.”


Ken Serdons, CCO, Mollie



“The big focus for next year will be on unifying payment interfaces across diverse channels, including in-store, online, and social media platforms, creating a seamless experience for consumers.

“The use of AI and ML in payments will optimise conversion and fraud algorithms while also enhancing the user experience in areas such as customer support.

“Express checkouts, particularly those offered by tech giants, will proliferate, tapping into unified technology. Buy Now, Pay Later services will also continue their ascent.

“In the face of high inflation, merchants are actively adapting. Going into 2024, this dynamic environment encourages a shift towards a more focused approach, where businesses prioritise delivering profits over merely pursuing growth.

“By embracing resilience and strategic adaptation through tactics such as operational efficiencies and identifying niche product areas to corner, merchants can navigate the challenges posed by inflation and emerge stronger in the marketplace.

“Merchants want integrated financial solutions encompassing payments, banking, funding, expense management etc.”

“Rather than piecing together disparate providers, they want bundled experiences with great service quality. Payments companies have a chance to expand offerings to meet these demands.”


Robert Blaszczyk, Head of Strategic Clients, Conotoxia



“2024 marks the year of global e-commerce – these are our promising predictions for the industry. Merchants’ expectations are in line with economic forecasts.

“Consumption is expected to pick up in the coming months and become one of the drivers of growth again.

“When it comes to planning overseas expansion, online shops most often choose more mature e-commerce markets and developed economies.

“Meanwhile, slightly less obvious directions, such as the Czech Republic, Romania, Hungary or the Balkans, may prove to be an interesting alternative.

“These markets are less filled with online shops and goods, which makes the competition for customers a bit easier and marketing costs somewhat lower.

“It is not only about price, choice and quality of products available online that matters to the shoppers. Providing methods and currencies adapted to the specifics of a given market is a crucial element when planning international expansion.

“What about entrepreneurs’ perspectives and expectations for 2024? Optimism dominates. We hear that the majority anticipate an increase in revenue compared to the passing year.

“E-commerce owners want to strengthen their position on foreign markets. The most merchants indicate devoting expenditure on marketing activities and on logistics.”


Rodney Perry, Head of Data & Analytics, Making Science



“With more AI-driven data products hitting the market in 2024, we can expect multiple advanced in-house solutions that personalise the eCommerce customer experience, making it more tailored than ever.

“The challenge will be navigating the market to find the solutions that fit your business to accelerate growth.

“The shift from browsers to apps will continue as a preferred consumer method of interacting with brands and services.

“The quality and versatility of these apps will give brands more control over their product, but restrictions to measurement in iOS and Android will make attribution harder to measure.

“Brands will need to figure out how best to tie in measurement with Mobile Measurement Partners (MMPs) and GA4 whilst activating through Google Marketing Platform (GMP) and Meta.

“While data strategies continue to focus on first-party data, high-quality third-party data sources will also become more critical with the deprecation of third-party cookies.

“Privacy and technology changes with iOS17, Privacy Manifests and Privacy Sandbox will cause challenges in tracking users and interactions, increasing the reliance on good modelling solutions.

“A change in mindset about the value of analytics solutions in understanding trends and pain points in the user experience will likely justify accelerated migration to server-side tagging and measurement solutions.”


Catalin Zorzini, Founder, Ecommerce Platforms


“There are two trends that I’ve seen bubbling up over the last few years that I predict will continue to skyrocket, hopefully not only for the sake of being trendy, but also for driving significant improvements to the e-commerce landscape; I’m talking about sustainability, and the use of AI.

“The increasing demand from customers for ecological options, sustainable products, and ethical choices is reshaping the e-commerce landscape from the ground up.

“Hopefully, marketers are waking up to the reality that young people care about the planet in a very different way than the previous generation of consumers.

“Even labelling them as “consumers” (albeit ethical ones) would probably infuriate lots of them. Marketers should ask themselves this: how can we transform our products from consumables to durables?

“And that’s where Artificial Intelligence can come in. I am often asked what is the best way to integrate AI into the strategy and customer experience of an online shop.

“I would say that the absolute best way to start is to go to ChatGPT and use this prompt: “How can my e-commerce business be more sustainable? Please include only real suggestions, not greenwashing ideas.”


Ashley Wright, VP of Commercial, Visualsoft



“In 2024, personalised shopping is expected to grow with expectations of tailor made recommendations and bespoke offers based on purchase history.

“Brands can use their first party data to offer recommendations, upsells based on previous purchases, and personalised landing pages.

“With the increased use of AI, in 2024, companies and marketplaces are expected to offer an even more engaging and interactive experience, completely personal to the customer.

“For example, Amazon is utilising AI to help sellers create more engaging ads, taking basic information and images to create more compelling lifestyle imagery resulting in an immersive experience for the customer that aligns with their need for personalisation.

“The addition of AI also goes a step further than improving efficiencies, it can be utilised to understand customer lifecycles, and help with the customised retargeting and product recommendations, to ensure campaigns are tailored to individuals.

“We also know that values-based commerce is becoming more and more important, with sustainability up there as a key concern for customers.

“Showing and sharing your values gives a competitive edge in 2024. Communicating this clearly through your brand touchpoints, and using relevant badges and filters to show your eco-friendly status will go a long way.”

For any questions, comments or features, please contact us directly.



Ahmed Musa, Head of Ecommerce & Performance, Cheil UK

“In 2024, ecommerce is being redefined by the convergence of digital convenience with physical authenticity, delivering hybrid shopping experiences that are rich, interactive, and personalised. This year, we’re moving beyond transactional interactions towards a narrative-driven commerce that tells a story and fosters a connection with consumers.

“The lines between ecommerce platforms and social media are blurring, creating ecosystems where purchase decisions are influenced by community engagement and real-time interactive experiences.

“Advancements in AI are making shopping experiences more intuitive and predictive, with virtual try-ons and immersive digital showrooms becoming the norm. These technologies not only enhance the consumer journey but also provide rich data insights, allowing brands to hyper-tailor their offerings and anticipate consumer needs.

“Sustainability is another critical factor driving ecommerce evolution in 2024. Consumers are increasingly making purchasing decisions based on a brand’s ethical practices and sustainability measures, pushing ecommerce to innovate in supply chains, packaging, and product life cycles.

“The most successful ecommerce brands in 2024 will be those that leverage technology to create seamless, engaging online shopping experiences while upholding the values of sustainability and social responsibility.”


Ian Cassidy, Commerce Director, CTI Digital


AI Demonstrates Commercial Value

“The potential of AI models like Chat-GPT, Gemini, and CoPilot is undeniable, and their acclaim is well justified. Yet, despite recognising the operational efficiencies these technologies could unlock, many businesses are still struggling with the practical implementation.

“I see a swift move towards adoption at the platform level as a way to bridge this gap. This approach not only aids organisations in getting started but also paves the way for transformative applications in sectors like:

Programmatic ad buying: Leveraging generative AI to create marketing assets for paid campaigns.
Inventory and supply chain management: Leveraging predictive analytics to forecast demand, optimise inventory levels, and streamline supply chain operations for maximum efficiency.
Customer service enhancement: AI-driven chatbots and virtual assistants provide real-time, personalised customer support, elevating the online shopping experience.


Social Commerce Expansion

“2024 marks a year where social media giants are focused on maximising revenue per user, particularly amongst millennials and Gen-Z. Platforms such as TikTok, Instagram, Pinterest, and Facebook are doubling down on three key strategies: hyper-personalised advertising algorithms, increased user engagement, and the seamless integration of commerce that keeps users’ attention.

“As a result, enterprises are increasingly viewing their social media platforms as direct sales channels rather than mere tools for brand awareness.


From Free Money to Data-Driven Decisions

“With the transition from the ‘free money era’, characterised by zero interest rates and low capital costs, to an era of higher interest rates, businesses are recalibrating their risk appetites. In this new financial climate, there is a marked shift from pursuing unprofitable growth towards making decisions grounded in data.

“We see an increased appetite for data warehousing, real-time reporting, and predictive modelling to drive decision-making.”


James Shepherd, Co-Founder and Managing Director, Atomic Altitude



“As retailers continue to face a challenging high street landscape in 2024, they should prioritise digitalisation and performance-first media strategies. Retail brands must optimise their online presence, focus on measurable metrics, and leverage a range of digital channels to enhance customer engagement.

“Retailers will also need to leverage first-party data to create highly personalised customer experiences in 2024. Increasingly, customers will expect tailored products, recommendations, and content based on their individual preferences. Brands which can provide this will boost customer loyalty.

“Brands should apply performance principles across the entire media mix, taking a holistic approach to media optimisation and ensuring that all marketing activity aligns with growth goals rather than superficial metrics, ultimately maximising the effectiveness of media investment.

“Customer loyalty will be more important than ever for retailers this year. To achieve this, retail brands will need to provide a seamless online shopping experience in addition to best-in-class loyalty programmes, personalised interactions, and value-based measurements to enhance the overall customer journey.

“And finally, to create a cohesive customer experience, retailers will prioritise omni-channel integration in 2024. They must blend online and offline channels seamlessly, as well as collaborating with influencers to extend brand reach and appeal to a wider audience.”


Ed Turner, CIO, Asendia UK



“In 2024, Ed Turner at Asendia UK anticipates a landscape in e-commerce and logistics characterised by transformative technologies. AI and VR tools are enhancing consumer-facing aspects of shopping online, with hyper-personalised shopping interactions and immersive product engagements gradually coming into play. Virtual try-on experiences and AI-driven recommendations are enhancing convenience and satisfaction, fostering increased consumer loyalty and engagement.

“Tech is revolutionising e-commerce logistics operations too. Innovations such as automated warehouses, AI-powered route optimisation, and VR-enhanced supply chain management, are driving efficiency and scalability to unprecedented levels.

“Authenticity remains a crucial factor influencing consumer behaviour. Asendia’s survey reveals 70% of UK shoppers are willing to pay more for authentic brands, citing factors like delivering on promises, supply chain transparency, and sustainability commitments.

“Navigating the delicate balance between service and cost in e-commerce for 2024 is paramount amidst the ongoing cost-of-living crisis. With cash-strapped shoppers seeking solutions to counter rising expenses, delivery and return costs weigh heavily on both consumers and retailers. Globally, 43% of online shoppers consider delivery costs pivotal alongside value for money and product quality.

“Furthermore, sustainability practices are increasingly influencing purchasing decisions, with eco-conscious consumers gravitating towards brands prioritising green initiatives throughout the supply chain.”