Zia Wigder, Chief Content Officer (CCO) of eMarketer, gave a speech on the top five trends in e-commerce. She talked about the transformation of retail, brands, manufacturers and the importance of understanding new market perspectives.

Five trends

Wigder listed the main trends: growth in conversions between e-commerce and retail; growth in retail media; increased social shopping; generation of artificial intelligence and large language models (LLMs); and shortening time to market for innovation.

As e-commerce growth has slowed around the world, going forward, digital and physical retail should grow at very similar rates. However, physical stores continue to stand out among consumers and even demonstrate greater influence.

Retail media was a hot topic. The third wave of digital advertising was the second trend mentioned by the speakers. The new advertising model is a transformation that all major companies and representatives of various brands must consider.

Social shopping is experiencing exponential growth. "However, each country is developing differently", says Wigder. The main category benefiting from this movement is the fashion sector, which accounted for 53% of total purchases in April 2022.

For content directors, the fourth trend related to AI is the brand’s learning moment. It is necessary for companies to cultivate a space to discover the possibilities of using AI in different areas of the company.

In conclusion, the last trend concerns the acceleration of innovative markets. Over the years, the time it takes for disruptive companies to reach high market capitalization has been decreasing. Against this backdrop, new markets such as retail media have continued to grow over the past few decades.

Editor ✎Estella/

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