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In this report we identify and examine those trends that will shape the e-commerce and retail landscape over the next five years and beyond.


  • The lines between physical and online retail are blurring. The former will continue to reduce the physical space they hold, switching their investment online. The latter will invest further in establishing physical presences to support product showcasing and fulfilment.
  • The ability to leverage multiple data points to provide a contextual view of consumers will drive the evolution of predictive analytics. This will take product recommendations to the next level by providing a curated shopping experience.
  • Although AI applications have the potential to make shopping easier, both on and offline, brands need to proceed with caution. Brands that insert themselves into a conversation with a consumer must ensure that the dialogue is relevant and targeted.

Features and Benefits

  • Learn how and why consumer expectations and behaviour in e-commerce and retail are changing and the impact this will have.
  • Identify the key technologies that will impact e-commerce and retail – and those that will have a more limited role.
  • Understand the central role that mobile is taking in commerce experience, and the implications this will have going forward.
  • Discover the meaning of contextual commerce, and the applications and business models this is enabling.
  • Learn and benefit from recommendations on how to stay ahead of the future developments analysed in the report.

Key questions answered

  • How are consumer expectations of e-commerce and retail changing, how must brands respond?
  • What technologies are impacting commerce - what will be the role of augmented reality and artificial intelligence (AR and AI)?
  • How are mobile payments and mobile advertising developing?
  • What is the role of curated shopping and predictive analytics?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

The changing face of consumers

  • Consumers are driving instant gratification to the next level
  • The desire for shopping experiences will intensify
  • Goodbye purchase funnel, hello purchase pretzel
  • The sharing economy will become more entrenched
  • Consumers take more control of personal data trade-off terms

The rise of contextual commerce

  • Moving from a 2-D to a 3-D customer perspective

Pure play and physical retail: blurring boundaries

  • Online moves into the real world
  • An increasingly fragmented physical footprint
  • From omnichannel to omnibrand
  • Fulfillment is a major battleground, ushering in new models

Toward a mobile-centric retail experience

  • Prepare for m-commerce boom
  • Mobile proximity payments lag – but better prospects ahead
  • Mobile loyalty in the ascendant
  • Moving toward mobile-first advertising

Key technologies that will shape retail

  • Hyper connectivity will create new dynamics in retail
  • A more limited role for wearable tech in m-commerce
  • AR will be a strong driver for online and physical retail
  • Location becomes a building block for retail
  • 3-D printing will have a limited impact in retail


  • Methodology
  • Further reading
  • Author

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