skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

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.

Highlights

  • 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

Summary

  • 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

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now