The Future of (E)Commerce: It's Personal
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The search for personalization on one hand, and the need for trust and context on the other; discoverability, shoppability and video content; and the omnichannel being of Generation Z, all create a 3rd wave of digital commerce in which the shopper is also a seller, an influencer and a creator. "Long tail" vertical communities, sharing economy platforms, as well as incumbents - all seek to take part in this new marketplace reality. The PDF does not link well to the videos; please view on tiny.cc/ecom2025 for those. Channel agnostic consumers, social commerce communities, and micro influencers will change many industries in just a few years.
