Top Commerce Trends 2024

Brands increasingly find themselves under the microscope to tackle diversity, equity and inclusion (DE&I), could AI help provide online experiences that are accessible to all? Leon Suchocki, Head of Brand Guardian, at VML Commerce believes that “We will increasingly see curative AI used to ensure content is compliant with a brand's accessibility guidelines, rather than having humans pore over every asset, current and past.”

Social media is no longer the place for online communities to grow and thrive, with the likes of YouTube, Twitch, Fortnite, and the like bringing new opportunities for brands to sell to consumers. “Brands must widen their footprints in 2024 to ensure their social experiences are optimised with eye-catching imagery, platform-specific storefronts, and striking content if they are to stand out from the rapidly growing crowd.” Says, Chloe Cox, Head of Social at VML Commerce.

While the economic pressures that many expect to spill over into 2024 would suggest another year where marketplaces like Amazon or Alibaba dominate, that may not be the case. “In the most recent edition of our global Future Shopper report, marketplaces’ share of wallet was 35%, a good figure in a vacuum but one that is unchanged from last year.” Says, Ken Platt, Director of eRetail & Marketplaces at VML Commerce.