• Vladislav Us

Отчет по электронной коммерции от Gartner

#Technology advancement is changing #customer expectations of the #shopping #experience. In order to deliver compelling offerings, application leaders should focus on 10 hot areas that will impact the future of digital commerce in terms of customer experience, business models and emerging technology.

Key Findings

  • A multimodal experience that incorporates conversational and visual interfaces has a bigger impact on the conversion funnel than any single mode.

  • Unified commerce across channels and throughout the customer purchase journey offers the flexibility and consistency to deliver a superior customer experience.

  • Business models such as subscription, thing commerce and enterprise marketplaces help organizations move toward digital business via new ways of doing business and/or facilitating digital platforms.

  • API-oriented architecture, artificial intelligence (AI), personalization engines and product configurators are key technologies and architecture that enable compelling customer experience and digital business models.


For application leaders responsible for digital commerce technologies:

  • Decide which emerging conversational, visual and unified commerce technologies can enable differentiated offerings by assessing how they can add value to the customer's shopping experience.

  • Be well-versed in digital business models and their benefits. Incorporate digital business model thinking when designing digital commerce strategy and technology roadmaps.

  • Identify use cases related to personalization and AI that have the most pressing needs from the perspective of both the customer and your own organization.

  • Take a pragmatic approach to move toward API-based architecture to bring the flexibility and extensibility needed for customer experience and business model innovation.

Strategic Planning Assumptions

  • By 2020, 30% of our interactions with technology will be through "conversations" with smart machines.

  • By 2020, 5% of digital commerce transactions will come from a smart machine.

  • By 2020, more than 50% of online sellers will either list their products on marketplaces or sell third-party products on their core commerce sites.

  • By 2022, at least 5% of digital commerce orders will be predicted and initiated by AI.

  • By 2022, 10% of organizations doing digital commerce will build that into a platform business to transform into digital businesses, and 60% of those will employ an open ecosystem to scale up the growth.

  • By 2025, 80% of online sellers will have implemented "commerce to you" capabilities, or else face obsolescence.


Emerging technologies play an increasingly influential role in changing the customer's expectation within digital commerce. Gartner outlines its vision of the future state of digital commerce and the dynamics driving such a state in "Industry Vision: Commerce to You."Besides technology, rapid changes to the customer experience and new business models are also impacting the success of digital commerce. A compelling customer experience not only differentiates digital commerce offerings, but also contributes to the bottom line by increasing conversion and repeat purchases. Digital commerce can be scaled up into digital business to create new sources of revenue by embracing new business models and, especially, the platform concept (see "Scaling Digital Commerce Into a Digital Platform Business").

Digital commerce is getting conversational. The use of natural language in product search and service interactions makes customer experience more intuitive and compelling. However, conversational interfaces alone do not necessarily make the shopping experience easier — the maxim "a picture is worth a thousand words" should be remembered here. Enabling a multimodal experience by incorporating images, video and graphics with conversation is more impactful on the conversion funnel than any single mode.

Digital commerce is getting more visual. People can find similar products using visual search. They can buy directly from streaming video with identifiable goods or from social media images using buy buttons, or view customizable products in 2D/3D using configurators. Leading organizations have tapped into immersive technologies such as augmented reality (AR) to create a more engaging experience by mixing digital images and the physical environment. Image and video have never taken such a prominent position in the customer shopping experience.

Digital commerce is getting more intelligent. AI enables digital commerce to respond quickly to changes in customer behavior and market conditions with higher accuracy and relevance, especially when combined with traditional technologies. It underpins many commerce use cases that include content and search personalization, product recommendation, conversational and visual interfaces, thing commerce, price optimization and demand forecast. AI is the technology that will have the most profound impact on all aspects of commerce, from customer experience to back-office operations.

Digital commerce is becoming a starting point for digital business. Besides selling primary products and services, organizations are tapping into new business models such as thing commerce and enterprise marketplaces for new sources of revenue. They're turning one-time product sales into ongoing service relations, and becoming marketplace operators that facilitate transactions among customers and third-party sellers. These business models enable organizations to move toward digital business using digital commerce as the starting point.Gartner identifies 10 hot areas that will impact the future of digital commerce in terms of customer experience, business models and technology (Figure 1). While these trends and technologies present exciting opportunities, application leaders should use them selectively and only when they make sense to meet the needs of both the customer and the business.

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