As COVID-19 drives digital transformation across all industries, it is no different for e-commerce. Today unprecedented changes are happening in e-commerce with lots of emerging trends. Online grocery shopping soars during the coronavirus crisis and millions of users (mostly seniors) are first time using online shopping. The future of commerce has been shaping right now. Where is the next leap in e-commerce?

1. Sensitivity: Public
E-Commerce in
Post-Apocalyptic
World
After COVID-19
Oguz Bayram
@djinni

2. In 2003, SARS crisis
accelerated the
birth of China E-
Commerce. Today
COVID19 is driving
the 2nd wave, this
time globally.

3. Sensitivity: Public
Commerce will be very much
driven by experiences

4. E-Commerce
Long tail
Niche Product & Experience
Revenue/Customer
Marketplace/
OnlineGrovery
• Wide range of products
• Distribution / Delivery
• Credibility / Trust
• Robust shopping experience
• Flexible payments
Instant
Delivery
• Speed
• Simple experience
• Logistic as a Service
Niche
• Domain Expertise / Trust
• Community / Status
• Thematic experience
Subscription
• Personalized Service
• Self-Improvement Nudge
• Niche Experience
• «Piece of Mind» Effect

5. The next
innovations
hide under
the emotion
blanket!

6. Typical E-Commerce Journey
I need something!
Aware of Need
Find best product for me!
Product Research
I need flexibility in payment!
Payment
Unboxing!
First time use
These emotional peaks and
valleys are very crucial in
retaining or losing
customers. Almost can drive
shopping habit if used
correctly.
Where is my order?
Is it hygenic?
Delivery

7. • AI-driven Recommendations
• Virtual Shopping Assistant
• AR(etail)
• Predictive Smart Search
• Emotional and Joyful Shopping
• Conversational Commerce
Innovate where the emotions are turning
• Pay with Donation
• Pay with Rewards
• Biometric Payment
• One-Click Shopping
• Package experience
• Repurposed | Recycled |
Upcycled Packages
• Quick Start AR/VR Guide
• A-Commerce
• Subscription Model
• Shopstreaming
• IoT – Auto Replenishment
Aware of Need
Product Research
Payment
Unboxing
• Instant Delivery
• Hygenic Delivery (UV disinfection)
• Personalized Delivery
(combining packages, hour selection)
• Autonomous Delivery
• Car Delivery Point –
(Park-Free delivery in crowded areas)
Delivery

8. Evolution of the Value Chain
New
Customer
Habits
Driving Tech Forces
Emotional Peaks & Valleys
E-Commerce Longtail
New
Value
Chain

9. The New Value Chain
Retail / Sales
Distribution / Logistic
Manufacturing
(Private Label)
Raw Materials
Backward
Integration
Delivery
Customer Care
Forward
Integration
Omnichannel Commerce
Logistic as a Service
Manufacturing
(Private Label)
Raw Materials
Payment / Financing
Brand Communities /
Utility
Personalized Delivery
Customer Engagement /
Education
ForwardIntegration

10. How to make your investment decisions
in the new value chain?
- Is it a complex technology?
- Do competitors have appetite for or already invested?
- Does it close to my core competencies?
- Any opportunity that already has a solid customer base?
- Can acquire with exclusive partnership?
- Can gain a competitive advantage by gathering user
data?
- Does it scalable to a broader customer base?
Investment Decision
Inhouse / Outsource / Acquisition
Omnichannel Commerce
Logistic as a Service
Manufacturing
(Private Label)
Payment / Financing
Brand Communities /
Utility
Personalized Delivery
Customer Engagement /
Education
ForwardIntegration
Raw Materials

11. E-Commerce Growth Redefined
Funnel Based Growth Flywheel Growth Model
Lack of Momentum
Additional energy (acquisiton)
needed to fuel the funnel
Self-spinning
Flywheel leverages its momentum with positive
feedback loops

12. Selection
Customer
Experience
Traffic
ML/Data
Analytics
Optimize
New Product /
Experience
Development
Cloud
Shopping
Service
OpenAPI
Experience
driven
Commerce
(Niche)
Growth
Brand|User
Community
Social
Commerce
Partnership
Auto
Replenishment
Behavioral
Data
Usage/
Comsumption

13. 6 Trends Shaping the Future of E-Commerce
A-Commerce Shopstreaming
Virtual
Shopping
Assistance
AR(etail)
Social
Commerce
Emotional &
Joyful Design

14. A-Commerce
Discovery to delivery automated
Users are ready to outsource shopping to AI,
algorithms and smart devices for frequent
shopping items with ultimate convenience:
- IoT-enabled auto-refill food, cleaning
supplies
- Automated shopping cart generation
according to the consumer consumption
frequency
- Cashier-less fully automated stores like
Amazon Go

15. ShopStreaming
Joy + Livestreaming + Shopping
The rise of the short-form video platforms
and creativity are building the next chapter of
e-commerce. Today video creation is much
faster, easier, and cheaper than ever. Hence,
social video platforms are getting much closer
to the bottom-of-funnel. Video platforms will
takeover a significant share from traditional
e-commerce channels.

16. Virtual
Shopping
Assistants
Your best shopping companion
Shopping in the endless aisle digital shelf is a
big hassle for consumers. Providing
personalized relevant support similar to in-
store help is the new normal:
- Provide personalized recommendations
- Concierge shopping service
- Reduce friction in shopping journey
- AI-based assistants will help consumers to
discover and buy best-fit products
Uniqlo IQ Help

17. Social
Commerce
Social is the new shopping mall
Social Media started to influence buying
decisions and platforms harnessing this
behavior by integrating seamless shopping
experiences into their platforms:
- Social in-app purchases are wide-
spreading with new formats
- Influencers sharing shoppable / affiliate
content and drive to brand e-shops
- Social aspects integrated to e-commerce
platforms such as feeds, ephemeral
promotion stories
Shoppable
Instagram
Stories
Stickers

18. AR(etail)
inspiration to purchase shortened
Augmented Reality (AR) will play a pivotal
role in augmenting product experience;
- See and place a product at your home
- Personalized product information (food
allergy, dietary info, sustainability etc.)
- Beauty category applications
- Immersive product explainers
- Realtime product customization /
configuration
IKEA Place
Augmented Product Experience

19. Emotional &
Joyful Design
Enduring, delightful, and engaging experiences
• Evoke positive emotional experiences and
surprise users
• Leverage microinteractions to bring more
joy and dynamism to drive conversion
• Use human, humorous and conversational
tone of voice in microcopy
• Display bigger and delightful images in
shopping basket that mimicks real basket
look&feel
Designer：Alex
Khoroshok
Beko Home Appliances

20. Preparing for the Future
Anxious - Instable
• Provide genuine support and
care your customers
• Foster Direct to Customer
channels and build habit
• Optimize conversion funnel for
senior/elder people
• Increase rewards points for the
sake of customer savings
• Provide touch-free experiences
RECOVERY
(0-3 Months)
Optimistic - Stable
• Invest technology architecture
to accelerate digital
transformation
• Reinforce omnichannel
initiatives with CX in mind
• Diversify channels and get the
most out of social commerce
• Develop personalized delivery
models
• Create immersive product
experiences
NEW NORMAL
(3-6 Months)
Excited – Innovations
• Use AI as a strategic leverage
• Apply design thinking to CX
and invest big & bold ideas
• Build agile organization and
foster resilience to crisis
• Use real-time data & insights
to keep up with changing
customer preferences. Co-
develop products & services
with your customer
GROWTH
(6+ Months)
Consumer