Predictions 2024: Digital Commerce

October 25th, 2023

Emily Pfeiffer Principal Analyst

Lauren Cevallos Analyst

Chuck Gahun Principal Analyst

Brendan Witcher VP, Principal Analyst

With contributors:

Fiona Swerdlow , Keith Johnston , Kelsey Chickering , Joe Cicman , J. P. Gownder , Delilah Gonzalez

Summary

In 2024, digital commerce will continue to see massive changes. Generative AI (genAI) will move into a valuable position for digital businesses, while cutting-edge tech like augmented reality (AR) will help a small number of firms improve efficiency. Tech shifts will become hyperfocused as big replatforming projects happen half as often, but businesses will finally begin to defund legacy solutions to reallocate resources toward changes with measurable results. Social and retail media players will partner, creating new investment opportunities for digital leaders. In 2024, digital leaders will experiment when benefits are less risky and reduce spend on expired initiatives that no longer deliver results.

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