Exploring the intersection of technology and consumer trends in e-commerce: Insights for 2024

Ed Turner
25 March, 24

As 2024 unfolds, the e-commerce and logistics domains are witnessing rapid evolution. Ed Turner, from Asendia UK, anticipates a widespread integration of Artificial Intelligence (AI) and Virtual Reality (VR) to cater to the evolving demands of consumers.

This year is an important point in the growth of online shopping, where the meeting of technology and what customers want is changing how things are done in the industry.

A key factor driving change is the adoption of advanced technologies such as artificial intelligence (AI) and virtual reality (VR). These new ideas are transforming the traditional ways we do business, and how we carry out our day-to-day tasks in the field of e-commerce logistics. Every day brings news of tech advances aimed at streamlining fulfilment and delivery processes. From automated warehouses to AI-driven route optimisation and VR-enabled supply chain management, technology is revolutionising efficiency and scalability in unprecedented ways.

As businesses strive to meet the requirements of an increasingly digital marketplace and confront challenges such as higher costs and workforce shortages, these innovations are being seen as indispensable assets for maintaining competitiveness and agility in the e-commerce ecosystem.

Updating the consumer experience

We’re also witnessing a surge in hyper-personalised shopping experiences and immersive product interactions, shaping the e-commerce landscape. Consumers now seek something more than transactions; they yearn for personalised encounters resonating with their unique tastes, values, and lifestyles. Through the deployment of AI and VR tools, businesses can deliver bespoke experiences fostering customer loyalty and contentment, thereby driving sustained growth and prosperity. Noteworthy instances include recent launches of virtual try-on tools by industry giants like Amazon[1] and Mr. Porter.[2]

It’s interesting that ‘authenticity’ has also emerged as a pivotal factor shaping consumer conduct in 2024. A recent survey[3] by Asendia underscores this, revealing that the majority (70%) of UK consumers are willing to pay a premium for authentic brands, prioritising factors such as reliability, supply chain transparency, and sustainability commitments. The findings suggest e-commerce brands need to uphold transparency and authenticity in their operations to cultivate and retain consumer trust.

Tech to ease pressure on the bottom line

In the midst of an ongoing affordability crisis, it’s crucial to find the right balance between providing a quality service and keeping prices reasonable. With customers feeling the pressure of rising costs, considerations like how much it costs for delivery and returns really affect whether they decide to buy or not. Globally, 43% of online shoppers[4] say delivery costs matter as much as value for money and product quality, underscoring the significance of cost-efficient and swift logistics solutions in the e-commerce realm.

Moreover, sustainability initiatives are increasingly swaying purchase decisions in 2024. Environmentally-conscious consumers actively seek out brands championing green practices across their supply chains, reflecting a heightened awareness and concern for ecological issues. As the climate emergency intensifies, e-commerce companies face mounting pressure to embrace environmentally responsible practices to remain competitive in the market.

Finding the balance

In simple terms, the way people buy things online in 2024 is a mix of new technology, changing customer choices, and a stronger emphasis on being real and eco-friendly. Businesses that can quickly adjust to these changes and use new technology to make shopping better and delivery smoother will thrive in an ever-more competitive market.

With AI and VR driving innovation, businesses can deliver personalised experiences while prioritising authenticity and sustainability in response to shifting consumer demands. And by striking a balance between service quality, affordability, and eco-friendly practices, e-commerce ventures can position themselves for sustained success in the dynamic landscape of digital commerce.


[1] https://www.aboutamazon.com/news/retail/amazon-makes-shopping-easier-with-virtual-try-on-for-shoes

[2] https://www.ynap.com/news/yoox-net-a-porter-launches-virtual-try-on-experience-for-mr-porter-private-label/

[3] https://www.asendia.com/resource/how-to-sell-direct

[4] https://www.asendia.com/resource/how-to-sell-direct

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