2024 Digital Retail Forecast: Opportunities, Challenges and Strategies

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Dive into our recap of the “2024 Digital Retail Forecast: Opportunities, Challenges and Strategies” webinar, where we explored the shifting landscape of digital retail. This session was focused on the transformative effects of generative AI, evolving marketplace trends, logistical excellence and the significance of ethical and sustainable practices in retail. Our panel of industry experts shared actionable insights and strategies to navigate the digital retail challenges and opportunities awaiting in 2024. 

Watch the replay below or read the summary below.


  • Sucharita Kodali, VP and Principal Analyst, Forrester Research
  • Simeon Siegel, Managing Director, Senior Analyst: Retail and eCommerce BMO Capital Markets
  • Sarah Rasmusen, Former Chief Innovation Officer, Lands’​ End
  • Mark Miller, VP, Competitive Intelligence Leader, Synchrony
  • Moderator: Allan Dick, Co-Founder, CommerceNext

Upbeat Trends: Ecommerce Growth

In 2024, a majority of major consumer ecommerce companies are anticipating growth in revenue with 42% already strategizing further investments in technology to streamline operations. This inclination signifies a clear trajectory towards harnessing digital innovations for business enhancement. The upbeat mood within the ecommerce sphere reflects the impressive holiday quarter retail outcomes and remarkable stock index milestones achieved in recent times.

2024 Digital Retail Forecast: Opportunities, Challenges and Strategies

AI’s Retail Revolution

In the realm of retail and ecommerce, there’s a growing understanding of AI’s pivotal role. Despite existing uncertainties, there’s a widespread acknowledgment of the necessity to adopt AI-driven data analytics and technology to adeptly respond to market shifts. This entails not only optimizing customer experiences but also enhancing operational efficiency and judiciously allocating resources for sustainable growth.

Consumer Sentiment vs. Spending Realities

In consumer behavior, there’s often a disconnect between expressed sentiments and actual actions, challenging conventional wisdom. Despite concerns surrounding economic uncertainty, historical data suggests that consumer spending patterns remain largely indifferent to election cycles or broader political sentiments. This observation challenges the common assumption that consumer sentiment directly influences spending behavior. It sheds light on the intricate interplay between rationality and emotion in consumer decision-making, emphasizing that external factors may influence discussions and perceptions but have minimal impact on purchasing decisions. As a result, this insight urges businesses to prioritize tangible metrics like revenue and consumer spending over subjective indicators of sentiment when navigating market dynamics and formulating strategic plans.

Navigating Economic Uncertainties

On an optimistic note, economists foresee a soft landing and potential rate decreases, which could bolster consumers’ purchasing power. Yet, challenges endure as prices are projected to stay elevated, possibly constraining spending abilities. Moreover, high credit card interest rates and resurging student loan payments may exacerbate the situation by limiting disposable income. The emphasis on execution in the retail sector underscores the criticality of precisely assessing and meeting consumer demand to navigate market fluctuations successfully.

The Strategic Approach of “Do Less with More”

The evolving retail landscape necessitates a paradigm shift towards achieving more with fewer resources. In response to fiscal pressures, retailers are urging their teams to streamline operations and optimize efficiency. Despite the wealth of available data and tools, there remains a significant underutilization. It leads to missed opportunities to understand and respond to customer signals effectively. The key lies in prioritizing essential conversion points and adapting to changing consumer behaviors, even if it means reimagining traditional sales funnels into more streamlined processes. Also, emphasizing customer experience and user interface investments over top-of-funnel branding becomes imperative in this scenario, highlighting the need for strategic resource allocation to achieve sustainable growth and competitiveness in the retail landscape.

Watch the replay of the “2024 Digital Retail Forecast: Opportunities, Challenges and Strategies” webinar here. 

To delve deeper into topics such as AI-driven analytics, consumer behavior trends and strategic resource allocation in retail, don’t miss out on the 2024 CommerceNext Growth Show from June 11-13th. Make sure you’re on the list!