Navigating the Future of eCommerce: Top Trends to Watch in 2024

Author: Myk Baxter

The eCommerce landscape is ever-evolving, driven by technological advancements and changing consumer behaviours. Staying ahead of these trends is crucial for businesses to thrive. But knowing what’s worth your time and what’s not worth your time when it comes to trends can steal more time from you than the research itself!

To save you a little time, here’s the top emerging trends in eCommerce for 2024 that we think deserve your attention.

AI and Machine Learning

It goes without saying that artificial intelligence (AI) and machine learning (ML) are revolutionising eCommerce and many other industries beside. From personalised product recommendations to chatbots providing instant customer support, these technologies enhance user experience and streamline operations.

However, businesses need to be careful to not put off their customers. There’s an increasing number of reports of businesses ditching their customer support and incorporating and AI chatbot to “help”, however almost all are met with hostility from users due to their ineffective replies, mistakes, and nonsense replies. While this technology is evolving fast, it’s still in its infancy so use with caution and only for things that really make the eCommerce experience better.

Augmented Reality

Augmented reality (AR) is helping vendors bridge the gap between online and in-store shopping. The technology allows customers to visualise products in their space before purchasing. This trend is particularly significant in fashion and home decor industries but could be extended to all types of goods and services.

Think about this; when you order a takeaway pizza, how many times do you pause to think about just how big a 15 inch pizza actually is? For many, it’s a guess despite ordering one that size before as the physicality is hard to visualise. Add in extra mouths to feed and your golden ratio of slices is now off. Now imagine you could use AR to put your pizza on the table, and see how big it is before you’ve even paid for it?

Voice Commerce

With the rise of smart speakers like Amazon’s Alexa and Google Home, voice commerce is becoming a viable sales channel for businesses in the digital sphere. Optimising for voice search is now essential for eCommerce businesses. This means you need to have keywords and SEO on-point, while also integrations with popular platforms like Amazon also help get your product brought without ever hitting a screen.

If your product or service can integrate directly without the use of a third party, even better. For example, you could have a voice commerce system set up for renewal when the product begins to get empty.


Sure, this one’s always on the list…but for good reason. Today’s consumers are increasingly prioritising sustainability and alternative solutions. Brands that adopt eco-friendly practices, from sourcing materials to packaging, can attract a growing segment of environmentally conscious shoppers.

Social Commerce

Despite it’s decline, traditional social media platforms are still integrating new and improved shopping features, enabling users to purchase directly from posts. Depending on your audience, social media is either key or irrelevant, but the truth is that leveraging social commerce can enhance customer engagement and drive sales regardless of whether its your primary or secondary sales resource.


Keeping up with eCommerce trends is a real no-brainer, but it’s implementing thing effectively that takes more time and planning. Trends and new ideas will help eCommerce businesses stay competitive and meet the evolving needs of consumers and embracing innovation (when it works properly, and not just for the sake of it) can help you thrive as you adapt to the changing landscape that 2024 is sure to bring.