How eCommerce Brands Are Adapting to Thrive after 2024’s Digital Landscape

The eCommerce landscape is undergoing its most transformative phase yet, with brands racing to balance innovation, security, and customer expectations. A 2024 survey of 155 retail executives by BigCommerce and Retail Dive reveals that agility isn’t just a buzzword but a survival strategy. Here is what’s reshaping online retail from AI-driven to cybersecurity segments.

Key Findings: The Data Driving Modern eCommerce

1. The Cost of Customer Relationships

54% of executives prioritize reducing customer acquisition costs, while 45% focus on enhancing checkout security to retain trust.
48% are streamlining mobile checkout flows, and 55% are investing in conversational AI tools like chatbots (e.g., automated customer service chatbots) to boost conversions.

2. AI’s Dual Role: Efficiency and Personalization

Internally, brands leverage AI for:

• Predictive analytics (49%)
• Inventory management a(41%)
• Product development (41%)

Externally, AI powers:

• Chatbots (55%)
• Visual search via image recognition (46%)
• Hyper-personalized recommendations (40%)

3. Growth Through Expansion

• 66% of brands launch new product lines, while 40% expand into new countries.
• Brick-and-mortar isn’t dead: 40% are opening physical stores to complement digital efforts.

4. The Cybersecurity Crisis

85% of 2023’s cyberattacks used generative AI, prompting 4 in 10 brands to prioritize data privacy upgrades.

Connecting the Dots in a Fragmented Market

AI: From Convenience to Expectation

Fiona Norton of BigCommerce notes that exposure to AI in one area of life raises consumer expectations universally: “Once they start to see a technology… they expect to see that everywhere.”

This explains why 55% of brands now deploy chatbots—not just for efficiency but to meet the demand for instant, voice-command-style interactions. This reassures the audience about the industry’s commitment to innovation and meeting customer expectations.

However, AI’s internal applications are equally critical. Predictive analytics tools help brands anticipate demand shifts, while automated inventory systems prevent costly overstocking. The takeaway? AI isn’t just a customer-facing gimmick; it’s the backbone of automated operational resilience.

Security as a Competitive Edge

With AI-driven cyberattacks surging, brands are turning security investments into marketing opportunities. Norton highlights that robust data practices are now “a competitive advantage” as shoppers increasingly reward transparency. For instance, 45% of companies are enhancing checkout security—a direct response to payment fraud concerns and a trust-building measure.

Omnichannel Growth: Beyond “Online vs. Offline”

The resurgence of physical stores (40%) alongside global digital expansions reflects a nuanced strategy. Brands aren’t choosing between channels—they’re creating ecosystems. This strategic thinking behind the balance of online and offline channels is inspiring, as it shows the industry’s adaptability. A new product line might debut on TikTok Shop, scale via Amazon Marketplace, and anchor loyalty through in-store experiences.

Conclusion

The data paints a clear picture: Success after 2024 hinges on balancing innovation with security and customer-centricity. Brands that thrive will treat AI as a shield (combating fraud) and a sword (driving hyper-personalization) while recognizing that physical stores and global expansions aren’t contradictions—they’re complementary growth levers.

The takeaway? Agility isn’t about chasing every trend but strategically aligning investments with evolving consumer behaviors. Whether optimizing mobile checkouts (48%) or launching new product lines (66%), the brands winning today are those bridging the gap between operational efficiency and emotional resonance.