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For The New Optimists, livestreaming will continue to be a dominant shopping option. Why? This is a highly social, on-the-go group, and livestream allows them to interact and shop virtually anywhere. This form of conversational commerce is mainstream in China (livestream shopping generated $4.4bn in sales in 2018), Japan, Southeast Asia and South K... See more

The need for calm commerce is evolving beyond fashion and beauty, with high rates of consumers looking to everyday shops for moments of calm. Financial institutions, grocery stores and medical offices should take note.

More consumers are using AR to test products at their own leisure. When it comes to these technologies, think less marketing hype and more in-home try-on.

Traditional and institutional brands and retailers will continue to lose market share to local retailers and community-based shopping platforms.

Streamline the UX for in-app ordering – the fewer steps, the more likely you will drive sales. Also, brands that focus on hyper-local last-mile deliveries (think festivals, outdoor venues and sporting arenas) are likely to gain market share.

With decision exhaustion at record highs (Googling 'black dress' yields billions of results), the single biggest driver of shoppers buying or recommending a product is decision simplicity. This need for simplicity has been accelerated due to the pandemic, and as shelter-in-place orders are lifted, decluttered shopping experiences will resonate with... See more