E-commerce is undergoing a fundamental change that is reshaping how customers buy and companies sell. While generative AI has grabbed the attention of executives over the past year, a quieter wave of technology-driven innovation is washing over almost every aspect of e-commerce.
This technology infusion is powering a much more comprehensive and integrated version of next-gen e-commerce, in which a broad ecosystem of capabilities—such as R&D, logistics, warehousing, and marketing and sales—are increasingly interconnected. With these deeper and broader integrations comes the promise of better performance leading to greater productivity, higher profitability, and better customer experiences. (McKinsey)