In 2024, meeting customers where they are is table stakes for e-commerce companies. As the industry evolves forward, the new competitive areas for global players revolve around distinguished, enjoyable and pain-free user experiences.

“It isn’t just a business imperative to meet customers where they are — this is a necessity,”  said Rebecca Knight (pictured, right), theCUBE Research principal analyst. “Customers demand this, they expect this. And if they don’t get what they want at the moment they want it, they abandon the cart. Businesses understand all the money that’s at stake here. And it’s not just the cart too, it’s customer loyalty.”

Knight spoke with fellow analyst Shelly Kramer (left) about key insights learned at the commercetools Elevate event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed the profound transformations shaping consumer experiences and business strategies in global e-commerce. (* Disclosure below.)

The future of e-commerce in the age of personalization

More than products, logistics and supply chains, the customer is the core of today’s e-commerce strategy. In an era marked by time scarcity and heightened demands for personalized experiences, businesses face the imperative of delivering seamless interactions that resonate with customers. The pursuit of perfection in customer experiences necessitates innovative technological solutions, a sentiment echoed throughout the event, according to Kramer.

“In all the conversations we’ve had today, we’ve had an opportunity to talk with people who are incredibly passionate about that and about delivering the absolute best in customer experiences,” she said. “But also I think [it’s worth] knowing that we shouldn’t try to do this alone. This is a journey, a transformation journey that is best when done in partnership and in alliance with trusted partners.”

The partnership theme resonated throughout the event, underscoring the need for varying approaches, capabilities and viewpoints to successfully navigate the complexities of modern commerce. For its part, commercetools GmbH has forged alliances with names such as PayPal Holdings Inc., leveraging collective expertise to deliver exceptional outcomes, Kramer added.

“These are companies that are really passionate about working together to deliver for customers and for brands,” she said.

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of the commercetools Elevate event: 

(* Disclosure: TheCUBE is a paid media partner for the Elevate event. Neither commercetools GmbH, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE