Ecommerce growth is often treated as a traffic problem. More ads, more impressions, more clicks. Yet the real opportunity sits further down the funnel.

Most organisations today have a clear vision for customer engagement. The slides are polished. The strategy decks are confident. The ambition is real.

Boomers lead in essential spending; non-independent Gen Z leads in discretionary spending. Life stage and changing habits are behind this phenomenon.

A simple confirm or switch prompt can push customers to buy more, but it can also drive some away, new Wharton research shows.

Artificial intelligence (AI) is transforming the retail industry by delivering innovative solutions to enhance customer experiences, optimise processes, and increase profitability.

Retail media has spent the last few years being explained through formats, channels, ad products, measurement frameworks and budget sources. That’s normal for an industry that is moving from ‘startup’ to ‘scaleup’.

Many loyalty programmes underperform. Customers sign up but don’t engage. Points accumulate slowly and feel insignificant. Rewards are either too small to matter or too difficult to redeem.

Scroll through product pages, emails, or paid ads and you’ll start to notice a pattern. Everything reads well, is structured, sounds competent, and yet, very little of it is memorable, useful, or persuasive.

New research from Wharton’s Jonah Berger explores how experience in a category shapes how confident consumers feel, which has important consequences for brands

Fast shipping doesn’t guarantee satisfaction, and scarcity doesn’t always improve margins. Refuting core retail beliefs.