The customers buying online has become digitally mature and understand the difference between what's meaningful to them and what's just an advertising trick. The challenge for retailers is how to give exactly what's relevant to the user and avoid the irrelevant to ensure consumer loyalty for the product and services.
Another concern is omni-commerce experience wherein e-tailers are looking to maximize the inventory they have and to ensure that it is accessible via all selling channels and customer engagement points. Many of them are leveraging technology that needs to be updated and replaced with novel and advanced tools to keep up with customer's changing demands.