Key Marketing and E-commerce Trends to Watch Out for in 2024

The marketing and e-commerce realm is enduring a transformative paradigm shift. With emerging trends and shifts in consumer behaviors, businesses must rapidly adjust their strategies to thrive in a digital-first world. It’s essential for companies to stay competitive by continuously building and maintaining emotional connections with their customers.   

Let’s delve into the key disruptions and trends shaping the future of marketing and e-commerce experiences for new-gen consumers.  

Key Disruptions in Consumer Behavior

Today’s customers are digital natives, navigating seamlessly through digital-first experiences across channels. They insist on transparency, authenticity, simplicity, and utility across interactions. Yet, there’s a catch: they’re also feeling the weight of digital overload that causes fatigue.  

These savvy consumers are always-on. They are glued to the big picture; they understand the impact of their choices on our planet. They’re eco-warriors, championing sustainability and economic circularity. 

And it’s not just about buying products anymore. It’s about being part of the story, a tale tailored specifically for them, at every crossroad in their brand adventure.  

Adapting and being proactive is imperative for brands to continuously thrive and achieve longevity. 

Top Marketing and E-commerce Trends  

AI & Gen AI in Marketing and E-commerce

Integrating Artificial Intelligence (AI) and generative AI into marketing and e-commerce workflows is ushering in a new era of elevated consumer engagement. It surpasses traditional automation and personalization of customer interactions.  

Advanced AI and gen AI capabilities now empower the processing of complex unstructured datasets, facilitating continuous real-time personalization. Chatbots, virtual assistants, co-pilots, conversational search, and similar technologies can now handle up to 85% of consumer interactions seamlessly. These technologies provide sophisticated, customized experiences attuned to the Zero Consumer mindset. 

Also, AI and gen AI capabilities extend to sophisticated predictive lead scoring, sentiment analysis, customer lifetime value (CLV) prediction, market basket analysis, and churn prediction. 

This provides businesses with invaluable insights into consumer traits, behaviors, and emotions. These insights form the foundation for business, marketing, and sales strategies that elevate brand gravity.  

Elevating Engagement with Immersive Technologies

In the enchanting realm of digital innovation, Augmented Reality (AR) and Virtual Reality (VR) mirror modern-day alchemists. They facilitate the creation of interactive brand marketing and shoppable journeys that align with the aspirations of new-gen consumers. 

These technologies are displacing traditional engagement methods with the introduction of rich, contextually enhanced experiences. AR enriches retail experiences with 3D virtual trials and spatial experiences, elevating the online shopper’s quest. 

With VR, immersive virtual stores are gradually replacing the traditional brick and mortar construct. Beyond economic benefits, digitally native paradigms empower real-time customer interaction in a realm that is always-on, boosting engagement and convenience from anywhere. 

Additionally, digitally native constructs equip retailers to gather critical data on consumer preferences and behaviors that facilitate refined marketing and e-commerce strategies, product enhancements and new product roadmaps.   

Hyper-Personalization: The New Norm

Hyper-personalization marks the evolution from broad ‘customer segmentation’ to ‘strategic individualization,’ representing the next frontier of personalized journeys.  

Today, 90% of customers find personalized advertising attractive. 80% of customers are more likely to make a purchase when they receive a personalized experience (McKinsey). 

This prompts businesses to increasingly leverage Machine Learning (ML) to analyze large customer datasets and furnish tailored content, experiences, recommendations, and offers with unprecedented precision.  

Integrating customer journeys with real-time personalization enables brands to predict customer needs and preferences in advance to enable interaction enrichment across every customer touchpoint.  

Shifts in Influencer Marketing: Authenticity and Niche Targeting

Influencer marketing is experiencing a strategic shift towards micro-influencers. This trend is reflective of a broader change in consumer behavior.  

Today’s consumers are increasingly skeptical of traditional advertising and celebrity endorsements; they seek authentic and trustworthy content. 

Micro-influencers excel at fostering personal connections for deeper audience engagement. By catering to niche markets, they enable precise targeting and elevate the overall experience, enhancing the effectiveness of brand campaigns. Collaborating with micro-influencers is not only more cost-effective but also yields better engagement and ROI compared to celebrity endorsements. 

Short Video Marketing

Younger generations exhibit a strong preference for short video formats; this is evident with the growing popularity of video-first social platforms. This shift towards visual content is driven by reduced attention spans and the preference for quick, engaging content. 

Video marketing forges emotional connections through storytelling to enhance brand loyalty and recall. Short and engaging video content sees higher engagement rates. The correlation between video content and increased consumer engagement is echoed in studies from leading analysts. 

Notably, tech advancements have enabled the cost-effective creation of high-quality video content to eliminate entry barriers. Also, tech interoperability allows the repurposing of video content across platforms, enhancing its value as a marketing tool for brands to better connect with their audiences. 

Voice Search Optimization

The growing popularity of voice-assisted experiences has prompted brands to make a strategic shift. This change in consumer behavior stems from the desire for convenience and accessibility, particularly for hands-free interactions on the go. Recognizing this trend, brands must proactively optimize content for voice search to improve visibility and relevance. 

Brands are increasingly using Natural Language Processing (NLP) to optimize voice search. They are integrating conversational keywords into content supply chains to address common queries with empathy. Additionally, there’s a heightened focus on local SEO to cater to the growing prevalence of location-based voice searches. 

Authentic Advocacy with User-Generated Content (UGC)

UGC is pivotal in establishing brand trust. 

90% of consumers affirm that UGC significantly influences purchase decisions (PRNewswire). 

Brands encourage UGC creation through contests and social media challenges, a strategy that has proven effective, yielding 29% higher web conversion rates. 

Furthermore, actively engaging with and promoting UGC bolsters customer relationships. It provides invaluable insights into consumer-brand affinity, which is crucial to refining offerings and enhancing the overall customer experience. 

Sustainable and Ethical Marketing

New-gen consumers are well-informed and environmentally conscious. They understand the impact of their product choices on the environment.  

More than 70% of consumers are willing to pay a premium for brands that demonstrate sustainable practices, underscoring the shift towards environmentally responsible purchasing behaviors. (PwC)

Brands that prioritize sustainability witness a significant uplift in reputation and customer loyalty, with 80% of consumers choosing to purchase from brands that advocate for environmental consciousness and sustainable causes (McKinsey)

By embedding sustainability and ethical practices into their core business ethos, brands resonate with new-gen customers who place a high value on environmental and social responsibility.  

Social Commerce 

The emergence of social commerce marks the convergence of social media and e-commerce, a response to evolving digital consumer behavior that seeks deeper integration across interactive shopping experiences.  

To capitalize on this trend, brands are actively leveraging social media platforms to facilitate in-app purchases and host live shopping events. These events provide real-time, interactive product demonstrations, creating an immersive shopping experience that deepens engagement between brands and consumers. 

Social commerce is rapidly growing, with sales expected to reach $80 billion by 2025. Also, brands with social commerce experience have a 25% higher customer retention rate. (TechTarget). 

Beyond social commerce as a new revenue stream, the data acquired provides a plethora of insights to better understand consumer traits, preferences, and behaviors. This enables brands to craft offerings effectively for contemporary consumers.  

How Hexaware Can Help

At Hexaware, we are not just in step with transformative shifts in marketing and e-commerce–We lead the charge!  

In this era of AI, gen AI, immersive technologies, and hyper-personalization, we understand that your business needs are unique and dynamic.  

Our processes and methodologies are agile and adaptable; we don’t stick to ‘one size fits all’ solutions. Our expertise across research, strategy, consulting, design, and technology, with best-in-class solution tenets, ensures resilient, scalable, and extensible experiences that rapidly mirror disruptions in consumer behavior.  

We partner with businesses to create value rather than just adding to it.  


Trends mirror disruptions in consumer behaviors. For brands, embracing change is essential to deliver engaging, relevant, and personalized experiences that resonate with new-gen consumers. 

Brands must proactively interweave customer-centric strategies to forge irreplaceable brand-consumer gravity that elevates brand equity. 

About the Author

Cyril Richard G

Cyril Richard G

Customer Experience Strategist

Cyril is part of Hexaware’s prestigious management program (HFLX program) and works with the Digital and Software group at Hexaware. He is a passionate digital strategist and marketer; he currently leads branding and content for new client acquisitions and strategic industry partnerships. Beyond work, Cyril is a talented musician and plays drums in a band. 

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