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1、/Shopping without shopping/Why the future of commerce is contextualIntro_We predict that in the next three to five years,shopping will be vastly different.Imagine shopping so convenient that people dont have to do it themselvesor even think about it.This is a profound shift that challenges how custo

2、mers are defined.And what it takes to serve them.2 2Shopping without shoppingWe wrote last year that emerging technologies like artificial intelligence(AI),data modeling,blockchain,augmented reality and 5G-enabled metaverses are quickly making the art of the possible a reality in commerce.1 This evo

3、lution is now accelerating faster than we thought then.Changes in commerce are moving at hyper speedimpacting everything from traditional B2C,B2B and B2B2C models to newer models like C2C and reused.New personas and entities are emerging with the consolidation of influencers,the rise of communities

4、and AI represented personas.Opportunities and complexities are increasing in tandem on a typical evolutionary disruption path.At the same time,commerce is rapidly becoming more contextualmore in touch with peoples daily lives.This is partly thanks to how people use new technologies,and the expectati

5、ons they develop as a result.For example,as consumers spent more and more time on social media apps on their smart phones,social platforms became the gateway to anything online,including shopping.2 Companies found themselves playing catch-up with radically new consumer behavior./Big changes coming f

6、ast.The future is contextual commerce/3Shopping without shoppingWhen commerce is contextual,it centers on the life-centric outcomes that customers want to achieve.3 Companies understand customers in the full context of their lives and continually adapt to fulfill unmet needs.They deliver relevance w