How Artificial Intelligence Will Shape E-Commerce

During a time when major retailers and malls are permanently closing their doors, and experiential popups by e-commerce brands are reigning supreme, there are far less traditional opportunities for startup brands to get noticed. Currently, the market is swinging in favor of those who have the highest digital marketing budgets (especially when it comes to paid acquisition on social media), so to launch a consumer brand is infinitely more difficult than it was even a year ago. The other day, Fast Company reported that 170 H&M stores will be closing their doors in 2018, bringing the conversation about the stability of fast-fashion to the forefront of brands everywhere. While H&M, Zara, TopShop and Forever 21 are the top of the fast fashion empires, current consumer sentiment, especially among their target demographic, is that socially conscious/zero waste brands are more favorable - even if they cost more. On the other end of the spectrum, large e-commerce companies like Warby Parker, Glossier, Allbirds, and even media organizations like Refinery29 are taking their online presences and growing them using offline experiences.