Cracking The Digital Commerce Code Using AI, By Unilever’s Ayia Zaied
The Digital commerce industry is evolving quickly!
To stay ahead of the digital game, you should be quick and up-to-date, you might not catch the train if you are not keeping an eye on the latest trends.
| One of the rising digital commerce trends is Social Commerce, which generated about $728B in revenues last year and is expected to reach $6.2T in 2030. Digital Platforms now understand that E-commerce and digital media are closely intertwined and are the key pillars for the success of Social Commerce. Accordingly, E-commerce platforms now are increasing focus on media and becoming more social, like Amazon launching “Inspire” an in-app shopping feed. Also, Media/social platforms are shifting their focus on Commerce to promote an effortless shopping experience launching their stores like Meta and TikTok stores. |
Artificial intelligence- AI is transforming the digital commerce industry.
E-commerce businesses know now more than ever that digital shoppers are obsessed with convenience, speed, and the best promotion or price, and accordingly are looking for ways to constantly improve customer experience, increase efficiency, and boost profitability.
AI is finally cracking the digital commerce code by optimizing various fields that will help businesses reach these goals. First, we are witnessing the rise of AI in Inventory management eliminating challenges like overstocking or out-of-stock by optimizing inventory levels and predicting customer demand. Second, shoppers are going omni in search of the best deals, and FMCG and E-commerce businesses are always challenged when it comes to price optimization, but AI is helping them set the optimal prices by analyzing pricing trends and competitors’ price data. Third, personalizing the shopper experience using AI to analyze shopper data and based on their behaviors and interests recommend products, campaigns, and marketing messages. Fourth, for businesses, to elevate their shopper experience they need 24/7 customer service and AI is helping them achieve this by introducing chatbots. Fifth, to fulfill shoppers’ need for convenience and speed, companies need to be super-fast, and AI-powered robots and drones are reducing costs and increasing speed by automating the order fulfillment process. Finally, to drive business growth, businesses need content that converts, and AI content creation tools are just what they need to create product descriptions, and high-quality content reducing cost and time.
It’s a dynamic yet interesting industry but to keep yourself in the digital game, you need to be up-to-date and have an appetite for the digital world.
Ayia Zaied
Ayia Zaied is a passionate digital marketing professional with over 9 years of experience in the industry. She has worked with some of the biggest names in the business, including Samsung, and Unilever, as well as in various digital agencies, Edtech and tech startups. She is leading the Digital shopper and Customer Marketing in North Africa at Unilever. As a Digital enthusiast, she is constantly inspired by digital innovations and is always looking for ways in her role to integrate the latest digital commerce trends into Unilever brands. Her current role is all about elevating the digital shopper experience and curating the right digital media and E-commerce content that converts.
