Sometimes it feels like technology moves forward not by the minute, but by the second. Selling used to just take a product and a seller — today that kind of trading looks more like kids at a village fair than a profitable business. To not just survive, but actually grow in the massive, competitive world of e-commerce, you need to integrate modern technology, because it improves both the customer experience and operational efficiency. You could even say the seller isn't needed anymore — just the product, which the technology sells on your behalf. But keep one thing in mind: in an e-commerce world that never stops changing, "selling" means being fluent in technology.
How e-commerce has evolved
Rapid change: Multiple sources put global e-commerce turnover at 6.3 trillion USD in 2023. Despite that huge market size, growth is still forecast at over 9% a year. The problem for the average business owner is that a handful of companies dominate e-commerce. For small businesses to have a real shot at standing out among the giants, they need digital transformation and smart investment — for example, cutting costs, which boosts customer satisfaction, which in turn boosts profitability.
Better personalization: Nowhere does the old saying "time is money" ring truer than in e-commerce. A great way to cut costs is to save your customer's time — in other words, personalization. That means tailoring the shopping experience to a specific buyer's preferences and behavior. Instead of making the customer search for what they need, you show them exactly what they're most likely to buy — at a great price, of course. Let's look at how that's actually possible.
Why advanced technology matters in e-commerce
Artificial intelligence, PIM software, and optimized payment systems streamline the shopping process, save time, and improve customer satisfaction.
What is PIM, or product information management?
PIM is a system or process that helps businesses manage and centralize product information. Its main goal is to make it easy to manage product data and distribute it across different sales channels — websites, points of sale, catalogs, and more.
What does that actually mean?
Say you sell clothes across several channels — you have an online store, an app, and your products are also listed on Amazon. With PIM, you can update any data across all your sales channels at once: size charts, photos, descriptions — without wasting time updating each one separately, and without the inevitable errors that erode customer trust in your product.
What is payment optimization?
If you want a customer to buy your product, simply don't get in their way! Integrating an easy-to-understand, easy-to-use payment system simplifies and smooths out the checkout process. That helps cut down on abandoned carts and improves your sales numbers.
ESTO Pay Later
Here's how it works, from an ESTO specialist:
"ESTO's smart checkout handles the whole payment process and offers every payment option: card payments including VISA/MC, Apple Pay and Google Pay; a "Pay Later" option letting customers pay within 30 days at no extra cost; ESTO 3, letting them split payment into 3 instalments at no extra cost; and hire purchase up to 60 months with no contract fee."
If you want to take the next step
Artificial intelligence and automation: Rolling out AI tools lets businesses analyze consumer behavior, personalize recommendations, and automate customer interactions to deliver a tailored experience.
PIM software (like Akeneo): A reliable product information management tool centralizes product data, keeping it consistent and accurate across every sales channel.
Augmented reality (AR): Using AR for product visualization lets customers virtually try products before buying, enriching the shopping experience. It also helps remove the doubt behind many abandoned carts — customers can see for themselves that a product fits and looks good.
Voice commerce: Integrating voice assistants like Alexa or Google Assistant lets people shop by voice, making it easier for people with special needs, or anyone who just likes tech, to shop.
And finally, an ESTO specialist's answer to the question: which technologies and features are genuinely worth adding to an online store to improve performance and the customer experience?
"It would definitely be artificial intelligence, for optimizing the customer experience and for marketing purposes. AI is genuinely capable of a lot — the one place I'd be careful using it is customer service; that's the only area I'd hold back on. Everything else — great! A good, reliable PIM tool, like Akeneo, is also essential for product management."
Conclusion
In today's e-commerce landscape, success depends on a business's ability to use the latest technology. ESTO's systems, AI solutions, PIM software, and other innovative technologies help businesses stay competitive and improve the online shopping experience. By investing in this technology, businesses can not just meet, but exceed customer expectations, building loyalty and driving growth in the fast-moving world of online retail.
For more tips from ESTO, read our blog: The secrets of great online store design: how to truly stand out from the competition.