Ecommerce Transformation & Personalization Trends: Which Tools Should You Invest In?
With over 20 years in the ecommerce industry, Olivier Wymann has gone from developer to manager, and now leads the Salesforce B2C Commerce practice at VISEO. This platform, used worldwide and by major French brands in fashion and luxury, supports seamless, scalable ecommerce experiences.
At the head of a 100-person team, Olivier shares his perspective on the transformations he’s witnessed in the field and the emerging trends shaping ecommerce. He also gives practical advice on choosing the right tools to stay competitive—especially as fast fashion intensifies the pressure.
Salesforce and Shopify: Essential Tools for Global Ecommerce Players
Salesforce and Shopify are among the most widely adopted platforms in global ecommerce. These tools don’t just shape emerging practices like product recommendation or streamlined checkout—they mainly cover core ecommerce functions such as browsing and ordering.
Regardless of the platform, the purchasing logic remains the same: “I browse a product like I would on a store shelf, then I buy it.”
In fact, companies like Amazon have redefined the standard customer experience and raised the bar for the entire industry.
The Rise of Personalization
Today, brands are focused on hyper-personalizing the customer journey. One standout example: Longchamp’s “My Pliage Signature” lets customers personalize their bags online using an eco-friendly printing process.
Thanks to big data, personalization has become a key conversion lever. Tools like Salesforce B2C Commerce, powered by Einstein AI, analyze customer behavior in real time to deliver smarter product recommendations, reduce manual setup, and increase efficiency.
Despite the technical constraints introduced by GDPR, these regulations have also reassured customers—leading to more trust and better engagement.
The Mobile Commerce Revolution
One of the most significant shifts in ecommerce has been the rise of mobile. In the 2000s and early 2010s, many websites weren’t mobile-friendly. The emergence of responsive design changed that, making it possible to create a single site usable across all devices.
By the mid-2010s, mobile shopping exploded. According to a 2023 FEVAD study, mobile now accounts for 49% of online purchases in France—and even more in certain industries. This mobile-first behavior has pushed agencies to rethink their design processes, starting with the smallest screen.
Social Commerce & Marketplaces
In 2020, 31% of French consumers had already bought a product via a social media platform—38% among 18–24 year-olds.
This growing social commerce trend allows users to buy a product directly from a Reel or post in just two clicks. It’s a win-win: social platforms monetize their influence, and brands get highly targeted ad performance.
Marketplaces like Amazon have also shaped consumer habits with faster delivery times, strong return policies, and customer reviews. What used to take 72 hours now often arrives within the same day.
Standing Out in the Age of Fast Fashion
Fast fashion has disrupted the retail landscape with aggressive pricing and lightning-fast collection cycles. While the luxury market plays by its own rules, mid-range brands are under pressure to adapt.
Some, like Petit Bateau, have embraced ethical practices like product reuse. Others, like Rimowa, organize private sales for second-hand items.
Omnichannel strategy is now the baseline: consumers expect a unified experience, from online purchase to in-store return. Customer service must reflect this same cohesion across all touchpoints.
Payment Systems: Still Room for Improvement
Even though Apple Pay and Google Pay are widely available, the checkout process remains a friction point. Businesses are investing in simplifying payments, including installment options and faster checkout flows. Salesforce B2C Commerce makes it easy to integrate these features via connectors or APIs.
AI & Chatbots
AI is playing an increasingly prominent role in ecommerce. Solutions like Sensefuel adapt product displays in real time, based on how users navigate the site.
Chatbots are also replacing human operators in customer service. However, their effectiveness varies, especially with complex queries. Luxury brands still favor human interactions to maintain a high-end customer experience.
SEO & Web Performance
Search engine optimization (SEO) and paid search (SEA) are evolving quickly. Salesforce B2C Commerce offers built-in SEO modules, and companies often collaborate with specialized agencies to go further.
Google’s Core Web Vitals—like page load speed and interaction delays—now significantly influence search rankings. The standard for top-tier ecommerce websites has shifted from 20-second load times (in 1998) to under one second today.
Looking Ahead
Current ecommerce trends point toward ever more personalized, agile, and responsive experiences. But the future remains full of surprises.
Just like marketplaces once disrupted the industry overnight, AI—while seen by some as speculative—could reshape shopping habits in unexpected ways. Tomorrow, we may browse websites through voice commands or enjoy fully immersive experiences tailored to each shopper in real time.