Brands are shifting focus from “where to sell” to “how to integrate into the consumption ecosystem.”
Easy Commerce: The Next Stage of E-Commerce
The term “easy commerce” defines a market where the key asset isn’t the product, but speed, convenience, and algorithmic visibility.
Marketing grows more tech-driven, prioritizing data infrastructure, integrations, and AI recommendations over traditional storefronts. Key shifts include:
- Entry into B2B Segments:
Already, 20% of corporate buyers shop on marketplaces, birthing a new BE-commerce (Business-to-Everyone) market. Wildberries and Ozon, for instance, expand B2B platforms with premium offerings - ranging from uniforms and equipment to cosmetics and furniture.
- Focus on Operational Efficiency:
Growth leaders rely not on discounts but on process automation, fast logistics, and precise demand forecasting.
What This Offers Brands:
- Steady growth from corporate clients;
- Reduced reliance on seasonal fluctuations;
- Opportunities to scale premium offerings through new channels.
Premium on Marketplaces: No Longer a Taboo
95% of shoppers view luxury brands on marketplaces positively or neutrally, with 68% discovering and buying premium goods there. This shatters the old myth that marketplaces are unfit for luxury. They’re now a reach and brand-awareness channel, where perception can be finely tuned with visuals, content, and offers.
Popular Premium Categories:
- Appliances;
- Clothing and footwear;
- Beauty;
- Jewelry;
- Real estate and cars.
Insight: For premium brands, marketplaces are no longer “discount shelves” but new touchpoints with audiences.
GEO - The New SEO
The leading tech trend is Generative Engine Optimization (GEO). Brands now optimize not for search engines but for neural search.
For example, a buyer asks an AI, “Pick a dishwasher to match my kitchen style,” and the algorithm delivers a top-rated product card with reviews and engagement.
To rank here, brands must:
- Boost product card ratings (sales, reviews, content);
- Enhance brand recognition in content;
- Optimize descriptions for conversational queries.
Also read:
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- Navigating the Creator’s Dilemma: Balancing Authenticity and Profit
Social Commerce: Buying from the Feed
Purchases within social media and messaging apps mark a new commerce wave. By 2030, this global share could hit 32%.
Growth Drivers:
- Smart algorithms;
- Personalization;
- Emotional and visual content;
- One-click buying without leaving the feed.
So, colleagues, save this and stay in the loop. Enjoy!
