e-commerce
Here’s how Dr Somdutta Singh is re-imagining the future of e-commerce with emerging tech
Have you ever stopped to think about how much technology has changed the way we shop? Did you know that by 2023, global retail e-commerce sales are projected to reach $8.1 trillion by 2026?
That’s right! E-commerce is booming, and it’s all thanks to the constant innovation in technology.
Think back to the early days of online shopping. It was a far cry from the convenient and personalized experience we have today. Just like every other industry, e-commerce is constantly evolving. New technologies are emerging all the time, and they’re having a major impact on the way we shop. Let’s dive into some of these exciting new technologies and see how they’re transforming the e-commerce landscape!
. Augmented reality (AR)
Augmenting the shopping experience with AR
If you ask anyone in the field, most of them will agree that augmented reality is a game changer in the ecommerce world. And I know most readers will agree if you think about it. The biggest benefit of brick-and-mortar stores over online ones for wearable products was the ability to try it out before you could buy it.
From clothing and fashion accessories to essential products like prescription glasses, people always rely on physically trying out items before committing to a purchase. This tactile experience provided reassurance and confidence in the product’s fit, feel, and overall suitability. AR can bring this experience to online shopping, bridging the gap between the online and offline shopping experiences.
Case in point
Indian eyewear retail chain Lenskart allows users to use their phone’s camera to test out how the glasses they choose will look on them. This experience has also been extended to products like furniture and home decoration.
Ever bought furniture online and worried if that new chaise lounge would swallow your living room whole? IKEA Place uses AR to let you see exactly how their furniture would look in your space. Just point your phone’s camera at the spot where you want to put the furniture, and voila! Suddenly a virtual version of that bookshelf or dining table appears.
According to Shopify, using AR can increase conversion rates by up to 94 per cent.
. Machine learning and AI
Given how prevalent AI and machine learning already is in all facets of life, it’s somewhat hard to imagine how things will change in the future.
Let’s look at how AI is used now.
AI powered chatbots are already allowing online retailers to communicate with customers for trivial queries, many of which can be successfully resolved without ever having to pass on to human customer sales representatives. Moreover, machine learning algorithms analyze customer data to provide personalized recommendations, enhancing the shopping experience by showcasing products that align closely with individual preferences. Fraud detection systems leverage AI to identify and mitigate suspicious activities in real time, ensuring secure transactions.
How do I forecast the future with AI and ML?
As AI continues to evolve, we can anticipate even more advanced applications such as predictive analytics for supply chain optimization, voice-activated shopping assistants that understand and anticipate customer needs, and immersive virtual shopping environments powered by AI-driven augmented reality. These innovations promise to make e-commerce more efficient, personalized, and secure, fundamentally reshaping how we shop online.
. Self-driving vehicles
While the previous examples mainly talked about improving the user experience, emerging technologies are also poised to revolutionize the backend operations of e-commerce. Self-driving autonomous vehicles can revolutionize the logistics and delivery landscape. Equipped with advanced sensors, AI-driven navigation systems, and machine learning algorithms, self-driving delivery trucks and drones can optimize routes, avoid traffic congestion, and operate around the clock without human intervention. Self-driving vehicles can also contribute to sustainability efforts by reducing fuel consumption and emissions through more efficient driving patterns.
Current state of self-driving vehicles
While fully autonomous vehicles are still not there yet, there has been some substantial development in the past few years, with companies like Waymo, Cruise, Aurora, and AutoX are already experimenting and making strides with Level 3 automation. Level 3 implies that some driver intervention is or might still be required while driving. We are still quite a way away from Level 5, or full driving automation, but experts have predicted that these kinds of autonomous vehicles might be ready for consumers by the end of this decade.
. High speed connectivity
5G and high-speed internet connectivity
As is the case with all forms of technology, telecommunication technology has also made some major strides over the years. These advancements have transitioned us from basic landline systems to the high-speed, wireless communications we now enjoy, enabling global connectivity. 5G technology is the latest leap, allowing even faster mobile data speeds than ever before.
What does this mean for the e-commerce world though?
Not only does 5G allow websites to load faster, thus reducing the downtime for users and allowing seamless transactions. Enhanced speeds and better connectivity also enable the usage of some of the technologies we discussed before, including AR technology and autonomous vehicles.
Future of connectivity
At the moment, 5G is steadily being deployed across the world, and is expected to reach the overwhelming majority of people by the end of this decade. Work on 6G development for even faster connectivity is also already underway, although that is still quite a while away. As 5G networks become more widespread, they will enable more robust mobile commerce, ensuring stable and fast connections even during peak usage times, thus increasing conversion rates and customer satisfaction. Overall, the integration of 5G technology over time will significantly transform e-commerce, making online shopping more efficient, engaging, and accessible.
In conclusion
The convergence of cutting-edge technologies is not merely an evolution but a revolution in the e-commerce sector. These advancements are poised to break down the remaining barriers between physical and online shopping, creating a seamless, highly personalized consumer experience. Embracing these technologies will be crucial for businesses aiming to thrive in this dynamic environment, ensuring they remain competitive and responsive to the evolving needs of their customers.
The article has been authored by first-generation serial entrepreneur, Assiduus Global Inc founder & CEO, LP angel investor and ex-member Niti Aayog Dr. Somdutta Singh.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
