How to Survive the New E-commerce Reality: Tech, Packaging, and Trust

The AI Shift: From Chatbots to Smart Storefronts

“AI is everywhere right now,” says Ivan Fernández Gómez, Regional Manager at IMSHOP. “The term is starting to feel overused, but the truth is: businesses will try to optimize everything they can with it — especially in e-commerce and retail.”
According to Gómez, AI helps reduce pressure on customer service teams: “Companies are deploying smart chats that understand the conversation and can answer customer questions without human agents.”
At the eShow, voice commerce emerged as a fast-growing trend. Products are found and purchased through natural conversation with AI. This shift forces businesses to rethink SEO strategies, adapting them for conversational queries.
Another rising concern is shopper fatigue caused by too many options. According to the report E-commerce Trends You Need to Know for 2025, many online stores are integrating AI-generated product suggestions. Already, 13% of Google’s search traffic is influenced by these systems.
Ivan believes the future lies in proactive AI search: “You type something like ‘which Rolex to buy,’ and the AI delivers a curated list, some of which is sponsored. That’s the new search monetization model.”
IMSHOP develops custom mobile apps for e-commerce, blending gamification, personalization, and AI tools. “We help brands launch their apps with a unique UX,” Ivan explains. “It gives them direct access to customers in their most personal space — their phone, which they unlock more than 100 times a day. And the average conversion rate in these apps? Four times higher than on websites.”

AI + Hardware: How Tech Is Transforming Studio

PhotographyIn digital commerce, visual quality and content matter more than ever. “Accurate images help reduce uncertainty when choosing products and decrease return rates — which, in Spain, average around 10%,” says Alex Fuentes, Head of ORBITVU’s Spanish office. “One of the biggest issues in online stores is the poor reproduction of color tones.”
To address this, brands are exploring augmented (AR) and virtual (VR) reality, as well as apps that generate visual content — even 3D models — from a single photo.
Still, AI hasn't quite replaced professional-grade photo and video shoots. That’s where ORBITVU comes in — helping sellers skip hiring a photographer altogether. Their automated photo studio features a rotating platform and a camera controlled via an AI-powered interface. The system offers five lighting presets: choose one, and you get a ready-to-use image. No background, no retouching, no Photoshop.
You can shoot from multiple angles, save templates, and apply them to future products — ensuring consistency across your catalog while dramatically cutting production time. Want a 360-degree photo? Just set the path once, and the rest is fully automated.

Payments: From Traditional Cards to BNPL and Invisible

CheckoutsToday’s shoppers demand not just convenience, but flexibility in how they pay. According to E-commerce Trends You Need to Know for 2025, 67% of users feel frustrated when payment options are limited. One standout solution is BNPL (Buy Now, Pay Later): shoppers using this model are three times more likely to complete a purchase compared to those without access to flexible payment methods.
Implementing such options allows brands to reduce their reliance on discounts and preserve profit margins — all while improving the user experience and boosting customer satisfaction.
The report also notes a growing shift toward mobile payments like Apple Pay and Google Pay, praised for their speed and ease of use. As traditional debit and credit cards lose traction, digital wallets and QR-based payments are becoming increasingly mainstream.
“The key today is to simplify the checkout process and remove any friction during payment,” says Jaime Gailis, Business Development Manager at ScalaPay. In his view, offering a wide range of payment options is critical for high conversion — letting customers choose the method that suits them best.
ScalaPay provides a solution that helps online stores integrate BNPL directly into the checkout flow. Customers can split their payments into installments. This kind of payment flexibility raises average order values and reduces cart abandonment — giving shoppers more confidence at the point of purchase.

Logistics and Packaging: Cutting Costs and Carbon Footprints
In e-commerce, logistics isn't just about delivery — it’s where businesses either lose money or build loyalty. According to recent data, 55% of shoppers expect delivery within 48 hours, and 80% want real-time updates. If a box arrives damaged or never shows up, it hits both margins and reputation.
Packaging has become a critical point in the logistics chain. Many products are still shipped using generic packaging solutions, which often leads to damaged goods, higher return rates, and growing costs for recycling and waste management.
Alexandra Cid, representative of CAPSA 2in1, explains: “We developed a patented box design that works for delivery, storage, and returns. Standard boxes tend to lose their shape, especially when sealed with cross-taping. Ours stays strong and intact.”
Retailer Mediamarkt, for example, uses the same box for up to six logistics cycles. This helps reduce return-related costs, minimize product damage, and promote sustainability.
“Paper waste is now the main source of packaging waste in Europe — more than plastic or glass,” Alexandra adds. “This puts pressure on businesses: carbon footprint reporting is becoming mandatory, and unmarked packaging that isn't ‘deforestation free’ is being phased out.”