E-Commerce of the Future: How Personalization, Omnichannel, and Voice Search Are Changing the Game
Posted: Tue Oct 21, 2025 1:09 pm
Every day, businesses face new challenges, and increasingly sophisticated approaches to engaging customers are becoming increasingly important. Artificial intelligence, deep data analytics, and seamless customer experiences are no longer futuristic concepts, but a reality shaping the future of online commerce. Yegor Ponomarev, Marketing Director of the Post Meridiem brand, discusses the trends shaping e-commerce today and how businesses can adapt to them to stay ahead.
"It's time to forget about one-size-fits-all marketing. In today's world, consumers expect brands to understand their preferences, purchase history, and offer them exactly what they need, at the right moment. Personalization is no longer a luxury, but a necessity that allows us to build deep relationships with customers and increase sales," explains Yegor Ponomarev, Marketing Director of Post Meridiem.
Personalization
We quickly get used to good things, and modern consumers of goods buy sales lead and services are no exception. Therefore, it's crucial to consider and analyze each individual's needs. There are a number of effective "keys" that help open the door to a customer's heart and wallet. Among them, it's worth noting:
AI recommendations — AI-powered algorithms analyze user behavior on the website (views, clicks, cart additions, purchase history) and suggest relevant products. These can range from recommendations on the homepage to personalized offers in email newsletters or push notifications.
Dynamic content—the website and emails are tailored to the specific user. For example, they might display banners with products they recently viewed or offer discounts on popular categories.
Personalized email campaigns replace standard newsletters with segmented emails featuring offers tailored to each subscriber's interests and behavior. This increases open rates, click-through rates, and conversions.
When a brand demonstrates that it understands and values its customers, it helps build trust and loyalty. People are more likely to return to a place that makes them feel special.
Personalization directly impacts the effectiveness of marketing campaigns, increasing conversion rates and average order value. It also helps improve customer satisfaction and reduce churn.
Omnichannel
Modern consumers interact with brands through more than just websites. They can also engage with brands through mobile apps, social media, messaging apps, physical stores, and call centers. Omnichannel creates a seamless environment where customers can switch between channels without losing context and receive the same high-quality experience at every stage. Understanding how this works is crucial to effectively leverage this approach for business growth.
Unified database
All customer information (purchase history, preferences, interactions) is collected in a single system. This allows any employee or system, such as a chatbot, to gain a complete picture of the interaction.
Channel synchronization
Buy online and pick up in store. Start checkout in the app and continue on the website. See an ad on social media and receive a personalized offer via email. All of these scenarios should be possible.
Online and offline integration
Physical stores are becoming more than just points of sale, but part of a shared ecosystem. Customers can order online for in-store pickup, return online purchases at a brick-and-mortar location, and in-store sales associates can view the customer's online interaction history.
Omnichannel significantly improves the customer experience, making interaction with the brand convenient and natural. This leads to increased loyalty, an increase in the average order value, and improved overall sales efficiency.
Voice search and chatbots
Voice assistants and smart speakers are becoming increasingly popular, changing the way we search for information and make purchases. At the same time, the role of chatbots, which can provide instant support and automate routine processes, is also growing.
How does this work:
Voice search – people are increasingly asking questions to voice assistants (Siri, Google Assistant, Alexa) to find products, brand information, or store locations. Businesses need to optimize their content for voice searches, making it more natural and conversational.
Chatbots on the website and in messaging apps can answer frequently asked questions 24/7, help with product selection, place orders, and track their status. This reduces the workload of the support team and improves service responsiveness.
Voice shopping - Direct voice shopping is expected to grow in the future, where users can order a product simply by speaking to their voice assistant.
The implementation of voice technology and chatbots allows us to optimize customer service, increase response times, reduce staff workload, and open new channels of interaction with customers, making the purchasing process more natural and convenient.
"It's time to forget about one-size-fits-all marketing. In today's world, consumers expect brands to understand their preferences, purchase history, and offer them exactly what they need, at the right moment. Personalization is no longer a luxury, but a necessity that allows us to build deep relationships with customers and increase sales," explains Yegor Ponomarev, Marketing Director of Post Meridiem.
Personalization
We quickly get used to good things, and modern consumers of goods buy sales lead and services are no exception. Therefore, it's crucial to consider and analyze each individual's needs. There are a number of effective "keys" that help open the door to a customer's heart and wallet. Among them, it's worth noting:
AI recommendations — AI-powered algorithms analyze user behavior on the website (views, clicks, cart additions, purchase history) and suggest relevant products. These can range from recommendations on the homepage to personalized offers in email newsletters or push notifications.
Dynamic content—the website and emails are tailored to the specific user. For example, they might display banners with products they recently viewed or offer discounts on popular categories.
Personalized email campaigns replace standard newsletters with segmented emails featuring offers tailored to each subscriber's interests and behavior. This increases open rates, click-through rates, and conversions.
When a brand demonstrates that it understands and values its customers, it helps build trust and loyalty. People are more likely to return to a place that makes them feel special.
Personalization directly impacts the effectiveness of marketing campaigns, increasing conversion rates and average order value. It also helps improve customer satisfaction and reduce churn.
Omnichannel
Modern consumers interact with brands through more than just websites. They can also engage with brands through mobile apps, social media, messaging apps, physical stores, and call centers. Omnichannel creates a seamless environment where customers can switch between channels without losing context and receive the same high-quality experience at every stage. Understanding how this works is crucial to effectively leverage this approach for business growth.
Unified database
All customer information (purchase history, preferences, interactions) is collected in a single system. This allows any employee or system, such as a chatbot, to gain a complete picture of the interaction.
Channel synchronization
Buy online and pick up in store. Start checkout in the app and continue on the website. See an ad on social media and receive a personalized offer via email. All of these scenarios should be possible.
Online and offline integration
Physical stores are becoming more than just points of sale, but part of a shared ecosystem. Customers can order online for in-store pickup, return online purchases at a brick-and-mortar location, and in-store sales associates can view the customer's online interaction history.
Omnichannel significantly improves the customer experience, making interaction with the brand convenient and natural. This leads to increased loyalty, an increase in the average order value, and improved overall sales efficiency.
Voice search and chatbots
Voice assistants and smart speakers are becoming increasingly popular, changing the way we search for information and make purchases. At the same time, the role of chatbots, which can provide instant support and automate routine processes, is also growing.
How does this work:
Voice search – people are increasingly asking questions to voice assistants (Siri, Google Assistant, Alexa) to find products, brand information, or store locations. Businesses need to optimize their content for voice searches, making it more natural and conversational.
Chatbots on the website and in messaging apps can answer frequently asked questions 24/7, help with product selection, place orders, and track their status. This reduces the workload of the support team and improves service responsiveness.
Voice shopping - Direct voice shopping is expected to grow in the future, where users can order a product simply by speaking to their voice assistant.
The implementation of voice technology and chatbots allows us to optimize customer service, increase response times, reduce staff workload, and open new channels of interaction with customers, making the purchasing process more natural and convenient.