In recent years, there has been significant growth in technological advancements that are transforming how businesses operate and how consumers interact with brands. For example, a major shift is reflected in changing buying habits, with more consumers turning to mobile devices (m-commerce) to make purchases or using virtual environments to try on items and explore brands before visiting physical stores. Augmented Reality (AR) and Extended Reality (XR) technologies are now enabling consumers to experience virtual try-ons, creating realistic spaces for product experimentation.

In 2023, sectors like gaming and entertainment were projected to see considerable growth, creating new opportunities for communities to engage with their favourite artists or personalities. For example, consumers could use QR codes to purchase exclusive items that later become collectible, opening up new avenues for brand engagement. Social media platforms are also playing a significant role in facilitating shopping experiences, with live-streaming content directly driving sales.

Some industries are embracing a ‘digitally first’ strategy, constantly exploring new ways to connect with customers through multiple online channels. With aspirations of expanding internationally, these industries are also leveraging Artificial Intelligence (AI) to enhance customer experiences through personalised, community-driven approaches. This shift is not just about customer experiences but extends to how companies use technology to interact with consumers and stay ahead of the curve.