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Five Universal Commerce Trends for 2024

4 Jan 2024

Mars United Commerce UK examines what brands and retailers around the globe can do to keep discerning shoppers loyal in the new year.

In today’s retail landscape, brands and retailers are constantly looking for innovative strategies to stay ahead of the curve and capture the attention of increasingly discerning shoppers.

As technology advances and consumer preferences evolve, Mars United Commerce has identified several evolving trends that we believe are poised to reshape the nature of shopping in the coming year.

Using our proprietary Shopper Journey research – which surveyed over 14,000 shoppers from around the globe across 34 categories – Mars United has identified five shopper trends that should be guiding your brand strategy in 2024.

Strategic brand partnerships are gaining momentum as a powerful tool for improving brand perception and driving sales. By collaborating with complementary brands, marketers can tap into new target audiences, gain access to broader distribution channels, and strengthen their brand credibility.

The use of artificial intelligence (AI) is rapidly transforming the retail industry. AI tools offer a multitude of benefits for enhancing the shopping experience and streamlining conversion through personalisation. At the same time, they’re helping retailers reduced costs and collect valuable shopper insights.

In an increasingly value-conscious market, loyalty programs are another tool that have become crucial for attracting and retaining customers. Brands are investing heavily in enhancing their loyalty schemes by making them more targeted, personalised, and engaging.

Augmented reality (AR) is another technology that is revolutionising the industry. AR tools are increasingly being utilised to create immersive and interactive shopping experiences that will entice consumers and ultimately get them to buy. Virtual try-on tools, as one example, allow customers to visualise products on themselves, bringing some of the in-store shopper experience into their homes or anywhere else.

Finally, the live shopping trend that originated in China is now gaining traction worldwide, offering a unique, engaging way for brands to connect with consumers and directly drive sales by showcasing products through hosted demonstrations and real-time interactions that create a sense of community.

By embracing these five trends, brands and retailers can adapt to evolving consumer preferences through new tools and technologies, thereby securing a competitive edge in 2024.

Our complete report takes a deeper dive into the five trends.

Download the report!

About Mars United Commerce
Mars United Commerce is an independently owned global commerce marketing practice that aligns people, technology, and intelligence to make the business of our clients better today than it was yesterday. Our worldwide capabilities coalesce into four key disciplines — Strategy & Analytics, Content & Experiences, Digital Commerce, and Retail Consultancy — that individually deliver unmatched results for clients and collectively give them an unparalleled network of seamlessly integrated functions across the entire commerce marketing ecosystem. These disciplines are powered by our industry-leading technology platform, Marilyn®, which helps marketers understand the total business impact of their commerce marketing activation, enabling them to make better decisions, create connected experiences, and drive stronger, measurable results. Learn more at

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