The technology landscape has undergone transformative shifts since the inception of the internet in the '90s. While the internet itself was a groundbreaking innovation, the subsequent decades saw limited transformative breakthroughs.

Now, in 2024, a new era of innovation is on the horizon, spearheaded by Generative AI, poised to redefine the technological landscape and profoundly impact consumers.

Based on my experiences working with leading retail companies based in the US, I find the following emerging trends tailored for business users on how to effectively stay ahead of the competition by embracing technological innovation in their core business processes.

As per 2024 Commerce and Payment Trends Report published by Global Payments, some of the emerging trends are as followed:

  1. Generative AI
  2. Embedded Payments
  3. Security and Fraud Prevention Safeguards
  4. Live Commerce
  5. Next Generation Digital Experiences
Retails Trends - 2024 & Beyond - I AM GRT

1. Generative AI: The Intelligent Commerce Catalyst

Generative Artificial Intelligence (AI) is set to revolutionize how businesses interact with customers. From personalized product recommendations to dynamic pricing strategies, AI algorithms will leverage vast datasets to predict and fulfill customer needs. This trend not only streamlines the shopping experience but also enhances operational efficiency for businesses.

2. Embedded Payments: Seamlessly Integrating Transactions

Embedded payments are set to redefine the transactional landscape by seamlessly integrating payment options into various touch points of the customer journey. From social media platforms to IoT devices and scan enabled shopping carts, this trend aims to make payments an intrinsic part of the overall customer experience.

3. Security and Fraud Prevention: Safeguarding Consumer Trust

As digital commerce expands, ensuring the security of online transactions becomes paramount. Advanced security measures and fraud prevention technologies are emerging as critical components to build and maintain consumer trust in the digital space.

4. Live Commerce: Elevating Real-Time Shopping Experiences

Live commerce leverages real-time video and interactive content to create engaging shopping experiences. As consumers seek immersive interactions, live commerce provides a platform for brands to showcase products, answer queries, and drive sales in a dynamic, interactive setting.

5. Next Gen Digital Experiences: Elevating Customer Journeys

The future of digital commerce hinges on delivering next-gen digital experiences that transcend traditional online shopping. Augmented reality (AR), virtual reality (VR), and immersive technologies are set to redefine how customers explore and engage with products in the digital realm.

Conclusion: By leveraging generative AI, embedded payments, robust security measures, live commerce, and next-gen digital experiences, businesses can not only meet but exceed customer expectations.

What do you think of the newly emerging technology trends? How are you making sure that your retail business is prepared for the competition?

Which trend is most important for your business? What would you like to achieve in your business? Please share your thoughts in the comments below. Thank you.


  1. 2024 Commerce and Payment Trends Report: Link