Public Commerce – Review 2023 & 2024 Trends

The year 2023 has laid the foundation for significant advancements in the field of public commerce, particularly in the commerce and retail media industry. With advancements in technology, capabilities, and data platforms, 2024 is expected to bring about the integration of standards and data measurement, as well as the increased use of artificial intelligence (AI) in various aspects of commerce. As consumer expectations evolve, brands face challenges in establishing and maintaining brand loyalty, especially with the entry of new players and the prevalence of connected commerce. The traditional sales funnel has collapsed, and media has become more transactional, requiring brands to prioritize staying top-of-mind and enhancing engagement throughout the entire brand journey. In addition, non-endemic brands are predicted to enter the retail media space as another way to connect with consumers. However, this does not necessarily mean an increase in advertising budgets, forcing brands to prioritize their spending. Overall, 2024 will see further advancements in AI, customer relationship management (CRM), loyalty programs, and refinements in retail media practices. To gain more insights into the upcoming year, individuals can explore predictions made by executives across Publicis Commerce.