The Future of eCommerce: AI, Sustainability, and the Race to Stay Relevant

The future of eCommerce isn’t coming—it’s already here, and if you’re not keeping up, your AI assistant might just leave you behind. That was the undeniable theme at the LA Retail Summit, where Codup helped shape the conversations.

Powerful insights, dynamic conversations, and an industry-leading panel emphasized a key takeaway—brands that don’t keep up will struggle to compete. AI isn’t a luxury, sustainability is a necessity, and social commerce is rewriting the playbook.

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New Power Players of eCommerce: AI Talking to AI

At this point, more and more businesses are opting for AI-packed solutions. But here’s the real kicker: we’re not just talking about AI assisting humans anymore. We will enter an era where bots will be talking to bots, negotiating deals, and making decisions.

Tanuja Singeetham from Henkel Beauty posed a thought-provoking question:
“We’re used to marketing to humans—but what happens when humans aren’t even part of the buying process?”

Let that sink in. The future of commerce isn’t just about optimizing for customers—it’s about optimizing for their AI assistants. Your chatbot might soon be negotiating better deals, and if your business isn’t prepared for that shift, you’ll be left out of the conversation—literally.

Codup CEO, Asim Bawany, further underlined:
“Pretty soon, your bot might have better LinkedIn connections than you do.”

Brands need to rethink their AI strategy—not just for customer engagement, but for the future AI-driven commerce ecosystem that’s unfolding in real-time.

Sustainability: A Non-Negotiable (But at What Cost?)

Sustainability is important—especially to younger generations—but the challenge lies in making it financially viable. Brands need to figure out how to integrate sustainable practices without undercutting their profitability.

Cary Lawrence from Decile summed it up well: “We all want sustainability—until we have to pay extra for it.”

But here’s the shift happening in real -time: brands are finding ways to make sustainability a business advantage, not a financial burden. Bert Barnes from The RealReal highlighted how sustainability can align with business success:

“Customers love quality luxury goods at lower prices. Sustainability just comes along for the ride.”

The key takeaway? Sustainability isn’t just an initiative—it has to be a scalable business model.

Social Commerce: If You’re Not There, You Don’t Exist

Kristine Patio Cruz from Half Magic Beauty broke it down:
“Customers expect you exactly where they already are: TikTok, Instagram, Amazon, everywhere.”

It’s no longer enough to have a well-designed website. Social commerce is reshaping how customers shop, discover, and engage with brands. The brands that win are the ones that show up authentically in these spaces and build real connections.

Tanuja Singeetham highlighted the challenge brands face in this space: “Ignoring social isn’t an option. Figuring out how to stand out there—that’s the real challenge.”

The future of commerce isn’t about waiting for customers to come to you—it’s about being where they already are.

Final Thought: Adapt or Get Left Behind

With all these conversations, one thing became evident—brands that hesitate to evolve will fall behind. AI, digital transformation, and social commerce aren’t buzzwords anymore. They’re the pillars of the next phase of eCommerce.

Kristine Patio Cruz put it best:
“Brands can’t afford to stand still.”

Because your competitors—and their bots—definitely aren’t waiting around for you.

At Codup, we’ve been deep in these shifts, helping brands navigate what’s next—before ‘next’ becomes ‘too late.’ If any of this sounds like a challenge you’re facing, let’s chat. Because staying ahead isn’t just about keeping up—it’s about making the right moves before everyone else does.