I remember a class from my early years as a teacher. I had everything prepared, but right in the middle of the presentation… the technology failed! I ran out of slides and support points, and the whole class was looking at me. Instead of getting frustrated, I improvised. I transformed the session into something interactive with participation from everyone, and the discussion that arose was much more enriching than I had anticipated. That day I learned a lesson that I carry with me: flexibility and adaptation are essential, both in teaching and in business.
And 2024 has been precisely that: a year of adaptation and innovation in e-commerce, where AI and personalization were consolidated and marked a new direction in the customer experience. These advances have changed the rules of the game, and those who adopted them already see the benefits of being at the forefront.
Predictive Personalization: Amazon and Netflix lead the way in “Do you know what your customer wants before they ask for it?”
In 2024, predictive personalisation was one of the biggest revolutions in e-commerce, with companies like Amazon and Netflix leading the way. Using advanced AI algorithms, Amazon analysed each customer’s search and purchase history, along with the patterns of similar users, to offer recommendations at just the right time. This approach has proven effective: an estimated 35% of Amazon’s revenue comes from these personalised recommendations, which make the customer feel understood and valued.
For its part, Netflix has perfected personalisation on its platform. By tailoring cover and content recommendations to each user’s tastes, it managed to keep its customers more engaged and reduce subscription cancellations. This predictive personalisation improved the user experience and strengthened loyalty to the platform.
Conversational AI: H&M and customer service on WhatsApp
Conversational AI was also a key trend in 2024. H&M stood out with its chatbot on WhatsApp, offering its customers style recommendations, availability queries and personalised outfits in real time. This AI-powered chatbot answers common questions and remembers past interactions, allowing customers to feel more personalized attention.
This type of omnichannel interaction has improved the customer experience at H&M, increasing retention by 15% and drawing users back into the store. Conversational AI is no longer just a customer service tool, but a way to build lasting, personalized relationships with customers.
More Than Conversions: The Key Metrics That Defined Success in 2024
Advances in AI and personalization have brought a new way of measuring success in e-commerce. These were some of the critical metrics that helped evaluate the impact of these trends in 2024:
✅ Time on site and pages per session: Personalized navigation increased customers’ Time spent exploring relevant products and services.
✅ Customer lifetime value (CLV): Companies have increased the value of each customer throughout their relationship with the brand through predictive AI and personalized experiences.
✅ Cart abandonment rate: Personalized reminders and offers helped reduce abandonment rates, encouraging customers to complete their purchases.
Preparing E-Commerce for 2025
The trends that dominated 2024 have set the stage for 2025 to be even more focused on personalization and the strategic use of AI. Companies that took advantage of these advances already see the benefits, and those planning to integrate these technologies will be better positioned to lead the market in the coming year.
At Digiway Group , we accompany our clients so they are always one step ahead, integrating AI and personalization solutions that optimize every aspect of the customer experience. Ready to transform your e-commerce and make the most of 2024’s lessons? Let’s discuss how we can help you make a difference in 2025!
