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- π AI reshapes ecommerce. How AI strategies of industry giants differ?
π AI reshapes ecommerce. How AI strategies of industry giants differ?
Plus: European B2C e-commerce to regain growth. What are the resurging trends?

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Today's write-up is 2,317 words, a 9-minute read
This weekβs highlights:
1. π°News: AI reshapes ecommerce. How AI strategies of industry giants differ?
2. πStat: European B2C e-commerce to regain growth. What are the resurging trends?
3. πHeadlines: Amazon, Walmart, eBay, Alibaba, Allegro, Shein, Boohoo, fashionette, Mango, Vinted, DoorDash, Tesco, Instacart and more!
4. πSpotlight: Marketplace to sell services, B2B off-price fashion marketplace, curated experiences marketplace
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1. π° News of the week
AI reshapes ecommerce. How AI strategies of industry giants differ?
The integration of artificial intelligence (AI) into various facets of the retail industry is reshaping the way businesses operate and engage with consumers. This article explores four distinct use cases from leading retailers (Zara, Sephora, Zalando, and Amazon) showcasing how AI is not just a tool but an integral part of their strategies
Zara: π Agile Fashion with AI: Zara, a global fashion giant, has seamlessly incorporated AI throughout its operations, distinguishing itself from others by deploying AI beyond consumer behavior analysis. Microchips in clothing security tags enable Zara to meticulously track inventory from production to sale, enhancing accuracy. AI-driven robots expedite order fulfillment for click-and-collect services globally. Zara's unique approach involves using AI to gain insights into both customer habits and inventory control. This comprehensive strategy enables Zara to adapt swiftly, producing and introducing new designs within a week, a significant acceleration compared to industry norms.
Sephora: π Multifaceted AI Beauty: Cosmetics company Sephora adopts a holistic AI approach, leveraging the technology across various facets of its business. Notably, AI enhances the accuracy of virtual makeup try-ons through augmented reality. Sephora's app utilizes facial recognition, AI, and machine learning to intelligently apply virtual makeup, offer product suggestions, and provide skincare diagnostics based on submitted images. Beyond virtual try-ons, Sephora employs generative AI for virtual assistants, handling customer queries and evolving into a knowledgeable support system for inquiries about products and in-store experiences.
Zalando: π£οΈ Conversational Commerce: Zalando, a leading European fast-fashion marketplace, has embraced Open AI ChatGPT-powered virtual assistants to engage customers in a more conversational manner. Recognizing the need to assist customers in navigating a vast inventory, Zalando's generative AI allows personalized conversations, helping users articulate their preferences. This innovative approach aims to provide granular fashion advice, answer frequently asked questions, and, ultimately, create a conversational relationship between the customer and the platform.
Amazon: π AI-Enhanced Reviews: Amazon, a pioneer in online retail, has turned to generative AI to refine the overwhelming amount of product reviews generated by its vast customer base. With 1.5 billion reviews contributed in a year, Amazon employs AI to generate summaries that capture key themes across reviews. This concise presentation helps customers quickly assess whether to delve into detailed reviews, streamlining the decision-making process. Amazon's use of generative AI is not limited to summarizing reviews; it also tailors review highlights based on specific product attributes, providing users with more relevant information.
2. π Stat of the week
European B2C e-commerce to regain growth. What are the resurging trends?
Last month, the β2023 European E-commerce Reportβ was published by Ecommerce Europe association. Ecommerce Europe represents, through its national associations, more than 150,000 companies selling goods and services online to consumers in Europe. Ecommerce Europe acts at European level to help legislators create a better framework for online merchants.
The report covers insights from 37 countries and goes deep into digital markets and consumer behaviors. Below is an executive summary with the report's key findings:
πΉ Growth and Regional Dynamics: In 2022, B2C European e-commerce hit β¬899bn, a 6% nominal growth from 2021 (vs 12% nominal growth year before!). Accounting for inflation this would mean 9% growth in 2021 and -2% in 2022! The only region without decline was Eastern (+5%) and Southern Europe (+13%). Still Western Europe dominates with 67%. 2023 to bring 8% nominal growth which corresponds to 2% real increase.
π Internet Penetration Trends: Internet penetration in Europe reached 92% in 2022 (vs 90% in 2021). Southern & Eastern Europe are still lagging (89% and 88% respectively). Northern & Western Europe lead the pack, reflecting in international rankings (97% and 95% in 2022).
π E-shopper Insights: In 2022, e-shopper penetration remained stable at 76%, with caution post-Covid measures and inflation. Unearth regional differences, with Western Europe having the highest share (87%) and Eastern Europe showing promising growth (48% in 2022, increase from 41%).
π Challenges and Opportunities: The war in Ukraine has impacted purchasing power, posing a challenge for European e-commerce. Simultaneously, technological advancements widen the digital divide, especially for SMEs. Governments, like Ireland, are responding with legislation to boost SME innovation. Meanwhile, EU-level regulations, including the Digital Services Act and Digital Markets Act, are shaping the industry. Key tech drivers, such as 5G, optical fiber, and SaaS solutions like Shopify, are fostering e-commerce growth, with AI, ChatGPT, and AR/VR promising to further elevate online activities
π± Sustainability and Future Prospects: Opportunities for enhancing goods delivery persist, with a growing emphasis on establishing networks of pickup points and lockers in numerous countries. Sustainability remains a driving force, propelled by various factors such as legislative initiatives like the Right to Repair and carbon footprint regulations, shifting consumer preferences towards green products, and businesses adopting sustainable practices like transitioning to electric vehicle fleets and utilizing eco-friendly packaging materials
3. π Headlines of the week
π Mass merchant marketplaces
π Amazon faces FTC lawsuit over alleged use of secret algorithm to manipulate prices. The algorithm tracked competitors' price movements, adjusting Amazon's prices accordingly. If competitors didn't respond, the algorithm reverted Amazon's prices. Deep dive β Forbes
π Walmart Commits to carbon emission reduction by 2040 amidst regulatory changes. Walmart aims to decarbonize operations and promote clean energy access for customers and suppliers in line with evolving EU, U.S., and California carbon emission reporting rules. Deep dive β TechTarget
π Shopify and WPP collaborate to support brand scaling. The partnership leverages WPP's 13,500 commerce expert network and Shopify's platform to develop products and insights for brand growth. Deep dive β FashionUnited | WPP
π Walmart explores AI and AR for enhanced shopping. Walmart is investing in GenAI-powered online search and shopping experiences, incorporating voice, AR, and virtual commerce technologies. Deep dive β PYMNTS | Walmart
π¬π§ eBay UK introduces Authentication Guarantee for fine jewellery. In collaboration with GIA, eBay's 'Authenticity Guarantee' expands to cover unbranded and renowned fine jewelry, including Chopard, Van Cleef & Arpels, and Cartier.. Deep dive β eBay
π§πͺ Alibaba faces accusations of 'possible espionage' in Belgium. Belgium's intelligence service is reportedly monitoring Alibaba's main logistics hub in Europe amid suspicions of espionage linked to China's economic presence in the west. Deep dive β Financial times
π΅π± Allegro plans expansion to 4 new markets in 2024. Leading Polish B2C marketplace Allegro eyes Slovakia, Slovenia, Croatia, and Hungary for expansion, drawing on experience from launching Allegro.cz in 2023 and the acquisition of Mall Group in April 2022. Deep dive β Cashless
π Fashion marketplaces
π Shein new executive aims to expand supply chain outside china. The company now seeks to source fabrics and build supply chains in other markets where they operate to be closer to customers. This would shorten the delivery time and, in some cases, save production and logistics costs. The move has put Shein in more direct competition with e-commerce stalwarts like Amazon.com and Temu. Deep dive β CaixingGlobal
π¬π§ Boohoo fails to lure shoppers with discounts as rival Shein takes a bite. Boohoo expects annual sales to fall by between 12% and 17% as buyers return to high street. The company is also facing heavy competition from Shein, which uses social media to push cheap garments, as well as sites such as Vinted and Depop that have popularised secondhand clothing. Deep dive β TheGuardian
π©πͺ fashionette launched a new platform for luxury fashion. Fashionette is a leading e-commerce group for luxury products in Europe. The most important brands on the fashion platform include Gucci, Prada, Burberry, Balenciaga, Dolce&Gabbana, Bottega Veneta, Valentino Garavani, and Moncler. Platform connects over 150 locations for luxury fashion into software with mapping of all products. Fashionette wants to expand its platform activities in the future, while striving to reach higher profitability through its platform activities. Deep dive β FashionNetwork
πͺπΈ Mango shuts down the marketplace after two years of operation. Mango decided not to continue offering these complementary brands to its offering with the aim of further enhancing its proprietary sales channel and technological capabilities to provide better customer experiences. Deep dive β FashionNetwork
π³π± Vinted acquires Dutch delivery service Homerr. Homerr was founded in the Netherlands in 2016 and currently has a network of social and commercial pick-up and drop-off points. This allows consumers in the Benelux region to easily drop off or have their items delivered to these points. Deep dive β FashionUnited
π Food marketplaces
πΊπΈ DoorDash tests a feature that rewards users for dining out, not ordering in. βDine Out,β allows users to earn credits by swiping to βcheck inβ while theyβre at a restaurant. Deep dive β TechCrunch
πΊπΈ Instacart is broadening its food-as-medicine efforts. The grocery delivery company is expanding its Fresh Funds program and launching its first Medicare Advantage Plan. Instacart Health Fresh Funds are now available to recovering post operative and post-partum patients who are insured by a Mount Sinai Solutions customer health plan. Deep dive β FoodServiceDirector
π¬π§ Tesco to relaunch its marketplace. The retailer is understood to have been working on the technology underpinning the marketplace for the past two years. It is now building a team that will be responsible for recruiting sellers and working with them on βrange, merchandising and promotional strategiesβ. For customers, third-party seller products will be available βseamlesslyβ alongside their βcore grocery basketβ on Tesco.com. Deep dive β Grocer
π¬π§ Amazon in talks with Waitrose to sell groceries on the marketplace to lure in more shoppers and claw back market share. Iceland launched on the Amazon website in mid-September. Amazon also has third-party deals with the Co-op and Morrisons, selling their groceries on its website and delivering them from local branches. Waitrose and Amazon declined to comment on a potential partnership. Deep dive β TheGuardian
π΅π± Carrefour expanded 3 times the area of quick-commerce service. Carrefour Polska has extended its partnership with Glovo to deliver orders in less than an hour to more cities and by adding additional 73 stores to the service in 2023. Deep dive β Carrefour
ππ· Wolt introduced a new service Wolt+ in Croatia. The Wolt+ service, with a monthly subscription, offers users of the platform an unlimited number of free deliveries from restaurants and shops within a defined zone, with the possibility of free cancellation. Deep dive β Tockanai
π¦Various marketplaces
π Amazon launches its first internet satellite prototypes. Amazonβs first pair of prototypes for its Project Kuiper satellite internet system launched on Friday. Project Kuiper is Amazonβs plan to build a network of 3,236 satellites in low Earth orbit, to provide high-speed internet access anywhere in the world. Deep dive β CNBC
πΊπΈ Uber introduces a package return service. Uber will collect up to five prepaid and sealed packages and drop them off at a local post office or at UPS or FedEx stores. Uber will charge a flat fee of $5 for the service or $3 for its Uber One members. Deep dive β LATimes | Uber
πΊπΈ Artisans Cooperative marketplace launches in challenge to Etsy. The platform, which focuses on selling handmade goods, was formed as a result of the Etsy strike last year over seller fee hikes. On its first day, the platform had more than 70 merchants and 1,200 items available for consumers. The site was built using Shopify, according to the announcement. Deep dive β RetailDive
πͺπΊ Fnac Darty and CEVA Logistics to create a joint venture dedicated to e-commerce logistics, SaaS Marketplace. The new player is called Weavenn and offers a fully integrated service combining the best marketplace technology solutions with high-performance logistics. Deep dive β FnacDarty | Ceva
πFunding/new marketplaces
π«π· Scnd (marketplace solution to sell services online) snaps β¬4M. It is a marketplace building solution specifically developed for services that provides features such as user management, listing creation, booking management, calendar management, dashboards, workflow management, and full-featured search. With this addition of funds, scnd will further expand in these territories together with their partners, including consulting firms, integrators, and payment service providers. Deep dive β TechFundingNews

π©πͺ Smath (off-price B2B fashion marketplace) attracted β¬2.5M funding. The companyβs founders and managing directors are former About You Director of Revenue & Growth Dr. Max Groberg and former McKinsey manager Dr. Hans-Martin Vetter. Smatch is addressing the significant problem of overstock in the fashion industry with a B2B fashion marketplace for international trading. Deep dive β RealTimes

π¬π§ Anymoment (curated experiences marketplace) launches. The platform has been created to transform the way companies and individuals discover and enjoy diverse, curated experiences in offices, homes, and private venues. For creators, itβs a new venue to market services, potentially opening the doors to corporate clients or consumers. Deep dive β ChannelX

Free resources:
- Top10 reports on marketplaces
- 150 European B2C & C2C marketplaces
- Top events from marketplace and ecommerce space (soon!)
Deep dives:
- Y combinator shaping the marketplace world, one seed at a time
- AI usage in marketplaces/ecommerce (soon!)
Thatβs all. See you next week!
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Author
Artur StaΕczuk is a Chief Strategy Officer at Packhelp, the leading European packaging marketplace. Previously worked ~8 years at Bain & Co. In the past, Digital Transformation Director at the leading Polish convenience chain Ε»abka and Entrepreneur that co-launched 3 start-ups
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