Part III: Spring 2024 eCommerce Technology Trends from a Buyer’s POV

PeakSpan Capital
4 min readMay 28, 2024


The PeakSpan eCommerce team had the privilege of chatting with Atul Bhardwaj, Chief Digital and Technology Officer at The LEGO Group, to hear his perspective on the state of eCommerce. Atul possesses a wealth of experience in the eCommerce and retail sectors, showcased through his distinguished career. With a strong focus on leveraging technology to drive digital transformation and elevate customer experiences, he has held influential positions at renowned organizations such as Tesco and MediaMarkt. In his current role at The LEGO Group, Atul plays a pivotal part in shaping the company’s digital strategy and spearheading innovative initiatives. Throughout his tenure, he has demonstrated a keen understanding of the evolving eCommerce landscape, leading efforts to transition traditional retail models into omnichannel business strategies. Atul’s leadership underscores a commitment to driving innovation and fostering growth in the dynamic realm of digital retail.

1. Technological Disruption in Retail: Throughout the conversation, Atul emphasized how technology had fundamentally disrupted the traditional retail industry. He discussed the transformative impact of eCommerce and digitalization, highlighting the shift from physical stores to online platforms. This disruption has forced companies to adapt their strategies to meet the changing preferences and behaviors of consumers in the digital age.

2. Emerging Technologies in eCommerce: Atul explored the potential of emerging technologies such as Gen AI, AR, and Web3 to revolutionize the eCommerce landscape. He discussed how these technologies could enhance user experiences, drive operational efficiencies, and create new opportunities for innovation in retail. By staying abreast of these advancements, companies can position themselves for success in an increasingly digital marketplace.

3. Vendor Evaluation and Technology Adoption: Atul emphasized the importance of carefully evaluating new technologies and vendors to ensure they align with the company’s strategic objectives. He enforced that it is much easier to onboard a vendor than to offboard one, so it is critical to thoroughly assess the value and role of the technology. He highlighted the need for solutions that solve specific problems uniquely, rather than adopting technology for its own sake. By selecting vendors that offer innovative and effective solutions, companies could drive value and stay ahead of the competition.

4. Recent Technological Implementations: Recent investments in technology have focused on doubling down on modernizing infrastructure, improving platform scalability, and perfecting the overall tech architecture. Atul discussed how these implementations had enhanced operational efficiency and provided clean data for various use cases. By embracing technological advancements, companies can streamline processes and optimize the overall shopping experience for their customers.

5. Cost Optimization with Technology: Atul underscored the importance of optimizing costs while maximizing the value derived from technology investments. eCommerce brands must establish strategies for evaluating the cost-effectiveness of technology solutions, such as comparing SaaS solutions to custom builds. By managing the total cost of ownership effectively, companies could ensure they get the most out of their technology investments.

6. Customer Engagement and Loyalty: Understanding customer preferences and delivering tailored experiences empowers companies to build long-lasting relationships with their audience, especially with the help of innovative tools. Atul highlighted the importance of CRMs and personalized marketing in driving customer retention and satisfaction. Brands should prioritize leveraging innovative tools and strategies in order to enhance customer engagement and loyalty in the eCommerce space.

7. Role of AI in eCommerce Strategy: AI plays a crucial role in shaping eCommerce strategies, particularly in areas such as personalization and predictive analytics. Atul discussed how predictive AI has existed for a while now to drive recommendation engines and performance analysis. He cited that the real opportunity for leverage is using generative AI in areas such as content generation and customer service.

8. Vendor Engagement and Proposal Evaluation: Atul provided insights into the vendor engagement process, emphasizing the need for vendors to offer unique solutions that address specific business challenges. He discussed the importance of evaluating proposals based on their ability to solve problems effectively and deliver tangible results. By partnering with innovative vendors, companies can gain a competitive edge in the market.

9. Revenue Growth through Personalization: Personalization has emerged as a key driver of revenue growth in eCommerce, enabling companies to deliver tailored experiences that resonate with their customers. Atul discussed how technology can facilitate personalized interactions by understanding customer preferences and behaviors. Leveraging technology to deliver relevant offers and messages drives engagement and ultimately increases sales.

10. Strategies for Omnichannel Integration: In the evolving landscape of retail and eCommerce, the seamless integration of omnichannel strategies has emerged as a crucial theme. Atul discussed the importance of bridging the gap between online and offline channels to provide customers with a cohesive shopping experience. This requires leveraging technology to synchronize inventory, streamline fulfillment processes, and enable features like click-and-collect and curbside pickup. Omnichannel solutions address the diverse needs of modern consumers and drive engagement across multiple touchpoints.

PeakSpan Take: Technology has had a transformative impact on eCommerce retail, particularly in emphasizing the urgency to adapt to the digital landscape. By prioritizing customer engagement, embracing AI-driven strategies, and seamlessly integrating omnichannel approaches, companies can enhance experiences, drive revenue growth, and build long-lasting relationships with their audience. Vendors like Revenue.AI (AI-Powered Pricing and Revenue Management), Brink Commerce (Composable Commerce), XYRetail (Omnichannel Management), and Pickystory (Conversion Optimization) enable modern brands to leverage emerging technologies to optimize costs and drive innovation — ultimately providing differentiated shopping experiences to stay competitive.

To learn more or to connect with the PeakSpan team for assistance, please contact the PeakSpan Capital E-commerce Team.



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