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

PeakSpan Capital
4 min readJun 10, 2024


Disclaimer: The views expressed in the following article are solely those of Marcelo Vilaca and do not represent the views of Peloton, its management, or its employees.

For our final edition of the Spring 2024 eCommerce Technology Trends, the PeakSpan eCommerce Team had the opportunity to connect with Marcelo Vilaca, Senior Director of Global Strategic Sourcing & Procurement at Peloton. Vilaca has over 23 years of industry experience, including leadership roles in eCommerce and Supply Chain Management. He has held senior positions focusing on global sourcing and procurement, demonstrating expertise in navigating complex logistics and supply chain challenges. Vilaca’s career reflects an impressive track record in leveraging technology and strategic insights to drive operational excellence and sustainable growth in eCommerce.

Vilaca offered his insightful perspective into the evolving dynamic in eCommerce and Supply Chain solutions, and the criticality each plays in driving successful outcomes for modern vendors. Here are the top 10 takeaways from our discussion:

1. Evolution of eCommerce: The eCommerce landscape has rapidly transformed, accelerated notably by global events, such as the pandemic. Vilaca highlighted that businesses are now navigating an environment where digital behaviors are deeply entrenched, driving the need for agility and resilience to remain differentiated from other modern vendors. One of the challenges is how to adapt the business to support different models or channels (B2B, B2C, D2C, and other models) keeping the same level of services and customer satisfaction. Adapting to these shifts, companies must drive for sustainable growth amidst evolving consumer expectations and competitive pressures.

2. Growth Challenges in eCommerce: Vilaca stressed the importance of considering multifaceted challenges across customer acquisition, conversion optimization, and operational efficiency when driving growth for eCommerce vendors. Companies must manage inventory effectively, forecast trends accurately, and maintain high standards of service delivery across all sales channels to succeed. Overcoming these challenges is crucial for sustaining profitability in a competitive eCommerce landscape.

3. Global Sourcing and Procurement: Vilaca emphasized the challenges in sourcing products globally, managing logistics, and ensuring supply chain resilience. Balancing cost efficiency with agility and reliability is crucial for meeting customer expectations across markets. Vendors across all industries must navigate complexities in supply chain operations to achieve operational excellence in eCommerce.

4. Predictions for the eCommerce Landscape: According to Vilaca, eCommerce businesses anticipate peak sales during the second half of the year, in the consumer industry, typically due to the holiday season, and, therefore, brands must strategize around seasonal demand fluctuations. Preparation involves leveraging data-driven insights and predictive analytics to optimize inventory management and align marketing efforts. Successful execution during peak seasons significantly impacts revenue and market share; therefore, it is critical to adopt and implement impactful tools ahead of these busy seasons.

5. Technological Tools in eCommerce: Vilaca discussed how advanced technologies, such as AI-driven analytics and automation enhance operational efficiencies and customer experiences. These tools empower businesses to personalize marketing, streamline supply chains, and optimize inventory. Investing in scalable technologies supports competitiveness in a crowded eCommerce landscape.

6. Data Security in eCommerce: Vilaca emphasized that maintaining robust data security is paramount for eCommerce companies to protect customer information and business integrity. Investments in cybersecurity technologies mitigate risks from cyber threats and safeguard sensitive data. Building trust through stringent data protection practices enhances customer loyalty and brand reputation. A mistake, in this regard, is extremely costly and must be avoided at all costs.

7. Evaluating Technology Investments: Vilaca highlighted the importance of strategic technology investments that drive competitiveness and efficiency in eCommerce, aligning with business goals. Modern brands should prioritize scalable solutions that deliver measurable ROI and support growth initiatives. Evaluating technologies based on integration capabilities and alignment with strategies ensures optimal resource allocation.

8. Evolving Role of AI: According to Vilaca, AI technologies revolutionize customer interactions and operational processes in eCommerce, automating both tasks and personalizing experiences. Integrating AI enhances agility, responsiveness, and competitiveness, he noted. These advancements drive innovation and sustainable growth.

9. Criticality of Customer Experience: Vilaca highlighted that superior customer experiences drive loyalty and retention in eCommerce, focusing on navigation, recommendations, and responsive support. Positive interactions across digital touchpoints foster trust and satisfaction, he emphasized. Enhancing engagement and satisfaction distinguishes brands in a competitive eCommerce landscape.

10. Looking Ahead: Vilaca discussed future trends including AI advancements, mobile commerce innovations, and omnichannel strategies, shaping the future of eCommerce. Adopting AI-driven technologies and enhancing omnichannel capabilities are critical for staying ahead in the market. These strategies meet evolving consumer demands and drive business growth in a digital ecosystem.

PeakSpan Take: The themes discussed by Vilaca illuminate the dynamic evolution of eCommerce, driven by rapid digital transformation and heightened consumer expectations post-pandemic. Key challenges include navigating global sourcing complexities, optimizing growth strategies amidst competitive pressures, and leveraging advanced technologies like AI to enhance operational efficiency and customer experiences. Vendors such as Toolio (Automated Merchandising), Polar Analytics (Data Collection / Management), Karla (Post-Purchase Tools), and Pixyle (AI Product Enrichment) equip brands to maintain robust data security, strategic technology investments, and a focus on superior customer engagement emerge as critical pillars for sustained success in the evolving eCommerce landscape.

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



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