Gino Van Ossel on RetailDetail’s Omnichannel Congress: “E-Commerce Is Not ‘Mature’; It Remains a Battlefield”

Why It Matters

The insight underscores that retailers cannot rely on past growth curves; continuous digital innovation and agile omnichannel strategies are essential to stay competitive in a rapidly evolving market.

Key Takeaways

• E‑commerce still a growth battlefield despite maturity perception
• Supermarkets intensify online competition with click‑&‑collect, delivery
• Fashion relies on specialist platforms, AI‑driven experiences
• Small brands leverage social groups to build omnichannel presence
• AI and social commerce reshape retail customer interaction

Pulse Analysis

The perception that e‑commerce has plateaued is misleading, according to Vlerick professor Gino Van Ossel. While the pandemic‑driven surge has receded, retailers are now navigating a nuanced battlefield where omnichannel integration is the norm rather than the exception. Supermarkets in Belgium, traditionally brick‑and‑mortar, are rapidly deploying click‑&‑collect, subscription models, and expanded home‑delivery services to capture a larger slice of online grocery spend, mirroring trends seen in the United States where food‑related e‑sales are climbing double digits.

In the fashion arena, the dynamics differ markedly. Specialist platforms such as Zalando dominate, leveraging generative AI to enrich product visuals, enable virtual fitting rooms, and personalize the shopping journey. This technology shift reflects a broader industry move toward brand‑first strategies, where retailers aim to become lifestyle destinations rather than mere transaction points. The emphasis on AI not only boosts conversion rates but also mitigates returns, a critical cost factor for fashion e‑commerce.

Beyond the giants, small entrepreneurs continue to find fertile ground in the digital ecosystem. Brands like Drukke Mama’s, born from a massive Facebook community, illustrate how social media can serve as a launchpad for omnichannel growth. Meanwhile, AI‑powered customer service agents from firms like CM.com demonstrate how round‑the‑clock support and emerging social‑commerce channels, such as TikTok shopping, are redefining consumer interaction. For retailers, the message is clear: sustained investment in technology and flexible omnichannel models is no longer optional—it is the engine of future competitiveness.