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eCommerce Forum . eCommerce Personalisation: How to measure what actually improves conversion Personalisation can influence almost every stage of an eCommerce journey. Retailers can change product recommendations, search results, offers, website content, emails and post-purchase communications according to what they know about a customer. But once personalisation becomes widespread, a deceptively difficult question emerges: Is it actually making customers more likely to buy? Our first article, eCommerce Personalisation Software: What Retailers Should Compare , explored the technology required to deliver relevant experiences. The second, eCommerce Personalisation Strategy: Turning Customer Data into Relevant Experiences , looked at where and how those capabilities should be applied. The next challenge is measurement. Because a customer interacted with personalised content before purchasing does not necessarily mean the personalisation caused the purchase. Separate Interaction from Impact Imagine a customer regularly buys running shoes from a retailer. They return to the website, see a personalised recommendation for running shoes and make another purchase. The personalisation platform may attribute revenue to that recommendation. But would the customer have purchased anyway? That is the question measurement needs to answer. Personalisation Principle Don’t only ask how much revenue touched personalisation. Ask how much additional value the personalisation created. This distinct

eCommerce Forum . Make sure you’re at the eCommerce Forum this February Free delegate places at the eCommerce Forum are still available – secure yours today and join the industry in London this February! This event provides the best experience for all eCommerce & digital marketing brands/ retailers/ companies looking to explore a diverse range of key industry solution providers. It is an invitation-only event that saves you time sourcing the products and services you need for your upcoming projects. I can attend – Book my spot I am interested – Send me more info Event details: Thursday 4th February 2027 Hilton London Canary Wharf What’s included: An itinerary, designed by you, of 1-2-1 meetings with innovative solution providers A seat at educational seminars hosted by industry thought leaders 5-star hospitality throughout including lunch & refreshments Networking breaks to maximise your business connections Personalised attendance options to suit your schedule Click Here To Register Or contact the team today for more information. Make sure you’re at the eCommerce Forum this February Stuart O'Brien .

eCommerce Forum . In October 2026 we’re covering PPC and Account Issuing solutions – Make sure yours are part of the story! Each month on eCommerce & Payments Briefing we’re shining the spotlight on different parts of the market – and in October we’ll be focussing on PPC and Account Issuing solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help eCommerce management buyers find the best products and services available today. So, if you’re a PPC and Account Issuing solutions specialist and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Mark Connell at m.connell@forumevents.co.uk . Here’s our features list in full: Oct – PPC / Account Issuing & Merchant Nov – SEO / Payment Solution Software Dec – Customer Experience / IT Security Jan – Customer Engagement Solutions / ePayment Solutions Feb – Mobile Optimisation / Mobile Payments Mar – Conversion Rate Optimisation / Fraud Management Apr – A/B Testing Platforms / Card Payment Solutions May – Multi-Channel / mWallets Jun – Affiliate Marketing / Payments Processor July – Email Marketing / Payment Service Provider Aug – Google Shopping / Chargeback Systems Sep – Personalisation / Artificial Intelligence In October 2026 we’re covering PPC and Account Issuing solutions – Make sure yours are part of the story! Stuart O'Brien .

eCommerce Forum . Why working capital strategy breaks down at the invoice level Working capital strategy may start with treasury, controllership and procurement, but its success often comes down to what happens to individual invoices. When approvals are delayed, exceptions linger or invoice status can’t be trusted, payment timing becomes unpredictable. That creates ripple effects across finance: DPO fluctuates, early-payment discounts expire and treasury has a harder time forecasting when cash will leave the business. The problem isn’t necessarily the working capital strategy. It’s the execution underneath it. AP automation brings more discipline to the process by centralizing invoice capture, standardizing approvals, resolving exceptions through structured workflows and creating clear criteria for when an invoice is truly ready to pay. Connecting those workflows with ERP systems, analytics and payments gives treasury real-time visibility into where invoices stand and when payments are likely to happen. The result is more than faster invoice processing. It’s greater predictability. DPO becomes more stable. Discount opportunities are easier to capture. Cash forecasts become more reliable. When finance teams can trust invoice status from capture through payment, AP becomes more than a back-office process. It becomes an active lever for managing working capital with greater control and confidence. To learn more visit https://www.medius.com/blog/why-working-capital-strategy-break

eCommerce Forum . Beyond Automation: How agentic AI is transforming ecommerce Many ecommerce businesses routinely use AI-based features and solutions to drive efficiencies around certain tasks, such as analytics, pricing optimisation, customer service, fraud detection and more. These tools rely on explicit prompts or requests, meaning the AI only acts when given a specific instruction. The quality and scope of its output are therefore shaped by the clarity and detail of the input it receives, meaning that the technology doesn’t initiate tasks on its own or continue to operate without human guidance. The advent of agentic AI is changing our collective experiences with AI tools as we know it. Autonomous AI agents are able to take proactive, goal-driven actions across a business ecosystem without human prompts. These agents are significantly more sophisticated than run-of-the-mill automation or chatbots because they make decisions independently, optimise customer experiences in real time and execute business processes by continually learning from data, context and outcomes. Experts estimate that one-third of enterprise software applications by 2028 will include agentic AI (up from only 1% in 2024), and that 15% of routine decisions will be made autonomously. Ram Venkataraman, CEO of KIBO Commerce explores the opportunities agentic AI can bring to commerce teams, from surfacing actionable insights in real time to automating repetitive tasks across areas such as merchandising. By

eCommerce Forum . Retailers struggle to recover full value from returned products despite circularity push Just 9% of retailers are able to resell more than half of their returned products at full price, despite widespread adoption of circularity strategies, according to new research. The Circularity Index from ReBound Returns and Advanced Supply Chain (ASC), based on research among 150 senior leaders at mid-to-large UK and European retailers, found 86% have established circularity practices covering areas such as resale, refurbishment, repair and recycling. For more than a quarter (27%), circularity has become a core part of returns management. However, retailers are continuing to lose value once products enter the reverse logistics process. On average, 12% of returned items generate no value at all, while relatively few retailers are successfully returning significant volumes of stock to sale at its original price. There could therefore be considerable scope for e-commerce businesses to extract greater value from returns. Some 82% of retailers believe up to half of their returned inventory could generate additional value through improved recommerce strategies, while 62% regularly attempt to recover value from products that cannot be resold conventionally. Stuart Greenfield, UK & European Sales Director at Advanced Supply Chain, said retailers should increasingly regard returned products as inventory with potential value rather than treating returns primarily as a cost assoc

eCommerce Forum . eCommerce Personalisation Strategy: A guide to turning customer data into relevant experiences Personalisation technology can give eCommerce teams access to increasingly sophisticated capabilities. The harder question comes after implementation: What should actually be personalised? A retailer could theoretically change website content, recommendations, emails, offers and customer journeys for hundreds of different audiences. Doing so does not automatically create a better shopping experience. Good personalisation should make the journey more relevant, easier or more useful. That might mean helping a returning shopper rediscover products they viewed previously, stopping acquisition messages once somebody has purchased, surfacing complementary products at the right moment or providing an incentive only when it is genuinely needed. Poor personalisation does the opposite. It adds noise, repeats information customers already know or reveals so much behavioural knowledge that the experience becomes uncomfortable. For eCommerce teams, successful deployment therefore starts with customer problems and commercial objectives rather than personalisation features. From Personalisation Technology to Personalisation Strategy Our earlier guide to eCommerce personalisation looked at what buyers should compare when selecting platforms and specialist partners. Once the technology is in place, the operational challenge changes. Teams need to determine: Which customer journeys

eCommerce Forum . Breaking Free From Lock-In: The case for bring your own AI model to commerce As commerce enterprises race to adopt generative AI and keep pace with rapid innovation, many are building strategies around a single large language model (LLM) or vendor ecosystem. While this approach can initially accelerate deployment, it also introduces a new form of lock-in, where models, workflows and, crucially, business data become tightly coupled to a single provider. With AI evolving at an unprecedented pace, organisations risk becoming tied to technology decisions that may no longer serve them long term, in terms of performance, cost or indeed capability. As concerns regarding the risks associated with vendor lock-in grow, there is a growing recognition of the value of enterprise AI strategies that are open and modular by design. Lawrence Roycroft, Vice President EMEA at KIBO Commerce , explains why Bring Your Own Model (BYOM) is key to achieving the freedom of choice that will define the next phase of AI commerce enterprises … Freedom of Choice AI investment continues for brands, retailers and online commerce businesses, with a maturing market and growing technology understanding increasing confidence in AI’s power to materially improve business performance. However, the value of the investment to date remains mixed, with just one-in-eight (12%) CEOs confirming AI has delivered both cost and revenue benefits according to the latest PWC CEO survey. Notably, these successf

eCommerce Forum . Enterprise retailers risk falling behind on AI personalisation, research warns Some of the UK’s largest retailers are lagging behind smaller competitors in deploying AI-powered personalisation, potentially missing opportunities to improve conversion, revenue and customer loyalty, according to new research. The Race to Unified Commerce report from commerce technology specialist PMC and Retail Economics found that 15% of enterprise retailers with turnover of £1bn or more have yet to deploy AI personalisation across pricing, offers or product recommendations. This comes despite evidence of commercial benefits among businesses already using the technology. Some 42% of retailers said AI deployments had improved sales, while half reported higher conversion rates and 53% saw improvements in customer retention. Mid-market retailers appear to be leading implementation, with 58% having fully deployed AI personalisation. Across the retail sector as a whole, however, the figure stands at 46%, falling to 36% among smaller businesses. The findings suggest there is still considerable scope for e-commerce teams to improve how customer and behavioural data is translated into personalised digital experiences. Consumers appear to recognise the gap. Separate research cited in the report found 44% of UK shoppers remain frustrated by personalisation during their buying journeys, while 45% expressed frustration with AI-powered experiences, including poor product recommendations. A

eCommerce Forum . eCommerce Personalisation Software: What retailers should compare Personalisation has become a familiar feature of online retail. Product recommendations, abandoned-basket messages, personalised offers and individually tailored emails are now commonplace. More sophisticated retailers are extending personalisation across websites, mobile, SMS and the post-purchase journey. But greater technical capability does not automatically create a better customer experience. Poorly implemented personalisation can be irrelevant, repetitive or intrusive. It can recommend products customers have already purchased, offer unnecessary discounts or create inconsistent experiences between different channels. For eCommerce buyers, the real objective should therefore be relevance rather than personalisation itself. The right technology should help retailers use customer, behavioural and transactional data to make shopping easier, surface useful products and communicate at appropriate moments, while giving teams appropriate control over data, commercial rules and measurement. This guide examines what retailers should compare when evaluating eCommerce personalisation software and specialist technology partners. At a Glance: What to Compare Capability What Buyers Should Consider Customer data Behavioural, transactional and profile information Product recommendations Relevance, algorithms and merchandising control Segmentation Real-time and behavioural audiences Website personalisati