The global retail sector is entering a more pragmatic phase of AI adoption, as new research reveals a significant gap between experimentation and real business impact. A joint report by Voyado and Retail Economics shows that while 95% of companies have already tested AI in marketing or e-commerce, only 5% report clear and scalable returns.
The findings highlight a critical shift in the AI narrative-from rapid adoption to measurable performance-raising new questions about how retail businesses can turn AI investments into tangible results.
Data and Organizational Gaps Hold Back AI Performance
According to the report, the challenge is not access to AI tools, but the lack of strong data foundations and organizational readiness. Retail companies that achieve meaningful results typically rely on significantly more data sources and have more mature internal systems.
A major barrier remains internal capability. Around 58% of respondents identified skills shortages as the primary obstacle, while most of the top challenges were linked to organizational structure rather than technology itself.
This suggests that many retailers are still operating AI in isolated pilots rather than embedding it into core workflows.
AI Investment Set to Reshape the Retail Sector by 2030
Despite current limitations, the long-term impact of AI across the retail industry remains substantial. The report estimates that 39% of marketing and e-commerce budgets will be exposed to AI by 2030, representing approximately €14.9 billion annually.
Businesses are increasingly expecting AI to become a standard part of operations. Around 71% believe AI will be fully integrated into marketing workflows within two years, while 45% expect it to deliver measurable returns within the same timeframe.
The shift indicates that while adoption is already widespread, the next phase will be defined by execution-where only companies with strong data infrastructure and operational alignment are likely to capture real value.
The premium food e-commerce sector is gaining momentum as UAE-based platform CarniStore secured a $12.2 million strategic investment from Emirates Growth Fund (EGF), signalling strong investor confidence in digital-first food retail models.
Founded in 2018, CarniStore operates a vertically integrated, digital-first premium protein platform, combining sourcing, in-house production, and online retail across meat, seafood, poultry, and smoked products.
Scaling Premium Food Through Digital-First Operations
The new funding will support CarniStore’s industrial-scale expansion, allowing the company to introduce new product verticals, enhance operational capacity, and strengthen its position in the UAE’s premium food segment.
Unlike traditional food retailers, CarniStore’s model blends heritage butchery expertise with a consumer-centric e-commerce experience, positioning it at the intersection of food innovation and digital commerce.
The investment also highlights a broader shift toward vertically integrated food e-commerce platforms, where companies control sourcing, processing, and distribution to ensure quality and efficiency at scale.
Strategic Push Toward Regional Expansion
Beyond operational growth, the partnership with Emirates Growth Fund is expected to strengthen CarniStore’s governance, go-to-market strategy, and institutional readiness-key steps as the company prepares for regional expansion.
The deal marks EGF’s first investment in the food sector, underlining the increasing importance of food security, local production, and premium supply chains within the UAE’s economic strategy.
For the wider e-commerce ecosystem, the move reflects a growing investor focus on specialized vertical marketplaces-particularly in sectors where quality control, logistics, and sourcing play a critical role.
The future of global digital trade has become more uncertain after World Trade Organization members failed to extend the long-standing moratorium on customs duties for electronic transmissions. The breakdown came after four days of talks in Yaounde, Cameroon, ended without consensus, marking the first time in 28 years that the measure has expired.
Why the WTO E-Commerce Moratorium Matters for Global Trade
The WTO e-commerce moratorium has long prevented governments from imposing customs duties on digital products and transmissions such as software downloads, streaming services and other cross-border digital content. Its expiry now raises new questions for businesses operating in international e-commerce, especially as governments rethink how digital trade should be taxed and regulated.
According to the report, Brazil and Turkey blocked the proposal to extend the moratorium, despite efforts to bridge differences through both temporary and permanent renewal options. Several developing countries have argued that keeping the moratorium in place limits their ability to generate tax revenue from the growing digital economy.
Shift Toward Fragmented Digital Trade Rules
The United States responded by signalling that it may increasingly pursue digital trade arrangements outside the WTO framework. US Trade Representative Jamieson Greer said Washington would work with like-minded partners if the moratorium is not restored, adding that the US already has agreements with dozens of countries not to impose tariffs on American digital transmissions.
The failed talks also add to wider concerns about the WTO’s role in shaping modern trade policy. Analysts said the outcome reflects growing strain on the multilateral system, while industry voices warned that digital trade negotiations are becoming more politicised. At the same time, 66 WTO members agreed to move ahead with a baseline framework for digital trade rules, signalling that smaller plurilateral deals may become more common.
That shift could create new complications for global commerce. Experts warned that overlapping side agreements may lead to a fragmented trade environment, making compliance harder for businesses operating across multiple markets. For e-commerce players, the absence of a unified global approach could increase uncertainty around tariffs, digital market access and future cross-border trade rules.
WTO Director-General Ngozi Okonjo-Iweala said discussions would continue in Geneva, leaving the door open for a possible reinstatement of the moratorium. Still, the latest breakdown highlights a deeper divide between developed and developing economies over how digital trade should evolve and who should benefit from its growth.
For the global e-commerce sector, the message is clear: digital trade policy is entering a more fragmented and politically sensitive phase, and the WTO e-commerce moratorium may no longer be treated as a guaranteed pillar of the system.
AI is taking on a more active role in e-commerce as South Korean startup Waddle expands into the U.S. AI is taking on a more active role in e-commerce as South Korean startup Waddle expands into the U.S. market with its commerce agent “Gentoo.”
Unlike traditional chatbots, Gentoo operates as a digital salesperson, engaging users in real time, identifying hesitation points, and guiding them toward purchase decisions.
This shift is redefining how products are displayed to users, turning static storefronts into more interactive and conversion-driven experiences.
From Static Pages to Intelligent Shopping Experiences
One of the biggest changes introduced by AI commerce is how online stores manage product display.
Instead of relying on fixed layouts and manual merchandising, Gentoo adapts how products are displayed based on user behavior and intent. It can initiate conversations, highlight relevant items, and guide users through complex product choices.
At the same time, the system functions as an AI store manager, helping retailers optimise both customer experience and overall display performance.
Closing the Conversion Gap
A long-standing challenge in e-commerce is the gap between browsing and purchasing. Many users explore products but leave before completing transactions.
Waddle addresses this through real-time conversational engagement, improving how products are displayed and discovered based on user needs.
This approach mirrors the experience of an in-store salesperson, bringing personalised guidance into digital environments while improving conversion rates.
Early Signals from the U.S. Market
Waddle’s expansion into the U.S. has already shown early traction. Within two months, the company secured 11 clients and engaged with more than 260 prospective customers.
The company also benefits from its collaboration with OpenAI, including winning a global hackathon and maintaining close ties with its developer ecosystem.
These milestones reinforce the growing demand for AI-driven commerce solutions.
Data and the Future of Product Display
According to the company, data is the key differentiator. Modern e-commerce environments combine text, images, video, and behavioral signals – requiring more than simple conversational responses.
By leveraging contextual data, Gentoo improves how products are displayed in real time, delivering more accurate recommendations and more relevant shopping experiences.
Looking ahead, trends such as “vibe shopping” suggest that product display will increasingly be shaped by emotion, mood, and overall experience – not just price or specifications.
Europe’s e-commerce logistics model is undergoing a structural transformation. What once relied heavily on a few dominant gateways across Europe is now evolving into a more distributed system shaped by speed, fragmentation, and flexibility.
The rise of cross-border e-commerce has fundamentally changed cargo dynamics across Europe. Instead of large, predictable shipments, logistics networks are now handling high-frequency, low-volume flows moving across multiple routes. This shift is forcing operators to rethink systems originally designed for scale, not agility.
At the same time, traditional hubs such as Frankfurt, Amsterdam, and Paris remain important – but they are no longer sufficient on their own. Logistics players across Europe are increasingly adopting multi-hub strategies, integrating secondary airports and regional fulfilment centres to reduce congestion and improve delivery performance.
Speed, Technology and New Trade Routes Take the Lead
Speed has become non-negotiable. Next-day delivery is rapidly turning into a baseline expectation across Europe, rather than a competitive advantage. To meet this demand, companies are relying more on air cargo and hybrid logistics models, especially for high-value and time-sensitive goods.
Technology is playing a defining role in this transformation. AI-driven forecasting, real-time tracking, and automated cargo handling systems are enabling logistics providers to operate with greater precision. Performance is no longer just about capacity – it is about visibility, coordination, and responsiveness.
Meanwhile, geopolitical developments and shifting trade corridors are adding new complexity. Airspace restrictions and evolving economic routes are forcing companies to rethink traditional pathways, accelerating the emergence of alternative gateways connecting Europe with Asia and the Middle East.
Infrastructure Pressure and the New Competitive Reality
This transformation is placing increasing pressure on infrastructure. Airports and logistics hubs across Europe must scale rapidly through automation, expanded cargo capacity, and specialised facilities. Without these investments, bottlenecks will become unavoidable.
Ultimately, Europe’s e-commerce gateways are no longer defined by location alone. They are defined by how efficiently they operate within a broader network. Competitive advantage is shifting from size to flexibility – and from physical infrastructure to intelligent, connected systems.
The recent deadlock at the World Trade Organization (WTO) over e-commerce duties may sound technical. It is not. What we are witnessing is a fundamental disagreement about the rules of the digital economy and, more importantly, about who gets to capture its value.
At the center of the debate is the WTO’s long-standing e-commerce moratorium, a rule that prevents countries from imposing customs duties on electronic transmissions such as software, streaming, and cloud services. After nearly 30 years in place, this rule is now under serious scrutiny.
What Is the WTO E-Commerce Moratorium?
The WTO e-commerce moratorium, first introduced in 1998, ensures that digital products and services can cross borders without tariffs.
However, the rule does not apply to physical goods.
If you buy a piece of furniture from abroad, it is subject to tax. If you download software from abroad, it is not. This is the core issue. A container of chairs crossing a border is taxed, while a million-dollar SaaS subscription crossing digitally is not taxed
From a policy standpoint, this asymmetry is becoming harder to justify, especially for emerging economies.
Why Brazil, Türkiye, India and Others Said “No” to the WTO E-Commerce Deal
The WTO talks collapsed after Brazil, supported by countries such as Türkiye and aligned with India’s broader stance, refused to agree to a long-term extension of the moratorium.
Their argument is actually quite rational:
The digital economy is still evolving
Governments should not give up taxation rights too early
Digital imports are growing rapidly, but remain untaxed
In simple terms: “Why should we permanently give up the right to tax the fastest-growing part of the global economy?”
This is not protectionism. It is strategic hesitation.
Why the U.S. and EU Support Extending the Moratorium
The United States and European Union strongly advocate for extending the WTO e-commerce moratorium, preferably on a long-term or permanent basis.
Their motivations are clear:
They dominate global digital service exports
Their companies rely on frictionless cross-border data flows
Tariffs on digital services would increase costs and reduce scalability
For these economies, maintaining a duty-free digital environment is essential for sustaining global competitiveness. For them, this rule is not just convenient, but also structural. Without it, global scaling slows down, SaaS becomes more expensive, and platforms face fragmented regulations.
The Real Conflict: Digital Trade vs Traditional Trade
The WTO deadlock reflects a deeper structural issue in global trade:
Traditional Trade
Digital Trade
Physical goods
Intangible services
Subject to tariffs
Currently duty-free
Border-based taxation
Borderless delivery
Emerging economies argue that this imbalance creates an unequal playing field. If physical goods are taxed, why should digital goods remain exempt?
This is often framed as a “developed vs developing” conflict. That is only partially true. The deeper divide is this:
Digital exporters want open, duty-free flows
Digital importers want the right to regulate and tax
This is a clash between two economic realities, one built on platforms and data, and the other still balancing industry, revenue, and transition.
Why This Matters for E-Commerce
For the global e-commerce ecosystem, the implications are significant.
If the moratorium is not extended:
Countries may introduce digital import duties
Cross-border SaaS and platform costs could increase
E-commerce operations could become fragmented by regulation
This would directly impact:
Online marketplaces
Subscription-based business models
Cross-border digital service providers
For regions like the UAE, which position themselves as global e-commerce hubs, maintaining predictable digital trade rules is critical; this could introduce friction into what has so far been a relatively seamless system.
What Happens Next in WTO Negotiations?
Following the deadlock, WTO members will continue discussions in Geneva. The most likely outcome is a short-term extension (2 years), rather than a long-term agreement. However, this does not resolve the underlying issue. The central question remains: Should digital trade be treated the same as physical trade?
From where I stand, working at the intersection of e-commerce, platforms, and global trade, this debate is inevitable. And frankly, overdue. For years, the digital economy has operated in a kind of regulatory grey zone: Borderless, Frictionless, largely untaxed at the transmission level. That model helped accelerate growth. But it also created an imbalance.
The question now is not whether rules will change. They will. The real question is, will those rules enable growth—or fragment it?
The WTO deadlock is often described as a failure. I see it differently. The WTO e-commerce moratorium deadlock is not a temporary disruption. It is a reflection of a broader transformation in the global economy.
We are moving from trade in goods to trade in data and from physical borders to digital jurisdictions
The outcome of this debate will shape:
The cost of digital services
The scalability of e-commerce platforms
The structure of global trade itself
The real question is no longer whether digital trade rules will change. It is, how and in whose favour they will be rewritten.
The Istanbul Chamber of Commerce is accelerating its focus on artificial intelligence, outlining a strategic push to expand AI adoption across industries as part of its broader economic vision.
The initiative reflects a growing recognition that AI is no longer optional but a core driver of competitiveness, particularly for businesses navigating digital transformation and global market pressures.
AI Moves From Experimentation to Business Core
According to chamber representatives, artificial intelligence in Türkiye is transitioning from early experimentation to structured, large-scale implementation across sectors.
This shift is being driven by increasing demand for:
automation and efficiency
data-driven decision-making
scalable digital business models
The Istanbul Chamber of Commerce is positioning itself as a key facilitator in this transition, helping companies integrate AI into their operations more effectively.
Expanding AI Ecosystem in 2026
The chamber’s strategy includes expanding AI-related initiatives, partnerships, and knowledge-sharing platforms throughout 2026.
Türkiye is already strengthening its position as a regional hub for AI innovation, supported by upcoming global events such as major technology gatherings in Istanbul aimed at accelerating investment and collaboration.
These developments are expected to:
boost AI adoption among SMEs
attract international investors
strengthen the country’s digital economy
Supporting Businesses Through Transformation
With over 300,000 registered members, the Istanbul Chamber of Commerce plays a critical role in shaping business strategy and supporting companies through technological change.
Its AI expansion agenda focuses on:
increasing awareness and training
enabling access to new technologies
fostering collaboration between startups, enterprises, and institutions
Türkiye Positions Itself for AI-Driven Growth
As global competition intensifies, Türkiye is placing artificial intelligence at the center of its economic roadmap.
The Istanbul Chamber of Commerce’s push highlights a broader trend: AI is becoming a foundational layer of business, not just a technological upgrade.
Artificial intelligence is moving beyond support tools and into full operational control, as a new generation of AI agents begins to manage entire e-commerce businesses. Emerging platforms like Genstore are introducing a model where autonomous AI systems can build, launch and operate online stores with minimal human involvement.
This shift marks a significant evolution in digital commerce. Instead of relying on fragmented tools for design, marketing, analytics and operations, AI agents now function as a coordinated “virtual team,” handling multiple roles simultaneously. These systems can generate storefronts, optimize product listings, manage campaigns and even support customer interactions.
According to industry insights, AI-native platforms are designed to remove the complexity that has traditionally slowed down e-commerce adoption. By analyzing product data, market trends and design patterns, AI can create a ready-to-sell store within minutes – dramatically reducing time to market.
How AI Agents Are Reshaping Business Operations
The key innovation lies in the concept of agent-based automation. Unlike traditional AI tools that assist with individual tasks, AI agents are capable of executing complete workflows across the e-commerce lifecycle.
These agents can take on specialized roles, such as product management, marketing execution and customer support. In practice, this means that what previously required a full team can now be handled through a single interface powered by conversational AI.
For business owners, this represents a major shift in how online stores are built and managed. Instead of focusing on technical setup and operational tasks, founders can concentrate on strategy, branding and growth while AI handles execution in the background.
At the same time, this transformation aligns with a broader trend across the industry. AI agents are increasingly being deployed not just to generate content, but to perform actions and complete transactions, signaling a move toward more autonomous digital ecosystems.
The Rise of Autonomous Commerce
The emergence of AI-managed stores introduces a new phase often described as AI-native commerce. In this model, automation is no longer an add-on but the foundation of the entire business structure.
Platforms like Genstore are positioning this as a step toward fully self-running commerce environments, where AI systems continuously optimize performance, adapt to market conditions and scale operations without constant human input.
This approach could significantly lower barriers to entry, particularly for small businesses and solo entrepreneurs. By reducing the need for technical skills, capital investment and operational experience, AI-driven platforms are making it easier to launch and manage online businesses at scale.
However, this shift also raises important questions about control, differentiation and long-term competitiveness. As more businesses rely on similar AI systems, maintaining unique brand identity and customer experience may become more challenging.
What It Means for Business Leaders
For business leaders, the rise of AI agents signals a fundamental change in how digital commerce will operate in the coming years. The focus is shifting from manual execution to orchestrating intelligent systems that can act independently.
While the benefits of speed, efficiency and scalability are clear, companies will also need to rethink governance, oversight and strategy in an environment where AI is increasingly making operational decisions.
Ultimately, the transition toward AI-run e-commerce stores reflects a broader transformation across industries: from human-led processes to AI-driven execution at scale. Businesses that adapt early to this shift may gain a significant competitive advantage in the evolving digital economy.
Indonesia is moving toward tighter control of its e-commerce market as concerns grow over the dominance of low-cost imported goods, particularly from China. Policymakers are increasingly signaling that stronger regulatory measures may be introduced to protect local businesses and ensure fair competition.
Why Business Concerns Are Rising in Indonesia’s E-Commerce Market
Authorities have raised alarms about the rapid growth of cross-border e-commerce, where foreign sellers – often offering significantly lower prices—are gaining substantial market share. This trend is putting pressure on domestic merchants, especially small and medium-sized enterprises that struggle to compete on pricing and scale.
Government signals suggest that Indonesia may introduce stricter rules targeting imported goods sold through online platforms. These measures could include tighter product compliance checks, taxation adjustments and enhanced oversight of digital marketplaces operating within the country.
The rise of major regional platforms such as TikTok Shop and Shopee has accelerated the inflow of cross-border products, reshaping consumer behavior and intensifying competition. While this has expanded product availability and affordability for consumers, it has also raised concerns about the long-term sustainability of local retail ecosystems.
Across Southeast Asia, similar regulatory trends are emerging. Countries in the region are increasingly exploring ways to balance the benefits of digital trade with the need to protect domestic industries. This includes introducing new tax frameworks, strengthening compliance requirements and monitoring foreign seller activity more closely.
For the global business community, Indonesia’s direction signals a broader shift in how governments approach e-commerce growth. As markets mature, there is a growing emphasis on regulation, fair competition and economic balance.
The outcome of these developments could reshape how international sellers operate in Southeast Asia, influencing pricing strategies, logistics models and market entry approaches. For businesses looking to expand in the region, adapting to evolving regulatory environments will become a critical factor for long-term success.
Global business pressure is intensifying as leading organisations call on governments to modernize the World Trade Organization and protect the future of digital trade. At the WTO’s 14th Ministerial Conference, the International Chamber of Commerce presented a Global Statement signed by 236 organisations, urging a time-bound WTO reform process and the renewal of the e-commerce moratorium.
The statement was delivered by ICC Secretary General John W.H. Denton AO to WTO Director-General Ngozi Okonjo-Iweala, highlighting growing concern across the global business community about the effectiveness of the current multilateral trading system.
Why Business Is Urging WTO Reform Now
Stakeholders emphasize that the WTO must evolve to remain relevant in a rapidly changing global economy. They are calling for structured and time-bound negotiations to restore the organisation’s ability to negotiate rules, resolve disputes and support modern trade flows, particularly in the digital economy.
A central issue is the future of the Moratorium on Customs Duties on Electronic Transmissions, which prevents countries from imposing tariffs on digital products and services. Maintaining this framework is critical to ensuring cost efficiency, cross-border scalability and predictable trade conditions for global business.
According to ICC, allowing the moratorium to expire could lead to increased trade fragmentation, higher operational costs and new barriers—especially for micro, small and medium-sized enterprises (MSMEs) that rely heavily on open digital markets.
The message from global business leaders is clear: a strong, rules-based trading system is essential for innovation, investment and sustainable growth. As digital commerce continues to expand, business groups are urging governments to act decisively to reduce uncertainty and support a more inclusive global trade environment.
For the e-commerce ecosystem, these discussions are highly consequential. The outcome will influence how companies operate internationally, how easily they enter new markets and how confidently they invest in digital expansion. In this context, WTO reform and moratorium renewal are becoming strategic priorities for global business.
