Why cautious ecommerce tech could cost brands in the long run

Retailers are increasingly focusing on incremental improvements — site speed, checkout flows, and personalisation — rather than large-scale re-platforming. It’s pragmatic, but is it enough to keep pace with rising customer expectations?

In a new piece for Retail Media Age, our VP of Commerce, Al Ward, explores why playing it safe in ecommerce may feel sensible today but could leave brands trailing tomorrow. He explains how small optimisations deliver measurable gains, why standing still carries real risk, and how balancing short-term pragmatism with forward-looking strategy is key to staying competitive in a fast-evolving digital landscape.

Read the full article on Retail Media Age.