In the latest instalment of our e-commerce & payments industry executive interview series we speak to Marius Kulmann, Industry Lead at ECDB, about the increasingly competitive online retail space, the shift towards more personalised shopping experiences, the importance of laying the groundwork for agentic AI uptake and ongoing resilience in the sector despite multiple headwinds…
Tell us about your company, products and services.
So, ECDB turns billions of real payment transactions into clear e‑commerce insights, updated monthly. Brands, agencies, service providers and investors use its easy dashboards to track and benchmark markets, retailers, and KPIs worldwide in one trusted source.
What have been the biggest challenges the eCommerce/Payments industry has faced over the past 12 months?
I believe this boils down to manoeuvring the economy in these uncertain times. While eCommerce revenues globally are at an all-time high, the major shares concentrated heavily at the top. Thus, making it difficult for smaller brands and retailers to stay profitable.
And what have been the biggest opportunities?
That would be to distinguish yourself towards your direct competition. Consumers have developed a tendency that will only grow in future years. This is, to shop via (online-)stores that resonate with them on a more personal level. This shifted the focus a bit, away from pure short-term availability and pricing.
What is the biggest priority for the eCommerce/Payments industry this year?
Show consumers, why they should buy from you. With agentic commerce as a still sort of unpredictable influence, this is the time, maybe more than ever to “grow a tribe”. Should agentic then hit with full force, your store could be among the ones the AI agent is allowed to look for per the user’s applied filters or prompt details.
What are the main trends you are expecting to see in the market in this year?
Loyalty programs will see a renaissance. Large grocery chains are showing how its done at the moment. With younger generations growing further into money, limited editions or certain levels of scarcity will attract buyers, too. Much like luxury brands do it already for many years.
What technology is going to have the biggest impact on the market this coming year?
Hard to say, Agentic is all the buzz right now. But it faces a great conflict as the likes of Amazon in their behaviour towards it already indicate. Tech that will bridge the transition towards fully agentic commerce will see a great rise, as it will make the process more convenient for consumers. Yet that’s still a big if.
Next year we’ll all be talking about…?
The disappointment caused by the AI revolution. AI will help processes to become more efficient and will drive relevancy for users when it comes to recommendations – among other things. In the end however, the industry will most likely discover once more that it relies on the consumers pace of decision making. Hence, the competitive edge remains unknown. Not to mention the possible heart felt effects should it kill jobs at scale.
Which person in, or associated with, the eCommerce/Payments industry would you most like to meet?
I am a sucker for global phenoms. Think among the likes of Jeff Bezos, Sandy Xu or Jack Ma. The aura and charisma of such people with their respective success stories must be quite unique.
What’s the most surprising thing you’ve learnt about the eCommerce/Payments sector?
It’s resilience. I came in at a time where it looked like the big players would either devour the smaller ones or push them out. Now, “the little guys” did not accept that fate and discovered they have a fighting chance through innovative branding concepts and cheeky marketing that the behemoths can’t do because of their usually “set to stone identities”.
You go to the bar at the eCommerce Forum/Smarter Payments Summit – what’s your tipple of choice?
I usually never say no to a good ol’ Gin & Tonic, if the hour is appropriate.
What’s the most exciting thing about your job?
To offer valid support daily. Our services typically address a dire need. Sharing the moment with a client when they realize they found the antidote to their problem is very rewarding.
And what’s the most challenging?
Having detailed enough data is not yet widely enough regarded to be a top priority. First party intel (e.g. your shop) is great but does not take you all the way anymore in an industry where profits often shrink, yet marginal changes to strategies can cause great change. This level of detail appreciation should also include your data foundation nowadays.
What’s the best piece of advice you’ve ever been given?
Perhaps this is fortune cookie wisdom, but: To look at yourself from the third persons perspective regularly. “What is he doing there right now, and does it objectively make sense?”
Succession or Stranger Things?
Haven’t seen either. But Succession from the looks of it.
