Five Tech Trends Reshaping How We Shop and Connect

• The digital consumer landscape is evolving at breakneck speed. As expectations rise, brands that fail to adapt risk losing relevance.
• Cristina Constandache (pictured), Chief Revenue Officer at Rakuten Viber, highlights five pivotal technology trends that are redefining how businesses interact with customers.
• These shifts aren’t just incremental updates — they signal a fundamental rewrite of the consumer experience.

1. One Device, Limitless Possibilities

Within just a few years, Generation Z is expected to command $12 trillion in global spending power. This hyper-connected generation was raised on smartphones and social apps, and they expect every aspect of their shopping journey — from browsing to payment, order tracking, and customer support — to function seamlessly on a single device.

A mobile-friendly website is no longer enough. Leading brands are not just reacting to consumer habits; they’re setting new benchmarks. Starbucks, for example, offers app-exclusive rewards and ordering. ASOS has introduced a visual search tool built for mobile-first discovery. Other companies are pushing the envelope further, letting users place orders via messaging apps, smartwatches, voice assistants, and even in-car infotainment systems. What began on one screen has spread to every connected surface.

2. Data Privacy Becomes a Competitive Edge

Consumers today are more data-conscious than ever before. People increasingly share personal information only when they feel it’s truly safe. This shift has made privacy-enhancing technologies like Multi-Party Computation (MPC) and Zero-Knowledge Proofs (ZKP) crucial tools for businesses aiming to handle sensitive data responsibly.

Nowhere is this trust more vital than on messaging and social platforms. Brands that lead with transparency, encryption, and fraud protection are not only better prepared to navigate regulatory landscapes — they’re also earning meaningful competitive advantages. In a world where privacy is no longer optional but expected, responsible data stewardship is fast becoming a market differentiator.

3. User-Led Data Sharing, AI-Powered Personalization

People want relevant, helpful content — not intrusive advertising. Increasingly, users are choosing what data they share, and how. This empowers brands to deliver personalized, yet unobtrusive experiences. Artificial intelligence plays a central role in this new dynamic, enabling real-time responsiveness to customer needs.

Advanced AI tools are already capable of making autonomous decisions: booking hotels based on user preferences, optimizing chatbots for specific industries, and even tailoring marketing campaigns to individual behaviors. And this is only the beginning. From customer service to product recommendations and digital advertising, AI is rapidly becoming the invisible engine behind the modern customer journey.

4. Voice and Video Take Shopping to the Next Level

Voice assistants and video content are transforming how consumers interact with brands. More people are using voice commands to search, shop, and request support — and this trend is gaining traction fast.

Live video shopping events already allow audiences to purchase products in real time during streams. Augmented Reality (AR) technology is elevating this even further, enabling shoppers to try on clothes virtually, preview furniture in their homes, or experiment with beauty filters. The future of commerce blurs the line between shopping and entertainment, and brands that embrace this fusion are poised to win.

5. The Rise of Super Apps

While super apps have long dominated markets in Asia, Western consumers are showing growing interest in all-in-one platforms that combine discovery, shopping, customer rewards, and social engagement. Recent surveys suggest 72% of Western users are open to such bundled solutions.

Shrinking marketing budgets and the need to optimize digital infrastructure are accelerating this shift. For brands, choosing the right super app platform — one that ensures data security, delivers a seamless user experience, and unifies the customer journey — could unlock substantial long-term value.

Balancing Innovation and Trust

The next phase of digital commerce will bring both immense opportunity and new challenges. Success will belong to the brands that strike the right balance between groundbreaking innovation and responsible, secure operation. Those that manage to prioritize both will not just survive the coming transformation — they’ll set the standard for others to follow.