T3CON24 Recap – The Future of Shopping: How AI and Spatial Computing Will Transform E-Commerce
Imagine a world where you can try on clothes without a cramped fitting room, where digital avatars help you discover new styles, and where AI knows exactly when you’re running low on shampoo. At T3CON24, Julia Leusing and Marie Reckendrees from shopware AG offered a glimpse into this not-so-distant future of shopping.
In their talk on “The Future of Shopping Experience”, Leusing and Reckendrees argued that AI and spatial computing are not just adding new features to online shopping — they’re completely reshaping how we discover, experience, and purchase products. Through demonstrations, case studies, and futuristic scenarios, they presented three key takeaways that businesses should consider as they prepare for the next wave of e-commerce:
- AI and spatial computing will enhance human connections, not replace them — creating new ways for brands and consumers to interact.
- The human touch remains irreplaceable in creating meaningful shopping experiences.
- The future of shopping is closer than we think, with Gen Z already expecting these technologies to be standard.
Julia Leusing
shopware AG
Julia Leusingbrings a design background to her role as a product manager in Shopware’s Research & Innovation team. With a passion for pushing boundaries, she focuses on AI, Spatial Commerce, 3D, and Gamification — even tracking every piece of her own clothing in a digital wardrobe since 2017.
Marie Reckendrees
shopware AG
Marie Reckendrees has a background as a UX design and CMS product owner and is passionate about all topics relating to customer experience, content, and storytelling. As a product manager at Shopware, she leads the charge in spatial commerce, developing visions and strategies for the next era of online retail.
Enhancing Human Connections with AI and Spatial Computing in E-Commerce
Artificial intelligence in e-commerce encompasses everything from personalized product recommendations to automated purchasing decisions. Spatial computing, meanwhile, refers to technologies like augmented reality (AR), virtual reality (VR), and mixed reality that allow digital content to interact with our physical world. These transformative technologies can enhance how humans experience e-commerce, fostering deeper connections between consumers, products, and brands.
“2024 for us was mainly about doing lots of research and experiments with our team on the latest technologies,” began Leusing. “And now that the year is slowly coming to an end, we want to share our key learnings from our research.”
These technologies aren’t just relevant but increasingly essential for businesses using TYPO3 and other content management systems. As consumer expectations evolve, they offer ways to create more engaging, personalized shopping experiences that drive conversion and build brand loyalty.
A New Era of Personalized Shopping Experiences
One of the most significant shifts in e-commerce comes from AI’s ability to anticipate customer needs and automate routine shopping decisions. During their presentation, Reckendrees explained how future commerce will divide into two distinct experiences: “On the one hand, there’s assistant-driven commerce — automated processes for non-emotional problems. On the other, there’s an emotional experience where using spatial computing technologies such as AR will offer customers interfaces to interact with brands and be entertained.”
AI assistants are becoming increasingly sophisticated, capable of handling complex tasks while maintaining a conversational, human-like interaction. The speakers demonstrated this with an AI agent named “Pearl” that could not only schedule appointments and handle customer inquiries but do so with personality and contextual awareness.
“What if your digital assistant — a personalized AI — already knows that you’re running low on shampoo and automatically places the order?” asked Reckendrees. “AI can tackle things before they even become a problem. They understand not only your needs but also your desires and dreams.”
This level of personalization extends beyond simple product recommendations. AI can analyze your past purchasing behavior, preferences, and even contextual factors like weather or upcoming events to suggest items that resonate with your lifestyle.
“Imagine your assistant becoming more than just a helper,” Reckendrees continued. “It becomes a partner in your daily life, inspiring you with ideas and uncovering possibilities. It’s about more than convenience. It’s about creating meaningful connections that reflect who you are or what truly matters to you.”
Spatial Computing and Immersive Retail Environments
While AI personalizes the shopping experience, spatial computing is transforming how consumers interact with products before purchase. Augmented reality (AR) applications already allow shoppers to visualize furniture in their homes or try on glasses without visiting a store.
“Picture this: you’re walking through your flat, but it doesn’t look like your flat anymore,” described Leusing. “Through an app on your glasses, you can change it into a whole new experience.”
She expanded on the implications for retail: “Every piece of furniture you see, you could tweak, you could change it and interact with it all without buying a single product.”
“These technologies not only make shopping more convenient and bring products into our homes,” explained Reckendrees, “They also change the way we feel when we shop. They allow us to step into entirely new environments, creating immersive experiences that connect with us on an emotional level.”
The speakers showed examples of spatially-enhanced retail environments that blend digital and physical elements, creating memorable brand experiences rather than transactional shopping moments — for instance, a reimagined grocery shopping experience. “Instead of walking through a boring supermarket, products are displayed and brought to life, letting you truly experience them before they arrive at your door,” Reckendrees explained. “We can literally dive into new digital worlds.”
The speakers also highlighted how AR enables virtual try-ons. Leusing shared her personal vision: “I personally dream of walking into a store that isn’t quite a store at all. I dream of trying on clothes without being in a cramped fitting room. I dream of only seeing the items that really suit me and without the need of rushing through a crowded mall on Saturday.”
This blend of physical and digital retail creates opportunities for brands to engage customers in entirely new ways, turning shopping from a chore into an interactive, entertaining experience that consumers actively seek out.
The Irreplaceable Human Touch in E-Commerce
As powerful as AI and spatial computing are for enhancing the human connection in e-commerce, the presenters emphasized that they cannot — and should not — replace authentic human interaction entirely.
“When I look around here in this room, I see you want to get inspired. You want to change, you want to share ideas with one another,” observed Julia Leusing. “And we believe this experience is something AI cannot and will not replace.”
The speakers highlighted a concerning trend: according to Reckendrees, “59% of all consumers feel that companies have lost touch with the human element of customer experience.” This statistic from the PwC Future of Customer Experience report underscores the risk businesses face when prioritizing technology at the expense of human connection.
The challenge for brands is finding the right balance — using technology to enhance rather than replace meaningful human interactions.
Creating Memorable Shared Experiences
Leusing and Reckendrees showcased two compelling examples of how technology can enhance shared human experiences rather than isolate consumers.
While traditional e-commerce has often been a solitary activity — “an isolated experience I do on my couch,” as Leusing described it — she presented a German concept store that reimagines retail as a social, communal experience. “This store is a great example for being more than a store,” Leusing explained. “It’s a whole dynamic space where the boundaries between the digital and the physical landscapes are no longer distinct, and every visit is an experience on its own I can share with my friends.”
Reckendrees then shared a personal anecdote about attending a concert. “I was lucky to experience this concert in London, right at the front. Besides me was an older woman, completely immersed in the moment, cheering, dancing and feeling every beat as if she were transported back into her younger days,” she recalled. “It was a powerful reminder about creating something that resonates across generations, bringing people of all ages together to share moments.” She suggested that digital avatars could be used to create a similar effect.
As businesses look to the future of commerce, understanding the importance of human connections becomes increasingly important—particularly as the next generation of consumers enters the market with entirely new expectations about technology and shopping experiences.
The Future is Closer Than You Think
“When we speak about the future, we also have to question ourselves: who is my future client or my future customer? Probably it’s one of the Gen Z,” noted Leusing. “And this generation is having completely different standards than we know.”
These digital natives have grown up with technology seamlessly integrated into their lives. The implications for retailers are significant. As Leusing explained, “They won’t be surprised by VR or an AI chat, but in your store or your service, they expect AI and spatial to be rolled into their customer journey.”
Statistical insights from a report by Klarna reinforce this perspective: “76% of the Gen Z believes that augmented reality will enhance their in-store shopping experience, and 27% think it will already be a standard across retail stores,” Leusing reported.
AR devices like the Apple Vision Pro and the Meta Aria have recently opened the door to the mainstream adoption of these technologies.
Preparing for the Next Wave of E-Commerce Innovation
From AI-powered contextual search to immersive 3D product visualization, the tools for creating next-generation shopping experiences exist today—ready for adoption by forward-thinking businesses. For TYPO3 agencies, developers, and e-commerce decision-makers, this means looking beyond traditional digital storefronts to create more engaging, personalized, and immersive experiences.
As Leusing emphasized in her closing remarks: “The future needs good ideas. It needs startups, agencies, businesses, people like you to shape these technologies in a direction where we all can benefit from. The future belongs to those who dare to explore new paths.”
Her call to action invites not just passive adoption of new technologies but active participation in defining how AI and spatial computing will transform commerce. By embracing these innovations now and implementing them in ways that enhance rather than replace human connection, businesses can position themselves at the forefront of the next era of e-commerce—creating shopping experiences that resonate with the next generation of consumers.
“Let’s start inspiring and creating meaningful connections today,” concluded Reckendrees.
Did you enjoy this recap? If you would like to relive all the exciting moments from T3CON24, be sure to check our our recap of the entire conference!
