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Four Things Retailers Can Do Today to Seize the Future of Commerce

Retailers have been hearing the same story about the future of shopping for a long time. Shoppers will enjoy a frictionless, ultra-personalized experience, enabled by troves of data, delivered at near-lightspeed via roaring 5G connections. Manufacturers, sellers and shoppers will be fused in a perfect circle of supply and demand. The distinctions between online, in-store and app will become meaningless. And we’ll pay without ever pulling out our wallets — or even our phones — again. For consumers, it’s a great vision, a future optimized for convenience, efficiency and delight. But for many retailers, it feels like a pipe dream. Sure, the retail fortune-tellers can promise everything when they don’t have to actually put their predictions into practice. A huge gulf exists between what’s possible in theory and the challenging realities of running a day-to-day retail operation. Merchants today are saying, “We’ve heard enough about what the future is supposed to look like. How do we get there?” At Adyen, we make software that lets retailers accept payments nearly everywhere, in all popular forms. As chief commerce officer, I’m on the road much of the year meeting our customers and seeing the challenges they face up close — as well as their

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