E-commerce, accelerated by COVID-19, is now a dominant retail force, preferred by over 80% of Prosumers. Yet, its mainstream nature has led to a perception of blandness, especially among Gen Z. Consumers now expect not just convenience but meaningful experiences, seamless services, and sustainable practices. Social commerce is on the rise, with 57% seeing direct shopping on social media as more engaging. Trust in data handling is crucial, as 76% of Prosumers would boycott intrusive brands. The sector's future may split between "Empires" like Amazon, focusing on convenience, and "Rebels" emphasizing unique, local, and secondhand offerings

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