The pandemic boom in ecommerce turned out to be a blip; since then, the market has been in decline and IMRG, the UK’s online retail association, is forecasting 0% growth for 2024. The year has not started well, with January amongst the worst months for ecommerce sales ever. However, traditionally ecommerce has benefited from advances in technology; tablet and smartphone devices created new contexts for sales and drove up revenues. After the false dawns of voice, AR and the metaverse, the evolution of AI in the last 12 months feels like genuine personalisation – which has been talked about for so long but not yet properly delivered – may be becoming a reality to restore ecommerce to growth again.