Bartosz Skwarczek Of G2A Capital Group On How Predictive AI Is Transforming Digital E-commerce

Bartosz Skwarczek: I believe predictive technology, especially predictive AI, is already redefining digital e-commerce by disrupting traditional search and discovery. Google remains the dominant platform for product searches today. And, in my opinion, the biggest challenge it faces is finding a model where Gemini can excel without cannibalising the core ads search model. However, its position is increasingly being challenged by emerging AI-powered shopping assistants.

New generations are growing up with AI and voice-based agents that go beyond conventional search, offering tailored recommendations and seamless purchasing through natural, conversational interfaces. This shift transforms shopping from a query-and-click process into an intuitive dialogue that not only enhances discovery but also suggests products shoppers didn't even know that they were looking for, while saving time.

To achieve this, AI agents draw on a wide spectrum of consumer data, from searches and purchase history to lifestyle preferences. This creates e-commerce experiences that are proactive and predictive, rather than reactive. For merchants, AI automates content creation, personalized marketing and inventory forecasting, helping build a more efficient and engaging marketplace ecosystem.

Ultimately, this evolution represents more than just incremental improvement; it is unlocking entirely new ways for users and businesses to connect.

Bartosz Skwarczek: Augmented reality (AR) boosts confidence in purchases and reduces returns. This immersive technology is poised to become mainstream in digital marketplaces, particularly for goods such as digital art, software tools, and immersive content. By enabling people to “experience” products before buying, AR enables smarter and more informed shopping decisions. For example, in 2014, Facebook bought Oculus for $2 billion. And since then, it has taken 11 years, much longer than originally planned, to reach the point of more mainstream AR adoption.  However, Meta’s more recent smart glasses are reviving the promise of AR development.

Smarter shopping means that payment flexibility has also become a critical driver for conversion. According to findings by PayPal, 77 percent of consumers would abandon their shopping carts if their preferred payment option wasn't available. Marketplaces need to expand their accepted payment methods, including alternative options tailored to specific markets. Global payment options could include PayPal and Google Pay, while local market-specific payment methods could include Venmo, Boleto, Bizum, Blik or Sofort. Transaction volumes processed via these alternatives are steadily growing, demonstrating strong consumer adoption. As a global business, G2A consistently provides local payment options.

Additionally, open banking, offering faster and more secure ways to pay, is gaining traction, especially in the EU, Australian, and USA markets. Meanwhile, Buy Now Pay Later (BNPL) services are driving the globalisation of mini loans. These are particularly preferred by Gen Z shoppers, allowing for more flexible purchasing options.

Altogether, immersive technology and diversified payment options are shaping smarter, more seamless and highly personalised shopping experiences. This enables marketplaces to meet evolving customer expectations while increasing engagement and conversion.

Bartosz Skwarczek: Hyper-competitive times call for a successful digital-first strategy. It must combine scalability with robust infrastructure. Businesses should prioritise building secure, seamless solutions specifically tailored for digital-first design, technology and delivery.

From the outset, a key question to ask is: “What does it take to build a leading marketplace?”. To succeed, companies must master six core areas: payments, pricing, support, security, user experience and range of offering. Excelling across these six elements is necessary to create a marketplace that can meet global consumer expectations.

To achieve this, we support over 400 banking channels and a wide array of local and global payment methods to build trust and reduce cart abandonment worldwide. This kind of focus on infrastructure and user-centric design is what makes a winning digital-first strategy.

Bartosz Skwarczek: There is no doubt it’s the era of predictive AI, AI and voice-based agents.  Combining them with alternative payment will continue to disrupt how consumers discover and purchase goods digitally. Additional technologies, including voice commerce, screenless interaction, automation and ecosystem-based marketplaces, will also continue to innovate online shopping.

The rise of smart speakers and virtual assistants introduces a screenless shopping model. This provides natural user interactions and creates new sales channels that are integrated into everyday devices. This could revolutionize how people access and buy digital offers without needing traditional screens.

Moreover, modern digital marketplaces will unify diverse offer lines and partner ecosystems in a seamless platform. This will therefore reduce friction in discovery and during purchases. Lastly, automation in billing, subscription management and AI-driven offers recommendations allows for scalable, efficient customer journeys across B2C and B2B digital items sectors.