麦肯锡：2024年势在必行：决定下一代电商成败的五大关键真相报告（英文版）

E-commerce is undergoing a fundamental change that is reshaping how customers buy and companies sell. While generative AI (gen AI) has grabbed the attention of executives over the past year, a quieter wave of technology-driven innovation is washing over almost every aspect of e-commerce. This technology infusion is powering a much more comprehensive and integrated version of nextgen e-commerce, in which a broad ecosystem of capabilities—such as R&D, logistics, warehousing, and marketing a