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Retailers and technology vendors gathered at CES to discuss AI, VR, and other hot topics for ecommerce in 2024.

Technology companies are gathering in Las Vegas this week for the annual Consumer Electronics Show (CES). Executives from these companies will discuss topics that are essential to ecommerce in 2024, including artificial intelligence (AI), cyber security, augmented reality (AR) and other retail technologies. 

CES 2024 is put on by the Consumer Technology Association from Jan. 9 through Jan. 12.

These are the key stories to take note of.

Walmart CEO’s keynote

Walmart CEO Doug McMillon will give the keynote speech on the first day of the technology conference. McMillon will  “share Walmart’s vision to design and build technology that will usher in the next generation of retail,” CES says of the speech. 

He is slated to discuss new ways Walmart will use technology in 2024 and beyond, both in stores and online. 


The talk will be watchable via livestream at 2 p.m. PST.

Walmart ranks No. 2 in the 2023 Digital Commerce 360 Top 1000, a ranking of North America’s leading retailers by online sales. It also ranks No. 9 among marketplaces by gross merchandise value.

Newegg’s TikTok Shop

Newegg is using CES to further test and grow its presence on TikTok Shop. The technology retailer will be part of a shopping event titled “TikTok Shop: Live from CES 2024.” A host from Newegg will share deals on retail products through TikTok’s ecommerce platform at 3:30 p.m. PST on Jan. 11.

The retailer was an early participant when TikTok launched ecommerce in the U.S. earlier this year. Newegg ranks No. 57 in the Top 1000.


Ecommerce customer loyalty

Another panel for Wednesday will cover the future of ecommerce, “focusing on the importance of authenticity, trust, and security in a world where these values are fleeting — and increasingly sought after,” according to a press release.

Speakers from Target, Microsoft, and Adobe will address how retailers can pursue relationships with customers that keep them coming back for the long term. They will also discuss retail media networks and how they impact both B2B and B2C commerce. The CEO of video commerce platform Firework will also discuss the implications of live shopping.

L’Oreal keynote

L’Oreal is the first beauty company to have a keynote speaker at CES this year with Nicolas Hieronimus. He will discuss how technology is transforming the business, which is now physical, digital and virtual. For example, Hieronimus will discuss ways L’Oreal is already using technology to better reach customers, like AI-powered mobile applications that provide skin care guidance and augmented reality makeup try-on capabilities. 

Instacart announces AI-powered advertisements

Instacart announced new technology capabilities on its smart carts at CES.


The grocery delivery company debuted ads on Caper Carts. Instacart describes them as AI-powered smart carts that will make personalized recommendations through advertisements. Recommendations will be based on the time of year, ongoing promotions, and other products already in the customer’s cart, Instacart says. For example, shoppers might receive advertisements for candy ahead of Valentine’s Day, or see an ad for ice cream if they purchase ice cream cones.

“We’re excited to introduce the next phase of this work with a new advertising solution that will further enable thousands of CPG brands to connect with high-intent customers with measurable results — in all the ways people choose to shop,” said Fidji Simo, CEO and Chair of Instacart, in a press release. The first carts with these ads will launch soon, Instacart says. The delivery company plans to have thousands of carts working by the end of the year.

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