The Future of E-Commerce: Payments, Trust, AI & Ghost Stores | Tom Cheesewright, Applied Futurist

Episode Summary In this episode of The Cashflow Show, host Clayton M Coke speaks with applied futurist Tom Cheesewright about insights from the DHL 2026 E-Commerce Trends Report. They explore why shoppers abandon purchases over missing payment methods, the rise of digital wallets and cryptocurrency, consumer concerns about AI, the critical importance of delivery and returns, shifting influence from influencers to user-generated content, voice commerce, and the emerging idea of “ghost stores.” Chapters 00:00 – Introduction and welcome 00:27 – What an applied futurist does 01:47 – The DHL 2026 E-Commerce Trends Report 02:15 – Payment method gaps and abandoned purchases 03:14 – Why friction at checkout still costs sales 04:41 – Digital wallets and the rise of crypto payments 05:37 – Global and cross-border commerce implications 07:00 – Consumer concerns about AI, privacy and trust 07:57 – When AI becomes invisible and valuable 09:20 – AI shopping agents and ghost stores 10:45 – Convenience vs trust in delivery and returns 12:08 – Why the physical side of e-commerce matters most 14:32 – Influencers vs user-generated content 16:27 – The UK’s different relationship with influencers 17:22 – Voice commerce and hands-free shopping 19:49 – Advice for new e-commerce businesses 21:15 – Where to find the report and Tom  Key Discussion Points 62% of shoppers abandon a purchase if their preferred payment method is unavailable, yet only 45% of businesses recognise this as a cause of lost sales  Digital wallets are mainstream; cryptocurrency adoption is projected to reach nearly 30% by 2030  Cross-border commerce makes broader payment options increasingly important  Consumers remain cautious about AI in shopping around privacy and trust  AI delivers clear value when it improves personalisation, fraud protection or convenience  Convenience is critical for 92% of online shoppers, but 76% will not buy if they do not trust the delivery or returns provider  Delivery and returns form the main physical interaction most customers have with an online brand  Globally, user-generated content now influences more people than influencer posts (with the UK as a notable exception)  Nearly half of hands-free shoppers make purchases two or three times a week via voice Key Takeaways Friction at checkout, especially missing payment options, still drives significant lost sales  The physical experience of delivery and returns defines brand perception for many online shoppers  AI will be accepted more readily when consumers clearly see the benefit  Understanding your specific customer base is essential when deciding which payment methods and channels to prioritise  New e-commerce businesses should get the physical fulfilment experience right before polishing the digital layer Notable Quotes “Consumers are fundamentally lazy and don’t want to go and make that effort.” – Tom Cheesewright  “The physical is absolutely critical now for your e-commerce brand.” – Tom Cheesewright  “Start with the physical… then build your digital layers on top.” – Tom Cheesewright  Actionable Insights for Businesses Audit and expand payment options to match what your customers actually want to use  Treat delivery and returns as core brand experiences, not afterthoughts  Use AI in ways that deliver visible value to shoppers (personalisation, fraud protection, convenience)  Monitor the growing influence of authentic user-generated content alongside traditional influencer activity  Prepare for emerging channels such as voice commerce where they fit your product categories  For new online businesses, prioritise reliable fulfilment and packaging before heavy digital investment Resources DHL 2026 E-Commerce Trends Report: dhl.com/2026-report (or search “DHL e-commerce 2026 trends report”)  Tom Cheesewright: tomcheesewright.com The Cashflow Show can be reached here: Website: www.thecashflowshowpodcast.com  Email: [email protected] Twitter: https://twitter.com/thecashflowshow  Instagram: https://instagram.com/thecashflowshowpodcast To sponsor or advertise on The Cashflow Show Podcast, contact us at [email protected] Clayton M Coke can be found here: LinkedIn: https://uk.linkedin.com/in/claytoncoke Email: [email protected] Twitter: https://twitter.com/prmsltd Instagram: https://www.instagram.com/prmsltd/ Our theme music is called "The Mediator - aka Theme from The Cashflow Show" [PRS] and "Better Call Clayton" [PRS]  “What are YOU like?”, “60 Second Shoot-Out” &"What About The Tech?" are all intellectual properties of Dialogue [London] Ltd (c) Clayton M Coke/PRMS Ltd/Dialogue [London] Ltd | All Rights Reserved  ★ Support this podcast ★