Q&A With Wix’s Oren Inditzky: Insights on the Future of eCommerce from eTail Palm Springs 2025

Several times a year, nearly 2,500 senior-level eCommerce leaders gather in cities across the U.S. — from West Palm Beach to Boston, Chicago to Miami — to discuss the latest trends in eTail.

A specialized branch of eCommerce, eTail focuses on everything related to selling products and services online. eTail conferences offer a deep dive into conversations surrounding strategies, technologies, and emerging trends that may be shaping the digital marketplace. Global industry giants, including Wix, Ikea, Walmart, and HP, are a few notable past and future attendees.

Ahead of the most recent eTail event, which was held February 24-27 in Palm Springs, California, we spoke with Oren Inditzky, VP & GM of Online Stores at Wix, to get a preview of the exclusive conference. Oren also shared insights on how eTail businesses can better reach their target audiences in today’s eCommerce sector.

The following transcript was edited for brevity and formatting. Here’s Oren.

A: eTail Palm Springs 2025 marks my first major global eCommerce conference of the year, and it’s always a fascinating place to get an early pulse on the industry’s direction. Every year, we witness new waves of innovation, and being here allows us to see firsthand which trends will shape the future.

But beyond the tech and trends, eTail is also a rare opportunity to bring the eCommerce ecosystem together — brands, agencies, and tech partners — under one roof. These are the relationships that drive innovation, and getting face-to-face time with merchants we empower, partners we collaborate with, and new players we can build with is invaluable.

As for Wix, we’ll be continuing our mission of democratizing eCommerce by showcasing how no-code solutions and AI are shifting the landscape for online merchants. We’ll also be discussing how businesses of all sizes can take advantage of enterprise-grade capabilities without the enterprise complexity.

A: The speed of change in eCommerce is relentless, and staying ahead requires more than just watching from the sidelines. Events like eTail give us the chance to step outside the building — as Steve Blank’s “Four Steps to the Epiphany” teaches — and directly engage with merchants to understand what’s truly driving their excitement (or frustration).

Beyond insights, business in eCommerce isn’t just about technology — it’s about trust and relationships. The fastest way to get things done isn’t through another email or another Zoom call — it’s through real conversations with merchants, partners, and industry peers. Whether it’s learning about emerging trends or identifying strategic opportunities, these moments of connection create the breakthroughs that drive long-term success.

A: Over the past decade, eCommerce innovation centered on top-of-the-funnel improvements — marketing tools, analytics, and omnichannel expansion — to combat rising customer acquisition costs (CAC). As CAC soared by over 222%, merchants refined personalized marketing, audience targeting, and seamless shopping experiences to maximize conversion.

“The realization is clear: conversion isn’t the finish line — it’s the starting point for retention and lifetime value.”

Then in the last two years came checkout innovation. Merchants started to focus on optimizing the final step of the purchase journey — introducing frictionless payment methods (Apple Pay, Google Pay, BNPL), multi-step checkout flows, and open checkout platforms for greater customization.

But now, the next frontier is what happens after the purchase.

This year at eTail, one of the biggest trends I saw was how companies are extending their focus beyond checkout and into the post-purchase experience. The realization is clear: conversion isn’t the finish line — it’s the starting point for retention and lifetime value.

A: AI isn’t an edge anymore — it’s the expectation. Businesses that are still debating whether to implement AI are already behind. The shift now is from ‘AI as a tool’ to ‘AI as the engine’ behind everything from personalization to automation.

Own your post-purchase experience. The cost of customer acquisition has skyrocketed, and retention is the name of the game. Whether it’s through loyalty programs, proactive customer support, or AI-driven re-engagement, businesses need to maximize the value of every customer interaction beyond the initial sale.

“We’re seeing a shift toward dynamic, flexible checkouts that adjust in real-time based on location, payment method, and customer behavior.”

Checkout is still massively under-optimized. With rising CAC, the last thing businesses can afford is drop-offs at checkout. Yet, many still overcomplicate the process. We’re seeing a shift toward dynamic, flexible checkouts that adjust in real-time based on location, payment method, and customer behavior.

The biggest takeaway? The brands that win aren’t just selling products — they’re building relationships at every step of the journey.

A: Through countless conversations at eTail, one thing was clear: Wix’s unique value proposition resonates strongly with merchants and partners alike. Our ability to deliver advanced eCommerce capabilities in an easy-to-use, cost-effective way is what makes us stand out — and we’re doubling down on that.

Our early push into AI-powered commerce has proven invaluable, but staying ahead means we have to keep pushing the boundaries. In 2025 and beyond, every major product move we make will be AI-driven, and designed to empower merchants with the same tools that, until recently, were reserved for enterprise players.

Oren Inditzky has been Wix’s VP & GM of Online Stores since 2021, bringing over a decade of experience in the SaaS and eCommerce sectors. As the GM of Wix eCommerce website builder, Oren leads a 50+ person organization responsible for Product Management, Engineering, UX, Design, Data, and Operations. He is also the founder and GM of Wix Donations, the first all-in-one donation collection platform.