Inaugural RAI Connected Commerce Conclave 2020 addresses AI-fluid shopping convergence

Hosted by the Retailers Association of India (RAI) in Bengaluru, the inaugural Connected Commerce Conclave 2026  addressed the convergence of artificial intelligence, real-time analytics, and fluid shopping journeys. Market analysts estimate, this unified digital and physical ecosystem represents a staggering $3.5 trillion commercial prospect for the country. However, transforming this vast potential into tangible revenue requires merchants to reconcile backend complexity with frictionless consumer expectations. According to Sumit Ghosh, Senior Director -Retail and Omnichannel, Fossil India, the core challenge facing modern merchants lies in closing the operational gap behind the scenes so that the front-end brand experience remains entirely effortless for the consumer.

Redefining the consumer journey

Apparel and retail leaders emphasized that contemporary shoppers arrive at physical stores or digital touchpoints with pre-formed purchase decisions derived from extensive preliminary research. Manohar Chatlani, Managing Director, Soch Apparels, notes, modern retail no longer revolves around hard selling, but rather around confirming consumer choices and validating their prior digital research through elevated in-store execution. To capture these discerning buyers, brands are rapidly deploying advanced enterprise technologies, including real-time inventory tracking, AI-driven demand forecasting, and localized omnichannel fulfillment. This strategic shift is particularly acute within the fashion sector, where inventory obsolescence risks are high and inventory turnover must match accelerated trend cycles.

Infrastructure and financial scaling

Realizing the full promise of connected commerce demands robust institutional backing and streamlined regulatory frameworks. Ramaswami Lakshman, Director - Emerging Markets FBA, Amazon, highlights,  the retail ecosystem must overcome critical barriers concerning digital literacy, compliance simplification, and capital access. Underscoring long-term confidence in the domestic market, Amazon has outlined plans to invest $48 billion in India by 2030 following high-level dialogues with government leadership. By digitizing over 12 million small enterprises to date, technology giants and industry associations are actively laying the groundwork to transition local manufacturers into global market participants, ensuring sustainable sector-wide expansion through the end of the decade.

Premier national retail representative

The Retailers Association of India serves as the premier national representative body for the nation's multi-channel retail sector, encompassing physical storefronts, e-commerce platforms, and emerging quick-commerce enterprises. Operating primarily across India, RAI collaborates closely with regulatory authorities and commercial stakeholders to champion policy advocacy, structured research, and workforce development. Dedicated to cultivating an innovation-friendly retail climate, the association empowers industry participants to scale operations sustainably and generate widespread employment across domestic markets.