If you’ve been following the evolution of digital commerce, you already know the plot points: personalization gave us recognition, agentic commerce gives us assistance, and now situational commerce is rewriting the rules of how shoppers engage. At this stage, the question isn’t what is situational commerce? The question is where is it already happening, and how do you keep from being left behind?
Where the Signals Are Showing Up
Situational commerce is leaking into the market through early experiments.
- Configurable contexts. In many industries, we’re seeing product configurators shift from “choose your color and trim” to “choose your scenario.” A weekend family cruise vs. a fishing trip changes everything from seating layouts, to accessory kits, and even pricing models.
- Location-linked experiences. Nike’s app behaves differently depending on whether you’re at home or in-store. That’s not a gimmick. It’s a quiet signal of context-awareness creeping into mainstream retail.
- AI-assisted decision-making. Tesla doesn’t just let you configure; it nudges you based on how and where you’ll drive. Range anxiety for commuters, performance tweaks for road-trippers. The product narrative adapts to the situation.
These are the breadcrumbs. Pay attention, because they’re pointing to where the market is headed.
Indicators of What Comes Next
If these signals are the first flickers, what’s the blaze to come?
- Scenario-first shopping: Expect product pages to evolve into modes instead of static grids. A camping retailer that lets you explore a kit for “solo backpacking” vs. “family car camping.”
- Predictive bundling: Not “people like you also bought,” but “given where you are and what you’re doing, here’s what you’ll actually need.”
- Experience over SKU: The SKU will still exist in the backend, but the shopper won’t see it first. They’ll see their situation first, and the products will slot into it.
How to Lean In Instead of Waiting Out
Here’s the real takeaway: playing it safe is actually the riskiest position. Shoppers don’t wait for brands to feel comfortable. They reward the ones who make their lives easier now.
So what does it look like to lean in?
- Reframe your configurators: anchor them in use-cases, not just features.
- Pilot context triggers: location, time of day, even seasonality. What happens when your site recognizes that it’s back-to-school weekend vs. spring break?
- Build a culture of experimentation: situational commerce won’t be solved by tech alone. Merchandising, storytelling, and CX need to be aligned to deliver it.
The Takeaway
Situational commerce is a movement that is already pulsing through leading brands. The signals are here, and the indicators of what’s next are clear. The only real question is: will you step in early and define what it looks like for your category, or will you watch from the sidelines while someone else does?
We explore this more deeply in our whitepaper: The Unseen Influence of 3D in the Age of AI
Because in the age of situational commerce, standing still is the riskiest move you can make.