At DefinedLogic, we are engaging in numerous conversations with peers in the Independent Software Vendor (ISV) and Agency spaces. A key topic keeps surfacing - does the current narrative truly align with the real ask?
If you follow Subject Matter Experts across digital and ecommerce, the picture painted is “AI is THE thing”. Every LinkedIn post, every ISV publication - AI, AI, AI. But behind closed doors, in the one-on-one conversations, the same questions keep coming up – Is AI really the need? Are we pitching this right? What are we missing? The truth? No one in the ISV bubble seems to have a clear answer.
If the ISVs have it wrong, who can we turn to for clarity? The answer: Retailers. Ecommerce is a small world, and many of us have connections on both sides. It’s long overdue that we tap into the retailer perspective. It’s time for open, honest conversations – starting with the most obvious question: “What are you actually focusing on for 2025?”
The response? Surprisingly fundamental.
The 3rd Wave of GenAI
Let’s address the AI trend first - not for everything and not full speed ahead. What we hear from retailers is:
- We want to experiment - falling behind isn’t an option.
- Prior AI moments (Personalization & Chat) have momentum – today's AI wave builds on those foundations, making them easier entry points.
- A/B test & tune makes sense.
- Media manipulation makes sense.
Retail teams see value in exploring new ISVs or new features from existing ISVs, allowing them to ride the AI wave without an all-or-nothing bet.
Fundamentals Still Matter
Despite the AI buzz, core challenges remain a top priority.
- Unified Customer Data is still the “fountain of youth.” In composable architecture, multi-brand portfolios and siloed data environments, retailers are still chasing a single, unified view of their customers.
- Omnichannel strategy is non-negotiable. From product feed management and marketplace integrations to unifying digital and in-store experiences - retailers need a seamless way to monitor, measure and optimize across every channel.
- Meeting customers where they remains critical. Mobile apps, micro-sites, social commerce, pop-up shops, in-store experiences - brands want to be present and ready when and where customers are ready to engage. How do we move that first purchase up in the funnel? How do we nail fulfillment to drive repeat purchases? How do we curate experiences that turn customers into brand advocates?
- Create a consistent experience across physical and digital channels. What can e-commerce learn from the in store experience? What can in store learn from digital? How can digital recreate the tactile magic of being in store? How can in store rise to match the efficiency and data driven capability of digital?
Curiosity & Storytelling Win Over Stats
Retailers don’t “pitch” their customers, they tell stories. Their messaging is built on heritage, quality, affordability and authenticity. They invite customers into their brand’s community with warmth and purpose.
Meanwhile, on the ISV side, the common script sounds more like:
"Hi, I’m (name) from (company). We’re a (category) company that uses AI and Machine Learning to surface insights, helping (roles) make better decisions, faster. Our product has driven (X% ROI) for customers compared to (traditional approach). Let me walk you through a few slides…"
And that’s where we lose them.
What Can We Learn from Retailers?
We need to rethink what we are selling. It’s not tech. It’s not tools. It’s our ability to help.
And that leads to the most important question:
“How can we help someone if we’ve never asked what they need?”
Curiosity becomes our greatest sales tool.
- Instead of jumping onto a pitch, we start a conversation.
- We turn cameras on, greet people like old friends and ask how they’re doing.
- We ask about their business, their customers, their challenges, their goals.
- We share stories, swap insights and listen for where we can add value.
- We watch for nods and laughter - signs we’re on the right track.
Through real conversations, the opportunities to help reveal themselves.
Popping the ISV Bubble
We need to normalize non-sales conversations between ISVs and retailers. So much insight comes from simply talking, without a pitch looming over the call.
From just a few of these conversations, here’s what became clear:
- AI interest is more niche and targeted than the hype suggests.
- Customer data, omnichannel strategy, and market reach remain evergreen priorities.
- We need to rethink how we approach retailers - leading with curiosity, not just technology.
It’s time to pop the ISV bubble and start listening.