2016 is will be dominated by more customer centric methods that many companies will utilize to create a better experience for their (potential) users. The times where it was enough to just be online, to have just a mobile friendly page are over. The diversity and redundancy of available products and services is enormous. The user has many more options than ever before
Retailers have been concerned for years about "showrooming" (the idea that people will test products in the store and then order on their phone) — but it seems like they haven't yet adopted technologies to counter it. Meanwhile, ecommerce companies have been hard at work taking friction out of the purchase funnel, and it seems like they're gathering some steam.