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The promise of Web3 commerce has long enticed innovators, yet its execution has often fallen short. While blockchain technology and cryptocurrencies hold immense potential to revolutionise payments and rewards, most attempts have been stymied by speculative tokenomics, lacklustre merchant adoption, and subpar user experiences. By addressing these challenges with fresh approaches that combine Web3 and AI-driven innovation, the next generation of commerce platforms can redefine how we think about crypto in everyday transactions.

The Untapped Potential of AI in Commerce

Artificial intelligence is reshaping industries, and e-commerce is no exception. The AI agent market, valued at $5.1 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 44.8%, reaching $47.1 billion by 2030. These agents offer unparalleled personalisation opportunities, enabling dynamic pricing, automated workflows, and tailored user experiences. This means more innovative transactions in commerce—from identifying the best deals to optimising logistics and customer support. Yet few platforms have effectively harnessed AI alongside blockchain to streamline crypto payments and rewards. This gap presents a critical opportunity for innovation.

Learning from the Failures of Web3 Commerce

It's important to examine where others have stumbled to understand how to succeed in this space. Porsche's foray into NFTs in early 2023 serves as a cautionary tale. Despite leveraging a globally recognised brand, its NFT initiative sold only 25% of its inventory before being discontinued. Critics pointed to the lack of meaningful utility and an unclear buyer value proposition.

Similarly, Web3 gaming ventures in 2023 faced a staggering 71% failure rate. Many projects struggled to retain users due to speculative economies and gameplay that failed to engage. These examples illustrate a recurring theme: without clear, sustainable value for users and merchants, even the most ambitious Web3 projects risk irrelevance.

Key Strategies for Successful Web3 Commerce

To overcome these challenges and unlock the potential of Web3 commerce, several strategies must be employed:

1. A Comprehensive Ecosystem

Successful platforms must move beyond enabling crypto payments and offer a full-stack solution encompassing payments, rewards, and credit. Integrating an extensive network of Web2 merchants with curated Web3 experiences creates value for merchants and consumers. Simplifying commerce while offering diverse, high-quality options can drive engagement and growth.

2. Stable, USD-Backed Rewards

Platforms should use stable, USD-backed rewards rather than issuing speculative tokens with volatile valuations. These rewards drive loyalty by offering tangible, cross-merchant utility. By eliminating exposure to market swings, platforms can foster trust and reduce churn, creating a more sustainable ecosystem for users and merchants.

3. Instant Credit and Liquidity for Merchants

Delayed payments remain a persistent pain point for merchants, often resulting in cash flow issues. Platforms can address this by leveraging tokenised receivables, enabling merchants to borrow against future earnings and shortening settlement cycles from weeks to days. This liquidity empowers merchants to reinvest in their businesses, driving growth and enhancing customer experiences.

4. AI-Powered Personalisation

AI can be a game-changer in optimising commerce. By automating workflows and dynamically adjusting pricing, platforms can ensure users receive the best value while saving time. For merchants, AI-driven insights and efficiencies enhance operational flexibility and profitability, creating a win-win scenario.

5. Exclusive Access to 'Money-Can't-Buy' Experiences

Building partnerships and curating unique opportunities, such as private island getaways or celebrity-hosted events, can create compelling reasons for users to engage with a platform. Offering exclusive, high-value experiences fosters a deeper connection with users and encourages loyalty.

Building a Trusted Marketplace for Crypto

One of the most significant barriers to crypto adoption in commerce has been the lack of trust between users and merchants. Addressing this requires a USD settlement layer, allowing merchants to receive payments in fiat currency. Bridging the gap between crypto's volatility and the stability merchants require is critical. Additionally, platforms should prioritise building networks of verified merchants to ensure users can transact confidently, knowing they will reliably receive goods and services.

A Win-Win for Consumers and Merchants

The value proposition of Web3 commerce must extend beyond technology. By addressing key inefficiencies in traditional commerce systems—such as delayed merchant payments and rigid loyalty programs—platforms can deliver tangible benefits to all stakeholders. Merchants gain liquidity and operational flexibility, while users enjoy seamless transactions, stable rewards, and exclusive opportunities.

As AI and blockchain technologies continue to mature, the intersection of these innovations will define the next era of commerce. Combining Web2 usability with Web3 innovation offers a blueprint for sustainable growth. By learning from past failures and focusing on creating real value, the next generation of platforms isn't just building products—we're building the future of commerce.

About The Author

Rafael Anthony Roa is a transformative ecosystem and operational leader who, over the last 11 years, has brought his community-building, narrative, and operational leadership to startups and growth organisations across web3, AI, Insure-tech, and IT services, with a focus on how to put these organisations at the centre of a scalable, future-proof ecosystem. He is currently the Head of Ecosystem at Spree.Finance, where he's focused on building the community to power Spree's mission to bring actual commerce to Web3 by seamlessly combining payments, loyalty, and financing into one integrated web2 and web3 solution. He holds an MFA from New York University and has studied at Trinity University (International Relations) and Stellenbosch University (Conflict Negotiation).

About Spree

Spree is a next-generation commerce and rewards platform that enables humans and AI agents to seamlessly spend crypto on everyday goods, services, and exclusive experiences—starting with travel and experiential verticals. Spree combines payments, loyalty, and financing into one integrated Web2 and Web3 solution. With access to over 2M Web2 merchants and a growing network of curated experiences, Spree makes commerce easy while unlocking savings, rewards, and exclusive "money-can't-buy" opportunities.

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