This study explores the future transformations of e-commerce platforms in Brazil, examining the impact of emerging technologies and evolving consumer habits on customer experience by 2035. Using the multilevel framework, scenario construction, and customer journey analysis and service design, the research identifies four future marketplace scenarios shaped by two key drivers: reach/location and regulation. Analyzing social groups and their technological frames, the study highlights five essential technologies-in-practice: journey personalization, deplatforming, digital concierges, integration with social media, and platforms as destinations. The findings underscore the growing role of personalization, artificial intelligence, and logistics, alongside Generation Z’s preference for experiences and content. This research offers valuable insights for companies, consumers, and regulators, supporting strategic planning in a rapidly evolving digital landscape.