While plenty of shoppers today buy what they need via desktop or mobile, they have high hopes for more innovative shopping technologies over the next five years, according to research from commerce experience provider Elastic Path.

Over half of consumers believe voice-based shopping, for example, will be widely offered within the next year, so brands that don’t start ramping up on voice commerce strategies may already be behind the curve.

“While customers aren’t yet sold on the value of [some] tech … that doesn’t mean brands shouldn’t invest in them—they just need to figure out how to use them to their full potential to make shoppers’ lives easier,” said Darin Archer, CMO, Elastic Path. “Think functional, not flashy.”