It's not enough to have a popular brand make your shoes, now YOU can design your own pair. Print your own photobook, t-shirt, book, and more. Put your own invention on Kickstarter and get investors.
In the future I can imagine websites shifting to provide a unique experience for you based on your browsing data. Google (or their future rival) will continually adapt websites for maximum conversions and no two experiences will be the same.
Is your organization going to keep up with the trend?