Ecommerce has revolutionised retail. There is no doubt about this. In 2020, it is predicted that eCommerce sales are expected to account for between 15% – 20% of retail sales worldwide. With the Coronavirus forcing physical shops to close, many businesses are investing more into eCommerce solutions, potentially driving this number higher. There has never been a better time to start an online shop. Keeping up-to-date with commerce trends is important for survival and growth. Online businesses must be aware of the ‘new ways’ to keep their brands and products in front of the eyes of customers. The wants and needs of consumers are constantly evolving, and businesses strive to make online shopping easier, faster and more efficient. Ecommerce has become more advanced and is enabling a range of capabilities that will further blossom the industry. Take your eCommerce business to the next level by being quick to adapt to emerging trends. If you want to stay ahead of the game, try to research as much as possible about how your business can change for the better. In this article, we will discuss 5 trends that we think will begin to take the stage in 2020 and onwards.
The Rise of Voice
The way in which we search and purchase products are changing. Businesses want people to have next-to-no obstacles when buying something online. Voice search is becoming more prevalent with tools such as Siri, Amazon Alexa and Google Assistant. Amazon Alexa was one of the first companies to introduce the non-visual shopping experience and it is growing among Internet users. By 2022, purchases made by voice is predicted to grow by 55%. Voice-searched purchases are usually low-value products, such as food items and homeware products. This is an interesting point to consider, and if you own an online store that sells low-priced goods, you should try and consider how easy it would be for someone to search and find your store/products via voice.
Personalising the online shopping experience is an effective way to keep customers satisfied. A research paper conducted by Bazaarvoice highlighted that more than 50% of shoppers say that personalised online experiences are important. Online browsers and shoppers want to quickly and easily find the products that they need. Technology and data can assist platforms to offer this information to their consumers in a range of ways. From targeted email marketing, to showcasing relevant discounts on specific products, there are many ways eCommerce stores can leverage data to bring a personalised experience. We believe that online personalised shopping experiences can forge a stronger bond between the brand and the consumer.
Social Media in Ecommerce
With the introduction of features that enable in-app purchases, social media is playing a significant role in the world of eCommerce. Shop’s by Facebook allows users to browse and purchase products easily from social media platforms. Brands are beginning to take social media seriously, using influencers to help market and increase their chances of getting discovered by their target audience. Social media offers a range of ways to connect with people. We have seen a recent boom with TikTok, whereby people can upload quick videos that express creativity and engaging content. Each platform offers unique ways of interaction, users and potential. Research what platforms can be useful for your business, and do not be afraid of investing money for paid marketing. Organic posting is excellent for growth, but it can be easily accelerated by paying an influencer or the platform to promote your business. Social media platforms are constantly working on incorporating eCommerce elements to aid businesses. People’s attention is on social media. When an advert comes on the TV, what do people usually do? Grab their phone. Social media is where the attention is, and therefore we believe these platforms can be great to boost your businesses awareness and sales. Take the time do the research and create a social media marketing strategy for the best results.
As smartphones have become more sophisticated and the Internet has become ubiquitous, people are using their devices to browse and search for products. Arguably, mobile devices have matured the eCommerce space and therefore improving the eCommerce experience for mobile customers can be a huge opportunity for businesses to tap into. Millennials and Gen Z have grown up with technology and the Internet being at their fingertips. Thus, these generations are probably more likely to be browsing and shopping online using their mobile devices than older generations. With the gradual increase in trust, more websites and platforms are being optimised for mobile use. If you have an online store, we’d recommend ensuring that it caters for both desktop and mobile users to allow accessibility and for a smoother experience.
Ethical and value-based brands
Green consumerism is rising as people are becoming more conscious of the environment. This comes to no surprise, as access to information surrounding business practices, ethics and sustainability have made people question if more can be done to protect our future. Millennials are particularly involved and aware of brands that lead the way in sustainability, and the attention towards the subject is growing. Brands need to ensure that they are following good practices that are environmentally friendly, as we think this type on consumerism will continue to grow. Whether it is cruelty-free makeup or plant-based meats, there is a rising demand for taking care of the environment. Consumers feel more responsible for the planet, which in turn increases the responsibility for brands to cater to the eco-friendly needs of customers. Businesses that wish to thrive over the coming years should understand that their customers are willing to give their hard earnt money to brands that partake in ethical practices.