Recently eCommerce has continued witnessing rapid growth and continues driving the evolution of retail landscapes as businesses attempt to continue adapting to answer customers’ expectations. In 2021, global eCommerce sales reached a total of $5.4 trillion and are expected to rise to $5.9 trillion in 2022. The increase in demand requires retailers to alter their eCommerce strategies and utilise the latest trends to ensure they can continue competing in a crowded market.

In the following year, there is a large amount of speculation concerning what eCommerce trends will become more popular and therefore are worth pursuing early. This article will outline some of the most promising trends. If you’re looking to be ahead of the curve and prepare for these trends, then get in contact with us at AdLab to discuss your options.

Social Commerce

Social commerce otherwise known as social shopping is the ability to make purchases directly through social media. All aspects of the buyer’s journey will take place on a singular social media platform from discovery to research and completing purchase.

Another key eCommerce trend expected to grow throughout 2022 is live shopping. Social media platforms such as TikTok, Instagram and Facebook are able to utilise their streaming feature as a way to give demonstrations of products, bringing a level of personality into video content while also gaining the ability to directly interact with customers and link chosen products almost immediately. This trend creates an environment similar to an in-store experience but through mobile devices.

Chatbots

Chatbots as a trend are gradually becoming more and more popular throughout the eCommerce industry, aiding shoppers in completing purchases, providing customer service and giving product recommendations. The two main types of chatbots are smart chatbots which utilise artificial intelligence to respond accordingly and scripted chatbots which follow a predetermined path.

As eCommerce continues growing, the use of chatbots can drive efficiency by minimising retailers’ time while also improving customer service. However, it is vital to ensure that your chosen platform enables you to provide your customer with exactly what they need.

Voice Shopping

It was predicted that by 2022, almost half of UK households are expected to own a smart speaker, with the value of voice transactions reportedly rising from £0.2 billion to £3.5 billion in the coming year. Retailers that optimise through smart speakers will be able to capitalise on this, while all retailers will need to ensure they are boosting their rank for phrases and keywords that meet voice search queries.

Live Shopping and Video Consultations

Live shopping and video consultations have become a rather popular eCommerce add-on. Gaining momentum throughout Covid-19 lockdowns, retailers benefited from providing virtual shopping experiences to those stuck at home and the trend has continued despite the lockdowns ending. Whether this was a one-on-one call for a truly personal experience or a mass live event, merchants have been able to enhance their online experience and convey key selling points while simultaneously increasing the amount customers are spending. Live shopping as an experience also aids retailers further than eCommerce alone, building a community while also invoking a feeling of exclusivity.

Artificial Intelligence and Machine Learning

Artificial intelligence is utilised as a way to predetermine customer preferences and offer them a personalised experience on websites. This allows for an effective method of interpreting data and automating customer experience based on certain factors.

Personalisation

In recent years personalisation became a key trend in eCommerce, with Bloomreach identifying that 80% of consumers are more likely to purchase from a retailer that features personalised content. Retailers are benefitting from tailoring their eCommerce recommendations based on a user’s previous activity, purchase history, browsing behaviour, demographic and other aspects of data. A tailored eCommerce experience is seen to boost conversion rates significantly, increasing sales by 20% and with 44% of customers saying they are more likely to become a repeat buyer after a personalised shopping experience.

Customisable Products

Another method of personalisation that retailers can introduce is the customisation of products. Allowing shoppers to customise items online and get them delivered quickly whether they are searching for a unique looking product or want to engrave a pre-existing product. A great example of customisation in eCommerce would be Nike by You.

Faster Payment Options

A common theme across many eCommerce trends is that of convenience. This means that fast, secure payment options are essential for any retailer. A merchant should look for a way to ensure payments are as fast and hassle-free as possible for all customers. This can be utilised through a one-click or quick payment method option. ModernRetail found that 44% of UK consumers were giving up on a purchase if their preferred payment option wasn’t offered at online checkout. The use of Buy Now Pay Later schemes has also been gaining popularity in recent years.

Flexible Delivery Options and Fulfilment Technology

A huge number of shoppers (45%) abandon purchases if they are unsatisfied with the available delivery methods. Therefore, the importance of flexible delivery options in eCommerce is very clear.

Some ways in which a retailer can improve their delivery options and experience are:

• Parcel lockers
• Click and Collect (also known are pick up in-store)
• Delivery tracking
• Specific delivery time slots
• Rescheduling options

Visual Commerce and Technology

Another area that is very much on the rise in eCommerce is that of visual commerce. Customers are wanting to enjoy the in-store experience without needing to travel to a physical location. There are multiple ways a retailer can utilise visual commerce such as:

• 360-Degree Imagery; showcasing items in a similar way to how items would be viewed in-store rather than restricted angles from images.
• User-Generated Content; utilising customer’s imagery increases conversion rates and builds trust with a brand.
• Augmented Reality: allows users to visualise items in the intended location and increase confidence in purchases to reduce returns and exchanges.
• Virtual Reality: creating a virtual showroom or a virtual store that allows users to have an interactive experience of a store without leaving the comfort of their own home.

Connected Commerce

Connected commerce involves the integration of multiple platforms to create a consistent purchase experience for customers at any time, no matter the device or location. This requires the collaboration of multiple sales channels such as social media, websites, email marketing, apps and any other platform used or eCommerce. When attempting to create connected commerce; branding, messaging and customer service should also maintain consistency.

Sustainability

There has been a continued rise in the idea of green consumerism, which is the demand for an eco-friendly shopping experience. Retailers who are able provide this are likely to gain loyal customers. With 65% of consumers being willing to spend up to 20% more on sustainable purchases.

One of the key areas of sustainability in eCommerce is packaging and delivery. Due to this, retailers are needing to find alternative ways to reduce their carbon footprint and have a positive ecological impact.

Mobile Shopping

With over half of all purchases taking place on a mobile device, it is more important now than ever before to consider your mobile shopping experience. Websites are needing to be optimised to create a streamlined eCommerce journey. After a negative mobile shopping experience, 40% of shoppers will go to a competitor.

Enhanced Customer Service

While customer service as an idea has been present for many years, it is transitioning to become an important eCommerce trend more and more. Retailers are beginning to be expected to provide options that suit shoppers’ needs much more specifically with multiple suitable communication methods available.

Subscription Models

15% of all online shoppers ever have signed up for at least one subscription service. By introducing a subscription service, retailers can increase a customer’s lifetime value by simply offering a time and money-saving option on products that they regularly purchase. The utilisation of subscription eCommerce allows retailers to plan and maintain their stock levels. Therefore, making it one of the few eCommerce trends which truly benefits both the customer and the retailer. The main takeaway from these trends is being prepared to adapt as a retailer. If you are looking to prepare for the future or want to hear more about what your options are or what a professional eCommerce and Magento agency thinks your website needs, then contact us today.