eCommerce is evolving and providing new opportunities for buyers and sellers faster than any other sales channel. However, due to the fact that it is constantly improving and changing, this means that companies need to adapt to ever-changing circumstances.
Here we take a look at some of the key digital trends that are influencing eCommerce and shaping shopping behavior. By understanding how they work you’ll gain insight into creating an uninterrupted strategy to expand your selling capabilities and help your online store thrive.
Smartphones are playing an increasing role both when doing research before buying a product or service, but also when paying for it. As smartphone penetration grows in every country of the world (69.3% of the population holds a smartphone), more people rely on this device to perform tasks and transactions that previously was done only on desktop computers or laptops.
eWallets are also becoming increasingly popular: eCommerce experts state that more than $500 billion in transactions will be made through eWallet payments in 2020. eWallets are not only boosting sales and conversion rates but also providing customers with a more secure way of buying online, as they don't require to enter credit card details.
Email marketing is also growing as people subscribe to e-commerce services to get product information and sales discounts and promotions. Coupon discounts shared via cart abandonment emails have become a preferred tool of marketing managers thanks to their superior performance - over 40% open rate and 28% click-through rate.
Buying online makes finding those unique products much easier. Remember how in the past we had to visit numerous stores to find that special product we were looking for? Instead, we can now filter products based on size, color, and style and quickly find the one we had in mind. And best of all, get it shipped directly to our home.
There are more channels for online retailers to connect and engage with their customers. Social platforms, websites, and marketplaces offer different options for customer relationship management. All of these provide companies with valuable data that can be used for launching targeted marketing campaigns and improving inventory planning and forecasting.
More progressive web apps, a type of application software delivered via the web that perform on any platform using a standards-compliant browser. Don't get confused, these are not the apps that you download from an app store! They function in the same way though. They support working offline, push notifications, and device hardware access, enabling a user experience similar to that of native applications. Progressive web apps are designed to help shoppers accomplish tasks quickly and are equipped with features that create a highly engaging shopping experience.
Because social media has become a driving force behind mobile sales, there is an increasing number of plugins that connect eCommerce stores with social platforms, so online sellers can offer their products directly via your Facebook or Instagram (ex. WooCommerce for Facebook).
Websites have become super interactive, content is displayed in higher resolution, and augmented reality is the new normal — especially for big brands. But that's not all! Online stores are now capable of offering discounts and coupons to users based on their website activity and there are also online contests and loyalty programs. In fact, eCommerce has become an art within itself by promoting creativity in design and marketing strategy.
Chatbots are now a regular thing on almost every website, and we expect them to help us get product information or even complete our online purchase whenever we run into travel. Artificial intelligence is proving its value once again by predicting customers’ preferences and delivering a better shopping experience while guiding visitors through all the different steps of the sales cycle.
About the Author
José Bellorín is a highly talented Front-end Developer with a passion for designing and implementing creative websites, innovative features, and customized modules. Dedicated worker and creative, independent thinker.