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These e-commerce trends are on the rise

Online retailing is constantly reinventing itself, the choice is becoming ever larger and customer demands too, are growing. In order to attract online shoppers, retailers have to put a lot of effort: Consumers expect shopping to become an experience.


Digital natives are longing for technological development: cashless payment options, more gamification during the shopping process and interactive product presentations. The future of the retail industry lies in digitization and online shopping. According to the large consumer study conducted by the Federal Association of E-Commerce and Mail Order Germany (Bevh) in 2019, pure online retailing is up by 20%, multi-channel providers that can be found both online and in stores, by 11.6%.

In the e-commerce sector, it is extremely important to keep up with the pace of development so that you do not end up falling behind. But what has changed in the world of e-commerce and how do retailers have to adjust to those changes?

The five most important e-commerce trends this year

Virtual and Augmented Reality for a suitable product presentation

The detailed and vivid presentation of a product can be a critical factor in a customer's purchase decision. Since the customer can not perceive the product trough touch in the online shop, high-quality photos of the products are all the more important. In addition, the detailed presentation of products helps reduce return rates.

More and more companies rely on the support of augmented and virtual reality when presenting their products. Online retailers have another way to adequately present products at the visual level without actually having to physically provide them to the buyer. Augmented reality technology enables customers to integrate products in the desired environment in 3D. This way the customer could picture, for example, how a piece of furniture would look like in their living room.

Ikea leads the way: the Ikea Place App allows users to arrange their rooms with virtual furniture. The customer can try out whether a piece of furniture integrates well into the room. This realistic image helps the customer to make better purchase decisions.


Source: Horizont

Augmented Reality has made great progress so far and is developing rapidly. According to the most recent Gartner-Study , by 2020, 100 million consumers will be shopping online, as well as in stores, using augmented reality. This e-commerce trend is likely to have a significant influence on the year 2020 as well.

Artificial intelligence assistance as a new e-commerce trend

From personalized 3D avatars and virtual fashion consultants to data that has never been collected before to increased sales: Artificial Intelligence is revolutionizing online commerce.

Amazon has already implemented the step towards becoming a virtual fashion consultant and presented Echo Look in the US. The virtual fashion assistant makes fashion recommendations based on algorithms and the expertise of a stylist.





As customers' expectations increasingly relate to a personalized shopping experience, shop owners should act accordingly. Again Amazon is a good example: 35 % of the groups' total sales originate from given product recommendations.

In order to be able to offer customers the most personalized shopping experience possible, it can also make sense to directly involve them in product development. Configurators that allow customers to choose the color and material of a product, give them the feeling of being able to design a personalized product.

At Nike, for example, customers can design their own sneakers and choose the colors of the different components. This is what the process looks like at “Nike By You



Source: Nike By You

However, artificial intelligence not only influences shopping behavior, but also how important data can be collected and structured. The usage of learning algorithms has increased steadily, helping to tailor content and landing pages to buyer personas.

The demand for measurable data is higher than ever: the conversion rate, website traffic and customer loyalty are important decision-making aids for marketers of all industries.

Another e-commerce trend: Social Shopping

While scrolling through social media, you discovered a nice piece of fashion or a delicious muesli mix and add it to the shopping cart directly from the feed. Social Shopping goes far beyond mere advertising or influencer marketing: Up to five products can be tagged per post. The tags show users product information such as prices, product names or links to the shop.

 

Source: @madedotcom (Instagram)

Pinterest and Snapchat have already opened opportunities for social shopping as well.

Integrating Voice Commerce to simplify online shopping

Voice technology simplifies everyday life and changes how we search online. That is why it is important for e-commerce operators to integrate voice search into their marketing strategy and to enable customers to search via voice search.

It should be noted at this point that the trend goes away from result lists, such as offered by search engines, to a single result. Voice search results have the advantage of producing individual, matching results, saving time for users.

You consider voice search to be a relevant topic, but have not yet included it in your company's marketing strategy? Read how to integrate voice search into your marketing strategy.

Subscription Commerce

Subscription models are common for magazines, newspapers or streaming services. Now, the model is increasingly used in e-commerce to offer customers more convenience. Companies also benefit from subscriptions: sales can be calculated accurately; churn rates are reduced and the output can be scaled up or down according to orders.

All of the listed e-commerce trends have one thing in common: they revolve around customer centricity. This makes it clear that retailers should offer their customers a cross-channel shopping experience in order to retain customers in the future.

The trend is towards channel hopping

The paths of the buyers become more and more personalized with the various purchase channels available to them, often making the process more opaque. This can be thought of as similar to switching TV channels.

Businesses should focus on optimizing multichannel management and decoding the questions of "Who, what, where, when, and why" when it comes to potential customers. This is the only way to optimally attend to the purchasing behavior of channel hopping. For this purpose, a balance must be created: Some channels must be strengthened or weakened so that customers are not overwhelmed by information or simply do not learn enough about a product.

InterNetX has the perfect domain extension on offer for retailers: .SHOP is the perfect match for your e-commerce business, targeting international customers on the Internet.

If you want to learn more about international e-commerce trends, download the European E-Commerce Report 2019 here for free.

E-Commerce Report 2019