One of the most important aspects of eCommerce is staying relevant and continuously increasing your reputation. As a result, the most “in-touch” brands are normally the biggest winners, and continue to not only retain their customers but win new ones. Why? Because if an online brand can speak to a variety of people in different ways and solve their problems, then they will stay at the front of the conversation.
As Forbes states: thought leadership is about more than talking the loudest or making the most money; it’s also about becoming the most unimpeachably knowledgeable voice in your industry. And you don’t get to that point by living in a vacuum.
eCommerce, trends and consumers
The eCommerce industry is always changing and innovating. Whether brands need to focus on incorporating the latest technology into their site or focusing on socio-political and cultural issues such as inclusivity and sustainability movements, it’s important to stay connected to worldwide trends to give yourself the best chance of garnering a loyal customer base.
For example, The Global Web Index reported that as green consumerism is on the rise, nearly four in ten digital consumers say that poor environmental records impact their purchasing decisions. What this means is that brands who focus on sustainability are winning four out of ten consumers, a significant amount that will only continue to grow.
It’s important for brands and agencies alike to analyse trends in order to know how to speak to consumers and potential consumers online. Due to the internet, people can become informed in seconds and shouldn’t be taken for granted as mindless online buyers who don’t put the work in before making a decision. One of the ways to gain consumer trust is to create content that you believe in, that speaks to them on a personal level.
New eCommerce trends
New eCommerce trends include innovations such as virtual reality and augmented reality, all with the intention of improving the shopping experience and even elevating it beyond the regular brick and mortar store.
You can read more about that here and how eCommerce and the fashion industry have embraced these trends to offer the most personalised experience ever.
Staying in touch with eCommerce trends can also inform your marketing decisions and allow agencies and brands to spend their budget better. This is due to the fact that you will know how best to communicate with your consumers, so that none of the budget goes to waste in areas where it’s not effective.
The impact of mobile on eCommerce trends
The impact of mobile on eCommerce cannot be understated. The majority of consumers have a mobile device capable of accessing apps and online stores, linked to their bank accounts, and ready to make a seamless purchase without leaving the couch. The impact of mobile cannot be understated and continues to grow.
82% of people use their phones to find out information about brands so the evolution of the online store is closely linked to the smartphone. Many brands have already developed their own apps for people to download on their smartphone to make shopping even easier, and this will only gain more momentum.
And what else are phones used for? Social media.
Social media is where trends come to life. People who spend hours on Instagram, Facebook, TikTok, Twitter and other news sites do so one their phones. This is where they are exposed to pop culture, social issues and other trends that then guide their behaviour. Therefore, it’s important for brands to be just as connected as their consumers.
Leading trends in eCommerce today
Recent analysis shows that the eCommerce industry is set to benefit greatly from the coronavirus pandemic due to people moving away from brick and mortar shopping and choosing online stores who offer delivery. It makes staying at home easy as well as finding fashion that you love (and may not be able to find in a store).
The following trends are set to take eCommerce to the next level
- AR enhances the reality of online shopping where you can even try on dresses and shoes to see if they’re the right fit.
- There will be a growing volume of voice search.
- AI helps shops learn about shoppers.
- On-site personalisation uses those insights to create individualised experiences.
- Big data plays a big part in creating personalised experiences.
- Chatbots improve the shopping experience.
- Mobile shopping is still on the move.
- Headless and API-driven ecommerce allow continued innovation.
- Sustainability is becoming more important.
- Growth of B2B
Social media continues to play a major role in the evolution of eCommerce, especially if you are an online fashion retailer. Facebook ads, Instagram influencers and now TikTok, which has just surpassed Youtube in video views on Android, help brands stay ahead of the curve and communicate with a diverse audience all day.
The most important thing about trends is cultivating lasting relationships with consumers and allowing brands to stay up to speed with the times or risk being left behind.