Following the advent of the pandemic in 2020 and leading into 2021, there have been great shifts in consumer behaviour towards eCommerce. Due to the restrictions in face-to-face contact and in-store shopping, traditional shopping is on the decline in favour of online commerce.
These circumstances have created an environment which has all but ensured that eCommerce will continue its exponential growth pattern. There are various trends set to revolutionise the retail landscape. From shoppable video ads to personalised shopping experiences, eCommerce brands are capitalising on these trends in addition to ever-changing consumer habits.
The competitive nature of the eCommerce landscape makes it a necessity for online brands to stay ahead of the curve to dominate the competition. With 2022 right around the corner it is vital that brands are aware of the current trends to capitalise on.
This blog post will highlight six eCommerce trends that are likely to continue in their successful growth so far.
Augmented and Virtual Reality (AR/VR) Shopping
Our current innovations in the technological sphere have allowed a new branch of marketing to arise in the industry. Virtual reality software has unlocked a greater level of interaction between brands and consumers, widening the marketing possibilities within the eCommerce arena.
For example, there is a general disconnect between a consumer viewing an item of clothing online and their ability to gauge how the item exists in real-time or on their body. Augmented reality is able to bridge this gap, granting the consumer the experience of viewing exactly how that item of clothing appears on their person. Online brands with this technology can aid in consumers making effective and informed buying choices. Another example is consumers being able to view how a drawer will be placed in their bedroom without having to purchase the item beforehand. Greater visualisation of online goods will both better inform consumers on what they intend to buy and also increase the likelihood of purchase after viewing.
With much convenience offered to consumers due to these innovations, the appeal for augmented and virtual reality shopping is set to boom.
Personalised Shopping Experiences
Integrity and value are traits very well received by consumers. People want to be assured that the brands they invest in are honest and have their interests considered. Over 50% of retail consumers (BazaarVoice) believe that personalised shopping greatly enhances their relations with brands. Despite the advantages that eCommerce platforms possess in the current climate, it is vital that they still ensure consumer satisfaction is a priority. This will solidify the likelihood of consumers choosing to remain with a brand in the long term.
Due to the preferences for these experiences, now more than ever people are looking towards brands that are able to create a personal shopping experience. A survey found that 50% of consumers who make less than $75K are willing to spend more for excellent service (Forbes). This includes factors such as being recommended specific goods according to their prior purchases.
The revenue being generated by mobile commerce has been nothing short of astounding. With improvements to mobile software more brands are tailoring their sites for mobile interfaces, strengthening consumer trust in mobile commerce.
Day by day, mobile phones are becoming an integral part of human life and growing within the eCommerce platform.. With the heavy usage of these devices in our day to day activities, it is only natural that a growing number of people conduct their shopping via their phones.There are also many eCommerce platforms available for businesses to build online shops that are optimised for mobile, one such platform is Getsthop Today and they have many Themes available (https://getshop.today/home/themes)
Optimising eCommerce sites for mobile devices will only serve to benefit revenue within the online marketplace.
Increased Focus on Young Online Shoppers
Young consumers have been a huge driving force in the eCommerce landscape’s large surge in revenue. More consumers between the ages of 20 – 34 have considerably increased their spending since prior to 2020. This is believed to be influenced primarily by the pandemic, encouraging many young consumers to pursue eCommerce due to their convenience and familiarity with online systems.
Brands should seek to take advantage of this by placing more focus on the habits of young consumers and approaches that favour their interest.
Social media is a key avenue of reaching these audiences with many as young as 13 being frequent users of apps such as TikTok, Twitter and Instagram. There is much to be gained by brands investing in social media as an advertising platform.
Consumer Focus on Environmental Safety
Climate change and environmental sustainability are subjects of growing concern for many individuals in our modern age. As such, various corporations have taken an emphasis in ensuring the materials sourced and their production process is environmentally ethical.
For eCommerce businesses to thrive in this landscape they must strongly consider an appeal to environmentally friendly practices. Consumers are growing in increased interest for environmental sustainability and being a brand with an active effort in this sphere can drive sales.
Brands can demonstrate green business ethics by investing more into renewable energy sources as well as biodegradable materials for their products. These practices will only further show integrity and humanity, traits that strongly resonate with consumers. The smallest changes to business conduct can greatly influence brand perception, and eCommerce brands must consider these things going into 2022.
Willingness To Shop at Independent Businesses
Environmental sustainability aside, consumers are exhibiting a growing desire to shop at independent businesses, especially those that feature a unique range of products. Consumer focus towards independent and smaller businesses can be attributed to a rise in entrepreneurship. Some people feel they are able to easily connect to smaller or independent brands due to better customer service.
Brands should, if necessary, look into expanding their range of products to more unique merchandise. Authenticity is valued much by consumers, and by offering them a unique product range brands can differentiate themselves from the competition.
Another factor in the gravitation of consumers towards independent businesses is due to the devastating effects of the pandemic. Many small and independent businesses were not able to successfully function because of the face-to-face restrictions imposed due to the virus. With many stores having to close indefinitely a growing support for independent businesses has risen.
Small and/or independent eCommerce brands should seize the opportunity to capitalise on this trend. Standing out from the sea of other brands in the eCommerce platform via implementing unique products, services and the like can greatly appeal to consumers and improve sales.
Various eCommerce trends have risen in popularity over the past 2 years. Most of these trends can be attributed to the advent of the pandemic and its effects. It is vital in this period that eCommerce brands think strategically in how they plan to move forward to achieve business growth in 2022. The ability to successfully adapt to the constant shift in consumer habits are key for eCommerce brands to stay ahead of the pack. This can prove difficult but is worth the effort to ensure new or sustained success in the current eCommerce arena.