Knowing that the ecommerce is a resource able to revolute the performance of a company, is not something new: it only takes a quick search on Google for being submerged by data regarding the growth of the ecommerce in the past years.
“In the last year, the 40% of the global population- 2,81 billion people- has done an online purchase and it has been esteemed that within 2020 the online buyers will reach 3,20 billion”.
That is why it has become even more fundamental to have a structured plan, able to accept the requests of your own clients and, above all, being able to predict the future needs of your own audience. Therefore, the winning plan is the one that stops chasing after problems and is able to ride the new trends!
Who manage these trends?
As always, the pioneers of the new selling methods are the global BIGs of the online trade: from Amazon to Ikea, from Apple to Ebay, and so on.
How many of your clients usually buy in the platform quoted above? The users are getting used to the new purchase methodologies that are always able to satisfy their needs. Can you ecommerce keep up with this transformation?
The good news is that these trends are spreading and are becoming a standard, plus the implementation of these functions has become sustainable even for the ecommerce of a medium/small level! As always, the pioneers of the new selling methods are the global BIGs of the online trade: from Amazon to Ikea, from Apple to Ebay, and so on.
What are users expecting in 2020?
Here there is a selection of trends that has spread in the last year and that will become even more present in the online purchase experience:
1. Study of the Customer Journey
The process at which end a person decides if to complete the purchase can take only few seconds (ex. bus tickets) or months (ex. the car).
Your ecommerce has to keep into consideration all the pahses of the purchase process of your clients, that usually is structured in 3 phases: awareness, consideration and action.
2. Subscription Economy
The subscription economy is spreading more and more, even if it needs more open- mindedness about changes.
Instead of buying just one time a product or a service, you can have access through a periodic rate (usually a month). A clear example is the one of the purchase of Blu-Ray through a pay-as-you-go system, but this type of commerce based on subscriptions , is available in more other sectors, like car-sharing or the purchase of a software.
3. Omnichannel experience
The omnichannel, an approach that guarantee to the client a full purchase experience, is no more something new but has become a real need: the users that are active on the website, on social media, on the chats and even more channels, are expecting the same from the brands!
4. Headless Ecommerce
Usually the clients know nothing about technical infrastructure of their own favourite ecommerces, but that does not mean that this aspect has not been influenced by trends!
The Headless Ecommerce is an hot topic because it allows you to unbind those parts of the ecommerce regarding brand narration (ex. home page, editorial pages, etc.) from the functional aspects of the platform. Thanks to this, it is more easy to guarantee a customized and reacher-in-content purchase experience.
5. Optimize the conversions
The field of the ecommerce, is a really competitive one. There are between 12 and 24 millions ecommerce online from everywhere in the world: it is hard to rise from the group.
Luckly, a good optimization strategy can be a fundamental support.
6. Winning thanks to personalization
The 80% of the customers are more willing to buy from a company that offers customized experiences. You can not lose this opportunity!
7. User Generated Content (UGC)
The User-Generated Content is a huge worthy resource. Especially in the ecommerce, reviews and customers posts on social are extremely important.
8. Clothing and Shoes
Due to Statista, within 2023, the global online purchases in the fashion sector will reach 872 millions of dollars. The clothing sector continues to dominate the market even if shoes and accessories are covering an interesting part. One of the major causes of this boom is definitely identifiable with even more facility and velocity of shipping and return.
9. AI and Machine Learning
The first thing that comes up to your mind when talking about AI and Machine Learning is the funcion “Suggested products”. But this is only one of the possibilities offered by AI.
The artificial intelligence is changing the marketing thanks to algorithm supporting the management of customer experience: predictive analysis, personalized user experiences, even more effective and well-performing digital marketing campaigns and automatization.
10. Smart Automation
At this point, it is impossible to conceive a wide range ecommerce without Smart Automation. The “Smart Automations”, infact, forters the lead nurturing in every step and personalize even more the results of users researches.
11. Master Targeting
The personalized and targeted offers are at this point a standard, but in 2020, thanks to AI and Big Data, the performance level will increase considerably!
12. Fidelization of the customer
Catching the attention of a new client costs 5 times more than maintaining an already active client. So in 2020 is becoming even more indispensable to guarantee to your customers the satisfaction for having chosed your brand. How? With highly personalized offers and contents.
13. Product Tagging
Instagram and Facebook already let you tag the products in your own posts. Do not disregard this trend on your ecommerce! It is a good method to exploit visual contents!
The safety of the ecommerce is fundamental for your business, but also for the experience of your users.
Do not limit yourself in making untouchable your ecommerce, but be sure that even your users feel it as well as safe!
15. Consider B2B
The prediction of 2020 regarding the entrance of online B2B business is of 6.600 billion dollars, overcoming considerably the prediction for B2C (3.200 billions dollars). Do not lose this opportunity!
The ecommerces are moving through new and innovative purchase manners.
Here there are more articles wrote by the Team Eurostep that may be helpful to deepen some topics covered.
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