Four E-Commerce Trends to Expect in 2020

Ally Feiam By Ally Feiam | 10 Sep 2019

The 2010s are nearly behind us, which means a whole new era of trends, technology and surprises. As we figure out what has and hasn’t worked in the world of retail, what can we expect for next year?

While some trends are brand new, some have been bubbling behind the scenes, now ready to take off. Whether you’re the Marketing Manager of a small business or the CEO of an international brand, here are some trends to pay attention to for the next 12 months.

  1. M-Commerce is Making it Big

    Currently, Europe is leading the way with M-Commerce (Mobile Commerce). According to a new study, 67 per cent of online shopping comes directly from mobile, which isn’t surprising given the recent upgrades in Native Apps and in-app shopping. This is compared to a mere 59 per cent in the U.S. According to the Power Retail Spotlight Series: Retailer Apps, only six per cent of online retailers offer an app. But this is all going to change in 2020. Apps and M-Commerce may just hit the big time, considering that 82 per cent of online shoppers own a smartphone. While it’s nothing new, social media has become a somewhat mecca for online shoppers. So, make sure that your brand tackles the Instagram Shopping platform; it seems like the next natural step for online retailers.

  2. Introducing RPA (Robotic Process Automation)

    As the world further embraces technology, so will e-commerce professionals. Automating processes may feel like a robot ‘taking your job’, but it can help streamline a process and give those in your office the opportunity to progress on other things. From the warehouse to customer service, there are so many ways to improve monotonous tasks. Platforms such as UIPath and SamTechnology help alleviate the extra load that retailers will start to feel with the ever-growing expansion of online shoppers, and it’s now time for retailers to embrace it.

  3. Say Goodbye to PurePlay

    It’s time to bid farewell to PurPlay strategies. With the fast-approaching span of clicks to bricks, click and collect and everything in between, the rise of Omnichannel platforms are on the horizon. In 202, we will see retailer blur the lines between traditional brick-and-mortar and online, there will be multiple ways for customers to make a purchase, and it may not just be via the traditional methods that we know today. According to American research 73 per cent of shoppers use multiple channels to complete their shopping journeys, so it’s imperative to act on this trend now before it becomes the norm. Stand out!

  4. Get to Know the Shoppers with Personalisation

    It’s a trend that has lasted for many years – it’s almost like e-commerce’s answer to Millennial Pink. And just like the shade of rose, this trend is staying for a reason. Grabbing the shopper’s attention with large fonts and exciting sales just won’t cut it anymore. Social media has created a persona for every brand, and customers expect the same thing when they make a purchase online. Gone are the days where you could say ‘Hi [Insert_First_Name]…’ – every Tom, Dick and Harry is doing that. If you want to really capture the attention of your audience, it’s important to personalise your content. A new study shows that 33 per cent of shoppers will ditch a brand due to its lack of personalisation. Whether this means recommending items that are similar to the products that the customer has searched for, provide custom content (much like Pinterest) to the user’s feed, or even just sending them an email when the product they’ve favourited has gone on sale. These small but effective ways can maximise the sense of trust and loyalty between the brand and its consumer.

While we don’t have a crystal ball, these trends have been bubbling for some time, so it’s only natural that they become fully-fledged over the next 12 months. As the new year rolls around, it’s not the time to get complacent. E-commerce is on the rise, and it’s essential that a brand takes these trends and maximises its growth.

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