The world of online commerce is still in its relative infancy, but innovations are always changing the most dominant e-commerce trends. As we change, so do our shopping habits, which means retailers should always look to innovate and incorporate new features into their business.
From AI-powered shopping experiences to new ways of communicating with online stores, 2020 promises to another big year for the future of e-commerce. If you want to ensure you’re capturing every sale you can in 2020, then you could do worse than capitalizing on the trends and tactics in this guide.
The list below was curated by experts on the NitroSell team and our retailers who have their finger on the pulse of emerging e-commerce trends.
1. Mobile isn’t slowing down
Mobile shopping shows no signs of slowing down. By 2021, it is projected that 72.9% of all retail e-commerce will come from mobile devices. This compares with a 2017 mobile market share of 58.9%. The figures can’t be ignored and online retailers can capitalize by making sure their mobile experience is as fluid and user-friendly as possible.
Today’s consumers shop in a variety of methods. They might browse on a mobile and checkout via desktop or vice versa. However your customers choose to shop, you need to ensure you are catering for their needs, and that means having a mobile responsive website.
The benefits of mobile responsive design are countless in many ways (not least because Google prefers websites that are mobile-optimized), but crucially it opens up a whole generation of customers for your business. The Millenial and Gen Z generation grew up with their mobile devices by their side and they will be the driving force behind e-commerce growth in 2020.
2. Artificial intelligence is on the rise 😱 (but in a good way 😌)
AI and machine learning will change the way shoppers interact with retailers in 2020. With AI tools helping retailers to fully realize a strategy for personalization on their website, it will play a huge part in the future of e-commerce during this decade.
Artificial intelligence technology will allow retailers to deliver a greater level of personalization to their customers by learning from their behavior on-site. With AI technology for e-commerce, we can predict the future of retail by learning from the past.
The team at NitroSell is also helping develop the next generation of e-commerce with WebSell, which embraces the full power of artificial intelligence for online retail. To keep on top of product updates and announcements for WebSell, you can register your interest here.
3. Personalization is the future of commerce
As mentioned in the previous point, personalization is the way forward for many retailers, with 9 out of 10 US retailers actively investing in personalization for their business. According to research by eMarketer, retailers typically see a 15% lift in revenue when they personalize their entire website.
Getting relevant product recommendations and offers that are personally tailored to the shopper will be key in the next decade. A personalized experience will increase the bond between customer and brand, turning your shoppers into brand advocates.
4. Google is your new storefront
Unless your brand has serious authority online, you will get most of your customers from organic or paid searches for keywords you’re targeting. With Google Shopping, you can ensure customers can shop for your products directly from the search engine too.
It’s an SEO gold mine for online retailers, and lucky for you, NitroSell integrates directly with Google Shopping. By integrating your e-commerce platform with Google Shopping, it automatically creates a Product Listing Ad that appears on top of SERPs on the shopping tab. Google Shopping has been shown to help boost conversions by at least 17% in a recent study.
To hear more about our Google Shopping integration, book a call with our specialist today:
5. Environmental concerns are trending
Environmental concerns are on the rise and these issues are having an impact on consumer buying behavior too. 50% of today’s digital consumers say that environmental issues are impacting on their purchases, according to GlobalWebIndex.
Not an insignificant number and one that online retailers can’t ignore. Reassuring your customers that you practice a green strategy and have environmental care as part of your policy can be another way to gain trust and brand advocacy with your customer base.
6. You need to prioritize accessibility
A recent ruling in the United States Supreme Court for a blind man over Domino’s Pizza’s website accessibility issues will change the way traditional retailers deal with accessibility. Any company with a physical location must now ensure that their website is fully accessible to those with visual impairments under the Americans with Disabilities Act. Online retailers in the US need to be ADA compliant to avoid lawsuits.
3.4 million Americans currently have a visual impairment, which accounts for 3% of the total number of people in the over 40s bracket. This number is expected to grow to 6.95 million by 2050, so it’s a sizeable portion of the population.
WCAG 2.1 is being used as the standard to measure web accessibility by, but ensuring your website is compatible doesn’t have to be a headache. Get in touch with our specialist today to book your ADA compliance consultation or read more about ADA compliance and recent lawsuits here.
7. Omnichannel is more important than ever
Omnipresent retail or unified commerce is key for 2020. The journey of a customer can no longer be told in a straight line; it’s multi-device and across multiple platforms. Being efficient and consistent across every customer touchpoint is an important trend for 2020.
Omnichannel allows brands to connect more deeply with their customer by creating connected and integrated experiences. Specializing in integrated e-commerce by connecting your in-store POS to your online stores, NitroSell advocates omnichannel retail. With the launch of our first cloud-based POS integration in Lightspeed POS, realizing omnichannel retail with NitroSell has never been easier.
What do you think will be an e-commerce game-changer in 2020? Let us know in the comments below.
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