eCommerce continues to thrive, completely changing the way people shop and interact with the digital space. eCommerce trends for 2022 have been shaped by consumer expectations, digital advances and the COVID-19 pandemic. To perfect the eCommerce experience for your customers, we have put together some of our eCommerce predictions for 2022.
Embracing The Metaverse
The Metaverse is a virtual reality world in which users can interact with others in a computer-generated environment. The Metaverse brings with it incredible opportunities for businesses:
- AR and VR Tools: Adding mixed reality experiences to your eCommerce platforms can offer a real boost to your engagement and conversions. According to Google, 66% of people say that they are interested in using AR for help when shopping. Examples include AR try-on or 3D product models.
- Virtual Stores: Current technology allows retailers to have a completely interactive 3D virtual store on their website. This allows shoppers to look around and peruse your offering just as they would in real life!
- Digital Products: The metaverse is an environment that can not only host your products; you can sell digital versions of your physical products (or new virtual products) for metaverse users to utilise in metaverse environments.
Commerce That Puts Content First
eCommerce incorporates much more than just having a website. The digital space offers so many opportunities for content that consumers connect with, and retailers would be remiss not to leverage commerce channels such as:
- Livestreaming
- Social Commerce
- Marketplaces
- Retail Media Networks
- Metaverse
- And More!
The stats speak for themselves: 78% of consumers say they will buy from a brand after a positive social experience, and 62% of consumers believe that, unless a company has a strong social media presence, they’re unlikely to find long-term success. Numbers like these make it plain to see that investing in quality, consistent branded content should be a MUST.
Reducing Supply Chain Pressure With Future-Proof Networks
In the wake of the COVID-19 pandemic, shipping and fulfilment systems have been strained to their limits. In the face of this, companies need to work on creating flexible, future-proof last-mile networks that no longer rely on physical locations. Retailers can use a multitude of new technologies to do this.
Automation, robots, drones and driverless vehicles can be used to innovate last-mile networks. These technologies will not only speed up the shipping and fulfilment process (which will do wonders for customer satisfaction), but they may even boost sales, as 31% of customers say they are excited about the potential of drone delivery.
Creating Spaces Of Discovery
Part of what makes the shopping experience in the physical world fun and exciting is spontaneity. It’s the fun of looking around a store and finding that ceramic watermelon pen holder you never knew you needed for your desk. This is part of what eCommerce stores have yet to master.
In 2022, retailers will focus on bringing that same spontaneity to the online shopping experience. Live shopping, visual search, and shoppable ads are all options for eCommerce retailers to consider. Visual search is increasingly desirable, with 62% of millennials and Gen Z consumers saying they would prefer to use it over any other search type. With eCommerce, visual search is the digital equivalent of window shopping ‒ both enjoyed and expected by modern consumers.
Streamlined Mobile Experience
Mobile sales are continuously growing, having grown by 41.4% in 2020 and again by 15.2% in 2021 to reach a staggering $359.32 billion! Those annual sales are set to double by 2025. Staying competitive means that eCommerce retailers need to create a simple, engaging shopping experience for their mobile users. Mobile shopping that is difficult to navigate completely derails the shopping experience for consumers. Retailers really need to prioritise creating an engaging mobile platform.
Using the wealth of technology available to create a responsive online store, prioritising easy navigation and promoting a simple checkout process is a great start. Further, at least 50% of consumers are more likely to use a mobile site when shopping on their smartphones, not wanting to download a separate app. For that reason, retailers need to place as much focus on their mobile websites as their shopping apps if they hope to inspire mobile users to shop with them.
Optimised Buyer’s Journey
Since the COVID-19 pandemic and the related lockdowns, eCommerce has become increasingly popular for consumers. In 2020, more than 80% of global consumers shopped online. eCommerce consumers desire simplicity, security and quality from their shopping experience. Retailers need to be sure that their buyer’s journey is fully optimised. Consider the following:
- Improved product search
- Easy-to-navigate categories
- Detailed product pages
- A simple, intuitive checkout process
- A simple fulfilment/return process
To really optimise the buyer’s journey, it’s worth conducting surveys with consumers and finding out what would make their experience even better.
Sustainable Brand Ethos
Sustainability is a trend that isn’t going anywhere anytime soon, and it’s not only for known eco-friendly brands and products. Today’s consumers increasingly want to associate themselves with brands that take a stand and have a purpose ‒ eCommerce included. As a starting point, environmentally friendly shipping options are an easy transition to more sustainable practices for most eCommerce retailers.
eCommerce retailers should consider the environmental impact of express delivery and shipping and show their customers that they are aware of the problem and working towards a solution. Another simple change for retailers to consider is moving towards more sustainable materials for their products and packaging. The packaging waste associated with eCommerce has become distressing to consumers and can be easily rectified with the use of reusable, sustainable or biodegradable packaging materials such as cardboard.
At Marketing Your Brand, we make a point of staying on top of all of the latest eCommerce marketing trends. If you want to be ahead of the competition and keep up with consumer desires and demands, we can help! For professional, hands-on help, simply visit our website to get in touch with us.
