The sphere of e-commerce covers all commercial and financial transactions conducted on the Internet. As the number of Internet users reaches several billion, the demand for online shopping continues to grow.
However, the catalyst was a pandemic: when the world was “locked in”, e-commerce became a lifeline for businesses and consumers. Growth continues: according to Statistician forecastnetwork transaction revenue will reach $ 6.5 trillion by 2023.
However, competition is rising along with profits. Let’s see what those are trends to follow in 2022 to attract new customers and ensure your financial growth.
The number ofpurchases made via mobile devices may exceed 70% of the total volume of online transactions by the end of 2021. It should be borne in mind that 5 years ago this share almost did not exceed 50%.
This is not the limit: once the representatives of generation Z become full -fledged customers, the share will increase significantly.
It’s worth preparing for it now. It is not enough to adapt the website of a Online Stores on mobile devices – this trend has been around for several years. You need to achieve a “smooth” buying experience : An example: when returning from work, customers select products via their smartphone.
Then they go home, open their laptop and order selected products with just a few clicks, without unnecessary searching.
This example is a goal to achieve. What to do :
- Check site loading speed and quality on mobile devices with different screens,
- Rmake the selection and purchase processes as simple and direct as possible,
- Make sure mobile device users are not limited in their functionality at all stages (search, sort, compare, order, payment, etc.),
- Developing a mobile application – it’s even better.
ang developing your own app for a commercial project is a phased solution. It loads fast, offers full access to features, and can even operate without internet (to display cached goods, attributes, etc..)
The fight for customers is obligatory e-commerce projects to offer products and services on all possible platforms. The modern customer decides where to place their order: on a website, on a social network or via messaging. The task of the company is to ensure presence in all channels used by the target audience.
Yes, there are additional costs involved: you need to hire at least staff to monitor channels, work on content and communications. However, at the same time, it increases the chances of make better sales.
Omnichannel technology allows you to integrate consumer communication channels into one system.
Here’s what it might look like in an example:
- The customer finds the product he needs. He sees the site’s pop-up ad, shows interest and fills out a feedback form,
- The site representative communicates with the customer via WhatsApp, discusses details and sends detailed product information,
- A potential customer is interested in reviews about the company. He found several blog posts and social media posts where experts spoke positively about the brand and its products,
- The customer wants to see the product “live”. The company representative invites him to go to the company showroom,
- After visiting the showroom, the customer orders and pays.
Here is a classic example: the customer’s journey may be shorter and less varied. However, the main thing is that the company controls all the potential channels and leads the customer to a right solution. However, it is recommended to use special CRMs for managing different channels: they not only simplify communications, but also collect statistical data.
The modern customer trusts well -known companies: manufacturers and sellers with recognizable brands. This trend has been confirmed for several years. In the context of increasing competition, company identity is important, as is the work of building public loyalty.
Creating a brand is a global approach. These include the choice of positioning, the public study, the creation of the name and the visual identity. Moreover, modern technologies make it possible to obtain visual elements in minutes.
For example, using the service Logasteryou can build symbols independently and download them as ready to use templates: for a website, social networks, your advertising and printed materials.
A brand is trust. Having it requires developing effective communication, following and responding to audience needs, working well with negativity, and participating in global social projects.
Considering the peculiarities of the modern public, you must understand that an Internet brand is largely a question of visual characteristics. It’s not just about the logo, but also the presentation of the products. Interactive videos rather than static images or augmented reality, as an opportunity to see more, will attract customers and make them more loyal.
To satisfy the modern user, you need adopt a personalized approach. Shopping methods and tools have changed, but customers still want a courteous salesperson to help, suggest and convince them that the buying decision was the right one. 78% of consumers buy where they understand and appreciate.
How can this be achieved in the online space? A modern e-commerce site should have a basic set of customization tools to tailor the experience of its customers. If they don’t, it’s time to change platforms or build a new site. These tools include:
- product recommendations,
- Automatic memorization of customer characteristics (for example, if he first chooses men’s clothing, he will not have to choose it again on the next visit),
- Memorizing characteristics (e.g., clothing sizes entered, car brands, etc.,
- Search personalization (based on data received from the client),
- Letters with incomplete purchase reminders,
- banners with the products in question,
- Banners offering discounts on the product viewed, etc.
- Coupon offers and discounts for products the customer regularly buys,
- product customization (creating custom sets and other options for specific needs).
personalization ideas varied by company and audience. It’s worth exploring your niche and offering what customers need.
The site should be simple and straightforward, then the number of successful orders will increase. An obvious fact, but how to implement it?
Getting the best UX (user experience) requires global work. It influences the following areas:
- Navigation. Convenient design and user interface of the main page of the site, clear logic of division into categories and subcategories, logical menu structure.
- Search the site. Support for various search queries (product name, number, any feature, including misspellings), autocomplete and hints, redirect to some pages if nothing is found.
- Filtering. The look and feel of the catalog, the data in the preview of the products displayed, the filter logic, the ability to compare features at the preview stage, etc.
- The product page. Convenient interface, clear structure, quality visual content, complete description, availability of basic data (features, payment and delivery, discounts, etc.), convenient location of the “Add to cart” button and the ability to purchase no registration.
- Order. Convenient path from shopping cart to payment: few fields to fill, automatic login for registration, saving shopping cart for ordering after a certain time, secure data transfer, selection of different methods of payment and delivery.
Replacing a call center voice robot is not only convenient but also saves costs. You can significantly optimize the staff of live operators, since most scenarios can be written for robotic assistants.
Modern artificial intelligence technologies are evolving: it is quite possible in the near future to get a full -fledged voice consultant who will not be worse than the living operators.
At this point, voice robots can receive instructions:
- Technical assistance with the most common questions,
- product offer,
- Conducting surveys,
Bots can answer calls and call alone, offer products, and interview customers. In the case of technical support, it is necessary to provide for the possibility of switching to a live operator: otherwise, the customer who did not receive a quality response will leave.
Virtual and augmented reality
According to analysts at ABI Research, more than 120,000 online stores will use AR to capture customer attention and improve the user experience in 2022. Some companies are already successfully applying these technologies.
For example, in the spring, Amazon opened a hair salon where you can try a hairstyle or a new hair color using AR. Stores offer to check how the purchased furniture fits into your interior.
Another idea is the ability to see if large appliances will fit in the space prepared for them. This is a promising niche, and many important ideas can be implemented here.
E-commerce trends in 2022 are associated with improving user experience and increasing brand loyalty. Businesses today need to implement end-to-end solutions to fully maximize growing online sales.