Some ecommerce trends come and go with the hype, but some change the entire market trajectory. Marketing leaders are now evaluating their next steps deciding which trends to adopt.
Fad or future? Learn how techs like GenAI and gamification are reshaping ecommerce trends in marketing and how to win by leveraging them.
What’s trending in ecommerce?
91% of customers like a personalized shopping experience. This becomes even more important as we’re moving to a cookieless world with Google planning to block third-party cookies for all Chrome users this year. Most other browsers already block them today.
84% of marketing leaders adopt AI & ML since recent AI developments have proven to speed up workflows. Workflows are also sped up with a rise in low-code/no-code tools.
Let’s see the trends.
1. GenAI power couple: content and execution
7 out of 10 CEOs plan to invest in GenAI this year. It’s proven to speed things up. Marketers worldwide use GenAI to create content but there’s a lot more. How do you leverage GenAI to personalize user experiences and increase conversions? Taking steps in that direction, Netcore has GenAI, which helps generate campaign content and create segments and full journeys with prompts. It also makes product discovery easy.
AI makes experimentation easy
But there’s more: with AI (not GenAI), you get insights into customers’ preferred time, content, and the category they’re likely to purchase from. All leading to better conversions. Since AI automates these workflows, you’re free to test and find out what works best for different audience segments.
2. Hyperpersonalize across omnichannel
An 88% increase in consumer consumption will result from personalized content, and a 20% increase in revenue is expected from personalized experiences. If you don’t show personalized recommendations, consumers will lean toward your competitors that do.
Stellar app, engaging website, vibrant stores… but does your brand experience seamlessly connect across all touchpoints? Consistency is remembered, and memory brings consumers back, leading to conversions.
You control your brand experience, but a MarTech tool helps deliver personalized and consistent experiences across web and mobile channels.
3. Voice and image-based search
Voice and image-based search is a rising ecommerce trend that’s transforming how consumers discover and interact with products online.
However, product discovery remains a problem in the overall shopping experience. If consumers can’t find what they want, they churn. See if your website is search-friendly. Text is the standard but have you explored the potential for voice and image-based search? Consumers like convenience.
Solutions like Netcore Unbxd help consumers quickly search for products with images or image URLs, delivering search results in less than 3 seconds..
LensKart used this to simplify product discovery. Netcore Unbxd implemented Synonym handing in the search bar, trending searches + recent searches, and more.
They saw results like:
4. Using AR and VR to “try” apparel
Flat photos are in the past. The ecommerce trend of AR and VR is revolutionizing online shopping by enabling virtual try-on experiences where consumers can see what the apparel might look like on them. This is a step to mimic real trial rooms.
According to Threekit, a company specializing in AR solutions, 73% of mobile AR users report high satisfaction levels. A study by DressingRoom showed a 30% decrease in return rates for retailers using their AR solution.
5. Inbox Commerce: Turning inboxes into shopping destinations
Inbox commerce is from view to purchases, all without visiting the website. This is a new concept and likely improves conversions since consumer attention is held with everything happening in the inbox. Implementation can take the form of:
- AMP emails: Finish the entire buying process within the email, from adding items to the cart, and entering your address to completing payments.
- WhatsApp Magic Cart: Similar to commerce on emails but available on WhatsApp.
6. Ecommerce marketing after the cookie crumbles
Did you know? Despite 85% of consumers preferring marketers to rely on first-party data, 81% of companies were still entirely reliant on third-party cookies in 2023.
We’re moving to a cookie-less world. Collecting first-party data with web messages and other on-site channels is more important than ever. Retargeting is harder. First-party data is the way forward.
Use first-party data to your advantage – affinity-based prediction
With Netcore’s affinity-based prediction, the user’s most preferred brand, discount, product, and price sensitivity can be predicted, and recommendations can be given based on that.
For Nykaa, Netcore was able to predict user affinity to categories and more by understanding their consumer data. Nykaa achieved an average 30% increase in conversions.
You can also use intelligent triggers to automate communications for different conditions like:
7. Social commerce: from like to buy
Sites like Instagram are evolving to become shopping destinations for e-commerce consumers. It’s easy, convenient, and visual. 77% of consumers globally say social media is a source of inspiration for new products (Statista). 67% of consumers have purchased directly through social media platforms (HubSpot).
Driven by convenience, personalized experiences, and influencer inspiration, social commerce is transforming how brands connect and sell. Explore starting social commerce on your pages to connect and convert faster.
8. Livestream shopping
Livestream shopping is the latest ecommerce trend that’s got everyone’s attention. It started in Asia and is booming in China, with over $3.5 trillion in sales (2022). It’s rapidly gaining global traction. This interactive format captivates audiences with product demos, influencer endorsements, and live Q&A, leading to real-time conversions and valuable data.
It’s like a live infomercial done via social media. Put a charismatic person behind your product and watch your sales go up live.
9. Subscription commerce
Subscription commerce allows customers to receive regular deliveries of products or services. This model is popular for various products, such as beauty, food, and pet supplies. It could also work for apparel; simply segment consumers who shop frequently and put together a subscription program for them to try new apparel.
The average subscription billing vendor enjoys growth rates of 30-50% annually (Stax Bill). It ensures timely replenishment for consumers and recurring sales for you.
10. Gamification to ace loyalty
Incorporating gamification into loyalty programs is becoming a leading ecommerce trend to watch. It’s a great way to retain customers. This innovative approach taps into the competitive spirit and desire for rewards, enhancing the chances of users to return and engage with the brand.
How Pin Duo Duo leveraged gamification
Operating as a grocery app, Pin Duo Duo sought to enhance loyalty and engagement by incorporating a game that allows users to grow virtual fruits.
Here’s what it looked like:
1. The user chooses a virtual fruit to grow
2. Adds water droplets by buying and playing games and tasks
3. Shares and plays it with friends
4. Gets real fruits delivered when the tree is growing
11. Instant deliveries in ecommerce
Instant deliveries are reshaping ecommerce with 2-day, same-day, and even faster delivery options. This fulfills consumer needs for instant gratification.
This is a game of catch-up. If your competitors offer fast delivery, then you need to keep up. Or you could experiment with faster deliveries for a higher cost and see what kind of audience uses it.
However, balancing speed with cost and sustainability remains a key challenge for growing companies. Perhaps such companies can offer this to a smaller geography today.
12. Sustainability: Eco-friendly deliveries and apparel
Environmental responsibility is another ecommerce trend that is becoming a priority for both consumers and brands. 82% of consumers say sustainability is more top-of-mind now than before the pandemic (Think with Google).
Eco-friendly packaging, sustainable materials, and carbon-neutral delivery options are gaining traction. By embracing sustainable practices, e-commerce businesses can attract eco-conscious consumers, build brand loyalty, and contribute to a greener future.
Wrapping up: Key ecommerce trends for 2024
2024 ecommerce is all about consumer convenience and personalization, from product discovery to seamless payments. The key is to focus on collecting first-party data and feeding it to AI and MarTech tools, ensuring you meet your consumers exactly where they are. By prioritizing ease and speed in the shopping experience, marketers can offer streamlined journeys that meet consumer expectations.
Dive deeper into the trends by checking out the video here.
Are you ready to leverage these ecommerce trends and increase your revenue with ecommerce marketing platform? Know more about how Netcore helps, book a demo.
