HASn the Covid-19 crisis, e-commerce exploded in 2020. According to the Federation of e-commerce and distance selling (Fevad), in 2020 it accounted for 13.1% of retail sales in France , compared to 9.8% in 2019 and 9.1% in 2018. A consumption pattern that has become permanent, as this share reached 14% in 2021. Faced with this growth, the sector must adapt. In a study published in March, the SimilarWeb digital marketing platform, whose audience analysis tool allows you to discover the orientations of an industry, lists the top 10 e-commerce trends to keep an eye on in 2022.
Buy on social networks
If every brand now has their own Instagram or TikTok account to promote themselves, more and more of them are offering to buy directly through these social networks. Some, such as the giants Alibaba or Walmart, go even further by organizing “livestream shopping”, during which users can shop live during an event filmed live on social networks.
Difficult, sometimes difficult to buy online without actually seeing the item. Some sites now offer virtual set-ups thanks to augmented reality with which you can see what this sofa would look like in your living room or if this sheath dress is your size by simply uploading a photo.
Rules more respectful of privacy
Between the Chinese Personal Data Protection Act of November 2021, the California Consumer Privacy Act enforced from August 2020 or the European General Data Protection Regulation (GDPR) implemented in May 2018, the regulations are more respectful of consumer privacy, always more informed and demanding.
More and more artificial intelligence
Today, AI in ecommerce is no longer limited to providing advice for upselling or cross-selling. It is also used for chatbots, to automate product descriptions, to recommend sizes, to improve search results, or to avoid chargebacks and fraud.
Direct sale to the consumer
Some brands, like Nike, focus on direct-to-consumer channels, or DTCs, rather than going through intermediaries. Result: The equipment maker saw an 82% increase in digital sales in the first quarter of 2020, which is before the pandemic. According to SimilarWeb, global DTC sales are expected to reach $ 151.2 billion in 2022, up 16.9% from 2021.
Work on loyalty marketing
The problem with the success of e-commerce is the proliferation of sites and therefore competition. To prevent their customers from scattering, brands must mobilize on “customer loyalty”, in other words, retain their users, particularly through a remarketing strategy to engage previous and current customers.
A consistent omnichannel experience
E-commerce, brick-and-mortar stores, social networks … According to a study, 69% of shoppers expect a uniform experience across all channels, even though only 24% of companies say they have succeeded. It is therefore a point on which to work imperatively.
New payment methods
More and more users are reluctant to enter their credit card, because they consider the method boring or not sufficiently secure. Sites have to adapt and offer other means of payment such as Paypal, Amazon Pay, Apple Pay and even, why not, cryptocurrency.
More smartphone purchases
In 2022 mcommerce, or mobile commerce, should represent 40% of all e-commerce sales in 2022, up 21.5% compared to 2021. It therefore seems essential to develop a smartphone friendly offer, even if it is known that mcommerce has a lower conversion rate than e-commerce.
A more ethical consumption
From routing raw materials to packaging, wrapping and delivery, users are increasingly seeking to consume ethically and sustainably and more and more brands are starting to play.