Ecommerce has come a long way from the time when a tiny company called Amazon started selling books online. Today predicted sales in the eCommerce industry are expected to cross $27 trillion by the year 2020. The mobile revolution further fueled the eCommerce revolution and today, you always have your favorite store in the palm of your hand. Almost 11% of online shoppers shop online using their smartphones. 35% believe that the mobile will become their preferred purchasing tool. 39% of the shoppers look towards social networks for purchasing inspiration. Clearly, eCommerce is evolving at a rapid pace. With every product imaginable available online and the increasingly mobile nature of the eCommerce customer, just having a good eCommerce website is not good enough anymore. Consumers today expect that online transactions will mimic the engaging and immersive in-store experience, eCommerce companies must make sure that they follow the latest trends to stay their customer’s preferred online shopping destination. Here’s a look at some of the latest eCommerce web trends you cannot afford to ignore.
- The ‘motion’ experience:
Motion is making big noise in eCommerce design this year. Subtle animation, some form of movement on the website, to engage the customer will be a UX imperative this year. The idea of introducing motion is to attract the consumer, keep them engaged, and make the online shopping experience more alive. You could, for example, use animated iconography like Etsy uses to notify people when a product is almost sold out. However, as with everything else, minimalism rules here as well. Don’t overdo the motion experience. This could annoy more than improve.
- The Social Connect:
Today, 9 out of 10 people turn to Social Media before they make a buying decision and almost 75% of people purchase something after seeing it on social media. The Shopper Experience Index reveals that shoppers lean heavily on visual content to absorb the experiences and behaviors of others and to discover the products people are using on social channels.
Social shopping is expected to be one of the biggest eCommerce trends for 2018. This provides retailers with the opportunity to showcase their products on the social applications their consumers spend the most time with. Levis, for example, added the social connect to their eStore and found that almost 30% of the website traffic started coming from Facebook. Adding the social connect to your eCommerce website will become imperative to give today’s shoppers the opportunity to purchase a product without switching between websites or applications.
- Shoppable videos:
We all know that videos are a mainstay in the eCommerce landscape. They play a big role in drawing the crowds to your website. However, 2018 is all geared to be the year of shoppable videos, where the consumer will be able to shop for a product or service directly from the video itself. Shoppable videos reduce the catalog browsing time for the consumers while providing them with the best visual shopping experience. Global retailers, Marks and Spencer’s have given this trend a try already by selling their new denim collection via such videos wherein the customer could pause and purchase the denim at any point directly from the video itself.
- The omnichannel transition:
The customers of today demand a fully integrated and unified shopping experience. The Shoppers Experience Index 2018, thus unsurprisingly shows an accelerating transition among online retailers towards providing customers with an omnichannel experience. Retailers thus need to focus heavily on delivering a high-quality customer experience that is consistent across online and offline channels irrespective of device. This omnichannel approach allows the customer to view the product on any device, ship purchases to stores, have in-store purchases shipped to them, and process returns and exchanges in any store location. With this approach, Online retailers can truly increase their market reach and develop the capability to sell online as well as offline. They can effectively ‘be everywhere’.
- Artificial Intelligence is on the rise:
AI is going to take eCommerce to the next level. eCommerce companies such as Amazon and eBay are already leveraging AI to improve the online shopping experience. Did you know that Amazon’s recommendation engine drives 35% of the company’s sales? In 2018, Use of AI in eCommerce in the form of chatbots and AI assistants, smart logistics for automated warehouse operations, recommendation engines to analyze customer behavior, and in making hyper-personalized product suggestions will see significant growth.
- Voice search to become more commonplace:
Voice search is geared to take off this year as voice assistants such as Google Assistant and Alexa become more commonplace. Research suggests that more than 40% of millennials use a voice search before making a purchase online. Almost 20% of Google searches on mobile are voice-based. With mobile commerce gaining an even stronger foothold (it is estimated that mobile commerce will cross $600 million in 2018), optimizing the online store for voice search becomes imperative this year.
Finally, eCommerce websites have to become more performance-focused this year (like the years that went by!). Jem Young, of Netflix, said, “Beyond frameworks, beyond libraries, beyond the latest design trends, it’s performance that ultimately matters the most…For eCommerce businesses especially, where the difference of 200 milliseconds can mean the difference between gaining a customer or losing them to a competitor, keeping your site performance is crucial in order to stay competitive in 2018.”
How many of these eCommerce trends is your company following? How have they worked out for you?
Do share your experiences with us.