The use of eCommerce has been on the rise for many years now, and with everything that has happened to both society and the workplace with the events of a global pandemic, the business world has taken a massive step forward into the world of eCommerce and the digital economy. From global companies, to small businesses, and even just people wanting to start a “side-hustle” to earn a little more money to pursue their dreams, eCommerce continues to be mass-adopted at a rapid pace. As eCommerce continues to evolve in 2022, we want to tell you about a few trends that you should be aware of, no matter how big or small your business is. Contact Nxt Era Marketing to learn how we can grow your eCommerce business today!
In this guide, we’ll explain some of the most noteworthy eCommerce trends in 2022. These eCommerce trends include:
- Marketing Trends
- Customer Service & Support Trends
- User Experience (UX) Trends
- General Trends
eCommerce Marketing Trends in 2022
To begin, we’ll go over a few marketing trends that could be the difference in making 2022 your most successful year yet. Remember that even for small businesses, these can be achieved with proper focus and dedication. Another important marketing note is that you should always try to incorporate an integrated approach that includes multiple forms of marketing within one broader strategy. Once the strategy is clearly defined, you can use different channels and media to build off of each other and develop deeper relationships with your customers to help grow your voice and community. With this understanding, here are a few marketing trends to note:
- Augmented Reality & Virtual Reality (AR/VR): Though these technologies seem complex to many, there are actually many simple ways to execute these strategies, and with the “meta-verse” becoming such a hot topic recently, they can’t be overlooked. An easy example of AR in eCommerce is the product visualizer tool used by many fashion brands to show customers how they’d look while wearing the product, for example, a pair of sunglasses projected onto their face. Apps like Snapchat even offer filters you can create and sponsor to help reach your customers even more memorably.
- Video Marketing and TikTok: It’s no secret that TikTok is the fastest growing social media platform over the last several years. This is because consumers have shown a significantly increased interest in both video content and quick, concise information and entertainment. Because of this, video marketing and the utilization of TikTok by businesses (especially those in eCommerce) will prove vital to success and longevity. Whether explaining your products or services, engaging consumers in funny and creative ways, or even using user-generated content- there is no shortage of ways to employ TikTok and video marketing into your eCommerce strategy in 2022
- Direct to Consumer (D2C) Marketing: It’s goal is to simplify the buying process and by doing this it also saves both customers and businesses money, which I think we all can agree is a trend worth supporting in the new year. D2C marketing works by cutting out intermediaries (middlemen) from the buying process. D2C is when the manufacturer sells directly to the (you guessed it) consumer from their own online store instead of using another platform such as Amazon or Etsy to distribute their product. By cutting out the middleman, businesses can control their own story as well as their budgets, bottom lines, and marketing. By doing this, companies can improve their customer journey, which is the goal of all marketing.
eCommerce Customer Service & Support Trends in 2022
With so many options available to the modern consumer across all industries involved in eCommerce, excellent customer service is not an option but a necessity to survive.
- Chatbots: Though chatbots are not a new concept in 2022, they have become increasingly popular in the eCommerce industry because they automate part of your customer service, allowing customers to save time as they find the assistance they need and they save your business both time and money. As AI and machine learning continue to develop at groundbreaking paces, businesses who utilize them will continue to improve customer support and ideally, sales and conversions.
- Multiple Payment Methods: With global commerce now made instant and seamless with such a developed eCommerce landscape, offering a diverse range of payment methods will be necessary to any business who aims to target a large audience around the world. Not only that, but with the FinTech industry exploding into mass-adoption, there are more ways than ever to purchase and finance products online. Buy-now-pay-later (BNPL), PayPal, new forms of payment cards such Venmo or Apple Pay, traditional credit and debit cards, and now even cryptocurrency, these are just a few of the methods a typical customer may expect to use for their transaction! Companies willing to not only embrace, but encourage these new technologies will be putting themselves leagues ahead of their competitors.
- Subscriptions and Loyalty Programs: Another trend that isn’t necessarily a new concept, but rather something that has taken the industry by storm because it facilitates the buying process for both the seller and the buyer. Loyalty programs are simple enough to understand and employ in your strategy- the more a customer purchases over time, the more benefits they will receive from the business. Subscription models aren’t complex but they should be fully understood before converting your business model. Companies like Dollar Shave Club or Butcher Box who send out a customizable monthly supply of their products are a great example of this strategy.
eCommerce User Experience (UX) Trends in 2022
Similar to customer service, industry leading user experience (UX) is crucial to the success of an eCommerce business. With such tough competition across any online industry, those who have a seamless experience with an aesthetically pleasing website and design will establish themselves as leaders. Search engine optimization is huge for UX and vice versa, but for eCommerce, your UX needs to go deeper. Here are some UX trends to be aware of in 2022:
- Buyer Journey Optimization: Streamlining the journey of your customers throughout their conversion process should be a top priority. Your goal should be to bring a customer from the beginning of their search to the end as seamlessly as possible. Optimizing every touchpoint to ensure they have a clear and concise buying path will pay dividends to your business. Don’t distract them with unnecessary information or content. Take your customers seriously and they’ll take you seriously.
- Voice Shopping & Conversation Shopping: Two concepts whose names state exactly what they are. Both are becoming increasingly ubiquitous in eCommerce and taking advantage of them will set you apart from competitors. Voice shopping is achieved by allowing customers to purchase your products and services with voice activated devices like Amazon’s Alexa or Apple’s Siri. Conversational shopping (also known as conversational commerce) is the process of guiding your customers through the sales funnel by conversing with them virtually via tools like chatbots, messaging apps, or voice assistants. Think of it as a digital version of a retail salesperson who greets and guides your customers in their journey.
- Mobile Commerce: Also known as “m-Commerce”, mobile commerce involves the buying and selling of goods and services via mobile devices such as smartphones and tablets. While it is essentially the same as eCommerce, it’s important to understand how to reach customers effectively through mobile channels such as apps or even just optimizing your website to better suit mobile devices. With “mobile share” (percentage of mobile online traffic compared to desktop) increasing each year, this is not a trend that can be ignored.
General eCommerce Trends in 2022
Aside from the specific categories above, there are many general and overarching eCommerce trends in 2022 that will have a significant impact on the industry for years to come.
- Sustainability: Environmental sustainability is here to stay. We’ve all heard about climate change and we’ve all seen the stats. One of the greatest trends in the overall business community in recent years has been the shift towards sustainable practices that benefit the world instead of the traditional “slash and burn” economics that we’ve known for centuries. With so many purchasing options available in any industry, the modern customer will choose a brand with a story and mission they too support. Finding ways to incorporate sustainability into your eCommerce strategy will save both the planet and your bottom line- as long as you’re genuine in your efforts and never try to deceive your customers.
- Omni-Channel Experience: The modern customer values convenience. Like many other examples we’ve discussed here, there is so much competition in the eCommerce space- regardless of what you’re selling or to whom. Being versatile and readily available to your customer base is huge. An omni-channel strategy involves utilizing all channels for transactions such as apps, websites, and brick and mortar locations. We often talk about an “integrated approach” to marketing, well, this is exactly that- utilizing the tools you have available to reach your customers more effectively. Finding ways to offer and balance these channels will propel your business into the stratosphere.
- Personalization: Creating a unique and highly personalized customer experience is one of the best ways to maximize your sales and overall branding as a business. Customers have always valued companies who go above and beyond in bringing them quality service instead of just treating them like another number on their balance sheet. Whether this means personalized ads, omni-channel experiences, or whatever you may think of, be different and be memorable and you’ll reap the rewards.
Utilizing eCommerce Trends in 2022 to Improve your Business
Whether your eCommerce is a global powerhouse, a regional mid-size organization, or you’re just getting started, keeping up with industry trends will help you stay ahead of the curve in this competitive landscape. Knowing your customer and knowing how to reach them is just the beginning. From there you have to deliver a memorable and rewarding experience. The best way to do that is by partnering with an industry-leading digital marketing agency! Nxt Era Marketing has the talent and expertise to help take your eCommerce business to the next level. Learn more today by scheduling your free consultation!
