Knowing the 2024 eCommerce trends can help you plan better and prepare for new challenges to come. Many merchants today want to offer a great product, which is essential, but not enough to move inventory. That is why we always say that you need to create a positive shopping experience around your products. And a big part of this has to do with adopting and implementing the latest e-commerce trends in our business.
In 2024, there are a whole range of new trends that could drive significant growth for your eCommerce business. In this article we have selected the main trends that we believe will change the way people buy and sell online. So go grab a coffee and prepare your notebook, because this is what you can't ignore in the coming months.
14 ecommerce trends 2024 that you should consider carefully.
1. Short format videos.
Short-form videos have taken the world of social media by storm and platforms like TikTok have become new channels to promote businesses.
For marketers, it's relatively easy to get reach on TikTok right now. No matter the number of followers you have on your channel, it seems the platform is boosting the content of almost any person or brand.
If during 2024 you decide to venture into TikTok territory, a key tip: don't be overly promotional. TikTok users are pretty good at distinguishing a promotional video from an organic one. Try to adapt your content by taking advantage of trends in music, effects and video concepts.
2. Direct messages (DM) for customer service
Most clients want to be served individually. So that 1 to 1 relationship that we can cultivate is important. On channels like Instagram, an increasing number of people communicate through direct messages. It's almost a chat. This reflects a broader trend in the world of ecommerce.
According to HubSpot, 19% of consumers contacted customer service via direct messages in the last 3 months, 45% more than in 2022.
What does this mean for eCommerce store owners and managers? For one thing, you'll need a more diverse customer service strategy, spanning multiple platforms. Ignoring or delaying responses on channels like Instagram or X (formerly Twitter) could lead to lost sales or decreased customer satisfaction.
If you lead a larger operation, consider investing in an ecommerce platform that can integrate or manage multi channel interactions. On top of that, make sure your customer service team is trained to handle messages professionally on social media.
3. Social commerce
Would you ever buy a product on Instagram or TikTok? Based on HubSpot data, almost half (47%) of social media users would do so. What's more, 42% trust social media platforms with their credit card information.
Social media is no longer just a promotional tool: it is a marketplace where you can sell products directly to consumers. For example, through Instagram Shops you can open a store, add products, and post ads to increase awareness. All directly from the Instagram application.
Social media is ushering in a new era for digital commerce. Those who leverage social media as a direct sales channel can access a huge (and still growing) customer base.
4. Sustainable shopping
It is the era of a new type of customer. Now, more than ever, consumers are engaging with companies that align with their core values. An example: 46% of consumers are more likely to purchase from a company that actively donates to charities, versus one that does not.
Corporate responsibility is not just talk; It's actually influencing consumer purchasing decisions, and more e-commerce stores are expected to begin prioritizing sustainable sourcing, packaging and manufacturing in 2024.
5. Same day or next day deliveries
Amazon has opened nearly 45 shipping sites in the last four years and is expected to increase to 150 in the next few years. Considering that 40% of consumers (in the United States) expect their online delivery to take between two and three days to arrive, this move makes sense.
But the need for (delivery) speed is not just for the big retail giants. On platforms like Etsy, sellers are being informed that they can update their order processing time to include weekends. That is, if orders are placed on Sundays, your customers will see faster delivery times.
In fact, order delivery times are usually a sales accelerator; the sooner the order can be received, the more customers will want to buy. Consumers not only want fast delivery times, they expect it.
In some cases, they even shell out more money for same-day or next-day delivery. If you don't offer consumers these options, they may go to the competitor that does.
6. Augmented reality and virtual reality
Imagine that you want to buy a new sofa for your home. What will it look like at home? Would it fit with the current decor?
Companies like Ikea offer an AR application that allows you to place 3D products in your home. The products are full scale, so you can see if they will fit and how they will look in your room.
Augmented reality and virtual reality will continue to keep pace in 2024. Over time, it will become a standard for companies to offer AR and VR options. Ultimately, these additional benefits justify the initial investment in new technology.
As e-commerce grows, consumers will buy from companies that allow them the option to visually try products before purchasing.
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7. Live shopping
Have you ever wanted to sell your products on live television? Now you can do something similar on social media. In 2019, Amazon launched its live shopping platform, Amazon Live.
Two years later, TikTok began testing a live shopping feature in the United States. YouTube and Shopify followed suit closely, expanding their live shopping partnership.
All of these investments point to a more immersive and interactive future for e-commerce, one that goes beyond scrolling through static images and reading product descriptions.
8. Automation and chatbots for online orders
With 1.3 billion people on Facebook Messenger, it makes sense to leverage chatbots for marketing, customer service, and sales. With e-commerce, you can go one step further.
Domino's uses its Messenger bot, Dom, to place full menu orders. The implications of this are enormous: when fast and simple are priorities for consumers,Domino 's will beat all the competition.
Additionally, chatbot orders are an opportunity for you Domino 's Serve your audience in a new way, proving to be a useful and forward-thinking company.
If it makes sense for your business, I would suggest creating a chatbot like Dom while it's still an open field. In a few years, this could become a widespread way of ordering and lose some of its current novelty power. And with the rapid growth of Artificial Intelligence This is almost done today.
9. First the mobile and then the desktop
According to a HubSpot report, when shopping online, approximately 75% of consumers prefer to use their mobile devices, compared to 15% who prefer desktop and 6% who prefer tablet.
As mobile shopping continues to grow, It is important to create a mobile-friendly eCommerce. Facial and fingerprint recognition technology, as well as one-click payments, will simplify mobile payments and further encourage consumers to switch from desktop to mobile.
Mobile will soon become the preferred payment method for e-commerce transactions. For example, Starbucks created a mobile ordering and payment app in 2015. By 2021, 26% of all Starbucks orders were paid for via mobile devices.
Starbucks said its Mobile Order and Pay app is so popular that it creates congestion in stores and extra-long waiting lines, which they are trying to solve by hiring more baristas. If mobile ordering generates a larger pool of consumers in stores, I think it's a worthwhile investment.
10. Image search
Imagine this: You're in a store and you see a beautiful sofa, but you don't feel like paying full price, so you take a photo of it and use eBay's image search to find similar products and get a better deal.
As ecommerce becomes mobile, companies will begin to offer options to visually search for products using personal photos or photos found online.
Since image search offers opportunities to find similar products at a cheaper price, you could eventually drive consumers to shop online even if their shopping journey started in a physical store.
Some ecommerce companies have already successfully implemented image search features on their online platforms. Pinterest, for example, has its own image search function. Google has had it for a long time too. It is another very powerful functionality that is technologically available.
11. Voice search
As Amazon Echo, Google Home, and other voice-activated devices grow in popularity, voice search will become the preferred search method.
About 40% of US internet users use a voice assistant at least once a month. Optimizing your business for voice search is critical in 2024, or you could lose the vast majority of consumers who choose to shop through voice-activated devices.
Walmart made it possible for consumers to order any of their items by voice on Google Express and, in the future, will allow consumers to place orders for in-store pickup through Google Home. Target, Costco, Kohl's, Staples, Walgreens and many other stores are in the process of creating similar options for consumers.
Since voice search is 3x more likely to be local, it's also important to make sure your business listing is updated on Google to reach local searchers (with accurate hours, an up-to-date address, photos and reviews, etc.).
12. Product videos
Even when consumers are online, they will still have the same questions about a product's functionality and design as they would in the store. To compete in ecommerce, you'll have to answer all your questions digitally, and one of the easiest ways to do this is through video.
A high-quality video that addresses the design and function of your product is one of the best ways to sell it. Video can appeal to your consumers' emotions, persuading them more convincingly than text.
Redsbaby, an Australian baby stroller company, does a great job of this. Your baby stroller videos show actors using Redsbaby strollers during a “typical day,” so consumers can be sure they understand what they are buying, even if they have never seen it in the store.
13. ROPO (“Research Online, Purchase Offline”)
It can be difficult to track how your digital efforts translate into offline sales. Fortunately, ROPO (“research online, buy offline”) is a tool that will become more advanced and reliable next year and can help retailers accurately measure how well their digital ads contribute to sales in physical stores.
ROPO combines information from social media, mobile tracking/geolocation, mobile payments, in-store inventory, analytics tools, CRM systems and more to determine which ads and site pages led consumers to make in-store purchases.
This is invaluable information. By knowing which digital ads contribute most efficiently to sales, ecommerce businesses can create more targeted, higher-converting campaigns and feel confident that what they do online is meaningful to their consumers.
14. Machine learning and artificial intelligence
You encounter machine learning and AI every day. Maybe you don't realize it. Just one example: Netflix, instead of dividing viewers by age, location or gender, Netflix created 1,300 “taste communities.”
Netflix makes recommendations for similar movie or TV show preferences based on what is most popular for viewers in that community. This is the future of machine learning.
Other ecommerce platforms will soon see personal benefits from using algorithms and machine learning to figure out what content they should deliver to which audience. In the future, content will be divided using machine learning and artificial intelligence, so that consumers receive only the content (or products) that interest them most.
Now is your turn!
Today, stores can't compete without offering great eCommerce options. It's not enough to post product images on your site and hope your ideal customers find them. Everything goes much faster.
By adopting some of the trends mentioned, you will be able to connect with your customers wherever they are. and offer them a positive and unforgettable shopping experience.
Ready to take your eCommerce business into the future? Contact us today here to start an incredible project together.
Digital Marketing Manager at Orienteed.