8 essential e-commerce trends in 2019

14

SEPTEMBER, 2018

Online Marketing
E-commerce

E-commerce is one of the fastest growing sectors in recent years. Online sales have shot up, especially since 2014 when mobile devices boomed as a crucial resource for industry and users.

Nobody is oblivious to the fact that smartphones are naturally present in our lives, just as nobody would hesitate to buy online if they found a good deal.

That is why we want to tell you more about the 2019 e-commerce trends to help you understand the way this field is developing and how to take advantage of it.

Putting e-commerce in context

Before going on to talk about trends, let’s take a look at the scope of online sales. Nobody is wondering what e-commerce is anymore because it has become part of our daily lives. Before buying something, users search the net, scour one virtual store after another, gather information and compare prices online. All of that is part of the e-commerce universe, even if people don’t usually say so.

In fact, current forecasts show an annual e-commerce growth rate of 23%. Subject to the different market variables in each given year, this suggests what is thought to be sustained and rising growth, which is clearly showing through in user habits:

  • 2 out of 3 people prefer to buy online because they get better deals.
  • 80% of users prefer to shop from home.
  • 96% say they are willing to buy when the virtual store offers free delivery.
  • It is said that there are 1.6 billion users worldwide who shop online.
  • Direct traffic accounts for 42% of e-commerce visits.
  • 43% of Internet users access online stores using mobile devices.

8 e-commerce trends in 2019

We have already outlined the current e-commerce context – now, it’s time to focus on the main trends to help you reap the advantages:

1. Responsive design

Consultancy firms still assure us that more people visit web stores from a computer than a mobile device, but the truth is that the tables are turning and, like we said before, 43% now use their mobiles to check prices and search for product information. To ensure more online sales, this means it is crucial for websites to have a responsive design that enhances the user experience and keeps it consistent across all channels.

2- Customisation

Another key e-commerce trend this 2019 involves customising the purchase process for users. Offering customers a dynamic experience that adapts to them in real time will be paramount.

Each consumer should be shown unique content including product recommendations based on preferences, geographic location, demographics, past purchases, previous interactions with the brand and market trends.

3- Valuable content

Good content draws in customers. It is no news that content is king, and this is becoming more and more apparent. Companies that invest in content strategies for their target customers have proven to increase their online sales considerably. Just to illustrate this trend, note that 92% of users regularly read opinions and comments posted by other buyers given that they are slightly unsure about online shopping and this information helps to put their minds at ease.

4- Video

Audio-visual content is another very valuable resource at the moment. In 2019, it has been part of the most important strategies launched by e-commerce brands. As well as being a crucial ally in encouraging the purchase decision process, it will be responsible for 69% of all online traffic.

5- Delivery options

Providing the user with different delivery options is practically a must in e-commerce as it helps to finalise sales. Virtual stores are offering more and more product delivery options, and some even invest in having their own delivery service to further customise the user experience and somehow compete with the major couriers.

6- Chatbots

Chatbots are a great way of boosting quality thanks to Artificial Intelligence, and they are increasingly common in the e-commerce sphere. Users interact with the chatbot, which plays the role of a fully automated online sales agent providing instant answers via chat. This significantly speeds up interactions between brands and consumers. But it is not all about customer service – chatbots can also help companies to customise the experience, suggest purchases and even send special discounts.

7- Remarketing

Can a product follow a user all over the net? The answer is yes. The process known as remarketing reaches out to a user who visited a virtual store and left without making a purchase. This method allows the seller to regain the consumer’s attention. Several studies agree that users go through a series of steps or stages before deciding to buy a product, so what remarketing does is make sure a given brand is present until the user is ready to make the transaction.

8- Big Data

Bid data has been transforming the way companies plan their business for years. As far as e-commerce is concerned, this trend is here to stay. Collecting and analysing data will not only optimise a digital store according to the needs of consumers, it can also help enhance the experience, predict demand and even optimise prices.

The potential and scope of an e-store is huge. At Novaigrup, we have specialised professionals at your disposal to help you apply the best strategy according to your virtual store’s goals.

Find out what data and trends were revealed in the European eCommerce Report 2018 on the Esuma website. Esuma (Spanish).

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