- Online purchasing becomes more real thanks to augmented reality.
For e-commerce, augmented reality (AR) has completely changed the game. With this kind of technology, customers can actually see the item they’re buying, which aids in the purchasing process. Because the client may obtain a better sense of the item without really seeing it, augmented reality (AR) has a significant impact on the purchasing experience in some sectors, such as fashion and home décor.
It will be fascinating to see how it plays out next year given that Gartner forecasted in 2019 that 100 million people would shop using augmented reality (AR) by 2023.
This forecast is supported by Michael Prusich, 1Digital Agency’s director of business development:
For example, 35% of respondents said they would shop online more if they could virtually try on items before making a purchase, and 22% would be less likely to visit a brick-and-mortar store if AR was offered through their preferred e-commerce site. AR enables users to perceive a product’s appearance as if they were wearing it, rather than just viewing a 3D model of it. Traditional shopping methods work well for some products and businesses, but AR is going to change things sooner rather than later.
Tessa Wuertz, director of marketing & partnerships at efelle.com, predicts that even more small- to medium-sized companies could follow the trend:
We anticipate that many more companies will use augmented reality (AR) for their goods and operations, to the point where social media and e-commerce platforms will adopt it more widely. Although it is already being used by larger firms, I believe it will soon become commonplace for enterprises of all sizes.
- Voice search will increase in frequency.
More people use voice assistants to carry out regular tasks in addition to owning smart speakers. By 2025, 75% of American households, according to Loop Ventures, will have a smart speaker.
More people will use voice search to conduct online shopping, place restaurant orders, and manage their daily lives as more houses embrace smart speakers. In terms of keywords and content, the rise of voice search presents an opportunity for ecommerce businesses.
On his list of 2020 trends to watch out for, David Zimmerman, Director of eCommerce Solutions at Kensium, ranked “greater participation of voice-enabled solutions in the commerce arena with Amazon Alexa and Google Home” highly.
- AI helps stores understand their customers.
Customer-centric, automated purchasing experiences are made feasible by artificial intelligence (AI) and machine learning. AI is always gathering information on a customer’s shopping habits, the timing of their transactions, and the qualities they want in a good or service. It’s a piece of technology that can’t actually be duplicated in a physical location.
The intricacy of AI and the potential to make it more human-like are both becoming increasingly significant, as Ron Smith, Editor in Chief of The Digital Outdoor, emphasizes:
“People want to feel cared for by businesses, and AI will be designed to do just that. Consumers will certainly seek the effect, despite the fact that we have currently observed the opposite behavior on social media, where AIs learn from humans’ more critical remarks. Companies will soon be able to train bots to provide comfort and products based on customer moods if they can learn how to construct phrases to communicate emotion.
- On-site personalization builds individualized experiences using these findings.
Online shoppers of all stripes, including B2C and B2B customers, want individualized, tailored shopping experiences. The information gathered by AI is what enables a consumer to receive tailored product suggestions and thorough customer service.
It has been demonstrated that implementing tailored experiences online or in marketing campaigns has a significant impact on sales, with one study revealing that retailers leveraging advanced customization capabilities saw a 25% increase in sales.
In addition, merchants that were “developing basic personalisation capabilities” saw “a revenue increase of 10% or more; the retailers in this tier account for 40% of the participating companies.” This accounted for 19% of the participating companies.
According to freelance writer and ecommerce expert Kaleigh Moore, AI-driven personalisation will be more important in 2020:
“As brands harness and utilize more data, they’ll be able to develop very relevant, tailor-made experiences for customers.”
- The personalization of experiences is aided by big data.
Many people are now more conscious of the risk that comes from e-commerce sites gathering their personal information. Due to this, experts’ opinions on the advantages of big data and how it influences the personalized shopping experience are divided.
The expert in conversion rate optimization at Kensium Solutions, Luis Catter, has his own forecasts for how customization will proceed in tandem with data issues:
Personalization will eventually reach the internet of things as the digital companies keep growing and bringing more services in-house. We’ll see suggestions on our thermostats and doorbell cameras in addition to search engines and e-commerce sites. We will have the option to reject some of the legislation if it is passed, though. People who have highly customized experiences and those who do not will emerge as an intriguing dichotomy as a result. This will have intriguing effects on our ability as marketers to connect with potential customers.
- Chatbots make buying more enjoyable.
Chatbots converse with online customers in a manner similar to that of a salesperson in a physical store. Today’s consumer demands to be able to locate and purchase a product in a few of clicks, and they become irate if they can’t. A chatbot could intervene at this point to keep the deal going.
In 2020, 80% of firms, according to experts, will be utilizing chatbots.
The CEO and founder of the ecommerce thought leadership blog, Shane Barker, makes the following argument:
“Chatbots are extremely popular today for customer service. But I believe they’ll fundamentally alter how people shop online. They’ll develop into one of the most significant marketing instruments. Self-checkout kiosks will probably become commonplace in the retail sector, and in-store marketing will rise.
CEO of Optimum7 Duran Inci predicts that chatbots will become more personalized in the future to enhance the client experience:
“I believe that personal shopping assistant online bots will become more common, using previous data to help anticipate new products that you’ll like. This is similar to how chatbots are becoming more intuitive. similar to the recommendations for related products on Amazon.
- The use of mobile shopping is still growing.
In today’s society, being able to shop on a mobile device from anywhere is essential. You will lose out on significant prospects if your e-commerce site is not responsive on mobile or through web apps. Mobile users who shop desire the extra convenience and the option to pay electronically.
In 2019, Statista predicted that 73% of ecommerce sales would occur on a mobile device by the end of 2021.
One of many who believe that “better quality and more mobile payment integrations” will usher in change in 2020 is Corey Dubeau, VP of Marketing at Northern Commerce.
- More payment options.
Customers have different needs when it comes to payment options, but if they can’t make a payment the way they want to on an e-commerce website, they can back out of a prospective sale. Conversion rates on mobile devices can be raised by providing a range of payment options. Additionally, clients will be able to complete the checkout process even quicker the next time they make a purchase if they can save their payment information on your website.
According to Joe Chilson, Head Writer and Account Manager at 1Digital Agency, centralized payments will advance in 2020 as well:
“Imagine how simple it would be to purchase a thing on any website if you could only provide them with an ID that is specific to you at the checkout. The centralized wallet service that would securely store all of your payment information, shipping and billing addresses, preferences, etc. would use this special ID. Although organizations like Apple and PayPal have previously criticized this, I believe it has the potential to spread more widely.
- API-driven and headless ecommerce enable ongoing innovation.
Headless commerce is a technique that totally separates the frontend presentation layer from the ecommerce infrastructure of an online store.
Because of the flexibility on the backend and the enhanced SEO, content marketing, and digital experience capabilities, more ecommerce organizations are implementing headless.
“With headless, we receive more control over our content and consumer journey through checkout,” LARQ Ecommerce Architect Antonio Kaleb says. The headless BigCommerce solution met a demand we had for many regions by enabling us to consolidate all of our stores under a single domain, for which we have created extra functionality.
- Videos capture customers’ attention.
In 2019, video engagement with customers was quite effective, and it won’t be going away anytime soon. A terrific method to immediately capture and engage a customer and inform them about your product or service is by making videos for your website.
Ron Smith, Editor-in-Chief of The Digital Outdoor, examines the usage of video in customer education:
“In my opinion, the usage of podcasting and brief video content can help purchasers understand more about how an ecommerce brand’s goods and services can help them take advantage of an opportunity, overcome a difficulty, or solve a problem. The technology to micro monitor a viewer’s interaction is available with these two types of content development.
Shane Barker underlines the significance of:
It is impossible to overstate the value of videos. Videos can better assist you in describing and showcasing your products than photographs ever could. You want to think about including product videos in your online store.
- Subscriptions encourage repeat business.
These days, subscriptions come in different shapes and sizes, and consumers are drawn to them for their convenience. Subscription services give businesses a means to prepare for sales and inventories that are already committed.
In the upcoming year, more businesses will likely offer subscription services or monthly payment options for larger purchases, according to David Zimmerman, Director of eCommerce Solutions at Kensium.
- The importance of sustainability is rising.
Environmental awareness is growing among both consumers and companies. As a result, customers are more aware of where they purchase, the consequences it has on the environment, and other connected factors.
According to a survey, 75% of respondents wanted to see less packaging and 50% of respondents wanted to see more sustainability in the fashion business.
By adopting recyclable materials, biodegradable packaging, and paperless practices whenever possible, many organizations are figuring out methods to be more environmentally friendly.
- Companies should maximize their digital marketing efforts for conversion.
Bringing in new visitors to your website is one thing, but converting them is another. Businesses will optimize their product pages in 2020 in an effort to increase conversion rates. Conversions can also be attained through multi-channel selling, whether they come from Google Shopping advertisements or Facebook advertising.
Head of Content at Metric Digital Scott Ginsberg continues:
“More and more companies are vying for the same consumers’ eyeballs. Facebook’s algorithm favors video and motion-based content since these formats are more likely to capture viewers’ attention right away. Additionally, today’s consumers are more impatient, demanding, and interested than ever. Make sure you are familiar with the details of Performance Ad Creative that not only generates conversions but also looks great. The only approach to ensure that your business will be uniquely positioned to stand out in the always evolving digital marketing landscape is to use those channels effectively.
- B2B is evolving and increasing.
You need not worry if you ever thought that B2B would become obsolete. According to Statista research, global B2B retail ecommerce sales are projected to exceed $1.1 trillion in 2021.
According to Forrester, by 2020, Millennials will make up about half of all adults, which will result in an increase in Millennial B2B purchasers. Both of these target audiences want to be able to quickly investigate the solutions that will meet their needs without having to speak with salespeople.
These needs are being addressed by B2B ecommerce companies. Connie Wong, marketing manager of Silk Software, discusses this change in the following way:
“The time when orders could only be placed by phone calls or fax order forms is dwindling. More and more companies are starting to realize the benefits of providing online customer service. Teams are shifting away from spending the majority of their time processing order entries from email spreadsheets or paper forms by automating these operations through an e-commerce site. Instead, companies are reorienting their attention to what really matters: interacting with consumers, giving them a great customer experience, and developing long-term client connections.
