The constant evolution: Understanding which trends are set to shape e-commerce

It is Kelkoo’s 20th birthday this year and it has never been a more exciting time to be part of the e-commerce space. Factors such as intensifying purchase power from global consumers, the rise of social media and developments in the tech space continue to shape the very nature of how businesses interact with consumers.

Multi-faceted approach

We’ve seen marked changes in the e-commerce sector, in particular with the rise of Google Shopping Ads (PLA), and Comparison Listing Ads (CLA) across all European markets later this year. It comes as no surprise to me to learn that global e-commerce sales are predicted to account for 17.5% of the total retail market by 2021. Any company looking to attract and retain consumer spend needs to provide a multi-faceted approach to business, delivering quality traffic in addition to a level of digital campaign support, brand awareness and a sound understanding of analytics. Embracing innovation is key to keep attracting e-shoppers, and our in-house teams here at Kelkoo Group have the knowledge and digital experience to ensure that we remain a leader in our sector.

Social shopping

Lines continue to blur between the physical and digital environment, with research showing that 73% of customers using multiple channels in addition to comparison shopping services during their shopping journey. Working with retailers in the e-commerce space, we have seen a shift in the knowledge required in-house to understand how customers buy, which marketing channels do they engage with, and their motivations and main drivers to purchase. This omnichannel approach has seen social media up their social selling buttons and ‘shoppable post’ features. Businesses from Burberry to Ikea, have to understand their customers’ touch points to consider how to better market products and convert clicks into sales – embracing AI and social channels to improve brand engagement. The launch of Instagram Shopping is a prime example of this, revolutionising the way that it’s 1.1 billion monthly users can check out with products that pop up in their feed or via Instagram TV – without event having to leave the platform.

After many years of it ‘being the year of mobile’ the scales finally tipped in 2017 with mobile sales estimated to account for 70% of all e-commerce sales in 2021. Just as laptops took over from desktops, mobile devices are taking over as our platform of convenience, and retailers and advertisers alike will need to continue optimising and adjusting for a variety of screen sizes and gesture based commerce.

Responsible Advertising

Adblockers continue to be the bane of the online advertising world, but they should encourage us to be innovative and responsible in the space, ensuring that the right advert is served to the right customer at the right time. The success of Instagram (60% of users discover products on the platform) and the fact that on average, affiliate marketing accounts for 24% of revenue for merchants who utilise it, is certainly an indicator that there is a growing appetite and level of efficiency in the sector that continues to grow.

Personalisation

Personalisation is increasingly driving the way that customers interact with brands. Gone are the days of personalisation simply consisting of acknowledging a customer by name. Now, e-commerce personalisation can dynamically display a unique and individualised shopping experience to each customer. Making efficient use of any personal information captured from demographics, browsing behaviour, buying history, and other data can help businesses to keep consumers within their buying cycle and improve browsers’ overall online shopping experience. For us at Kelkoo Group, intelligent use of data is a factor that truly sets us apart from our competition, enabling us to help brands gain optimal quality traffic to their site. 

Speed and simplicity

The nature of how retailers are interacting with consumers has also had to evolve to meet with demands for on-the-go shopping and improved ease of ordering and delivery times. Mobile and voice led devices are helping speed up the buying process, as customers can make a purchase in a few seconds. Voice provides consumers with a direct link to brands, meaning that you can order your weekly shop or even order a takeaway from the comfort of your own home without even having to type – being lead by Amazon, Apple and Google. Speed and simplicity remain key for retailers looking for success online, with brands embracing the power of digital to ensure that they too can take on dominant players such as Amazon and Alibaba.

Looking East

The evolution of Alibaba, owning 90% of e-commerce in China, is one that we should watch. Consumers in emerging markets are on the lookout for ultra-convenience – demanding rapid delivery times and optimal service. E-commerce in emerging is expected to grow from around 15% of all retail sales in 2017 to 20% in 2022. This online revolution should spur retailers to ensure that they continue to put their customers first if they want to retain business in the future.

With so many factors already shaping the way that we do business, I am excited to see how Kelkoo Group will continue to evolve and adapt in the global e-commerce space during the next twenty years and beyond.