Kelkoo Group and the future of E-Commerce

In the 20 years that Kelkoo Group has been in market, the e-commerce landscape has evolved at a rapid rate.

For consumers, the thought of living without e-commerce seems unfathomable, complicated and an inconvenience to many. E-commerce has become ingrained in our everyday lives, with services designed to make our lives both quicker and easier. Following the opening of the internet to the public in 1991, online shopping boomed with the launch of sites such as Amazon in the US. The convenience, safety, and user experience of e-commerce have improved exponentially since its inception to meet with consumer demand for more choice, convenience and innovation at their fingertips. 

Growth and Innovation

Online shopping has undergone a rapid period of growth and innovation since its inception in 1979. Nowadays, our inventory sources include anything from gardening tools to electronic goods – a far cry from the sale of a Sting CD at $12.68.

Certainly, we have already witnessed a marked change in the very nature of how consumers interact with brands. The way that we currently interact with products online is incredibly visual, and image based shopping on platforms such as Instagram or via targeted ads is already shaping overall purchase speed and influence. With companies, such as Waitrose and Burberry joining up experiences on both online and offline, consumers can now expect a truly integrated and dynamic approach – allowing them to pick and choose or shop offers that are of exclusive interest to them. Personalisation allows for a range of opportunities throughout consumers’ online shopping journey, improving overall transaction and conversion rates.

An omnichannel approach

Here in the UK, retailers have certainly had to rethink their approach when it comes to implementing a marketing strategy that can be rolled out across all their channels. The recent struggles of flagship high street names such as John Lewis and House of Fraser, as well as success of online retailers such as Boohoo, indicates the scale of the shift for businesses to e-commerce. Retailers need to ensure that they offer a strong online customer experience to compete with the major players to continue to attract consumer spend.

A renaissance moment

E-commerce too is having something of a renaissance moment, and we are seeing more and more of our own clients looking for solutions that blend more traditional CPC alternatives with product listing ads and retargeting. It’s an exciting time for Kelkoo Group as we prepare to launch in four new markets (Slovenia, Greece, Hungary and Romania) and continue the search to fill our 60+ open heads. Our varied solutions have also seen our talent pool grow, and I am thrilled that we have such a wealth of skills and expertise in-house to help drive the business forward at such an innovative period.

The next 20 years?

As so many facets and digital developments continue to shape the very nature of e-shoppers’ decisions and interactions, factors such as AI and AR, Video, personalisation, delivery speeds, omni-channel marketing and the growth of social-commerce are set to shape the very nature of online business.

With our 20th anniversary fast approaching this year, where will Kelkoo Group be in another 20 years’ time? Still innovating and leading the charge in delivering the best product comparison and the best price for our users.