5 Emerging Ecommerce Trends for 2021
In addition to guest posting on the UpCity blog, Poast Ecommerce is featured as one of our Top Digital Marketing Agencies in the United States. Check out their profile here.
Saying 2020 was a CRAZY year of growth for eCommerce would be a total understatement. And since the pandemic, many retail businesses have adapted by selling their stuff online. According to Statista eCommerce revenue in the US is expected to grow to 6.54 trillion in 2022, that’s up a few trillion from 2019.
As brands continue to meet consumer demand they will also want to consider doubling down with their online strategy moving forward. Here are some important emerging eCommerce trends to look out for in 2021—and the competition is real.
1. More Digital Advertising Investment
Advertising online has several different outlets to choose from now. From search to social media, email, and something a little bit newer called connected TV or OTT (over-the-top) ads, if you can target the right users on all of their electronic devices when they are actively searching for a product then you are in a great spot. The great thing about something like watching a live program on YouTube TV is that you can’t skip the ads, therefore messages are meeting at least the ears of the viewer all the way through (unless they’re the kind who mute commercials). Facebook and Instagram advertising continues to dominate where product shopping starts in-app and gives the customer more product information to digest before visiting a brand website. Brands now have the ability to let shoppers checkout right from Instagram with the Commerce Manager integration.
2. Focus on Personalized Experiences
There’s nothing more frustrating than checking out a new brand for the first time only to find out you’re 100% on your own when it comes to shopping for what fits you. Now, brands are implementing personalized touches with AI (artificial intelligence) and AR (augmented reality). For example, an in-app behavior that triggers prompts from an online concierge to offer help or the use of a smartphone camera to allow shoppers to virtually place items in their home. Ray-Ban uses AR to let users “try on” their sunglasses. This is a game-changer for fashion businesses that sell online. By using pre-submitted information brands can connect with customers in a more personalized way leading to increased loyalty and LTV (lifetime value).
3. Omnichannel Shopping will Rise
Brands that sell online and in-store are now looking to create a fully seamless experience with omnichannel shopping. It is plain and simple that customers expect nothing less than an excellent experience. To achieve this an online store’s information on a customer should also be known offline or vice versa. Some eCommerce businesses that sell primarily online are now hosting “pop-ups” in brick and mortar locations. The advantage here is that little inventory is needed because the shopper still checks out online after browsing in person. This can save a lot of money for the bottom line. Think with Google says that 51% off all offline purchases are influenced by digital. Amazon has already been building its pop-up store locations around the country such as California, Texas, and Illinois.
4. Voice Assistance Becomes the Norm
More and more families are turning to digital assistants to answer shopping questions from home. Amazon Alexa and Google Assistant are big leaders here. But how can eCommerce brands connect with users through voice assistants? They can’t directly, but they can take steps to optimize their online stores for users who are using voice search. Statista projects that smart speaker market value will hit over 35 billion by 2025. With Amazon being the marketing leader maybe brands who are selling in their marketplace could have an upward advantage over competitors ? . Search Engine Journal shared 6 strategies on how brands can optimize their online presence for voice search.
5. Competitive Fulfillment Gets Bigger
Like they say on their website, Deliverr is here to democratize fulfillment for emerging brands who sell online. Watch out Amazon! There’s a new kid in town and probably more to come. As more shoppers turn to buying online because of the pandemic, the need for fulfillment will only become bigger, and not just delivery but a fast and free one. With better fulfillment customers can now get what they want within 2 days instead of waiting 5-10 days. Brands are also looking at sustainability such as eco-friendly packaging to show customers they care about the environment and are doing good all the way through their business. In a recent case study, TeeHeeSocks grew 30% on the Walmart Marketplace and hit $1.9M in sales with Deliverr’s 2-day delivery badges.
About the author
Jeremy Scott
Founder & CEO of Poast Ecommerce + WalkClub. Jeremy enjoys playing music, fantasy football, green living, helping do-good brands, pickup basketball games, traveling and trying new restaurants.
