Augmented reality, smartphone, ethics… The 10 e-commerce trends to follow in 2022

HAVEWith the Covid-19 crisis, e-commerce exploded in 2020. According to the Federation of e-commerce and distance sales (Fevad), in 2020 it represented 13.1% of retail sales in France, compared to 9.8% in 2019 and 9.1% in 2018. A consumption pattern that has become permanent, as this share reached 14% in 2021. Faced with this growth, the sector needs to adapt. In a study published in March, the digital marketing platform SimilarWeb, whose audience analysis tool allows, in particular, to discover the orientations of a sector, lists the 10 main e-commerce trends to follow in 2022.

Buy on social networks

If every brand now has its Instagram or TikTok account to promote itself, more and more are offering to buy directly through these social networks. Some, like giants Alibaba or Walmart, go even further by organizing “live shopping”, during which users can shop live during an event filmed live on social media.

augmented reality

Difficult, sometimes difficult to buy online without actually seeing the item. Some sites now offer virtual fittings thanks to augmented reality with which you can see how this sofa would look in your living room or if this dress is your size just by sending a photo.

More privacy-friendly regulations

Between the Chinese Personal Information Protection Act of November 2021, the California Consumer Privacy Act applied since August 2020 or the European General Data Protection Regulation (GDPR) implemented in May 2018, the regulations are more respectful. with the privacy of consumers, who are always more informed and demanding.

Always more artificial intelligence

Today, artificial intelligence in e-commerce is no longer limited to providing recommendations for upselling or cross-selling. It is also used for chatbots, to automate product descriptions, recommend sizes, improve search results, or prevent chargebacks and fraud.

Direct to consumer sales

Some brands, like Nike, focus on direct-to-consumer, or DTC, channels rather than going through middlemen. Result: the equipment maker saw its digital sales increase by 82% in the first quarter of 2020, that is, before the pandemic. DTC sales globally are expected to reach $151.2 billion in 2022, up 16.9% from 2021, according to SimilarWeb.

Work on retention marketing

The problem with e-commerce success is the proliferation of websites and therefore competition. To avoid the dispersion of their customers, brands must mobilize for “customer retention”, that is, to retain their users, namely through a remarketing strategy to engage old and current customers.

A consistent omnichannel experience

E-commerce, physical stores, social networks… According to a study, 69% of shoppers expect a uniform experience across all channels, although only 24% of companies claim to have achieved it. It is, therefore, an imperative point to work on.

New payment methods

More and more users are reluctant to enter their credit card because they find the method tedious or not secure enough. Sites must adapt and offer other means of payment such as Paypal, Amazon Pay, Apple Pay and why not cryptocurrency.

More smartphone purchases

By 2022, mcommerce, or mobile commerce, is expected to account for 40% of all e-commerce sales in 2022, an increase of 21.5% since 2021. Therefore, it seems essential to develop a smartphone-friendly offer, even if mcommerce is known to have a lower conversion rate than ecommerce.

A more ethical consumption

From raw material forwarding to manufacturing, packaging and delivery, users are increasingly looking to consume ethically and sustainably, and more and more brands are starting to play the game.

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