In 2021, the e-commerce and distance selling sector reached 130 billion euros.
With a growth rate of 15%, e-commerce is now an integral part of the economy and our daily lives.
At the same time, consumer behaviors and desires are changing, leading web marketers to constantly adapt their strategies.
Here are the top 10 trends in the evolution of e-commerce in 2022.
1. Green consumption
A growing proportion of French people say they have integrated climate change into their consumption habits, as they say they take into account the social impact of their purchases.
More than 60% of the population also say they are more aware of their environmental impact since the pandemic.
This evolution does not spare e-commerce: some consumers use it to obtain more ecological products, which they do not have access to through traditional distribution networks: handmade products on platforms such as Etsy, bulk foods, local productions from a WordPress store, etc. . . Some people don’t mind paying more for environmentally responsible goods and services.
This leads to an adaptation on the part of e-merchants and other resellers, who must be ready to make an effort in the choice of packaging (eg banning plastic, replacing it with renewable materials), logistics (prioritizing production more), materials raw, etc.
One parameter that counts: delivery. Consumers say they prefer merchants that are able to deliver eco-responsibly, even if they are few and far between. Hence the boom, at least in large cities, of delivery by bicycle and other modes of transport without fossil fuels.
2. Priority to Made In France
Since the Covid-19 crisis, Made In France has been preferred by more and more consumers. 65% of French people say they have consumed more products made in the country since the beginning of the global pandemic.
Considered an act of economic patriotism, this consumption choice is explained by a feeling of solidarity on the part of consumers towards local economic agents, who encountered difficulties during the crisis, often with sharp drops in turnover.
In 2022, Made In France consumption remains a major trend in e-commerce. National traders are keen to identify themselves as French in order to benefit from this solidarity and attract new customers.
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3. Recycling and crafts
Popular with Generation Z, born between 1997 and 2010, the second-hand, recycling and craft economy has been on the rise for a few years now.
As consumers are increasingly aware of their environmental footprint, they prefer to shop with sustainable brands and more sustainable consumption patterns.
In 2022, e-merchants will be well advised to exploit this trend in different ways: making reductions before the expiration date to avoid waste, recycling their unsold products instead of destroying them, or creating their own structures. buying and selling second-hand products.
4. Voice search
Among the trends that have been gaining strength for some time is the search for voice. Alexa, Siri, Google Assistant, Cortana, etc.
This technology is further influencing e-commerce as it now has the emergence of smart speakers capable of analyzing and translating voice searches.
Not only do more people have smart speakers, but they also rely on voice assistants to carry out their daily tasks.
As more homes adopt smart speakers, the more consumers will use voice search to shop online, order meals and organize their lives.
For SEOs in particular, the rise in voice search creates a keyword and content opportunity and has several implications that can help them stay ahead of the competition.
In fact, the rise of voice searches changes relevant keywords. 70% of Google Assistant voice searches are done in natural language. This is in stark contrast to traditional keyword research via Google’s text-based search engine.
Therefore, more questions are asked and there is a chance to win with long-tail keywords.
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Increasingly used on e-commerce sites, chatbots have many advantages: personalization, relevance of responses, responsiveness, availability, among others.
Much appreciated by buyers, chatbots allow them to answer their questions about the product, manage after-sales service, offer additional products and services or even make an appointment with a consultant.
In addition, it is possible to customize e-commerce chatbots: for example, display a personalized message to repeat customers, chat in multiple languages, analyze customer emotions to adapt the conversation, integrate a voice chatbot, etc.
6. Fast payment methods
Increasingly accustomed to “contactless” payments, consumers prefer instantaneity, and this new habit is set to continue, forcing e-merchants to adapt.
To speed up digital payments, there are many solutions:
- Allow to buy without an account,
- Offer online payment methods like Stripe, Paypal, Apple Pay, Google Pay, etc.
- offer installment,
- Offer secure storage of banking information to facilitate future purchases,
- Add an “express purchase” button directly on the product page.
7. E-commerce on mobile
49% of French consumers make electronic purchases from their smartphones.
35% of them make at least one monthly purchase over the phone.
For e-commerce sites, therefore, it seems important to optimize the mobile shopping experience as much as possible.
Furthermore, with the emergence of solutions such as PayPal, Amazon Pay or Apple Pay, it has become much easier for users to place orders through their smartphones.
8. Express Delivery
As Amazon Prime offers 24-hour delivery, consumers expect the fastest delivery possible. A buyer who chooses “standard delivery” expects to receive their order within three days, but is prepared to wait up to five days.
In addition to delivery speed, customers expect e-commerce merchants to be able to inform them of delivery steps and give them an approximate delivery date.
9. D2C (Direct to Consumer)
Desiring more transparency from brands, consumers want to create a relationship of trust with them. In the D2C (Direct to Consumer) mode, brands take control of their distribution and free themselves from e-commerce intermediaries.
In the same way, e-commerce brands seek to gain more trust from their customers, but also manage their image in a more direct way, supporting the transmission to their customers of commercial information such as delivery deadlines and stages, after-sales service or refunds.
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10. Omnichannel Sales
As we know, a consumer’s purchase decision is made through multiple channels: in-store, on your website, on marketplaces, in a smartphone app, etc.
Therefore, it is necessary to sell in as many channels as possible.