April 23, 2024

The Future of eCommerce: Marketing Trends Every Business Should Know In 2022

Nadya Bakhur

Researcher, Technical Writer


Marketing Trends in Ecommerce [2022]

Nadya Bakhur

Researcher, Technical Writer


Marketing Trends in Ecommerce [2022]

Ecommerce brands are changing traditional sales methods, preferring to build ecommerce solutions that competitors do not yet have and that would allow them to stand out in the eyes of customers.

The conversion of an online store directly depends on common practices and things that are trendy today. Interesting features come into use. Some are becoming obsolete, while others are just beginning to flourish.

In this article, we share online shopping trends that our company ecommerce professionals believe will remain in fashion in 2022.

eCommerce Retail: Global Trend For The Upcoming Years

The trend for global ecommerce growth has not changed for a long time. Millions of people are enjoying how easy it is to shop online. Online retailers continue to grow.

Top ecommerce companies follow the changing consumers’ behaviour and make the shopping platforms more convenient:

  • they add new payment and delivery methods,
  • and improve e-commerce marketing strategies.

These ecommerce innovations bring results: more and more customers prefer shopping online. So no wonder the future of ecommerce seems serene and blooming.

Analytics confirms the idea: according to Statista, in 2021 the retail ecommerce sales amounted to almost $4.9 trillion worldwide. Experts forecast this figure will grow by 50% over the next 4 years.

Below we discover which ecommerce trends 2021 are already gone and which ideas top Internet retail companies will follow to stand out from the competitors.

Stay tuned!

Online Shopping Trends: mCommerce, Video consultations, marketplace development, conversion rate optiization, social commerce, payment methods integration, web store virtualization.

Will mCommerce Remain Among The Shopping Trends In 2022?

One of the trends online shopping has brought is the increase in sales from mobile devices. To a certain extent, this is due to the high frequency of use of handheld devices. But the key point of mcommerce success is the convenience of shopping using mobile devices.

Adjust and Sensor Tower have published their mobile commerce analytics results from 2019 to the end of 2021. Experts predict a further increase in purchases using smartphones. In 2021, 54% of online sales were made from mobile devices, the market volume exceeds $3.5 trillion (20% more than in 2020). App installs are up 10% year over year.

What Can You Do Right Now?

Startups need to take this trend into account when creating ecommerce products:

  • Use the mobile-first strategy (adapting the site for smartphones);
  • Take into account the features of purchases from mobile devices, offering alternative payment options;
  • Make the interface and functionality intuitive (conduct usability testing).

Video Consultations As One Of The Trending Niches 2022

One of the ways to stimulate sales and meet customer needs is video consultations with product demonstrations. In ecommerce, the implementation of such solutions is appropriate for the sale of goods that need a visual stimulus: clothing, shoes, interior items, electronics, and so on.

What Can You Do Right Now?

Think over using one of the various solutions for video consultations that are available in the market. Specialized tools can be easily built directly into your ecommerce website. They will let you provide your customers with interactive video consultations for personal shopping with dynamic product display and add-to-cart.

Modern ecommerce solutions help to catapult your conversion and significantly improve the UX.

What Is Online Shopping Through Marketplaces?

Shopping through marketplaces remains one of the trends in 2022. Many consumers prefer to buy everything they need in one place, combining products of different categories and brands in the basket.

The advantages of marketplaces for customers are clear:

  • Wide and varied assortment;
  • The convenience of ordering, delivery and return of products.

The entrepreneurs appreciate a large audience coverage and a low entry threshold of the marketplaces.

The drawbacks of the marketplaces include:

  • Increased competition with other sellers;
  • Difficulties with positioning your product/brand;
  • Compliance with the rules of the site.

What Can You Do Right Now?

Considering the benefits and drawbacks of the marketplaces, we would advise selecting a marketplace as the main (or the only) distribution channel only at the initial stages of the ecommerce project; in the future, the company needs omnichannel.

What Is CRO and Why Does It Matter?

The CRO (stands for Conversion Rate Optimization) trend aims at creating a positive shopping experience, which is especially important in highly competitive ecommerce areas. The process of shopping on an online platform should be comfortable, simple, clear, and beneficial to the user. Only then does the potential buyer become a real one.

Conversion optimization allows you to:

  • Increase sales and bottom line: conversion rate optimization is performed without increasing advertising costs or reducing the price of a product. Sometimes small changes to a landing page can make a big difference in CR.
  • Reduce the risk of making wrong decisions: optimization is not based on subjective opinions and intuition, but on the results of research, calculations, analytics, and hypothesis testing.
  • Increase user loyalty through a successful shopping experience.

What Can You Do Right Now?

The CRO algorithm includes the stages of collecting and analyzing data, offering insights, ideas, hypotheses, testing them, studying the results, implementing suitable options, and testing their real performance.

We would suggest asking a qualified business analyst to provide you with a complete website audit and a set of solutions to improve conversion rates.

What Payment Options Do You Offer To Your Customers?

One of the key ecommerce trends is the availability of multiple payment methods. The more – the better. If the clients don’t find a suitable option, the risk of losing them is high.

The ease of payment and the variety of payment options are often the determining factor when choosing an online store.

What Can You Do Right Now?

The best ecommerce businesses provide their customers with the opportunity to pay by standard methods (by card, in cash upon receipt), as well as using digital wallets, fast payment systems, QR codes, cryptocurrency, and so on. Of course, it is necessary to ensure the security of transfers.

It is important to consider ways to pay in instalments. Customers’ loyalty to the BNPL (Buy Now Pay Later) option has increased recently. This trend will undoubtedly develop and scale, so you need to carefully monitor it and correctly implement it in your online stores.

What Is Social Commerce And Why Is It Important?

Social Commerce redirects users from social networks to an online store.

Social commerce development trend involves not only redirecting users from social networks to an online store. The goal of social commerce applications is to boost direct sales, as it happens on Facebook Marketplace, Instagram, YouTube, TikTok, and others.

Some platforms only test some ecommerce solutions, like YouTube or TikTok, others have already launched their shopping options – Facebook Shops, WhatsApp (Shop function).

This greatly simplifies the process of interaction between retailers and shoppers: after looking at the product overview, the customers can buy it without unnecessary transitions and clicks.

What Can You Do Right Now?

Think over your business presence on social networks. Besides, don’t forget that the influencer marketing industry continues to grow – companies partner with influencers to promote their products and attract customers from the bloggers’ audiences.

Trust in influencers has been growing in recent years, and it is worth paying attention not only to the number of subscribers but also to the involvement of the public. Influencer marketing can improve a company’s reputation, significantly increase sales and repeat referrals.

What Are The Benefits Of Virtualization For A Web Store?

What is virtualization? This trend includes the use of augmented reality (AR) technologies in ecommerce, the creation of virtual clothing (digital only) or a virtual showroom.

Trying on some clothes using AR features improves the shopping experience, reduces the number of product returns. The latter aspect is most valued by retailers, since returns cause significant damage to web stores.

What Can You Do Right Now?

Applying any virtual technology to your web store will serve as an additional tool to attract an audience and distinguish your company from competitors: users are interested in visiting an online fitting room, seeing a carpet or a furniture item in their own interior, and so on.

According to the recent research, 71% of consumers are willing to shop more often if AR is available over the ecommerce retail platform, and 40% are willing to pay extra for such an opportunity.

So What Is The Future Of Shopping?

All ecommerce trends we’ve overviewed above in 2022 aim at making online shopping convenient and easy for a consumer. Buyer behaviour depends not only on the quality and necessity of a product but also on the conditions of interaction with the seller: if the process of searching and selecting goods, placing an order or making a payment causes difficulties for customers, they will immediately leave your online store.

eCommerce retail aims to quickly cover the needs of the clients, dispel their doubts and answer all the possible questions about the purchase.

The NEKLO team strives to publish the most interesting and relevant materials that will help you stay up to date with current ecommerce trends and news. If you have any ideas about improving your ecommerce business, don’t hesitate to contact us: just fill in the form on our website – and together we will give your business a new impulse.