COVID-19 has led to travel bans, retail closures, and offline shopping shifted online. According to Shopify, 84% of customers bought online during the pandemic. Also, 42% of consumers say that they will shop online more often once the social distancing end. Thus, brands need to innovate their growth strategy to compete with retail giants and marketplaces better.
Everything in eCommerce is constantly changing, with new trends born every other day. However, we have narrowed it down to the top 5 marketing trends that work in 2021 with recommendations.
We cannot deny that the rise of m-commerce has reshaped the way e-store owners approach their customers. More consumers than ever before are using mobile devices to make online transactions. According to PPRO, mobile commerce accounts for 50% of global eCommerce sales. Also, a lightning-fast mobile experience plays a vital role in creating great UX. In fact, 53% of shoppers will abandon a site if it takes longer than 3 seconds to load on mobile. Hence, it’s time to dedicate resources to level up your site performance for a mobile-friendly storefront and shopping cart. If you don’t know how, here are some practical recommendations that will benefit your business.
For more practical advice on mobile compatibility, check out this article.
One of the significant challenges that all businesses take on is establishing how to interact with their customers. Over the years, the way we deal with this challenge has rapidly changed. The innovative approach that is spreading eCommerce retailers and startups worldwide is conversational commerce.
So what is conversational commerce? In short, it refers to a technology that allows brands and customers to interact with each other through chatting, messaging, voice assistant, and other language interfaces. This two-way communication aims to provide shoppers with personalized support while nurturing long-term relationships. We recommend e-merchants to consider the following applications to improve customer experience.
Many retailers have used these AI-based bots as this form of conversational UI makes perfect sense on smartphones, where consumers can select their preferred responses.
Chatbots and Messenger interactions are a common form of customer service that contributes to personalized and real-time customer experience. Businesses can send customers customized content, offer exclusive deals and suggest purchases. A recent report indicates that 53% of consumers are more likely to shop with a company they can message, making it worthwhile for firms to consider deploying chatbots and conversational UIs.
(Source: Facebook)
Promart is a top retail chain in Peru offering home essentials and building materials. The team uses Facebook Messenger as their conversational channel to increase digital adoption, change how their customers purchase, and seek support. Thanks to this automated assistant, consumers can browse and shop the 23,000 products in the Promart catalog without needing to leave the platform for queries. Besides, they can choose to get notifications from various services, for example, stock availability, price alerts, delivery status, and in-cart reminders. As a result, the digital engagement increases to over 60%, and the conversion rate is five times higher than their website.
Apart from Facebook, the Google Dialogflow chatbot developer platform and Amazon Echo Look are helpful tools to deploy conversational commerce to drive more sales.
When it comes to the future eCommerce marketing trends, voice-based commerce is worth mentioning here. The smartphone voice assistants developed by Apple and Google have unlocked the potential of voice commerce. This technology reduces users’ dependence on hardware while searching and purchasing online via voice commands.
If you do not believe that this could be a game-changer for B2B and B2C eCommerce, then take a look at these numbers:
According to Smart Insights, 5.5 million adults in the US (approximately 1.6% of the population) use smart speakers to make payments. Plus, voice shopping is forecasted to top $40 billion by 2022.
For eCommerce websites that feature thousands of items, it is wise to invest in an AI-driven voice search function. Although deploying this functionality might cost store owners more than they wish, your brand will be in the foreground because textless search keeps growing in popularity. We have compiled four actionable strategies to keep in mind when you employ this technology.
Customer retention is significant since encouraging this group to repurchase is far easier and less expensive than acquiring new ones. Did you know that improvement of customer retention might boost your profits by 25% to 95%? Moreover, the cost to acquire new customers continues to surge. In late 2020, paid search charges increased by 17%, and the figure for social advertising spiked by 24%.
Victoria’s Secret sends members an exclusive email about their Summer Scent Event with a great deal. (Souce: Victoria's Secret)
To fight the rising acquisition costs, brands should prioritize existing consumers and stimulate them to spend more. The easiest way is to earn customer loyalty by launching reward programs. To increase the lifetime value of a customer, e-merchants could:
More than just a platform to share content, social media has been a powerful tool in converting users into buying customers. During the pandemic, Instagram, Facebook, and Whatsapp experienced a 40% increase in usage. eCommerce brands should consider dedicating resources to social commerce as it's among the leading M-commerce trends.
However, people trust people, not brands. Roughly 90% of consumers say that they count on online recommendations from their family members or friends. What they are looking for is authentic and trustworthy content written by influencers and verified users. Not only does it help you increase brand awareness, but word-of-mouth is also more effective than paid advertising, leading to five times more sales. Therefore, eCommerce marketers should take advantage of this trend by using a tactic like user-generated content (UGC) to influence purchase decisions.
Showing social proof from customers’ peers right under your product is such an effective persuasion technique. (Source: Northern Brewer)
Several ways for you to get UGC are:
With eCommerce booming, brands might find it tough to keep up with consumers' expectations. Hence, if you want to benefit from an online store, it's time to turn order fulfillment into a competitive edge.
Today, customers are attracted to brands that offer free, fast, sustainable, and branded shipping. About 60% of online shoppers say that free delivery would better their shopping experience, while 64% of global consumers demand same-day shipping cutoff times. Plus, over 70% of them wish brands to use sustainable packaging.
While the cost of order fulfillment is soaring, eCommerce business owners must turn it into a strategic asset, which is automated, more innovative, and closer to consumers’ expectations. Here’s how you can achieve this:
Turn unused retail space into fulfillment centers. Making use of these dark spaces is an intelligent way for eCommerce brands to offer click-and-collect pickup. In the US, this model is predicted to reach $64 billion in 2021.
As more customers expect eCommerce brands to be socially responsible, you could consider eco-friendly packaging and delivery as a solution.
The COVID-19 era has changed the face of retail commerce. From startups to small businesses and large enterprises, eCommerce has been a significant source of revenue and will continue to grow in the coming years. We hope that all the eCommerce marketing trends mentioned in this article will help you define your future strategy to generate leads and conversions.