There isIn the Cowid-19 crisis, e-commerce exploded in 2020. According to the Federation of E-Commerce and Distance Selling (FAVAD), it represents 13.1% of retail sales in France in 2020, compared to 9.8% and 9.1% in 2019. In 2018. Consumption is a pattern that has become permanent, as the stock has reached 14% in 2021. In the face of such growth, the sector must adapt. In a survey published in March, the digital marketing platform SimilarWeb, whose audience analysis tool makes it possible to discover adaptations to a particular sector, lists the top 10 e-commerce trends to look at in 2022.
Buy on social networks
If each brand now has an Instagram or TikTok account to promote itself, most of them are offering to buy directly through these social networks. Some, like giant Alibaba or Walmart, go further by organizing “livestream shopping”, during which users can buy live during an event shot live on social networks.
In fact, it is difficult to buy online without seeing the item, sometimes difficult. Some sites now offer virtual fittings for augmented reality that allow you to see what this sofa will look like in your living room or just upload a picture if this little dress is your size.
More privacy-friendly regulations
Regulations include the Chinese Consumer Protection Act of November 2021, the California Consumer Privacy Act enacted from August 2020, or the European General Data Protection Regulation (GDPR) enacted in May 2018, to provide more respect for the privacy of consumers who are always more aware and demanding. .
Always more artificial intelligence
Today, e-commerce is not limited to providing artificial intelligence and recommendations for upselling or cross-selling. It is also used to chatbots, automate product descriptions, recommend sizes, improve search results, or avoid chargebacks and fraud.
Sales directly from the consumer
Some brands, such as Nike, focus on direct-to-consumer or DTC channels instead of going through intermediaries. Results: The digital maker saw its digital sales grow 82% in the first quarter of 2020, before the epidemic. Global DTC sales are expected to reach 1 151.2 billion in 2022, an increase of 16.9% from 2021, according to SimilarWeb.
Contain marketing work
The key to success of e-commerce is the proliferation of sites and therefore competition. To prevent their customers from scattering, brands must unite on “customer retention”, in other words build their user loyalty, especially through a remarketing strategy to engage past and present customers.
A consistent all channel experience
E-commerce, physical stores, social networks … According to a survey, 69% of shoppers expect the same experience across all channels, although only 24% of companies claim success. Therefore, it is essentially a point of action.
New payment method
More and more users are reluctant to access their credit cards because they find the process tedious or not secure enough. Sites must adapt and offer other means of payment such as PayPal, Amazon Pay, Apple Pay, and even why not cryptocurrency.
More smartphone shopping
In 2022, mcommerce or mobile commerce will represent 40% of all e-commerce sales in 2022, up 21.5% from 2021. So creating a smartphone-friendly offer seems to be essential, even if the conversion of ecommerce is known to be less than the rate of e-commerce.
A more moral cost
From routing raw materials to confectionery to packaging and delivery, users are increasingly looking to consume in an ethical and sustainable way, and more and more brands are starting to play the game.