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Get ready for the new era of online shopping
It’s official: we’re living in the future. It may not look exactly like all those Hollywood films predicted (alas, there’s still not a single hoverboard in sight), but some of their bold claims about future technology really have come true. All this shiny new tech has changed every aspect of our lives — and that includes the way we shop. Let’s take a look at four of the latest e-commerce trends that feel like something out of Blade Runner or 2001: A Space Odyssey. Not just to admire the mind-blowing inventions we are surrounded by, but to learn what the new generation wants to see when they go on an online shopping spree, and to help bring your own store up to speed with this brave new world of e-commerce.
1- AI keeps getting smarter
One trend that is set to take e-commerce by storm is the use of artificial intelligence (AI) and machine learning (ML). These technologies are already being used in all kinds of ways: from customer care chatbots to customized shopping experiences. One of the most helpful developments in this area is the use of AI to write product descriptions and create personalized recommendations. By using natural language processing (NLP) and deep learning algorithms, retailers can create highly accurate and engaging product descriptions that resonate with customers — in a fraction of the time, and at a fraction of the cost it would have taken with a human copywriter.
Of course, AI won’t be able to replace human-made copywriting entirely — but it’s becoming fantastic at generating simple technical copy such as product descriptions. Just don’t expect witty, quirky or original writing from it — you would need a human for that, at least for the foreseeable future. But you can already put robots to work to grow your sales.
2- Devices will dominate
With the non-stop rise of smartphones and other mobile devices, it’s no surprise that mobile commerce is a major trend in e-commerce. According to recent statistics, 90% of Gen Z shop online from their mobile devices, which means that retailers who fail to optimize their online stores accordingly are likely to miss out on a significant proportion of customers.
A future-fit online store simply must have a mobile-friendly website. This means using responsive design, which will make sure that your website looks great on all devices — from smartphones to tablets to laptops. Ignore this mobile-first mentality, and the new generation will never buy from you. But make your online store mobile-friendly, and they will love you forever, or at least long enough to complete the purchase. And if you overdeliver, they might even sing your praises to their 25,000 TikTok followers.
3- Voice assistants are now shopping assistants, too
One thing that 2001: A Space Odyssey predicted with amazing accuracy was that in the future we would have super-advanced computer systems that would talk to us in a human-like voice. Siri and Alexa have since become household names. With the rise of voice-enabled devices like Amazon Echo and Google Home, more and more people are turning to these futuristic personal assistants to make online purchases. This is known as “voice commerce,” and it is set to become a major trend in e-commerce. ‘Alexa, order some toilet paper’ may not be the most glamorous representation of living in the twenty-twenties, but it sure does make life easier.
To make your online store future-fit, make sure that your website is optimized for voice search. This means making sure your product titles and descriptions are written in a way that is compatible with the way people talk to virtual assistants. You could also consider developing a voice commerce application that can be integrated with these devices, which will make it even easier for customers to buy from your online store.
4- AR and 3D demos are on the rise
One of the most exciting new trends in e-commerce is the use of AR (augmented reality) and 3D technology to give customers a more immersive and interactive shopping experience. With 3D and AR demos, people can see how a product would look in reality — a great way to boost their confidence in the purchase. This is especially useful for items like furniture and home decor — you can now see how different sofas will look in your own living room before you choose the winning option.
There are fashion demos, too, letting people see how a piece of clothing or jewellry will look on them. If you think that your customers would benefit from this high-tech approach to ‘try before you buy’, you could invest in 3D and AR technology. You can hire a firm or freelancer who will use platforms like Sketchfab and Poly to create 3D models of your products, and you can use ARKit and ARCore to create AR demos that your customers can view on their smartphones.
And if 3D or AR sounds like overkill for your business, but you’re looking for other visual ways to grow sales — consider creating video content to supplement your product photos. There are several ways you can use video to increase sales and improve overall customer experience: tutorials for your products would be one example of that.
Is your online store future-fit?
Just a couple of decades ago no one could have guessed that shopping would look like this. But all these mind-blowing inventions and techy trends aren’t just cool. They actively make your customers’ lives better, growing sales and making your job easier in the process — a total win/win. Embracing these new technologies and being open to new ideas, as scary or surreal as they may seem at first, is the key to keeping your online store competitive in this ever-evolving industry. Futurephobes, you have been warned!
Samara H. Johansson
Content Manager, Nets E-Commerce
With 15+ years of experience in strategic marketing and communications roles, for Nets I focus on presenting e-commerce market insights in a way that is easy to understand and practical.
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