Industries run on consumer behavior, and COVID-19 brought a paradigm shift in how people shop.
Exceptional CX is a trend that will always remain at the top of any list. It is so apparent that we didn’t even include it on our list! The catch here is; consumer preferences keep on changing, and it is challenging to keep them coming back to you. So before we start our list of what’s hip in 2021, have a look at how consumer preferences have changed in the post-pandemic era.
So now, without any further ado, we’re off to explore the eCommerce trends that will rule in 2021.
1. Humanize before you advertise
eCommerce digital marketing has always been an integral part of businesses, and the trend that’s top of our list is to humanize before your market. The world just survived an upheaval, and now more than ever, people are empathetic and grateful for the lives they have. In the wake of this narrative, brands that cared enough to put their monetizing agendas behind; succeeded. It is not just about an advert or a post regarding the real economic or environmental issues; it is deeper than that. Consumers, especially Gen Z, have started looking into the virtues of a brand and what they are actually doing to be socially responsible. To explain this in detail, we have a stat by Jess Kim, a B2C insights specialist in Google marketing, which goes, “According to the Edelman Trust Barometer, 63% of Americans believe that brands that issue a statement in support of racial equity need to follow up with concrete action”. Meaningful Marketing is the new normal, and if you still think that direct marketing would work, it’s time to rethink. For a better understanding, we have a list of amazing Ad campaigns of 2020 that won hearts. Give it a read.
2. Seamless brand experience across the channels
Multichannel is old news, and brands are going omnichannel to reap fruits.
Firstly, unify your product data across all the channels and devices. Having a unified front to your product data and customer details is the first step forward in providing a harmonious experience. Build your business on a platform that allows you to connect workflows and data sources, lets you manage all sales channels in one place, and integrates with third-party service providers.
Going omnichannel is not new, but with the accelerated digital penetration post-COVID-19, it became a trend that everyone started talking about. It is expected to see this in many eCommerce future trends as well. Omnichannel is an underrated approach that helps drive more sales, better customer experience, and improve back-end work.
3. UX will be the REAL deal
Even the technophobes among us started to explore digital consumer life. The past year has taught people to live, shop, and communicate online. Now is the time when not just the Gen Zs or the Millennials are online, but the baby boomers too are trying their hands on video meetings, online grocery shopping, and more. What people will seek now is an exceptional user experience (UX). They’ll become less forgiving of digital glitches and complex user interfaces.
Brands need to brace their technology and user experiences in order for the new-found customers to stay with them. Moreover, UX is not limited to website navigation or fast page load time. Providing ease of shopping with BOPIS or curbside pickups, multiple payment options, customer service, and an excellent mobile shopping experience are there at the center.
Number of brands that offered curbside pickup during the pandemic
Source: Shopify
4. AR is here, but it will now flourish
Brands have been experimenting with augmented reality (AR) for a few years now. But stay-at-home compulsions worked as a forcing mechanism to take this technology to the next level. AR is all set to gain a strong foothold in every part and parcel of our lives — shopping, entertainment, communication, and more. Not only brands, but people are also getting AR-ready with more than 400 million devices globally supporting Google’s ARCore. The tech is already sitting in their pockets, ready to be used; now, it depends on the businesses to understand its worth and utilize it.
5. Personalization is STILL the key
Whether it comes in the form of human interaction or an algorithm, personalization always leaves a positive impact. As reported by Shopify – retailers estimate personalization can unlock $2.95 trillion in this decade. Delivering a great deal of personalization means a mixture of new technology and old-school customer service that provides unique brand experiences. A full 74% of U.K. and U.S. businesses say they have a website personalization in place, with significant growth expected in all channels by the end of 2021, including mobile, email, conversational marketing, loyalty programs, and in-store POS.
Do you use website personalization?
Source: Shopify
6. Retention will be important than acquisition
With the ongoing anti-trust lawsuits and claims against companies selling data, acquiring consumer data is considered sneaking into someone’s privacy. Google announced that from 2022 it would join Safari and Firefox’s bandwagon in blocking third-party cookies in its Chrome web browser. Such stints will change how brands will approach new prospects, let alone convert them! These restrictions drive our sixth eCommerce trend for 2021.
Be it Google or iPhone, brands are being transparent and vigilant about what they collect, share, and store.
The advertising costs are likely to rise with such restrictions in place, and the woke internet users also refrain from sharing their information. Amidst the scenario, loyalty will be the name of the game. The approach will cost extra dollars, while retargeting and remarketing will improve brand presence, conversion rate, and lower overall marketing cost. Your core focus in 2021 should be to prioritize the existing customer base and repeat business rather than going after the new leads.
7. The rise of conversational commerce
One of the most crucial eCommerce trends in 2021 will be optimizing your online business for voice commerce compatibility. Voice commerce is set to top $40 billion in the U.S. by 2022, and to take advantage of this tech, be ready with a website that can respond to voice-based search queries. Top reasons why conversational commerce will dominate the marketplace include – 1) growing accuracy and convenience of the tech, and 2) increasing popularity and use of virtual assistants across devices. To prepare your eCommerce store for voice-searches, follow the below steps:
- Optimize your website content in a way that can answer the searchers’ questions (use long-tail keywords).
- Add a new skill on voice assistant devices like Alexa and Google.
- Enable voice navigation on your website and app.
- Design a command-checkout process that lets buyers shop with simple, voice-based assistance.
