Ecommerce Marketing Trends for 2020
In the past year alone, ecommerce marketing has evolved greatly. Each year, the ecommerce market introduces new and improved ways to enhance the customer experience and generate more sales. With new strategies and technologies constantly emerging, we have seen the rise of AI, mobile commerce, chatbots, and automation, each paving the way for easier shopping from any device. For customers, this means a better way of finding and purchasing products. For etailers, it means the chance to drive more sales and increase revenue.
As we enter not only a new year but a whole new decade, we are looking at some of the biggest trends that will shape the year ahead. Keep reading to find out which ecommerce marketing trends are worth watching in 2020.
Ecommerce Marketing Trends for the Year Ahead
A decade ago, ecommerce marketing was still in relative infancy. Two decades ago, it was more of a working concept than a seamless way for customers to purchase online. Today, in 2020, the ecommerce landscape has become a crucial part of the overall commerce industry, with many traditional brick and mortar retailers expanding their presence with online and offline stores and etailers expanding to offer brick and mortar stores and pop-up stores alongside their online offering.
The new ecommerce landscape is fully integrated and designed to provide customers with a simplified shopping experience across every channel. This integration is set to drive even more changes in the years to come, as technologies and strategies continue to adapt to meet the needs of shoppers. Some of the most noteworthy ecommerce marketing trends that will emerge over the next year include the following:
1/ Mobile shopping.
Although mobile shopping is not entirely new, it has come a long way even in the last year, let alone the last decade. As mobile searches begin to overtake desktop searches, and Google’s mobile-first indexing continues to change the way that results are featured in the SERPs, the era of mobile is here. What this means for the ecommerce industry is a shift from purchases made via desktop to purchases made on smartphones and tablets. Responsive design, therefore, becomes essential for the user experience, while smarter payment processes also become highly important.
Digital communications also play a big role in mobile commerce. QR codes, SMS marketing, and other mobile strategies help to integrate the mobile shopping experience, attracting more customers, increasing conversion, and allowing for a streamlined way for customers to find promotions, access limited offers, and conduct purchases, all from their mobile device.
2/ Voice shopping.
Thanks to the rise of Alexa, Siri, Echo, and other voice-activated assistants, voice shopping is another channel that is quickly growing in popularity. A 2018 study done by Voicebot AI revealed that voice shoppers comprised 26% of smart speaker owners. The same study predicted that voice shopping in the US will account for consumer spending of an estimated $40 billion by 2022. A Microsoft Bing Ads study meanwhile stated that 40% of 2000 consumer survey respondents have made purchases through voice assistants on smartphones or smart speakers. Additionally, 54% of respondents stated that their digital assistants will be able to help them make purchases within five years.
Why is voice shopping on the increase? A great deal of voice assistance comes down to accessibility and convenience. From an accessibility point of view, vision-impaired shoppers can enjoy a streamlined shopping experience that does not require sight. From a convenience point of view, voice commerce can be done without the need to have a smartphone or computer at hand. This allows shopping to be done in vehicles, in the home or anywhere else that can be accessed by smartphones or smart speakers.
3/ Integrated commerce.
Integrated commerce is another trend that has already begun to take shape. Although omnichannel marketing is not a new concept, fluid integration remains something that continues to develop. Tools such as automation platforms and improved systems that allow for seamless integration between devices and channels have paved the way for a fully integrated shopping experience. Shoppers are able to complete purchases across social media, marketplaces, online stores, voice assistants, and various other channels, without interruption.
The result of this integration will enable etailers to attract, convert, and retain customers while building revenue and providing a fluid user experience. This, in turn, will help to drive loyalty and reputation, further enhancing retail brand presence. Stores that do not embrace a fully integrated approach will have to compete against those able to provide customers with a completely smooth shopping experience from start to finish.
In the last year or two, chatbots have rapidly grown. As an ecommerce marketing tool, chatbots serve a few purposes. Aside from the obvious one – assisting shoppers in making purchases – chatbots also help to prevent abandoned carts, remove barriers to purchase, improve customer service, improve navigation, and simply provide a better experience for customers. According to HubSpot, messaging apps have over five billion monthly active users, and these apps are taking over social networks.
Chatbots allow instant communication between etailers and customers from the moment they arrive on the site. Automated messengers have the ability to assist customers, answer questions, help customers find specific products, make recommendations, provide customer support, avoid abandoned carts by proactively addressing common reasons for exiting stores without completing purchases.
Video is also playing a highly important role in ecommerce marketing. Facebook Live and YouTube have steadily grown over recent years. Google states that in 2018, 60% of shoppers believed that video offered inspiration for purchases, while YouTube viewing time for shopping videos in the US grew over 5X between 2016 and 2018. A 2017 study by Google states that 50% of internet users looked for videos related to products before visiting a store. Fast-forward to current times and the growth of video continues to change the way that purchases are made.
Integrating video into your ecommerce marketing strategy is the best way to harness the growing reach that this channel has to offer. This can be done through product demonstrations, customer reviews, how-to guides, product comparisons, video testimonials, and various other video campaigns.
The next year is sure to bring plenty of new changes to the ecommerce industry. Here at Grapevine Interactive, we are looking forward to seeing what the future of ecommerce marketing holds, as we prepare for even more growth within online shopping.