5 Ecommerce Trends That Can Make Your Marketing Strategy Easier
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5 Ecommerce Trends That Can Make Your Marketing Strategy Easier
Presented By
Black Pearl Matrix
Main E-Commerce Trends:
- Shopping experience
- Visual search
- Voice search
- Invisible Payments
- Brand and branding purpose
Marketing in e-commerce companies has a lot to gain by employing 5 powerful trends that are dominating the market.
Having a digital business has caught the attention of many people, overcoming physical barriers. Many people are looking at the possibility of selling across the US or even overseas, and the start-up cost is less than opening a brick and mortar business.
However, not everything is roses. After all, competition is fierce. Thus, a strong investment in marketing and sales strategies is essential for building a successful e-commerce business.
Taking this context into account, in this article you will find out what the e-commerce trends are for the coming years. It’s all about a well-structured marketing strategy.
Check below five e-commerce trends to improve your marketing strategy:
1. Shopping experience
2. Visual search
3. Voice search
4. Invisible Payments
5. Branding and branding purpose
1. Shopping Experience
One aspect that has been in evidence lately and that is likely to continue to be the main e-commerce trend for the coming years is the customer’s own shopping experience.
This is because the final consumer is increasingly involved with virtual experiences and is adept at online shopping. To get an idea, e-commerce should grow 42% between 2021 and 2025, according to research.
This means that the population has embraced digital purchases for good, but for companies to stand out in the sea of information available online, it is necessary to deliver what customers expect.
That is, a frictionless shopping experience that is part of your browsing flow in an organic, safe and fast way. Simple, isn’t it? It may seem like it, but to deliver this, a lot of work and technical and technological development is at stake.
Responsiveness, load time, SSL certificate and transparent checkout with data encryption are just the beginning. It is also important to optimize texts, images and videos to be consumed by the user in a simple way.
And also, having physical and digital integrations and fluidity between social networks and the website itself, integrating stock, logistics and means of payment.
In the next topics, we’ll talk more about some aspects that impact the consumer’s shopping experience in e-commerce and how this relates to marketing strategies.
2. Visual Search
Have you, as a consumer, ever tried to search for a very specific item and had to navigate a sea of information to find it?
Thinking about solving this type of problem, the visual search in e-commerce allows the potential customer to carry out searches based on an image.
So if a person sees a rack in an Instagram decor post, they can save the image and use it as a reference to find that exact item.
Thus, by enabling a much more assertive search, the chances of converting sales increase significantly. This is one of the e-commerce trends also because it facilitates and improves the customer experience.
To put visual e-commerce into practice, in addition to good product photos, you need to invest in an e-commerce platform that offers this feature and focus on SEO on the product page.
For this specific part, the alt text for the image is also critical to contribute to more effective image search.
3. Voice Search
In the same vein as the previous tip, voice search consists of optimizing the e-commerce store’s SEO to be easily found by virtual assistants like Siri.
From there, your virtual store can be included in the voice commerce strategy. It consists of buying items online with the help of these virtual assistants.
Did you find it too futuristic? This trend, in fact, is already a reality: the use of virtual assistants in US homes increased by 47% during the pandemic period.
For those multitasking people who want to make a pharmacy purchase while cooking, for example, this technology is a great friend. And businesses that know how to adapt to this new way of buying will come out ahead.
In terms of SEO, what voice commerce requires is much more natural and conversational text that can be easily found from searches performed by users on their devices.
4. Invisible Payments
Now the subject is technology, the technology of the future that nobody sees, and as we mentioned in the first tip, customer experience is one of the main trends in e-commerce.
Given the flow of navigation on social networks and the need for an increasingly fluid immersion, invisible payments are also part of the present and future of e-commerce.
Invisible payments are those that require no user effort to be effective. They are almost invisible in the consumer journey. Some examples that are already part of our daily lives are:
4.1 Buy with a Click
The one-click purchase, also known as one-click buy, is a resource that allows the consumer, as the name implies, to place an order on your website with just one click.
The user only needs to register once in their e-commerce and authorize their personal and payment information to be registered in the system.
In future purchases, he will be able to finalize the transaction by clicking a single button, since his data and preferences will already be automatically configured for payment and delivery of the order.
Amazon pioneered e-commerce with this technology.
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4.2 Recurrence
There are several ways to set up an e-commerce on the market, build a website from scratch, or use platforms. However, when the subject is e-commerce by recurrence, it is necessary to take into account the peculiarities of the business. Not every platform will meet these needs.
But, do you remember the last time you paid for the streaming service you used daily at home? With the recurrence functionality, this billing is done every month without you having to worry about this account.
For the customer, it is synonymous with convenience and, for the store owner, it means a better CLV (Customer Lifetime Value), with less involuntary churn and bad debt.
These and other features that guarantee security and agility for the customer are made possible by the online payment and e-commerce platform that you can use on your website.
5. Branding Objectives
A successful e-commerce business is not just about technology resources. To have a standout brand online, you need to create an identity with consumers.
Given the current socio-political and environmental context, it is expected that consumption will become more conscious in the coming years. This means that impulse purchases of low quality products with low added value should decrease, to the detriment of more conscious consumption.
The consumers of the future will invest in good quality products, of known origin, that they really need or want and within what they believe to be important for them and for society. In this sense, socially and ecologically responsible brands must stand out in consumer taste.
Taking your brand down a path like this should really be about rethinking production and social impact, not just marketing it beautifully.
E-Commerce Challenges Related to Marketing
All e-commerce trends presented throughout this article are related to marketing strategies. This is because they expand and deepen the relationships between consumers and e-commerce companies through security, shopping experiences and technological innovations.
Among the challenges that stand out the most are logistics, the high rate of product returns, the relationship with consumers and the control of the main indicators. With a little care and professional work, it is possible to overcome these challenges and make e-commerce a profitable business.
Additionally, these trends have the potential to impact key marketing metrics such as:
1. Number of Visits
This metric is important for evaluating the effectiveness of paid media and organic content on a website. After all, this is the number of clicks that a specific domain or product page received from search engines or Google ads.
Running email marketing campaigns is another way to generate quality traffic to your store. You can form your own email base, with contacts from your e-commerce registration or newsletter, for example.
In addition, with the SEO strategy optimized for voice and image search, this number tends to increase.
2. Sales Conversion
This is an important number for marketing and the health of the business as a whole. Sales conversion identifies the clicks the website got and how many percent became sales.
See below how this indicator is calculated:
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2.1 Sales conversion rate
Calculating the conversion rate by channel is important so that you can estimate, for example, the volume of orders that will have to be met in a given period. In this case, in order not to have surprises, the ideal is to work with those average values, from 1% to 2%, considering your average volume of visitors.
Thus, in addition to the marketing effort with an attractive ad and well-structured SEO, it is necessary to worry about making the site intuitive, safe and functional so that the end consumer is attracted by the business possibilities. Otherwise, sales efforts can be thwarted.
Investing in technologies for this, such as invisible payments and diversified payment methods so that the customer can choose the one that suits him best, are practical actions to improve this indicator.
Put e-commerce trends into action.
The future of e-commerce will be dominated by the customer experience. Personalization will play a key role in terms of encouraging people to become loyal customers. Using personalization to reach audiences on any device creates multiple touchpoints and a smoother customer experience.
Now that you know the main e-commerce trends and how to structure your business to better serve the final consumer, it’s time to put these tips into practice.
FAQ – Frequently Asked Questions About E-commerce Trends
1. What are the best e-commerce marketing strategies?
There are several, however, the most assertive are the long-term ones, namely: building a strong brand, focusing on acquisition and retention, applying SEO techniques and working with link building.
2. What are the future e-commerce trends?
Among the main ones are omnichannel, voice commerce, dynamic pricing, recommerce and artificial intelligence. Being adapted to the future of e-commerce through these retail trends can make the difference when it comes to standing out from the competition.
3. How many types of e-commerce are there?
In general, there are 5, namely Business to Business (B2B), Business to Consumer (B2C), Consumer to Consumer (C2C), Consumer to Business (C2B) and Business to Administration (B2A).
4. What to expect from the e-commerce of the future?
The future of e-commerce is quite promising, as there is still plenty of room for the sector to grow in the post-pandemic period. However, companies will also face challenges related to customer service, shipping and security.
5. How can I improve my e-commerce personalized shopping experience?
The first step to start personalizing the shopping experience is to create a database of your customers. With an organized contact base, you can create different communication models, such as e-mail. In addition, run promotions and giveaways on a recurring basis, along with well-done remarketing.
Conclusion
Therefore, we can conclude that organizing yourself for a changing scenario means being attentive, studying, diversifying and adjusting your operation whenever necessary. In the end, who best adapts to market changes stands out!
Now that you know what the main e-commerce trends are and what is the way to structure your business to better serve the final consumer, it’s time to put these tips into practice!
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