The way people spend online is changing all the time, and as such the methods applied to target consumers is required to adapt to meet the needs of both consumers and businesses.
Last year, online consumer sales were estimated at nearly $1.5trillion globally, a 20% increase on those the year before in 2013. Also, £810m was spent online by British shoppers on Black Friday alone, with a further £650m on Cyber Monday.
So the landscape in ecommerce retail is constantly changing and growing – pointing to another bumper year for online retail in 2015. Here are some eCommerce trends the team here at YOMA have predicted to look out for over the next 12 months.
Online mobile traffic eclipsed desktop traffic for the first time last year. Sales-wise, it is estimated that more than $1trillion will be spent globally on mobile devices in 2015. That is a massive increase from 2011, when the same figure was just $81.3billion.
As growing numbers of people already use their phones and tablets to do their shopping, mobile-friendly sites will become increasingly important for consumers in 2015. It is a shift that cannot be ignored, and eCommerce platforms optimised for mobile use will play a key role in retaining and growing sales.
Towards the tail end of 2014, both Twitter and Facebook began testing “buy” buttons. The ultimate aim is for these buttons to line up alongside tweets and posts, enabling users to make purchases without leaving their network.
As eCommerce and social media continue to integrate, there is likely to be some disruption in how people use social channels. A more streamlined sales process could be a big win for merchants. It also points towards even more value to your brand’s social media presence, with a chance to influence users and convert them into buyers in the same place online.
When it comes to user experience, personalisation is just the tip of a very large iceberg. A functional eCommerce site clearly to offer an overall experience that is both consistent and that users enjoy, and also offers personalisation is something that will become a crucial for ecommerce businesses over the next 12 months.
Users will come to expect an experience designed for them, so that all online merchants will have to look at how the information they provide relates to other areas of their site and also help users understand where they are to guide them towards a purchase. This will mean creating flexible displays, promoting products or options to certain users, and presenting chat windows to engage with browsers in real-time.
Sources for stats
B2C eCommerce figures: http://www.emarketer.com/Article/Worldwide-Ecommerce-Sales-Increase-Nearly-20-2014/1011039
Black Friday and Cyber Monday figures: http://www.theguardian.com/business/2014/dec/01/black-friday-cyber-monday-sales-christmas-shopping-orders-bargains
Mobile traffic: http://searchenginewatch.com/sew/opinion/2353616/mobile-now-exceeds-pc-the-biggest-shift-since-the-internet-began
Mobile payments figures: http://www.portioresearch.com/en/mobile-industry-reports/mobile-industry-research-reports/mobile-payments-2013-2017.aspx