10 e-commerce trends for 2017
The year 2016 was innovative in several fields of e-commerce. One of the great pillars was the competition for the attention of an increasingly demanding public. In fact, the customers themselves have become a major challenge: more complicated to capture, easier to lose and more difficult to please in price and shopping experience.
In a market that is expected to double by 2017 to $ 25 billion, according to The Next Web report, advances like the popularization of VR, push notifications and other technologies tend to create new forms of interactivity for this audience.
Here are some of the trends I think are important for next year.
New payment methods
In order to transfer a greater sense of trust to customers, online stores should increasingly use alternative wallet payments such as Google Wallet, Samsung Pay, Apple Pay, among others.
These mechanisms allow to make purchases with greater security, avoiding to use the number of the credit card and facilitate the payment by mobile means for both virtual and physical stores.
Valuable offerings are no longer new, but should increase in 2017, since they generate positive results when they start from a well-designed and structured strategy.
This practice makes it possible to transform periods of low profitability into periods that are commercially more attractive to retailers.
With the integration of all sales channels, the company can always be present and prepared for the moment of the purchase decision, serving the consumer online in any platform and interacting strategically with its public.
Channel engagement and a uniform language tone can help in the process and make the shopping experience more effective.
Bringing more complete experiences to users can also be another great asset of 2017.
L’Oreal Paris, for example, has created an application that allows via site to use a kind of virtual makeup in personal photos, approaching the target of the brand to the products and creating more enriching interactions.
This feature also won an app called Makeup Genius, available for iOS and Android.
A survey by Bright Local found that nearly 90 percent of online consumers believe in reviews as well as personal recommendations, and 7 out of 10 consumers would do a product review if they were asked about it.
That says a lot about the content being produced for e-commerce in 2016. More than simple product pages, the consumer now expects to find diverse opinions to base their buying decision.
Popularized in the world market by Amazon Prime, this type of customer loyalty takes e-commerce closer to the physical store by promising the delivery of purchases in ever smaller and optimized terms for a select group of customers, some of these Deliveries can be made up to the same day, depending on the order and the type of product.
Online customer service has never been so smart. The chatbots have brought the FAQs to life in an efficient way because of the use of machine learning that understands exactly what the customer wants and seeks a service of support and service to the public.
By working on this interactivity, brands end up saving time and money on more helpful services with the help of these robots.
With the expansion of features that capture users’ online information and behavior, Big Data tends to create a more exclusive relationship for each customer, transforming the shopping experience with product leads and promotions specific to each user.
New data reading and analytics technologies for users of your online store can help the retailer anticipate the purchase decision by being close to each customer with the solution or product they are looking for.
The exponential increase in the use of mobile phones by Brazilians also reached the e-commerce: only on the last Black Friday (25/09), about 19.8% of purchases were made using a mobile phone, compared to 4.4% in 2013.
So having a responsive website or an application dedicated to mobile users is an almost indispensable task for anyone looking to sell online. Facilitating the buying steps in this process is also essential for success.
A survey by Forrester this year revealed that 69% of online retailers in the United States believe videos should be even more effective for e-commerce shopping for the next two years.
In addition to being interactive and with incredible detail, product videos enhance purchasing decision-making, and are almost a physical part of the customer shopping experience, which in turn has a way of seeing your products in the video Being used in the real world.