The e-commerce landscape changes every year. New technologies spur on new behaviors, and sellers quickly capitalize on these.
To remain competitive, businesses must understand and adapt to these changes before they become mainstream, else they will get left behind. This article looks into some of the latest trends in 2024 and how you can use them to your benefit.
1. Cross-Platform App Development
Cross-platform frameworks are transforming e-commerce development. Flutter, an open-source toolkit by Google which used by companies as big as Alibaba, is a prime example. It allows developers to create applications for mobile, web, and desktop using a single codebase. This is useful because customers may begin their journey on their mobile, but continue basket-adding on their laptop later on.
This approach reduces both development time and costs, while ensuring a consistent user experience across all platforms. Ecommerce app development services that focus on cross-platform app development have been growing in demand as businesses seek to streamline their digital presence.
2. Social Commerce
Social media platforms such as Instagram, TikTok, and Facebook are of course core to most e-commerce firms. However, it’s much more than just a place to share your brand or products, as these platforms now offer features like shoppable posts and in-app purchasing.
In other words, users can buy products directly without leaving the app. This shift means that having a single website is no longer sufficient; businesses must integrate their sales strategies within social media platforms.
For example, Instagram Shops and TikTok Shopping enable direct purchases within the app, making shopping convenient and engaging for the customer. This makes it a very good way to prototype and test out a new idea. For example, having a single product on a new page and selling it directly on social media could quickly test the ROI and profitability of an idea. Then, if proven successful, you can build out a fully established shop of your own.
Nearly half of social media users have made purchases through these platforms, demonstrating the growing importance of social commerce.
3. Sustainable Shopping
Sustainability is becoming a key factor in consumer purchasing decisions. More people are choosing eco-friendly products and supporting companies with sustainable practices - it’s a way to consume with a conscience.
E-commerce businesses are responding by adopting sustainable sourcing, packaging, and manufacturing methods because the minimum standards are rising quickly.
This means that newer shops should consider how important sustainability is to their customer base - particularly in five years time from now. It may be possible to lean into this as a brand value and a way to build loyalty.
For instance, companies like Patagonia and Allbirds emphasise their commitment to sustainability in their products and marketing, and this is reflected in a loyal customer base.
Research shows that 46% of consumers are more likely to purchase from companies that donate to charity or support sustainable practices.
4. Voice Search Optimisation
The use of voice assistants like Alexa and Google Assistant is on the rise, making voice search optimisation crucial for e-commerce. About 40% of U.S. internet users utilise voice assistants monthly, but this will soon rise as Apple are improving Siri with the latest AI, and the same goes for Gemini over at Google.
E-commerce sites need to adapt by focusing on natural language patterns and providing concise responses. Major retailers like Walmart have enabled voice-activated purchases, setting a standard for others to follow. Integration into these devices like Alexa could be one option, but ultimately it’s going to affect SEO for almost everyone.
5. AI and Machine Learning
AI and machine learning aren’t only for search, but they’re enhancing e-commerce by providing personalized shopping experiences.
These technologies help businesses analyse consumer behaviour, optimize inventory management, and automate customer service through chatbots. Implementing AI-driven solutions can significantly boost customer satisfaction and operational efficiency in a number of ways.
For example, Amazon uses AI to recommend products based on browsing history, and Domino's uses a chatbot named Dom to facilitate order placements. AI interactions are becoming normalized, and not speaking to a human - which is now even possible in some hospitality settings - isn’t frowned upon like it once was.
6. Livestream Shopping
Livestream shopping is an emerging trend that offers real-time, interactive shopping experiences. Platforms like Amazon Live, TikTok Live, and YouTube Live allow businesses to showcase products, answer questions, and provide demonstrations in real time. This is basically like the old shopping channels, only with a new twist.
The main difference is that they’re not general channels with a general audience - the brand themselves host a livestream, and so it’s the followers of the brand that watch it. This means engagement is better, but it also means potentially less random foot traffic (unless you pay to promote the stream).
Conclusion
Adapting to these e-commerce trends is essential for businesses aiming to stay competitive and meet evolving consumer expectations. However, it’s important not to feel as though you’re ever fully up to date, as the next trend has already just begun.
