Ecommerce 2023: trends reshaping the shopping experience

Ecommerce is constantly changing and evolving. To stay relevant, every ecommerce brand should take advantage of emerging trends that are transforming the digital landscape – and offer these exciting ways of shopping to their customers. So, what are the big trends affecting ecommerce in 2023? . At Re:signal, we’ve constantly got a finger on the industry’s pulse. From voice searching to sustainability, loyalty points to VR, here are some of the major developments to watch out for in the coming months.

1. Getting Personal

Nothing makes a shopper feel special like a personal recommendation. Brands can create a sense of exclusivity and enhance customer loyalty through personalised algorithms for each customer. Collecting data (with the permission of the user, of course), can allow ecommerce brands to provide highly targeted and, more importantly, relevant, content to each customer. This can be done in a variety of ways, including:

• Offering complementary products or services for something a shopper has recently purchased
• Reminders of abandoned baskets and enticing money-off vouchers if they return and complete their purchase.
• Targeting certain locales with products or services specific to them
• Sometimes, something as simple as a personalised ‘Happy Birthday – here’s 10% off’ email message can show consumers you are thinking of them.

A staggering 63% of mobile users are more likely to buy from brands that have sites that offer relevant products, so businesses are missing out on a lot of transactions if they don’t!

2. Make Your Voice Heard

Siri, Google, Cortana, Alexa…we’ve all used voice assistants at some point. These clever AI assistants can be integrated almost anywhere, from our phones to our smart speakers. And these technologies have come a long way from simply telling us we’ll need an umbrella today or adding toilet paper to the shopping list. Nowadays, these assistants can do every step of the shopping for us. In the Google Chrome App alone, 20% of searches are made using voice search and the number is set to rise over the coming years. Optimising ecommerce platforms for voice search is now crucial for businesses aiming to stay competitive. Voice searches differ from traditional Google searches. These searches use a more natural language, so creating product descriptions and metadata that these devices can easily access and discover is critical to nailing those clicks. By ensuring your platform is fully optimised for these kinds of searches, brands can not only increase their visibility across searches, but also provide a seamless shopping experience.

3. No More Trust Issues

Privacy concerns are always a topic of conversation in the online space. Consumers are becoming more aware of their data and what they do and don’t want to share – and the value this data has to websites. Zero-party data, which includes willingly shared preferences and intentions, is becoming highly sought-after by brands. To earn consumer trust, businesses must adopt transparent data collection practices, prioritise data security, and provide tangible benefits to customers in exchange for their data, such as personalised recommendations or exclusive offers. By transparently communicating your data practices and offering clear opt-in/out messages, your ecommerce brand can build trust with your customers and build a longer-term relationship based on mutual respect for privacy.

4. Get AR And VR Ready

Augmented Reality (AR) and Virtual Reality (VR) are transforming the way consumers interact with products online. Bridging the gap between the online and the real world, AR and VR allow a user to see products in their own home and even on themselves. Furniture stores have been cashing in on this for a while, allowing visitors to ‘place’ items within their own homes using VR apps. And fashion brands are now also investing in this technology. ‘Virtual try-ons’ are the latest thing where a browser can see just how something will look on them – from jewellery to sunglasses, to clothing and more. These immersive experiences not only enhance customer engagement but also reduce buyer hesitation, leading to increased sales and reduced return rates.

5. Believe In The Better

In an increasingly socially conscious world, consumers are gravitating towards brands that align with their values and beliefs. Back in 2022, a whopping 78% of US consumers stated that leading a sustainable lifestyle was important to them. In 2023, brands must focus on showing their social and environmental initiatives along with ethical practices, with full transparency. Consumers are more clocked-on to what constitutes sustainability and will quickly call out brands that are ‘green-washing’.  Last year, H&M came under intense scrutiny from both the public eye and professional bodies for green-washing and breaking the trust of millions. Brands now have the incentive to make better choices – not just for the planet, but for their own profits too! Be sure to shout about these practices and be proud of them. But remember to always be transparent about your practices, or the attention you get may not be positive.

6. Points Equal Prizes

Brands want their customers to be loyal, but in 2023, consumers expect to be rewarded for that loyalty. Memberships and/or subscriptions are becoming increasingly popular throughout the ecommerce industry. Loyalty points are no longer reserved for the battle of the big supermarkets or for your local coffee shop to stamp your card after each purchase. Anything from stationery to luxury designer handbags now offer a loyalty scheme in some form. By offering your customers limited-time offers, early access to ranges, sales, or points that can be redeemed for money-off vouchers or free gifts, you can build a loyal customer base, enjoy predictable revenue streams, and strengthen customer relationships through personalised experiences and exclusive perks.

7. Go Live

Livestream shopping has witnessed explosive growth in recent years, and its popularity is set to soar in 2023. Gone are the days when the only live shopping experience was 24/7 shopping channels – social media has taken over! This trend merges entertainment and ecommerce, allowing brands to showcase products in real-time while engaging with customers through live chat and interactive features. By hosting livestream shopping events, brands can create a sense of urgency, authenticity, and community, resulting in increased sales and customer engagement. With this, social media algorithms have already done the hard work for you. They already know who your target audience is, what products and brands they are already engaged with and recommend you and your products – without you having to lift a finger. Of course, you can also utilise the paid advertising within social media to extend your reach. Social commerce has gained significant momentum in recent years, and in 2023, its growth trajectory shows no signs of slowing down. Social media platforms are increasingly integrating shopping features, allowing users to discover and purchase products without leaving the app.  The seamless integration of social media and ecommerce enables brands to reach a wider audience, enhance customer engagement, and capitalise on the power of influencers and user-generated content to drive sales.  

Embrace the Trends!

The ever-changing world of ecommerce presents both opportunities and challenges for businesses. Staying ahead of the trends is crucial to remain competitive and maximise revenue.  By embracing these trends and focusing on enhancing the customer experience, brands can forge meaningful connections with shoppers and drive long-term success in the dynamic world of ecommerce. To effectively keep on top of ecommerce, brands need to remain proactive in their research. Reading industry blogs, attending conferences and signing up for e-newsletters can help keep businesses informed of the latest trends. Keep an eye on your competitors as well, signing up to their marketing emails and following them on social media will let you know what they are up to and what trends they are utilising. Keeping in touch with those in the industry who can be one of the most valuable ways to gain news on ecommerce trends. We regularly host SEO breakfasts where knowledge can be shared with other industry professionals, or perhaps you would like to join our Slack channel where you can post and answer questions to and from ecommerce brands. Get in touch with us today and sign up!