Retail E-Commerce Trends for 2019
Over the last few years, the eCommerce market has registered important numbers and shows no signs of stopping. In fact, Statista says that eCommerce's global revenues will amount to $ 4.87 billion by 2021. A steady growth that will lead to an ever-increasing number of companies entering this market. The competition will certainly be greater and every trader, to not lose slices of the market, will have to know in advance all the new tendencies of the sector, without neglecting the technological progress and the habits of the customers.
According to Divante, 2018 was the year of Content Marketing. Involving the user with unique and quality content, which can meet his preferences, is a crucial aspect for the success of an eCommerce. Content Marketing will continue to play an important role in 2019 along with technologies such as Big Data, CRM and Business Intelligence.
Let's find out together what the most impactful trends will be for the eCommerce market in 2019.
For the growth of an eCommerce business it is important to be present on all shopping channels. In addition to the website, it is necessary being present on social networks, physical stores and other online platforms. Marketplaces like Amazon, eBay and Google Shopping will make the difference to the success of your business. Competitive prices, free shipping and a wider choice of products are three of the winning aspects offered by these channels and which are driving more and more users to use them. In the Asian market, more than half of the online purchases are made through marketplaces and many e-traders choose not to open their eCommerce.
According to VoiceBot.ai, as early as March 2018 more than 20% of Americans possessed a smart speaker. With the recent launch of Alexa and other voice interfaces, there is an increase in voice searches that by 2020 will be about 50% of searches done via mobile device.
Big Data and Business Intelligence
More and more companies are investing in Big Data, whose potential is constantly growing thanks to the diffusion of IoT (Internet of Things), IA and Chatbot, which allow access to information and data increasingly accurate and varied. Big Data can assist eCommerce in different ways: a better shopper analysis, higher quality customer care, easier and more secure online payments.
Chatbots are growing in popularity. Approximately 36% of marketers use it to provide assistance thanks to a long series of benefits, including the possibility of providing 24-hour assistance with instant and direct responses.
Content Marketing and Digital Content
Content Marketing is becoming simply marketing, as contents are already present in every level of the funnel and can be considered an integral part of every type of advertising campaign. Cisco predicts that by 2021, 80% of global Internet traffic will be in video format.
CRM (Customer Relationship Management)
Thanks to the use of increasingly refined and advanced AI technology, CRM systems will be able to better understand the interactions of users and consequently they will be able to provide personalized answers, foreseeing the needs of users. The Social CRM will therefore be fundamental for all companies that want to optimize the potential of social networks and get even closer to their customers.
Those involved in eCommerce should focus more on optimizing the mobile sales channel. In most markets, mobile users are far more than the desktop audience, but mobile sales are nevertheless lower.
Damian Rams, Digital Analyst and Conversion Optimization Manager, argues that "the main issue for mobile eCommerce website is the lack of clarity and simplicity in UX [...] too many elements, distractions and poor checkout flow are the main conversion killers."
A personalized browsing experience makes the user more inclined to purchase. Hyper-personalization is a digital marketing strategy that consists of using behavioral information, obtained in real time, to create a highly contextual communication that is relevant to the user. Amazon is one of the best examples of hyper-personalization in the eCommerce sector, thanks to its ability to provide the user with a series of recommended products that are always in line with his interests.