The world of e-commerce has experienced exponential growth in recent years, and 2024 will be no exception. With ever-increasing technological advancement and consumers becoming more demanding and savvy, it is crucial to stay on top of the latest trends to stay relevant in an increasingly competitive market.
In this article we will look at the 15 most relevant trends that will define the eCommerce landscape by 2024.
15 trends in eCommerce for 2024
Omnichannel approach at points of sale
Omni-channel is one of the cornerstones of eCommerce in 2024. Brands are striving to integrate all their sales channels, from physical shops to online platforms, offering a seamless and unified shopping experience.
Starbucks, for example, is already doing so, leveraging Progressive Web Apps (PWAs) that serve as a meeting point for eCommerce on different devices.
Personalize the customer experience
Brands are looking to use data on consumer behaviours and preferences to deliver highly personalised shopping experiences. From product recommendations to exclusive offers, personalisation allows brands to establish deeper and more meaningful connections with their customers, improving customer loyalty and satisfaction.
If there is a great marketplace that personalises to the maximum the content and products that its users want to see, it is Amazon. From the homepage to the products you might buy together, everything is full of exclusive recommendations.
Artificial Intelligence
The integration of artificial intelligence will revolutionise eCommerce later this year. From virtual assistants and chatbots that provide customer support to advanced recommendation systems that personalise the shopping experience, AI will enable brands to offer smarter and more efficient interactions. Based on sophisticated algorithms, companies will be able to anticipate consumer needs and continuously improve their services.
One of the most interesting AI applications comes from ASOS, which has developed a tool called Style Match. With it, users can upload a photo of the product they want to buy and get a list of other similar items available for purchase.
Predictive customer service
Thanks also to the advancement of artificial intelligence, brands will be able to go beyond simply responding to customer queries. Later this year, we will see customer service become predictive, anticipating consumer needs and desires before they are even expressed. Companies will be able to offer proactive and personalised solutions, significantly improving the customer experience.
Sustainability across all sectors
Environmental awareness continues to grow, and consumers are opting for brands committed to sustainable practices. In 2024, eCommerce will follow this trend, promoting eco-friendly products, biodegradable packaging and lower carbon footprint shipping options.
The best example here is Thrive Market’s online shop, which bases its sustainability on three key points: zero waste storage, ethically developed products and carbon neutral packaging.
Recommerce and Upcycling: a new life for products
Recommerce and upcycling will continue to gain popularity as consumers seek more sustainable and cost-effective alternatives.
Recommerce, or the sale of used goods, will continue to gain ground in eCommerce. Platforms specialising in the resale of second-hand goods will offer consumers more economical and sustainable options, while helping to reduce waste.
Upcycling, which involves transforming discarded products into objects of higher value, will become a major trend in eCommerce in 2024. Brands will take advantage of recycled materials to create unique and environmentally conscious products.
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Transparency that builds greater trust
Many brands are committing to providing detailed information about their products, from sourcing to manufacturing. For the most transparent brands, consumers can easily access data on materials used, labour and environmental practices, enabling them to make informed and ethical purchasing decisions. This transparency strengthens the trust between brands and their customers, fostering a stronger and longer lasting relationship.
Social Commerce and Social Proof
Social media remains an important channel for e-commerce. In 2024, brands are harnessing the power of social commerce, allowing users to shop directly from platforms such as Instagram and TikTok, backed by the social proof of reviews and recommendations from other users.
Influencer Marketing
Following on from the previous point, brands are partnering with influential content creators on a variety of platforms, from Instagram to YouTube, to promote their products in an authentic and persuasive way. These collaborations will allow them to reach specific audiences and build trust with consumers, effectively and organically driving sales.
Voice search to simplify the process
With the advancement of voice recognition technology, voice search is becoming more popular in the eCommerce of 2024. Consumers can make purchases using voice commands, simplifying the process and offering a more intuitive experience.
Mobile Shopping
Mobile shopping continues to grow, thanks to the comfort and convenience offered by smartphones and tablets. Consumers are increasingly choosing to shop online from anywhere and at any time. Online retailers are striving to optimise their platforms to deliver a seamless shopping experience on mobile devices, taking full advantage of the touch capabilities and constant connectivity offered by these devices.
Flexibility to adapt to consumers’ needs
In an ever-changing world, flexibility will be essential for eCommerce brands. In 2024, businesses will adapt quickly to market demands and consumer needs, while maintaining agility in all aspects of their operation.
Applications such as PayPal, Klarna or Afterpay allow the user to manage online payments in the best way, even splitting it into several instalments.
Subscription models that foster customer loyalty
Subscription models will continue to be popular in eCommerce in 2024. Brands will offer consumers the convenience of receiving products on a regular basis, tailored to their needs and preferences, through personalised subscriptions.
Blue Apron or Wetaka are good examples of how a subscription model can help users improve their lifestyle by offering weekly menus that are already prepared and ready to eat.
Predictive analytics in inventory
Predictive analytics will play a key role in inventory management in 2024. Brands will use historical data and advanced algorithms to forecast demand and avoid stockouts, ensuring a seamless shopping experience for consumers.
By predicting trends, sales and demand, tools such as Qualetic make use of Artificial Intelligence to automate inventory management.
Augmented Reality to enhance the shopping experience
Augmented reality will become a common tool in eCommerce in 2024. It will allow consumers to visualise products in their environment before making a purchase, enhancing the online shopping experience.
IKEA has been offering this option to its customers for several years, who can see how a piece of furniture will look in their living room simply by using their mobile phone.
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The eCommerce of 2024 will be marked by technological innovation, sustainability and customer-eccentricity. Brands that can adapt to these emerging trends and meet the changing needs of consumers will be in a strong position to succeed in the future of eCommerce. If you are looking for a way to integrate the latest trends into your eCommerce through a customised approach to increase your sales, our web design experts in Valencia can help. Contact us for more information.