What will 2022’s e-commerce trends be? The past two years have brought many ups and downs in the e-commerce world. Predicting the future can seem like a challenge as insecurities about world markets continue to create doubts. Digital commerce, however, has been growing steadily during the pandemic, as more people than ever before got used to shopping online.
According to research done by Shopify, the global e-commerce market is expected to reach 5.55 trillion dollars this year, and with only 17.8% of purchases being made online two years ago, the percentage will, in all likelihood, reach 21% in 2022 and over 24% in 2025.
Growth goes hand in hand with innovation. Over the past year there has been no shortage of new ideas brought to the market by the big players of the digital world, including the metaverse, NFTs, AI, and crypto. They all promise to disrupt the way we experience the web. But with so much going on, it can be difficult to navigate the evolution of digital commerce and choose the right direction for your business. In this article, we will take a look at three e-commerce 2022 trends to look out for in order to build a long-term strategy that works.
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Consumers get more conscious: the importance of a green strategy
The latest IPCC report on the climate crisis is showing that consumption habits need to change rapidly in order to save the planet from the impact of global warming. People are becoming increasingly aware of this and the demand for “green” products has been growing steadily over the years.
According to Statista, 45% of consumers are now looking for brands that are sustainable or environmentally responsible. This trend has been growing from 2020, and people are putting increasing pressure on businesses to make choices that take environmental impact into account. Traditionally, e-commerce has not been a very sustainable activity because of its heavy reliance on single-use plastic for packaging and return policies that cause many products to go to landfills, but things are changing as people expect businesses to be more careful in their operations.
Over the past two years, online consumers have become four times more likely to purchase from companies that are considered environmentally friendly and theybecome loyal to those brands that commit to ethical values over time. This is important for all e-commerce businesses that are setting their long-term goals: cutting corners for a quick sale may no longer be worth it. This is because Returning customers and brand loyalty are likely to emerge from a steady commitment to reducing one’s environmental footprint.
E-Commerce 2022 strategies: customized packaging and shopping experience
It is often difficult to build a personal connection through e-commerce, as customers often lack points of direct interaction with the people behind the brand. There are, however, ways to improve customer experience by creating memorable shopping experiences that add a human touch to the transaction.
Customized packaging is one of the e-commerce 2022 fastest growing trends. One of the first large brands to make use of this method was Coca Cola. They printed people’s first names on their labels to make people to personally connect with the products. However, customized packaging can be done on a smaller scale as well: simply adding a note to a package or writing copy that is focused on storytelling rather than product or service descriptions can help customers connect emotionally to your business and stay loyal over time.
Personalization is not just a matter of presentation. Another trend we have noticed growing over the past months is the “But Now Pay Later” (BNPL) system, which allows consumers to defer payments or pay in different installments for products purchased online. Payment systems like Klarna or Afterpay can be added to your e-commerce website to allow customers to adapt the payment process to their needs, making the shopping experience more accessible to people who may prefer paying at a later stage. The “But Now Pay Later” systems have seen a massive increase in usage in the past two years, with investments toward such platforms that have grown by 93% in 2021, according to business intelligence site The Asian Banker. We can only expect it to grow further in 2022.
eCommerce-friendly platforms: Instagram and Instant marketing
Despite the competition with TikTok, Instagram remains a powerful tool for e-commerce businesses. More and more functionalities are being added to the platform to attract both brands and influencers. Social commerce has become an important source of revenue for many stores who rely on their social accounts to present, promote, and sell their products directly. Business Instagram profiles are becoming more similar to full scale websites – contacting the brand, viewing the product details, and completing a purchase are all activities that can be done without leaving the platform.
Having an omni-channel approach has become essential: users cannot be expected to leave their favorite social platform to discover new products, but at the same time it can be risky to rely solely on the algorithms of Instagram to sell. Building a brand on multiple channels means finding a balance between online presence and long-term vision based on your customers’ habits.
Millennials and Gen Z are the two main groups relying on social media to make their consumer choices. It has been estimated that up to 50% of these demographics have purchased a product online via social media at least once and, according to Sprout Social, nearly 80% of businesses are investing in mid-term marketing strategies that are based on social media.
Communicating on social media, however, is different than on other platforms as the most powerful messaging is usually tied to events that are happening in the present. Because of this, brands have to invest in instant marketing, the practice that involves using “hot topics” that vast audiences are following to promote one’s product. Examples range from supporting a national team through design work during a football World Cup to adopting popular memes in the brand’s social communication as well as commenting on a piece of news with the purpose of entering an ongoing conversation with your audience.
Results will vary depending on how you approach a topic – especially if this is a sensitive conversation – but when done right instant marketing can allow you to have a large audience interacting with your brand with minimal costs.
E-commerce 2022 strategies: discover new ways to grow
The digital world is evolving and so are new forms of communication that emerge together with new technologies. Such transformations offer many opportunities for e-commerce brands, but choosing the right path amongst the many options that are available can be difficult. When resources are limited, it is always better to invest in a few channels rather than trying to build a presence on every platform. Every business has different needs. In this article, we have discussed three emerging trends, but it is important to develop tailor-made solutions that suit both the brand and its audience. Let us help you develop your digital growth strategy – get in touch today to discuss your project and find out how Mowgli can help you strengthen your marketing!