2017 looks set to be a year of big changes in the world of eCommerce. With the continuing shift towards mobile devices and digital payment shaping the way customers do their shopping, it's more important than ever for businesses to stay ahead of the game. To help you do just that, we've identified five key eCommerce trends that we think will be big over the next twelve months...
With Apple Pay, Android Pay, PayPal and Amazon Pay now a part of everyday life for some shoppers, customers are starting to become used to the fact that they don't need to take their card out in order to complete online transactions. Last year, more customers than ever used digital payment types to purchase through their phones and this looks set to continue throughout 2017. In fact, customers may start to demand that they're able to complete their transaction with a digital wallet.
Videos will be a must
Last year, video tended to focus on shoppable videos, specifically targeted towards consumers who found themselves browsing YouTube. This year, however, focus may shift slightly towards on-site videos. The proof is already out there that product videos increase the conversion rate and give customer engagement a massive boost. With that in mind, 2017 could see online retailers looking for new and inventive ways to optimise their strategies surrounding video in an attempt to generate increased revenue. As marketers look for ways to use videos to their advantage, we may see some refinement and greater attention to detail. Even aspects such as the right location for videos within a site could come into play. However as video evolves over the year, one thing is for sure: it is going to be an absolute must.
Loyalty apps and schemes
Not exactly a new idea, but 2017 could finally be the year where customer loyalty comes to the forefront of eCommerce. With shoppers now having more choice than ever, and almost half of all consumers stating that they would gladly switch brands if they had a coupon, eCommerce businesses can no longer afford to underestimate the power of customer loyalty. If a company wants to stay ahead of its competition, then a loyalty scheme may be the way to go. By capturing their customers' information and using it to offer them personalised promotions or rewards, businesses could start to give themselves a tangible edge over competitors.
Statistics show that stores which have a presence on social media are likely to achieve 32% more sales than those that don't. The potential of social media, particularly when it comes to engaging younger customers, has been obvious for years, so don't expect social selling to go anywhere in 2017. Social selling also encourages interactivity with the brand, with customers having the opportunity to share competitions, posts or giveaways on different social media channels and leave reviews on the company's Facebook page or store.
Design will focus on mobile shoppers
Mobile-responsive design is web design and, for plenty of online stores, ensuring their website is mobile friendly is a must simply because most of their visitors arrive via a mobile device. So in 2017, it's more important than ever for businesses to ensure their site is responsive. Expect to see more hamburger menus along with bigger icons and buttons throughout 2017 as more and more online stores look to secure their future by putting a mobile site top of their list of priorities for the year.
Ultimately, it doesn't matter whether you're running an SME or a large multinational, keeping on top of eCommerce trends is highly important and could make a huge difference to the success of your business. Digital payments, increasing traffic from mobile devices and videos mean that you're going to have to do more work than ever to remain competitive. At eBuild, we understand the challenges that go along with staying ahead of the competition, so if you want to keep your site up to date with the latest trends in eCommerce, then don't hesitate to get in touch.
About the Author
Philip Byrne has over twenty years of web development, graphic design and 3D animation. Initially providing 3D animations for RTE Game Shows (Where in the World, Fame & Fortune, Winning Streak), he then moved into the web industry. After 15 years of working in the industry, he set up his own company and founded eBuild Web Solutions based in Citywest. You can catch up with him on Facebook, Twitter, Google+.