Updated: Aug 24, 2021
These days the internet comes first and bricks and mortar stores second. Consequently, ecommerce is becoming increasingly competitive.
Trends need to be monitored more than ever for brands to stay relevant. So, here are the latest trends to keep an eye on in 2021.
1. Thanks to COVID, the future of ecommerce looks bright
The growth of online sales figures is increasing and will continue to increase. It's projected that digital sales will rise from $4.9 trillion in 2021 to $6.4 trillion in 2024. This will be nearly twice the figure of 2019. People like the comfort of shopping from their homes and technology has helped to make this happen. Video ecommerce has transformed to include more interactive and shoppable video to increase trust for buyers online.
2. Mobile buyers are on the rise
Mobile optimisation has become a necessity for most retailers. Whether this is simply for websites or by creating apps, brands need to make sure product content is easy to view on a small, hand-held screen. By 2022, sales made on mobile devices will total $3.79 trillion. Most people browse and research on their phones before making a decision. Millennial and Gen-Z users are constantly looking for fresh product content on apps. Video streaming apps like TikTok and YouTube and now Instagram and Facebook have adapted to incorporate interaction video functions so that stand out content can be created by brands.
3. Social media has never been more relevant
With 67% of young people spending more money online now than before the pandemic, social media content is being optimised to include 'buy now' functionalities. Shoppable video technology is giving viewers direct links to purchase products they see in posts. Viewers can simply click a link to be directed to a transactional page, without even leaving the app or window. Brands are racing to use interactive video platforms to create unique, engaging and clickable video ecommerce on social media.
4. The climate crisis is heavily impacting consumer decisions
With the world in a state of environmental emergency, many customers are looking to shop more sustainably. This could be from brands who use less plastic packaging, reduce their carbon emissions or make products from recycled materials. 39% of digital consumers say they would avoid brands with poor environmental records.
5. Bespoke, personalised experiences are more attractive to buyers
Consumers are no longer satisfied by static images, standard video and text content. Shoppers want to feel involved in the buying process and are seeking more personalised ecommerce experiences. So, interaction videos are becoming more and more relevant in content marketing strategies. This is because they turn the passive viewer into an active participant. Consumers can click, drag, spin, zoom videos to find out more information on a product. This exciting form of technology is growing exponentially. In fact, more than 50% of buyers say that these personalised online experiences are important to them. Livestream shopping has allowed brands to broadcast to customers in real-time to provide an exclusive, personal shopping experience. It is events like these that are soaring in 2021 and expected to soar beyond.
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