The new e-commerce trends are under the banner ofinteractivity and participation, with an eye always on cross-channel. Especially in the area of digital platforms, in fact, the consumer of 2024 is no longer ‘simply’ 2.0, but has transformed into an omnichannel entity, able to be in different realities at the same time, being able to take advantage of the entire online universe in 360°. As a result, any e-commerce site cannot remain unchanged, but must change and evolve enough to be able to anticipate the individual user’s future interests and choices.
A real, continuous and unceasing transformation is taking place, confirmed also by data recently published in Think With Google according to which in Italy almost half of customers (more precisely 44%) would keep an eye on new brands even when they do not intend to shop. It goes without saying, then, that the customer journey becomes of paramount importance for customer loyalty and the engagement of a new audience.
Inevitably changing is even the target audience, as about 30 percent of the total world population is Generation Z, the first to grow up in a digital world, whose purchasing power is increasing year by year. Precisely those born between late 1990 and 2010 are expected to make up nearly 27 percent of the workforce within a couple of years.
In addition to the possibility of 100 percent exploitation of images and videos (with many different formats) for not only commercial and marketing purposes but also for communication, outreach, and to create engagement, the new trends are also affecting areas not yet involved in the digital world until a few decades ago. In particular , the area of sustainability continues to play an increasingly important and decisive role for users.
Another determining factor-especially with regard to creativity-is undoubtedlyartificial intelligence; the field of fashion knows this well, for which ad hoc tools have been developed to always have new ideas and new target markets.
It is one of the hottest technology trends worldwide, and thousands of e-commerce companies are discovering new ways to use it by automating marketing processes. Based on the latest data, it will be a trend that is bound to last. Not to mention, moreover, that the popularity of artificial intelligence-based writing tools (including Anyword with 1 million users) is definitely on the rise. There are plenty of online marketers who have started using AI-based writing tools of their own to generate product description texts, advertising texts, content for social media and articles for blogs.
Then how can we fail to mention that a “historic” agreement, as the European Commissioner for the Internal Market, Thierry Breton, called it on “X,” was recently reached between the institutions of the European Union. An agreement thanks to which, Breton’s profile reads, “the EU becomes the first continent to set clear rules for the use of artificial intelligence. The AI Act is much more than a regulation: it is a springboard for EU startups and researchers to lead the global race for artificial intelligence.”
For its part, augmented reality is also rightfully among the trends not only of 2023 but of the coming years, and according to some recent statistics, AR (augmented reality) devices worldwide are expected to be nearly two billion, more precisely 1.7 billion, by next year.
From social media to AI: Is your e-commerce keeping up with the times?
Last but not least: social commerce has grown exponentially in recent years, and in the near future the trend will not change. However, it is becoming increasingly complex to convert social users from “non-buyers” to “buyers.” Suffice it to say that in the United States alone, annual sales per buyer will almost double between 2023 and 2027.
Every e-commerce, especially projects that have been started for years now, is required to update according to new trends. The online marketplace is increasingly fast-paced, interactive and ‘virtual,’ which is why it is good to evaluate the opportunities best suited to your scope. Contact the Tun2U Group for an ad hoc consultation and get ready to revolutionize your platform.
