Estimated reading time: 8 Min
El Future of ecommerce It is defined by new behaviors that are showing strong in 2022, learn what they are and recommendations to empower your Online store.
Do you want your ecommerce Be successful? Be sure to read this article, we will talk about an interesting study carried out by Shopify, where according to research, issues such as increased acquisition costs, the non-use of third-party cookies and social commerce will be decisive for online sales in the coming years.
Future of ecommerce: more opportunities = more competition
For no one is it a secret, the electronic commerce It is a powerful tool that opens doors to companies and entrepreneurs to publicize their brand and sell their products online, but it also represents high competition, where only the best prepared, those who make their operations more efficient to achieve customer loyalty and adapt to the dynamism of this industry, will continue to climb to success.
To highlight, the ecommerce they must ask themselves: Are they ready to meet the needs of the consumer of the future? What is this buyer looking for, what are their interests, what motivates them? A magic word can solve this question and is key to the behaviors we'll see below: Trust, more specifically, trust in the brand.
Your customer must:
* To feel that the Ecommerce is transparent At All Times
* See yourself as an authentic and professional brand
* Feel like you're always available
* Perceive that you received the best service
* Feel special for the brand
Trust represents your consumer's preference in a world of wild competition. “The Online shoppers they are looking for differentiated experiences and brands they can connect with, brands that speak directly to them” (Morgan Brown — Shopify).
What are your brand values? Do you identify and transmit them? Many buyers choose ecommerce with whom they identify themselves by their philosophies and values, for example, caring for the environment, gender equity, the promotion of culture, etc.
Higher acquisition costs in ecommerce, increasing behavior
It's so easy to go online and find hundreds of pages that sell the same products; in the face of prominent competition, it's becoming increasingly difficult to attract customer attention online, and it's not just a matter of recruitment strategies, but of how much they cost people ecommerce these initiatives.
Digital advertising is becoming a headache for the marketing budgets of Online stores, the increases in the standard costs of the different platforms, mean that the cost of acquiring leads is now higher. Just to cite one example, the CPC (cost per click) of search ads increased by 15% between January and June 2021.
“Brands are seeing advertising costs five times higher than before to generate the same amount of traffic.” (Ben Jabbwy, founder and CEO of Privy).
And it is precisely this one, the one that is projected as the first Behavior in the Future of Ecommerce For the coming years: the higher cost it represents for Online stores making yourself known and obtaining a place in the positioning of consumer searches.
Does this mean that, only businesses with the largest capital will be able to stand out on the internet? Not quite, an essential factor that we mentioned earlier comes into play here: The trust of the online shopper in e-commerce, a key point for establishing long-term relationships, increasing the customer's lifetime value, conversion rates and, therefore, reducing acquisition costs.
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Ecommerce in numbers
Sales of electronic commerce they did not slow down with the awareness of the Covid measures, on the contrary, they continue to increase, according to data from Shopify, “it is expected that the market of ecommerce Will it grow by almost 11 trillion dollars between 2021 and 2025”, buyers will continue to attend Online stores and recording consumption figures on this channel, never seen before.
Other interesting facts:
* According to global projections, online sales will reach 5 trillion dollars in 2022.
* The number of Online shoppers it has now exceeded 2,140 million, or 27.6% of the world's population.
* 1/3 of the Online shoppers during 2021 they were from China and the United States. UU.
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How to highlight your ecommerce among more than 24 million stores
Currently, competition is one of the biggest barriers to Growth of e-commerceand, for sure, it will continue to be so.
When having a presence on advertising platforms is increasingly expensive due to high demand, the familiarity and trust of customers in the brand are the lifesaver that many businesses hope to have, and those who have not yet achieved it, are competing with other factors such as price and the greater number of benefits they can offer the user, but how profitable is this for them?
Branding and building a sustainable customer base is the objective that current and future customers should aim for ecommerce, something that they are already aware of and have proposed as one of their main goals for 2022, the brands of Online sale more representative of the market. Don't forget to include this purpose in your marketing strategies!
Also read: Online sales, keys to opening a successful e-commerce
Winning ecommerce tips
Achieving a place in the consumer's mind, and therefore, in their buying preferences, requires building a brand with identity, with differentials and that provides value; when you achieve this, you not only have more loyal customers, but evangelizers who speak and recommend your brand.
Based on the above, consider the following tips:
Invest in short and long-term marketing strategies, the former will allow you to obtain valuable results for the ecommerce immediately, in days, weeks or at most in a month; the latter will help you increase your positioning and brand recall over time. In general, long-term strategies show tangible results starting in the sixth month.
Experts recommend that 60% of your actions respond to long-term strategies and 40% to the short term. The following are some of the initiatives you can develop:
Examples of short-term actions:
* Explore new communication channels to reach your target audience, find out where your customers are and teach your marketing actions there. For example, sales through social networks tend to be agile and much more dynamic, while email marketing allows you to contact the customer quickly and directly, in addition to following being one of the most effective channels.
* Highlight those differentials that make your brand unique, add value to your customer, don't just sell.
* Run surveys, research how buyers perceive your ecommerce, what they like, what they don't like, what they would change, what they would highlight, what they would recommend to you to improve their shopping experience. These are important data that will allow you to implement corrective actions and continue to grow, you will have no better source of information than your customers.
Examples of long-term actions:
* SEO positioning. Standing out in the search results is not something you get overnight, it requires different onpage and offpage SEO actions, which, implemented with care and persistence, will yield results over the months.
* Focus your campaigns on generating brand awareness among your potential customers, but be patient, settle in the consumer's mind for what makes your ecommerce, it's usually not something that happens right away.
* Measure and re-measure. How can you know if your strategies are working if you don't measure them, how can you improve if you don't know what position you're in. All the actions you carry out from your ecommerce, they must have measurement indicators that you can analyze and contrast month by month.
* You can start from some measurement indicators such as paid and organic traffic that enters your ecommerce, the number of followers on social networks, the number of conversions, among others, which will depend on your marketing strategy and business objectives.
Also read: 6 indicators you can't stop measuring in your ecommerce
* Make decisions based on data analytics. After a few months of measuring your different positioning and conversion actions, you'll have enough data to draw conclusions and show what works best for you ecommerce And what not, this way you can make intelligent and informed strategic decisions.
Other behaviors: data restriction and online community creation
Personalization has become for many online stores, in one of its main tools for conquering the customer, however, is being affected by current regulations on the use of third-party cookies, which, thanks to aspects such as privacy protection, limit the reach of personalized campaigns.
This has resulted in the ecommerce they must rethink the way in which they obtain data from their potential customers and turn to new strategies, where the generation of community around the brand and the deployment of actions that generate trust in the user, are becoming the basis for capturing this valuable information.
Always obtain data from your customers with transparency, telling them how you will use them and having their approval.
Social commerce, a winning behavior
“Between January and September 2021, downloads of live sales applications increased by 61%”, which allows us to estimate, that the opportunities of online sale will continue to grow in the field of social networks, where according to experts, the percentage of sales will triple by 2025 worldwide.
Among the behaviors and characteristics most valued by users who buy within these channels, it was found that:
* 58% consider that the attention received was a primary factor in their purchase decision.
* 54% say that the ease and speed of communicating with the brand through the network of their choice is an important differential.
* 46% believe that the use of product videos prompted their purchase decision.
There is no doubt, e-commerce will continue to conquer the world, this trend will not stop, on the contrary, every day it will require that ecommerce continue to reinvent themselves and devise new ways to evolve.
Are you ready? Only those who are active, creative, reliable and efficient players on all their fronts of operation will be worthy of occupying a place in the preference of their customers. That you online store Be a spearhead within the competition!
Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Do not hesitate to contact us, we are the best fulfillment center for ecommerce in Mexico and Colombia, you just have to give click here.
Sources of information:
· https://www.shopify.com/research/future-of-commerce/future-of-ecommerce#Trend1
· https://digitalintheround.com/how-many-online-stores-are-there/
