The digital world is constantly evolving and updating, it is part of its DNA. This means that digital businesses are also changing and need to be up to date with all the news to incorporate those that allow them to be competitive.
Within the digital world, What trends will set eCommerce growth in 2022? This question has been tried to be answered by the experts of Doofinder, a Spanish software company specialized in smart search solutions for eCommerce, along with other experts from the business sector such as DinoRANK, Klarna or Google.
LThe 5 eCommerce trends to watch out for in 2022
- Liquid audiences and personalization: Not only has consumer behavior changed; He has also done it, with the help of Big data, the way to study and segment these behaviors. The main change is that it has gone from a segmentation based on patterns such as age, sex, location or purchasing power to liquid audiences, that is, they do not respond to patterns, but to highly personalized preferences.
For Derric Haynie, Chief eCommerce Technologist at Ecommerce Tech, “It will be the year of the webs tailored to each client, that is, the site built for each visitor, completely dynamic and oriented to their purchase history, browsing, questions and hundreds of data that can help us calculate what people wants and likes ”.
It is to this personalized consumer that the eCommerce offer should be directed, adapting to details such as predilection for shopping during business hours and days, to a greater extent than in moments of rest. They will also have a more likely to generate business those online stores that have several payment methods, such as the fractionated one offered by Klama or Aplazame, to encourage consumers to purchase higher-cost products as they are not conditioned by a single payment.
For Daniel Espejo, Managing Director of Spain and Portugal at Klama “This trend in installment payments will continue to rise and with an increasingly determined commitment by the retailers themselves, as it has been shown that it increases their sales, increases the average value of their orders and generates greater loyalty.”
- New means of online commerce: home and pocket will be the two premises that eCommerce should not lose sight of to succeed among customers. Consumers are increasingly online because they seek the greatest comfort, the least effort and the best price when buying from home.
Along these lines, it is worth highlighting the proliferation of showrooming linked to dynamic pricing. Is named showrooming to the technique of going to a physical store to try models and sizes, write down references and then buy it online at the best price in the different stores of the Network, the dynamic pricing.
“Each online store can be a small laboratory on what works best at all times in the basic aspects: what stands out, the prices of the products and the most persuasive claims”.
Gustavo Entrala, expert in Brand Innovation
The eCommerce must also take into account that mobile phones are the most used devices for online purchases, so it is essential to have a responsive design and an adapted and technologically powerful search engine for customers to find relevant results of what they are looking for.
In this line Dean Romero, SEO consultant at DinoRANK, aim “Both for 2022 and for years to come, eCommerce will need to have their products very well interconnected through internal linking, especially in online stores with a large volume of products. In other words, the crawlers can access the most relevant content possible in an eCommerce, without exhausting the tracking budget allocated by wandering into areas of the web of low interest ”.
In addition, some online consumers choose to make their purchases in marketplaces that function as online multiproduct markets, where each eCommerce must pay attention to its competitors and prices.
- Revolution in Artificial Intelligence: It is not a new technology, it has been talked about for years, but its infinite applications is a revolution to better understand consumers, to be able to offer them what they really want so that they have a good shopping experience and make recommendations to other users. Having an eCommerce with good technology and Artificial Intelligence is not complicated thanks to ‘low code’ platforms and tools (without programming code), such as the intelligent Doofinder search engine, that you can install any eCommerce manager without the need for computer skills.
Llorenç Palomas, Head of Marketing at Doofinder, assures “Solutions such as ‘visual search’ and voice search will begin to be a must in any eCommerce, due to the ease it offers to the user”.
For its part, Chiara Clemente, International Lead Italy at Semrush, it states “I think AI and UX will be of crucial importance in eCommerce. As we have seen in the update of Google’s Core Web Vitals algorithm, navigation and performance are of the utmost importance for a good positioning in the SERPs. Basically we are obliged to put our users first and their experience on our website has to be as seamless as possible ”.
- Live sales: the online shopping channel has evolved from PC to mobile or social networks. And the ‘shoppable tv’ will also be more and more common: buying a product that is seen on television at that time, for example the shoes that an actor is wearing, through a kind of point that will appear on top of the product in question and which translates into a QR for the purchase.
Another trend that is here to stay is the ‘livestreaming‘: a kind of lifelong telemarketing with direct access to the purchase of the product through a link, liking or leaving a comment on social networks; a technique that uses a lot freshlycosmetics.
- more humane eCommerce: customers expect online stores to give them all the facilities and to be close. In fact, when they make a purchase they think that it is a very simple process and have it at home almost the next day or pick it up in a physical store, with a system self service such as Fashionalia, which will be seen everywhere very soon. Purchases by monthly subscription of basic products or special packs will also grow, as Primor offers with the Primor Box.
Changes in the cookie policy will also mean changes in advertising and the way to reach potential customers. In this sense, Jorge Catalá, Head of Retail & Fashion at Google Spain, he assures “Adapting to changes in advertising will lead to new models for attracting and approaching customers. There will be a greater proximity to consumers, through Google shopping, yes, but also through other formats such as YouTube, which are gaining ground in the world of online sales every day”.