10 E-Commerce Trends for 2020 to Set your Brand Apart
There’s no denying that eCommerce is on the rise. In 2019, 59.90 million people purchased online in the UK alone, and worldwide eCommerce sales accounted for 14.1% of all retail sales. In 2020, with the unexpected Covid-19 crisis, e-commerce has become even more pertinent as online shopping becomes the main way to purchase. Whilst global pandemics affecting consumer habits can’t be predicted, we are seeing several e-commerce trends that can help brands connect with their customers in 2020. Omnichannel In the ‘age of data’, brands will be able to engage directly with their customers through omni channel selling. Across the web, mobile, social, and the data gathered when a person buys in-store, brands can make targeted choices and create a deeper connection with customers. Capturing loyalty points across multiple channels gives the customer reward and increases the chance that they will become a brand advocate. We will also see facial recognition and tracking beacons become more integrated to target customers on their mobiles. Collecting data will also help stores understand what channels help drive revenue and invest accordingly. Connecting via traditional storytelling Whilst the ‘age of data’ brings a multitude of new ways to connect with customers, the old ways are as important as ever, especially for smaller businesses. As ad costs get driven up by larger companies, traditional storytelling enables smaller companies to compete in a space that large companies can’t. Personal brand experiences, whether through video marketing or social media, meaning they can break through the noise of larger marketing campaigns and engage directly. International selling Predictions of the future of e-commerce estimate that cross border shipping will make up 20% of all online shopping by 2022. Selling internationally is becoming essential for businesses to grow in 2020 and beyond. However, many retailers can be hesitant to start selling abroad, with complicated processes, duties and taxes, customs, and unknown local couriers becoming a barrier. However, there are many delivery partners, such as GFS, who have the expertise, experience, and the right technology, to make international selling easier than ever. The rise of subscription services In 2020, more brands will turn to subscription services to set themselves apart. The rise of companies like Gousto, Birchbox, and Friction Free Shaving have customers receiving regular shipments of products for convenience. If regular delivery of products isn’t right for your business, paid for memberships allow businesses to offer access to free shipping and exclusive products to encourage repeat purchases. Don’t see subscription services as just an add-on to your business – if done right, it could be one of your main sales drivers. The Delivery Competition Amazon has been at the forefront of shipping innovation for years and in 2020, they’re bringing same-day delivery to the mainstream. It might seem impossible to compete, but it’s not just ‘fast and free’ that brands need to focus on. Customers want the flexibility to choose between different delivery options based on what is convenient for them. A GFS / IMRG survey this year showed that 45% of customers will abandon their cart if there is a lack of delivery options available. Luckily, easy technology integrations help retailers offer delivery options including fast delivery, economy, or click and collect. It’s also important not to forget returns when assessing your delivery model, with hassle-free returns increasing becoming a key driver in decision making. Building emotional connections Emotional connections remain an important part of how brands sell in 2020. » Read More
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