In recent years, forms of consumption and purchasing methods have evolved at headlong speed. Ecommerce has carved a niche in the minds and pockets of men and women internationally. According to the data of the International Commission on Markets and Competition, the first quarter of 2018 has been the strongest in history, with more than $506 billion generated as a result of online commerce worldwide. And by the end of 2018 the total value generated by eCommerce was $1822 billion. In January 2019, a survey has identified the main trends that will dominate the eCommerce industry this year. The result is as follows:
Smartphone is the motor that moves the smart consumer
The digital revolution continues to transform the way to buy and also the buyers themselves. These changes have led to talk about the smart consumer, a smart consumer digitized, aware of all the information available on the Internet and how to use it to make the best purchasing decisions. In fact, the mobile phone has become the most used device to connect to the Internet. In developed countries, up to 97% people have a mobile phone, 87% of which are smartphone. Mobile conversion will be one of the challenges for 2019.
Men continue to be the majority of online buyers
Regarding the user profile, men are more related to online shopping (54.7%), although the presence of women in the electronic purchase process is not far behind around 45%. At the regional level, the highest percentage of online shoppers is male in general, with the exception of Andalucía of Spain, where up to 59% of online shoppers are women, a figure up to 13.7% above the Spanish average. At the other end of the ranking are the Valencian Community and the Canary Islands, where women represent only 39% of total product searches online.
Artificial intelligence and eCommerce
Artificial intelligence is positioned as one of the best options to increase online shopping. The user, increasingly aware of the Internet and its possibilities, seeks a personalized purchase and a direct deal that is generated by the information left on the web. Each buyer has a trace that artificial intelligence is able to identify, which allows the precision when analyzing the tastes of each one is increasing, and suppose more and more purchases in the network.
Usability in stores
Usability is one of the factors that determine, in many cases, the degree of customer satisfaction with a purchase. The more facilities the navigation and the purchase process offer, the more likely that product will end up in the cart. eCommerce stores are very aware of its great importance, and 90% of those analyzed meet the minimum usability requirements in terms of PC navigation. It is important to emphasize that, for any eCommerce, the most important step is the checkout, the moment in which the purchase takes place. Favoring usability at this point will greatly favor the purchase of the product. On the other hand, privacy remains one of the most important factors for consumers, who prefer in many cases to buy as a guest.
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The omnichannel seeks to adapt to the needs of the user and offer a better experience through the medium that best suits it, so the fundamental requirement is that all channels in which the brand is unified are unified so that the user can be recognized regardless of the channel from which he arrives. The main advantages of a multi-channel strategy are greater customer loyalty, the creation of a solid brand image and greater productivity.
Cross-border Shopping: How to reach global consumers
Up to 50% of the eCommerce stores always look for the possibility of sending their products abroad. In Spain, for example, up to 28% of the shops analyzed are available in a foreign language. In addition, up to 8% accept payment in a currency other than the euro. Thanks, among others, to the role of marketplaces and comparators, the number of online stores that ship abroad is growing. The increasingly internationalized platforms make the purchasing process so homogeneous that the final consumer hardly perceives if he buys in his own country or if the package is sent from another. This is a real opportunity for stores to access a much larger potential audience and see how their sales skyrocket.
Black Friday, the king of eCommerce
The Christmas campaign has been for many years the most anticipated moment for businesses, both physical and online. However, traditions such as Black Friday, imported from the United States, have advanced the Christmas campaign of virtually all businesses in other countries, and for many, it has become a source of income just as important, or even more, than Christmas. Black Friday business continues to grow in all countries and will continue to do so in the coming years. The smartphone is becoming the primary medium from which consumers hunt down big bargains, so it will be crucial to prioritize these users on the next Black Friday.
Smart eCommerce: the importance of a good pricing strategy
eCommerce stores are growing the numbers, in virtually all sectors. Despite the constant increase in online purchases, the increase in competition means that stores do not have it easy to open a gap in the market. In 2019, more and more stores are going to focus on improving their pricing strategy, but it is essential to gain the trust of consumers and work on maintaining it to build loyalty, given that, in the long term, it represents a greater guarantee of sales than having the price lowest on the market.