5 Must-Know eCommerce Trends in 2022XAdapter
As the pandemic seems to be slowly waning and life is returning to normal, the digital realm eagerly awaits seeing what the Internet will look like in 2022. The Covid-19 outbreak reshaped the way we work, communicate, and generally interact online – but the question is – which trends are passing and which are here to stay.
Online retail is the industry that has undoubtedly undergone the most substantial transformation during the pandemic years. In 2021 alone, eCommerce sales grew by over 25%, further affirming its position as the integral element of global commerce. Despite the differing beliefs on the continuous growth of eCommerce in future years, one thing is certain – eCommerce is no longer a luxury but rather an indispensable part of a retail business that wants to succeed in the post-pandemic environment.
Attracting and retaining shoppers means retail business owners must understand and adapt to new trends and expectations of online shopping. To help you work your way around the novelties in the world of eCommerce, we’ve sat down with experts from the top New York web design companies to discuss the online shopping trends that will dominate in 2022.
1. Voice Search
Although voice search has been around for quite a few years, it has only recently gained the traction it rightfully deserves. In 2020, nearly a third of online searches were performed via voice feature – mostly thanks to AI assistants such as Amazon’s Alexa and Apple’s Siri. The advent of voice search drove user queries to become longer, more specific, and more conversational – trends that further reflect how eCommerce businesses need to optimize their landing pages and product descriptions.
Yet, to respond to this growing trend adequately, one must understand the other digital trends correlated to voice search:
- Local search
- Searching via mobile devices
If you think about it, these three online behaviors perfectly intertwine with one another. Browsing via mobile won the hearts of Internet users thanks to its convenience, which is exactly why voice search witnessed such growth. On the other hand, searchers prefer voice interaction on mobile devices when on the go and looking for – you guessed it – a business, service, or a product nearby.
So, an eCommerce that aims to stay relevant in 2022 has to adapt its business to voice search, boost its local listing, and provide an impeccable user experience on mobile devices.
2. Social Media Shopping
The concept of running a business profile on relevant social media has become pretty much a standard requirement today. However, the expansion of online shopping meant users increasingly leaving the platform to shop from an eCommerce website – and the social networks would have none of it.
Today, Instagram and Facebook are the leading social media for shopping online. Both networks allow you to integrate your eCommerce catalog and sell your products directly via their platforms.
Social media is immensely powerful in the world of retail – not only because we spend an average of two and a half hours a day on social platforms. Its power lies in the fact that social media are predominantly visual, content such as images, videos, user-generated content, augmented reality, etc. In addition, social platforms can thank influencer marketing, the concept of retail brands partnering with influencers relevant in their industry and to their target audience, for their steep rise in the eCommerce realm.
Influencer marketing has brought about a new type of eCommerce content on social platforms – one that looks less like an ad, and thus, less unappealing to prospective shoppers.
3. Visual Shopping
Visual content is taking the world of online to a completely new level. Due to a reported steady decrease in our attention span and the fact that an average person is exposed to 34 gigabytes of information a day, turning to more retainable, engaging, and memorable content form came as a reasonable next step in online marketing. In fact, 2020 saw nearly half of all marketing content containing visual elements, as reported by Venngage. Moreover, the trend is predicted only to rise in the next few years, penetrating more industries and businesses even further.
We’ve mentioned the importance of visual content on socials; however, visuals are equally valuable and effective on your website too. For example, integrating high-quality photographs, videos, or 360-degree images is a good option to circumvent users’ boredom to read long and elaborate product descriptions.
In addition, the inclusion of user-generated content into your marketing strategy provides social proof of your brand. In contrast, tech trends such as QR, augmented reality, and visual ads allow a more lifelike online shopping experience.
However, as Shopify web design specialists state, visual content can be quite heavy and thus affect the site’s loading speed and deter user experience. So, before integrating any such solution to your platform, it’s best first to discuss the idea with your development and SEO team.
4. Omnichannel Shopping Experience
A 2020 report by Adobe Analytics suggested that the number of orders made online and picked up at physical stores grew 208% during the pandemic. This remarkable stat goes to show just how the pandemic accelerated the already growing trend of omnichannel – an integrated, seamless experience spreading across multiple devices and touchpoints.
According to SDL, 9 out of 10 shoppers expect consistent interaction with a brand across channels. However, omnichannel isn’t relevant to customer service alone.
Omnichannel shopping begins at the earliest stage of a user researching a product – a consumer is searching for, investigating, comparing, and deciding on a product in the digital landscape yet finalized their purchase in the brick-and-mortar store. Centering your shopping experience around the customer means ensuring their easy and seamless navigation between your business’s touchpoint – from your website and social media profiles to customer service and in-store experience.
Despite the ever-growing concerns of data abuse and calls for a more private, secure online environment, shoppers are actually more eager to purchase a product from brands that offer them a personalized shopping experience.
In the eCommerce realm, personalization comes in various forms, such as:
- Sending a personalized promotional email with products your shopper might be interested in
- Targeting customers with product ads on social media or across websites
- Presenting your shoppers with products they might be keen on, based on their previous online behavior
- Display products or campaigns based on user data such as gender, age, and location
- Cross-sell related products at checkout
It goes without saying that the personalization of your eCommerce business ought to be done in compliance with all the Internet privacy rules.