The ecommerce landscape for this year presents intriguing contradictions. While technology automates tasks and streamlines communication with shoppers, consumers seek personalized, human-like interactions online, mirroring the in-person shopping experience.

However, the swift embrace of technology and the yearning for personal connections in retail are converging in unforeseen ways.

Let’s delve into the emerging trends that ecommerce brands and marketers will encounter and explore how to leverage them effectively.

Contents

1. Conversational marketing becomes table stakes for ecommerce brands
2. Ecommerce businesses will find new uses for AR
3. More sellers slide into their customers’ DMs
4. Gen Z spurs shift to social shopping
5. Live commerce bridges the gap between online and in-person shopping
6. Subscription services solidify customer loyalty
7. AI fuels customized buying journeys
8. Dynamic, personalized websites go mainstream
9. Ecommerce brands will launch more data-gathering campaigns

9 ecommerce trends to watch in 2024

This year, we’re seeing some major ecommerce marketing trends on the horizon. By understanding these trends, businesses can better connect with their customers and stay ahead of the competition.

1. Conversational marketing is no longer optional for ecommerce brands

Conversational marketing is a strategy that emphasizes real-time, two-way communication between businesses and their customers. These one-on-one interactions can be facilitated by live agents, but much of the anticipated growth in conversational marketing is expected to come from AI-driven chatbots.

One study predicts that by 2028, approximately $72 billion of retail sales will be conducted through chatbot interactions. This represents a substantial 470% increase from the $12 billion in sales attributed to chatbots in 2023.

Two key factors are driving this ecommerce trend: the advancement of generative AI and consumers’ preference for immediate answers.

Generative AI models, such as ChatGPT, utilize natural language processing to comprehend and respond to conversational queries. This has significantly enhanced the effectiveness of chatbots as sales agents, enabling them to guide website visitors through their purchasing journey.

Source For many shoppers, the primary most significant upside of using chatbots is their round-the-clock availability. Rather than waiting for regular business hours, consumers can engage with chatbots whenever they have questions and receive the necessary information to make well-informed purchase decisions.

The good news is that chatbots are becoming increasingly affordable and easier to implement, so we can expect their adoption to rise in smaller businesses. Creating your own chatbot is now a breeze. Effective conversational marketing hinges on compelling calls to action. To gain inspiration from numerous high-performing CTA phrases, download this complimentary guide.

2. Ecommerce businesses will uncover new applications for AR

The metaverse hype, fueled by Facebook rebranded as Meta, suggested a future where virtual reality (VR) would dominate online interactions. However, the widespread adoption of VR for online shopping hasn’t materialized as predicted, and with Meta losing millions on its VR ambitions, it seems unlikely in the near future.

However, a compelling trend in ecommerce is leveraging augmented reality (AR), VR’s counterpart that superimposes digital elements onto real-world environments in real time.

AR has become readily available, even offered as complimentary features like stickers and polls on social media platforms. Expect to witness online retailers and brands harnessing AR in innovative ways. For instance, fashion brands are using AR to allow mobile shoppers to visualize how they would look in the latest styles.

Source Users can simply take a picture within the brand’s app, and AR seamlessly overlays the products onto their image. Clothing brands, home goods retailers, and even car dealerships are embracing AR to help potential buyers make purchase decisions.

Retailers are also utilizing AR to accentuate product details, such as price tags or features, within promotional videos.

Source Given AR’s minimal cost for such applications and the increasing number of app developers creating imaginative AR solutions, its adoption is expected to expand across various ecommerce businesses.

3. More businesses are connecting with customers through DMs

Direct messaging, such as those found on platforms like Instagram or TikTok, provide an ideal avenue for brands to engage with customers and followers on a personalized level. These platforms allow for sharing links, images, and product videos, and sending a DM is completely free. This is why we anticipate more brands to connect with their customers via direct message apps in the coming year.

The private nature of DMs makes them well-suited for conducting conversations about customer concerns. They can even serve as an alternative lead generation channel, replacing the need to collect email addresses on your website.

Source A word of caution if you plan to experiment with this trend: indiscriminately messaging individuals will likely result in being blocked and reported. Always seek permission before initiating a conversation in someone’s DMs. Offer a compelling reason, such as providing a personalized discount code or requesting feedback on your products (a great way to obtain user-generated content!).

4. Gen Z is driving the shift towards social shopping

Initially, social media marketing primarily served as a brand awareness tool. Businesses could showcase their products through organic and paid posts and then direct users to their ecommerce stores via links.

However, transitioning between platforms adds friction to the buying process. Social shopping simplifies this by allowing consumers to purchase products directly from social media posts without leaving their preferred apps.

Social commerce revenue is projected to reach trillions—yes, trillion dollars—in the next few years. This trend is primarily driven by younger demographics, with almost three-quarters of 18 to 34-year-olds reporting having made purchases via social commerce. However, it’s also gaining traction across other generations, with around 25% of consumers over 65 having engaged in social shopping. This widespread adoption across age groups suggests significant growth potential for sales through social selling. Download our newly revised All-Star Advertising Playbook for expert advice on maximizing results from four of the most effective advertising channels.

5. Live commerce is bridging the gap between online and in-person shopping experiences

Imagine a fusion of QVC and social shopping—that’s essentially live commerce. These events feature a host interacting with viewers in real-time through video on social media platforms, allowing viewers to purchase featured products directly from the stream.

Live commerce offers the convenience of online shopping with the engaging aspects of in-store experiences, eliminating the need to contend with traffic or parking hassles. Shoppers receive instant answers to their questions from knowledgeable brand representatives or influencers from the comfort of their homes.

Source Major social media platforms are embracing this trend. Instagram and TikTok offer live shopping functionalities, and YouTube has partnered with Shopify to enable creators to incorporate shoppable links into their videos.

While the traditional live shopping format involves one or two presenters showcasing a brand’s latest offerings, there are other innovative ways to leverage this tactic. For instance, a cosmetics brand launching a new line could host a virtual launch party, allowing viewers to purchase items they see on screen in real time.

Source With projected growth to potentially account for 20% of all ecommerce sales in the near future, live commerce offers a compelling opportunity for brands. Considering conversion rates for live shopping events can reach 30%, ecommerce businesses would be wise to capitalize on this trend.

6. Subscription services are strengthening customer loyalty

When purchasing consumables on platforms like Amazon, you’re often presented with the option to subscribe for recurring deliveries and save money. While this might initially appear to reduce the seller’s profit margin, the potential for repeat business outweighs the initial discount. Buyers are also more likely to opt for subscriptions due to the perceived savings, especially for products they need regularly.

This trend extends beyond monthly deliveries of pet food or cosmetics (though these are common examples). Today, you can subscribe to receive a variety of themed products, such as miniature items for dollhouses or model train sets.

The combination of savings and enhanced customer loyalty is a powerful motivator for both sellers and shoppers, making it likely that this trend will persist. 77% of consumers report spending up to $499 per year on subscriptions, and 41% anticipate increasing their subscription spending in the coming year.

7. AI is powering personalized buying experiences

Artificial intelligence (AI) is emerging as a transformative force across all marketing disciplines. Ecommerce brands and marketers can leverage AI in numerous ways to enhance their businesses. One particularly promising application lies in using AI to create sophisticated, personalized customer journeys.

Consider the example of sending marketing text messages to customers, informing them about sales and new products. Personalizing each text based on individual customer behavior could significantly boost sales. However, manually tailoring messages for hundreds of products and thousands of customers would be impractical.

This is where marketing professionals are turning to AI. Its machine learning capabilities allow AI to “remember” how customers responded to previous messages, the products they purchased, and their interactions with your website. This information can then be used to develop customized campaigns for each text subscriber.

Source Personalization, a well-established marketing strategy, has been proven to increase revenue by up to 25%. Brands employing advanced personalization techniques report an impressive 200% return on investment.

In the coming year, we can anticipate a surge in retailers and brands leveraging AI to craft personalized buying journeys across various channels, including email, text messaging, and social media, both individually and in tandem.

8. Dynamic, personalized websites are becoming the norm

Personalization has been a staple in ad campaigns for some time. But imagine if every visitor to your promotional landing page or website was greeted with a version tailored to their specific needs. That’s the power of dynamic landing pages and websites.

Here’s a basic illustration: someone considering your product might see a different homepage from someone who has already made a purchase.

Dynamic landing pages aren’t a novel concept. What’s changed is the scale and depth of personalization achievable with AI-driven technologies, making them increasingly appealing to ecommerce businesses with numerous product and sales pages.

For example, if your website hosts hundreds of sales and conversion pages, AI can analyze vast amounts of data about your products and customer behavior. Generative AI can then swiftly create conversational copy or calls to action for each page, making them more relevant to different segments of your target audience. Most marketers utilizing personalized landing pages report increased engagement compared to static versions. Moreover, 91% of customers express feeling more connected to websites incorporating dynamic pages, particularly those offering personalized offers and product suggestions.

9. Ecommerce brands will implement more data-collection campaigns

Many of the trends discussed require extensive customer data. However, gathering this information presents both advantages and challenges. While some shoppers appreciate the personalization it enables, others harbor legitimate privacy concerns.

In response to these concerns, lawmakers and major platforms are implementing stricter measures regarding data collection without explicit user consent. Google has finally ended the use of third-party cookies. In certain US states and European countries, websites are obligated to offer visitors the choice to opt in or out of cookie tracking.

With limited access to third-party data, ecommerce marketers must excel at persuading shoppers to willingly provide their information—known as zero-party data.

In the coming months and years, we can expect to see more innovative campaigns aimed at ethically collecting data from willing website visitors and customers. These campaigns might involve contests, newsletter subscriptions, surveys, or even discounts and complimentary products.

Regardless of the approach, collecting zero-party data is a significant ecommerce marketing trend that virtually every retailer and brand needs to address.

What does the future hold for ecommerce?

To say the past year brought significant changes to online stores and marketers would be an understatement. Given the rapid emergence of AI marketing tools, customers shifting to new sales channels, and potential regulations that could reshape online business practices, predicting the future of ecommerce with absolute certainty is nearly impossible.

However, examining the current trends reveals some recurring themes that offer clues about what lies ahead. Customers increasingly desire an in-store experience from online shopping. They favor seamless purchase options over navigating multiple apps and websites. And they appreciate personalized interactions as long as their privacy is protected.

As you ponder the future of ecommerce, consider these other marketing trends for further insights:

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• The 5 Biggest Google Ads Trends(+6 Predictions)
• 12 Biggest SEO Trends to Watch