evolutions of e-commerce

In 2021, the context of the health crisis and the still rapid development of digitalization has further changed the behavior of online buyers. A phenomenon that will continue this year, with many challenges for e-merchants. What is the best e-business practices to put in place to ensure these transformations? What are the 2022 e-commerce trends to consider? Here are the 10 evolutions of e-commerce not to be missed this year.

1. Exploring social commerce: the priority among 2022 e-commerce trends 

Beyond the point of sale, the customer journey now involves a variety of digital channels. As such, capitalizing on an omnichannel strategy by focusing particularly on social networks seems wise. Many platforms like Instagram and Facebook now offer retailers the ability to sell their products through “buy buttons”. In order to improve the consumer experience, more and more features are offered to e-merchants: social ads campaigns, influence marketing campaigns, live shopping sessions, etc. What to experiment in 2022!

2. Adapt your site to mobile: an essential step to develop your online sales

According to the latest figures from Fervid, the Federation of e-commerce and distance selling, 41% of French consumers use their smartphone to order online and soon, its use will exceed that of the laptop. As users have perfect command of mobile browsing, a “responsive” e-commerce site makes it possible to meet these new consumption requirements. In addition, Google’s algorithm favors the ranking of mobile-friendly e-commerce sites. An undeniable asset in terms of consumer experience and natural referencing in 2022!

3. Integrating marketplaces: powerful allies to improve competitiveness

As part of a study conducted by the polling institute YouGov, more than half of French people questioned (52%) say they prefer to do all their online shopping on a single site, rather than ordering from several independent e-tailers. The major e-commerce players have understood this and are responding perfectly to this trend by offering multi-vendor platforms, in exchange for a commission on sales. In its latest report, the consulting firm Gartner Predict seven reveals that this evolution of online commerce should increase significantly and estimates that 75% of purchases will go through a marketplace this year. Beyond the increase in sales, these “marketplaces” offer an incomparable volume of monthly visits and a significant gain in visibility.

4. opt for live commerce: an innovative online sales lever

This device in the form of video, also called live streaming or live shopping, integrates directly into a website, social networks, a marketplace site or even a distributor’s online store, where you can have expert social media verification service. By watching a demonstration video, most often hosted by an influencer, the consumer can discover and then buy a product in real time, while interacting with the brand in question. Live commerce thus offers a privileged and authentic link with its customers. In our pandemic context, this phenomenon among the most emerging 2022 e-commerce trends is a godsend to be seized.

5. Betting on Ecommerce: the e-business trend that is confirmed in 2022

Ecommerce or second-hand trade, widely deployed in 2021, will continue to rise in 2022. According to an Ipsos study, one in four French people judges and perceives as more eco-responsible the purchase of a part that has already been used. This trend, particularly driven by Generation Z, is now developing thanks to companies setting up in this niche. In full bloom, Ecommerce is an undeniable opportunity for brands that could open their own platform dedicated to the second-hand market.

6. Putting your merchant site green: a strategic development axis

It is high time to adapt its offer to green consumerism! Ecological brands (even organic), more reasoned consumption, preference for short circuits and responsible shipping methods: environmental concerns are at the heart of the purchasing process. In real change, the current e-commerce must meet these new expectations. The efforts of companies must imperatively intensify with responsible marketing strategies and practices that respect our planet, such as the establishment of a more ecological merchant site, a selection of products from fair trade organizations, a production local, etc.

7. Responding to the need to “consume local”: an evolution of e-commerce not to be missed this year

With the coronavirus crisis, the propensity to consume local products has further increased. Sensitive to the difficulties encountered by their traders and local companies, three out of four French people are now ready to pay more for products made in France. In order to respond to these new consumer habits and attract new customers, e-merchants therefore have every interest in prioritizing selections of products of French origin on their website and social networks.

8. Attract customers through storytelling: an effective tool for true communication

Telling great stories has become essential for any company present on the Web. Online buyers are looking for authenticity and appreciate knowing the fundamental values ​​of brands, their societal and environmental commitment, the origin of the raw materials used, the production methods, etc. In a competitive environment, it is all the more important to capitalize on transparent communication by focusing on detailed product descriptions and authentic visuals. A successful storytelling strategy will help develop its image, while increasing its sales. Using the services of a web content writer is a reliable way to set up effective and convincing communication.

9. Multiply and secure payment solutions: a key element in the customer journey

A fundamental step in the purchase process, payment processing remains the key to a successful user experience. According to the study ” The French and e-commerce ” by Dalen’s, a company specializing in digital payments, and conducted by Opinion Way in 2021: one in two consumers has already abandoned an online transaction when paying. A complex payment solution, questionable security or even a page that is not mobile-friendly can quickly put a buyer on hold. In 2022, offering simple, varied and secure means of payment is imperative to ensure the finalization of a sale: bank card, PayPal, Amazon Pay, Pay Plug, Stripe, Paybox, etc.

10. Make the creation of a customer account optional: an undeniable loyalty factor

According to a study conducted in 2021 by the independent American institute Bayard, 24% of buyers abandon their shopping cart when they discover the obligation to create a customer account. This step is often perceived as a constraint, both by the waste of time generated and by the desire not to communicate personal information. As a result, it is increasingly common to offer a simple form without data collection. However, there is still the possibility of requesting the creation of a personal account on an optional basis. In exchange for benefits or to ensure better delivery tracking, this option will strengthen customer loyalty.

Consumer behavior and the improvement of their customer experience are at the heart of the 2022 e-commerce trends. To meet the new aspirations of online buyers, companies can already rely on these orientations which will allow them their traffic and thus increase their online sales.


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