Today, offering great products at competitive prices is no longer a golden ticket to success. Ecommerce demands a positive, engaging brand experience that resonates with your audience and supplements your products. The key is to embrace the latest eCommerce trends and focus on innovation and customer-centric strategies to beat the competition.

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In this article, we’ll be your guide through the innovation, disruption and game-changing strategies that’ll define the future of how we shop — from the rise of MACH tech to the surge of social commerce and everything in between. Buckle up!

Article Roadmap

• Key Takeaways
• Top Ecommerce Trends
  • Social Commerce
  • Artificial Intelligence
  • Mobile-First Strategies
  • Hybrid Commerce
  • MACH Stack
  • Predictive Analytics
  • Customer Service
  • CX Personalization
  • Customer Data Privacy
  • Livestream Shopping
  • Short Video Content
  • Immersive Technologies
  • Sustainability and Reusable Packaging
• Next Steps

Key Takeaways

• AI will continue to play a major role in creating content, powering chatbots and personalizing customer experiences.
• Social commerce, mobile-optimized stores and omnichannel marketing strategies have become necessary to stay relevant in the online retail space.
• Consumers are shifting to DMs for quick support services, and they expect companies to adapt to their needs and personalize their experiences.
• Live streaming, short-form videos and immersive technologies will revolutionize how brands engage with consumers.
• Modern consumers prioritize data privacy and environmental sustainability, putting the onus on businesses to innovate new data collection strategies and achieve the UN’s SDG goals.

Top eCommerce Trends for 2024

1. Social Commerce

Picture this: you’re scrolling through a social media app, and suddenly, that nice jacket your friend’s wearing is up for grabs in the feed. This marketing technique is part of social commerce, which involves cataloging and selling products on popular social media channels.

Social media is not just about cat videos anymore; it’s a thriving marketplace to promote and sell your offerings. According to Hubspot’s State of the Consumers Trend report, 47% of consumers are willing to buy from Instagram and TikTok. A further 42% are ready to use credit cards to buy from social marketplaces.

Salesforce’s State of the Connected Customer report found that Facebook, WhatsApp and YouTube are the most popular social media platforms for people to engage with businesses.

Looking to follow the money through these platforms? Here are a few tips:

• Launch paid ad campaigns across popular social networks.
• Partner with influencers to market your differentiators and unique selling points.
• Create brand accounts and deliver organic content like shoppable videos, unboxing and customer review videos, and voting polls.
• Arrange interactive live streams and let customers ask questions, get answers and make purchases in real time.

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2. Artificial Intelligence

Ever wondered how those catchy product photos and descriptions seem tailor-made for you? That’s generative AI doing its magic behind the curtains. It helps businesses create curated content for customer segments to enhance engagement and conversion rates.

But AI isn’t just about content creation. Have you ever had a question and got stuck in a customer service labyrinth? AI-powered chatbots can streamline and automate support funnels and offer personalized services based on each individual’s history. Alternatively, AI-powered voice assistants like Alexa and Google Home have your back if you prefer talking over typing.

Reports predict the household penetration rate of smart speakers to reach 75% by 2025, leading to a rise in voice shopping.

But that’s not all.

AI can also analyze customers’ shopping and browsing data on your site to create unique personas and curate personalized experiences.

Simon Hughes, Creative Director of Design & Build Co., said:

Maximizing the quality of the user experience has always been key. AI algorithms can analyze a customer’s behavior, preferences and purchase history to deliver personalized and perfectly timed recommendations and customer experiences that increase conversion rates. This has a knock-on effect on SEO, leading to lower bounce rates and increased page views, enhancing Google’s EEAT evaluation of the site and improving SERP positioning.”

3. Mobile-First Strategies

Mobile-first strategies are non-negotiables in eCommerce today. According to the Hubspot report, 75% of consumers prefer shopping on their mobiles compared to 15% on desktops and 6% on tablets.

Mobile eCommerce sales reached $2.2 trillion in 2023 and accounted for 60% of total online sales worldwide. To stay in the game, you must embrace a mobile-first strategy, which doesn’t mean fitting your brand’s desktop experience on a mobile screen but designing exclusive mobile-optimized websites and apps.

Jaime Ghisays, CEO of Allprintheads, said:

Entrepreneurs will focus on optimizing their websites and mobile apps for seamless mobile experiences, including mobile-friendly designs, faster loading times and easy checkout processes. Additionally, technologies like mobile wallets and contactless payments are likely to gain even more popularity, further fueling the growth of the industry.”

Here are the main aspects you should consider for facilitating mobile commerce:

• Use PWA studios to create attractive mobile apps and webpages with intuitive user interfaces.
• Offer robust search tools to streamline the journeys of customers visiting your site via mobile devices.
• Connect with mobile-friendly payment options like Google Pay and Apple Pay.
• Design in-app push notifications as a strategy to engage, convert and retain customers through the app.

4. Hybrid Commerce

The end of the pandemic witnessed a surge in physical store visits, fueled by the revenge shopping phenomenon as people sought a break from being confined indoors.

The revenge shopping spree is now evolving into a state of equilibrium, with consumers splitting their engagement evenly between online and offline channels. According to the Salesforce report, customers anticipate a slight increase in their online interactions in 2024, which is projected to reach 52%, up from 49% in 2022.

This data makes omnichannel strategies crucial in providing a consistent brand experience across online and offline touchpoints. According to the Salesforce report, B2B buyers typically engage with companies on 10 channels, while B2C buyers use 8 channels before purchasing.

With this shift, unique strategies like BOPIS (Buy Online, Pick Up in Store) and ROPO (Research Online, Purchase Offline) are gaining prominence. For instance, click-and-collect or BOPIS retail sales in America are expected to surpass $154 billion by 2025, highlighting the growing importance of these hybrid commerce approaches.

A few ways to unify your brand experience across different channels are:

• Create a centralized customer information repository for in-store associates to access account details and provide better service.
• Publish accurate inventory data in real time across every channel your brand uses.
• Offer flexible fulfillment options like BOPIS and curbside pickups that unify online and offline customer experiences.
• Invest in AR and VR to create immersive and natural online shopping experiences (more on that later).

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5. MACH Stack

MACH architecture is the new buzzword in the eCommerce industry. MACH stands for microservices, API-first, cloud-native and headless solutions. These solutions can revolutionize the way you set up your online store. To know how, let’s analyze each component and its benefits:

• Microservices: Traditional eCommerce systems bundled their features into comprehensive packages, offering limited opportunities to customize and add or remove features. However, MACH’s microservices architecture offers its tools as individually deployable modules. This means you can plug and play features to create the perfect stack for your unique requirements.
• API-First: This approach gives detailed API documentation that helps you design custom integrations with third-party tools.
• Cloud-Native: Using cloud storage, hosting and computing resources means you don’t need expensive IT infrastructure and resources to manage and maintain an eCommerce platform. Scaling your business can be as simple as upgrading to a higher pricing plan.
• Headless Architecture: This approach decouples or separates your frontend presentation layer from the backend logic. Decoupling allows you to work on the backend without affecting live customer journeys on your website’s front end. It helps reduce downtime and avoid loss of revenue during platform maintenance and upgrades.

MACH solutions are redefining the eCommerce landscape by offering flexible and agile solutions that help businesses seamlessly evolve with market demands.

Tristan Harris, Senior Manager at Thrive Internet Marketing Agency, said:

Companies may remain flexible with the headless configuration, facilitating real-time customization across several front end channels and seamless backend updates. The customer’s interface, front and backend function separately under this setup, offering more flexibility to customize and design the platform freely.”

6. Predictive Analytics

Predictive analytics tools are crucial in evaluating historical demand cycles, enabling businesses to pinpoint peaks and troughs effectively. This ensures you meet customer needs without overspending on unnecessary resources.

The global predictive analytics software market is growing and is expected to reach $67.86 billion by 2032, growing at a 21.4% CAGR.

These tools help you forecast demand while considering seasonality, customer segments and delivery location. It helps you efficiently allocate inventory across fulfillment centers, retail stores and third-party logistics (3PL) centers to ensure your products reach the right customers at the right time.

Predictive analytics in eCommerce helps you:

• Forecast sales trends
• Optimize marketing strategies
• Efficiently segment customers
• Improve product design and development

7. Customer Service

Great customer service is the hallmark of a successful eCommerce store. Customers buy products online without physically inspecting them, leading to a higher return rate. This makes excellent customer service an essential aspect of eCommerce.

According to PwC, a single bad experience can lead one-third of consumers (32%) to walk away from a brand. On the other hand, a positive customer service experience helps you retain loyalty.

According to a Zendesk trends report, 70% of consumers spend more with businesses that offer fluid and personalized experiences.

Time is also a key factor in creating a positive experience. The report found that 72% of customers want immediate support services, and 70% of them want representatives to have a full context of their issues before responding.

Due to the demand for quick support services, live chat and direct messages (DM) have become the preferred communication channels. According to HubSpot’s report, 19% of consumers reached out to brands via DMs in the past three months, a 45% increase from 2022.

However, in the rush for speed, finding the right balance is crucial. While AI-powered chatbots are vital in meeting the demand for rapid customer service, automating the entire process without a human touch can be detrimental.

Kevin Miller, Co-Founder & CEO of GR0, said:

Sales professionals must embrace technology while still upholding a human touch. Emphasizing the art of storytelling and building authentic relationships with customers will remain critical. Understanding and adapting to the evolving AI tools will be critical for success. Sales teams that leverage AI to enhance, not replace, their customer interactions will find themselves at the forefront of this exciting shift.”

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8. CX Personalization

Personalization has been a key trend in the eCommerce industry in 2023 and, without any doubt, will remain so throughout 2024. According to the Salesforce report, 80% of consumers believe the experience a brand delivers is as important as its products and services.

Customers no longer want to consume irrelevant content that doesn’t add value in any shape or form. They prefer streamlined buying journeys that lead them to their desired products without too many clicks. In the Salesforce report, 65% of consumers said they expect companies to adapt to their changing needs and preferences.

Jason Smit, CEO of Contentellect, said:

AI-enabled hyper-personalization stands to deepen customer intimacy and lifetime value exponentially. Sophisticated predictive models crafted from rich behavioral and transactional data amplify relevance in messaging, making consumers feel genuinely understood.”

Personalization can take many forms, like providing predictive suggestions, offering specialized in-store assistance based on customers’ online preferences and curating search results based on the navigation history.

Here are some of the most efficient ways to personalize customer journeys:

• Use personalization software like Amazon Personalize and Google Cloud Prediction API to offer intelligent product recommendations.
• Consider CRM platforms to collect customer data and analyze it using BI tools. It helps create individual customer profiles and track their preferences and activities.
• Use AI to automate data collection, analysis and product recommendations. AI can also streamline your site search to help customers identify their needs.

9. Customer Data Privacy

There’s a growing anxiety around online privacy. According to recent surveys, 75% of global consumers are aware of data selling among companies, and 40% of U.S. consumers share a common data privacy concern about companies selling their data and online identity thefts.

Additionally, with the ban on third-party cookies and Google abandoning their federated learning of cohorts (FLoC) project, the landscape of online consumer data is evolving.

Campbell Tourgis, Executive VP & COO at Wainbee Limited, said:

Customer experience is getting a significant upgrade in 2024 with expanded preference centers. These centers serve as control panels for customers, where they can decide exactly how they want eCommerce brands to personalize their experiences. Instead of just basic choices, companies would use advanced technology to understand what each person likes.”

Smart techniques, like zero-knowledge proofs and privacy-preserving analytics, mean advertisers can customize ads for users without actually knowing their details. Google has also shifted its focus to Topics as an element of its wider privacy sandbox project.

Topics operate by examining your browsing history to understand your interests. For instance, if you like sports, Topics will display ads for sports communities, brands and teams.

This is determined by assigning websites to an overarching category using Google’s Topics API. For example, a clothes website might be categorized under “wearables,” while a city newspaper would fall under the “local news” category.

Along with these technological advancements, consumer concerns are ushering in a new data collection and personalization era. It’s important to be transparent about data usage and explain how you’ll use consumer data.

David Bitton, CMO of Doorloop said,

By actively promoting their commitment to data protection and using it as a marketing tool, businesses can create a strong brand identity centered around customer respect and trust. This involves compliance with regulations but proactive strategies like data minimalism and customer education about data use as well.”

10. Livestream Shopping

Today, leading marketplaces and social networks like Amazon Live, TikTok and Shopify offer live shopping partnerships. These investments signal an immersive and interactive future for eCommerce that goes beyond scrolling through static images and reading product descriptions.

Jason Wise, Editor at EarthWeb, said:

“Livestream shopping is predicted to grow globally in 2024 due to its potential to:

• Create urgency and scarcity: Livestream purchasing often features limited-time specials and discounts to encourage rapid purchases.
• Build trust and authenticity: Real-time interactions with vendors and other viewers foster community and trust.
• Display products dynamically: Livestreams enable product presentations, customer testimonials and interactive Q&A sessions, making shopping more immersive.”

The global livestreaming market is expected to grow at a 21.2% CAGR to reach $3.21 billion in 2027. With this growth, live eCommerce sales are expected to nearly triple in the U.S. exclusively by 2026, amounting to approximately $55 billion.

11. Short Video Content

Short-form videos have become a proven promotional tactic for eCommerce, presenting a dynamic and effective way to engage consumers. Particularly favored by younger demographics, the quick, entertaining format is not only attention-grabbing but also an efficient means for audiences to explore and discover new brands.

The U.S. dominates the TikTok scene, with over 143 million active users. YouTube shorts witnessed two billion monthly log-ins globally as of July 2023, making short video channels a serious eCommerce promotional platform.

According to a case study in a TikTok report, 42% of consumers trust a brand consistently represented on TikTok. Another case study found that live shopping and shoppable ads gave a brand 6.9x return on ad spend and a 5.4% conversion rate, indicating the platform’s pivotal role in shaping consumer preferences.

A recent report by Hubspot found that 90% of global marketers are either increasing or maintaining their investment in short-form videos, reinforcing the sustained growth and impact of this dynamic content format.

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12. Immersive Technologies

Alexa Stimpfel, Owner and Founder of The Shoe Fairy, said:

Selling the dream and creating a vision of how the product or service can improve the customer’s life is a powerful strategy. Focusing on the benefits and outcomes rather than just the features can help capture customer interest and drive sales.”

Immersive technologies like augmented reality (AR) add vision to your marketing campaigns by not only telling but also showing consumers how your products work. It places 3D products true-to-scale in real-world surroundings to see how they’ll look in real life. This gives consumers the option to visually test products before purchasing them.

The global AR and VR market is expected to reach $58.1 billion by 2028 at a 12.6% CAGR, indicating a growing consumer interest in virtual worlds. The Zendesk report previously mentioned found that 77% of businesses that recognized this trend and adopted immersive tech recorded a tangibly higher CSAT score and ROI.

But let’s not sleep on the inevitable juggernaut — the metaverse. Unlike AR, the applications of the metaverse in eCommerce are still experimental. However, businesses have realized its potential to create entire virtual universes based on brands.

Michael Wall, CEO of Codefixer, said:

The metaverse offers a once-in-a-generation opportunity to revolutionize the consumer experience by infusing more interactivity, personalization and adventure into customer interactions. It can help consumers take control in three ways:
1) By creating new ways to explore products;
2) By fusing physical and virtual experiences in more meaningful ways;
3) By reestablishing connections between people and brands via ‘digital humans’ — AI-powered bots that interact in virtual environments.”

Imagine a virtual universe based on Nike, where you can interact with products, form a community based on your favorite team and even play games! Can you think of any other engaging applications of AR and the metaverse in the future?

13. Sustainability and Reusable Packaging

We’re far from achieving the UN’s sustainable, development and growth (SDG) goals. People are losing hope in public agencies and looking at businesses and CEOs for carving a pathway to a better and more resilient future.

The good part? Most of them are ready to take on the challenge. According to a report by Accenture, 92% of CEOs believe the world can achieve SDG goals by 2030 with proper government support. And 98% of them think it’s their responsibility to make businesses more sustainable.

According to Ghisays:

Conscious consumerism is on the rise, and eCommerce entrepreneurs are expected to prioritize sustainability and ethical practices. This includes adopting eco-friendly packaging, promoting fair trade and ethical sourcing, and emphasizing transparency in supply chains. Entrepreneurs aligning their businesses with these values are likely to attract a growing number of environmentally conscious consumers.”

A brand’s efforts for environmental sustainability largely influence its online presence and goodwill. According to Deloitte, 43% of consumers said they’d trust a brand more if an independent third party recognized it as ethical or sustainable. And 16% of consumers believe a low carbon footprint is a core aspect of a brand’s sustainability drive.

Today, it’s important to focus on sustainable packaging while reducing waste and carbon footprint. Consumers don’t mind paying extra for greener items as well. According to the Deloitte report, 26% are willing to pay more for sustainable products and packaging.

Looking to go green? Here are a few tips:

• Use AI to find sustainable materials for product development.
• Invest in “green” packaging materials that easily decay and leave a low carbon footprint.
• Adopt sustainable shipping options like shipping all items in one packaging instead of shipping each item separately when they become available.
• Open alternative storefronts for customers to recycle used items and purchase pre-owned products.

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Next Steps

These trends paint a picture of the future of eCommerce, where competition is high, and consumers demand excellence in every aspect. Following up on the right eCommerce trends helps you devise strategies to capitalize on upcoming opportunities and stay ahead of the curve during inflationary economic conditions.

The right eCommerce software can help you prepare for these trends and stand the test of time. If you’re in the market for the platform, consider creating a requirements checklist based on your business scale, audience base and type of products. It can help sift through the sea of options available. You can use our free requirements template to prioritize your needs based on the top features in the market.

You can also check out our free comparison platform that helps you compare the best solutions by features, pricing and other user-defined criteria. Hopefully, our insights can help your business thrive in 2024 and beyond.

Which eCommerce trend excites you the most? How are you preparing for the future? Make sure to drop a comment below.

SME Contributors

Simon Hughes is an art director with over a decade of experience in the luxury retail sector. He has offered creative direction and digital UX for brands such as Stella McCartney, Moncler, 24 Sevres, Balmain Paris, Nicholas Kirkwood and Baume. Currently, he serves as the founder and director of Design & Build Co., where he applies his knowledge and expertise to help brands in the fashion, luxury and beauty industries.

Jaime Ghisays is a seasoned Sales and Marketing Manager with a proven track record in the machinery industry. He has over 15 years of experience holding senior positions at notable companies such as INNOVACIONES DEL FUTURO, Graphtec America Inc., and OmniPrint International Inc. He’s currently the founder and CEO of Allprintheads.

Tristan Harris is a Senior Manager at Thrive Internet Marketing Agency, bringing over a decade of expertise in sales and marketing. As the founder of Niche Management Group, he led a full-service digital marketing agency. Tristan’s diverse background includes impactful roles at Advantage Solutions and Fractl and a tenure at Apple as an Expert, with proficiency in driving sales, managing teams and fostering innovation.

Kevin Miller is the Co-founder and CEO of GR0, a digital marketing agency based in Los Angeles, California. Kevin’s diverse background includes roles such as Growth Marketing Lead at Opendoor, Director of Growth at Open Listings and Digital Marketing Account Executive at Google. Beyond GR0, he is the Founder and CEO of Miller Projects LLC and an active investor in various ventures across industries.

Jason Wise is the editor at Earthweb, specializing in business and technology, including privacy, cryptocurrency and social media. He is an experienced editor and researcher with a passion for exploring the latest trends and innovations and sharing his insights with readers. He also enjoys testing and reviewing products, and you’ll often find his reviews and recommendations across the web.

Alexa Stimpfel is the Founder of The Shoe Fairy, an online shoe boutique providing comfortable footwear for women. From her experience as a competitive bodybuilder, Alexa launched the brand in 2016 to address the need for heels suitable for competition and everyday wear. Beyond business success, she actively advocates female empowerment and body positivity through charitable initiatives and events.

Michael Wall is a digital professional based in Belfast, bringing over 20 years of experience in web-based projects. Specializing in modern, device-optimized websites, he is a leading expert in SEO and PPC advertising in Northern Ireland. Michael’s consultancy and training approach is marked by a friendly, jargon-free style, ensuring client satisfaction through a professional, detail-oriented focus.

Campbell Tourgis is the Executive Vice President and Chief Operating Officer at Wainbee Limited, bringing over two decades of experience to his role. Starting as a Technical Outside Sales Representative, he has navigated through various leadership positions, including overseeing Filtramax Inc., a Wainbee subsidiary. Campbell’s forte lies in operational efficiency, strategically aligning departments and ensuring seamless workflows.

Hailing from New York, David Bitton’s entrepreneurial journey began at age 8, selling mixtapes. A co-founder and CMO of DoorLoop, a rental property management software, he has raised $30M in funding and built a team of over 100. Bitton’s diverse expertise spans successful ventures, legal tech consultancy and contributions to prestigious communities like Forbes Tech Council and Entrepreneur Leadership.

Jason Smit is the CEO of Contentellect, a Delaware-based company focusing on content and links for online businesses. His journey includes roles such as Vice President of Marketing at Axiom, where he oversaw B2B enterprise-level SaaS product lines, and Managing Director at Saatchi & Saatchi Synergize, driving the delivery of performance content, media, data & analytics. With a fusion of technology and marketing, Jason excels in leading teams and conceptualizing impactful marketing initiatives.