Year after year the world we live in continues to change and nowhere is this more obvious than in the business world. There was a time not too long ago when ecommerce was nothing more than a novelty but today it has evolved into a staple of the retail industry sector influencing corporate decisions around the globe. It’s not just multinational corporations that are benefiting from ecommerce either, the industry has opened the retail world to hundreds of thousands of upcoming entrepreneurs eager to start their own business and flourish.
While change can open a new world of opportunities, in an environment that evolves as quickly as ecommerce if you don’t keep up with the latest trends, you can find yourself left behind very quickly.
That’s why this week were looking at the most important ecommerce trends for 2020. If you want your online business to thrive in 2020 and beyond, this article is for you!
1. Mobile sales will keep rising
Anyone doing business online will tell you the importance of making your website mobile friendly and in 2020 this mentality isn’t going to change. What will change is user behaviour around mobile shopping, particularly when it comes time to pay. For a long time, it was believed that while mobile traffic was increasing, this traffic was mostly focused on browsing rather than making a purchase.
As mobile payments continue to become more secure, shoppers are starting feel much safer when it comes to making purchases on a smartphones and tablets. The process is also getting easier as more devices support digital wallets and other secure ways to store payment information.
According to a report by Statista, the share of all ecommerce sales completed on mobile devices is expected to exceed 70% in 2020 and reach 72.9% in 2021. If you’re looking to make a long-term investment in your ecommerce business, optimizing for mobile is a great place to start.
2. Homepages are giving way to product pages
Traditionally, a website’s homepage has been the “storefront” of an ecommerce business. As a result, business owners have been spent a lot of time and money making sure they appeal to new visitors. Nowadays however, entrepreneurs are shifting their focus and prioritizing other pages and the easiest way to understand why is simply to think like a potential customer.
When an internet user wants to find something online (be it a product or information), they often end up on an internal page with product descriptions, useful articles or videos related their search. On the other hand, the people who end up on the homepage of your site are those who got there by searching your brand name or even typing in your website directly. In other words, your homepage is usually viewed by the people who already know about you, while internal pages are mostly visited by new audience.
In 2020, it will become critical to work harder on those pages and redesign them to convert visitors into customers. You’ll need make sure they provide the content people want, are easy to navigate, answer all potential questions and provide alternative options to keep a user engaged.
3. Video product descriptions
When buying something online, consumers want to know as much as possible about the product they’re considering. However, online shopping doesn’t always allow them to thoroughly examine the item before they make a purchase purchase. That’s why product descriptions are so important, but the reality is that when it comes to written text there are limitations.
Today consumers (especially the young) prefer watching product descriptions rather than reading through them. According to a recent YouGov’s survey, about 50% of consumers want to watch a video when buying personal electronics, household appliances, software or productivity tools. 27% of respondents feel the same when buying personal care products, and 35% want to watch a video when buying clothes and make-up.
Consequently, in 2020, if you want to make sure your business stands out and engages customers effectively, you’re going to want to invest in creating video descriptions to stimulate purchases.
4. Voice search
Smartphones are now an integral part of our lives and with that level of importance, they will continue to play a huge role in search engine optimization and promotion. When Apple introduced Siri, it seemed like a curious but useless toy but in 2020 the accuracy of voice recognition amongst big players like Amazon’s Alexa and the Google assistant has topped 95%.
Looking back to 2016, only 20% of mobile queries were made via voice search, by 2020 this figure is expected to rise to 50%. And it’s not just mobile phones that are driving this trend, technologies like Google Home or Amazon Echo force users to search for things exclusively with voice commands. With such a dramatic rise in voice search it is expected that in a few years, even PC users will prefer voice search over typing.
As a result, ecommerce owners will need to optimize their sites for long-tail keywords (typical for voiced search) and offer new types of content to address the new style of questions that can come from these users.
Unsurprisingly, many of the coming ecommerce trends are influenced by technological advances rather than simply new consumer behavior. The importance of mobile devices continues to play a major role in attracting traffic and driving conversions as the overall online shopping industry shifts to become more convenient, more engaging, and more accessible.