2017 is proving to be one of the most innovative years for e-commerce, here are the 2017 e-commerce trends in 5 key points.
This year is proving to be one of the most innovative years for e-commerce: here are the 2017 e-commerce trends, gathered in 5 key points. In the USA, the year of overtaking in customer preferences: 51% of Americans prefer make online purchases over in-store purchases and Forrester Research predicts that online sales will continue to exceed traditional sales over the next few years. Here is a summary of the 5 trends in progress.
E-commerce trend 2017: young buyers are growing
Online purchases are not only growing in the younger generations, in fact 41% of Baby Boomers and 28% of adults choose to shop online, compared to 69% of Millennials and 56% of Gen X’er (Generation X).
E-commerce market: grows by 23%
The result that lE-commerce grows by around 23% year-on-year. The key is that improve the customer's shopping experience, perfecting it, so as to increase conversion rates and create a loyal customer base that continues to buy regularly or even only occasionally.
E-commerce trend 2017 in points
To stay above the curve, in 2017 it is necessary to take into account 5 main trends that companies should consider and implement to improve their e-commerce:
1 – Customer Experience Analysis
In the list of e-commerce trends in 2017, the customer experience is in first place: it is essential to obtain a capacity to sell products online. The 69.23% of the products put in a cart to be purchased online then come abandoned. THEcustomer experience analysis helps to understand why this is happening, quantifying customer experience, so that we can prioritize optimization for more effective conversion.
Customer experience is the most important parameter to measure even more than conversions. If a customer has had a negative experience, they will never return in the future, while a positive experience can turn them into customers who are attached to a brand. Although conversion rates are important, only by analyzing the customer's experience will it be possible to measure and improve the performance of a website on a larger scale, when analyzing e-commerce trends keep this in mind.
Through the analysis of the customer's experience, it will be possible to quickly identify, measure and understand why visitors to a site act in a certain way and not only on an individual level, but on the whole. Answers should be given to key questions like these:
- Visitors move on a CTA (call to action), but why don't they click on it?
- Visitors scroll up and down a page, but do they do it because they can't find what they're looking for?
- Do VIP customers leave negative comments in VoC (Voice fo the customer)?
- Are visitors distracted even before clicking on "Add to cart"?
- Do visitors accidentally click where they didn't want to do it?
Collect the data of the customer's experience to answer questions similar to these fundamental to implement changes and updates and then build customer loyalty, which translates into real long-term corporate value
2 – Predictive analysis
Among the trends in e-commerce 2017 is the ability to predict the future (in some way). Although the analysis of customer experiences allows us to react to visitor behavior, predictive analysis provides a way to anticipate buying behavior. This data can then be used to set not only the promotion prices, but also to determine the products to offer, to increase customer engagement and to optimize the supply chain.
Predictive analyzes can be used in different ways:
- Search: A customer's interaction with a website often begins with a search. If possible make a smart search and predict what the customer will look for, you can offer the right product, increasing the likelihood of conversion. 45% of customers are more likely to buy from a site that offers personalized recommendations, according to Invesp.
- promotions: predictive analyzes allow better understanding of consumer behavior, in particular by using research history and product performance, identifying the best promotions based on navigation models.
- Prices: the price should be correlated to sales and thanks to predictive analyzes, historical data can be used to adapt prices in real time, based on algorithms that look at information such as competitors' prices and price trends.
- Customer care: commitment to customers will be facilitated by predictive analysis because specific models can be used to answer questions and solve problems.
- Supply chain management: Predictive analysis can take inventory management to the next level, helping to determine when and how products will sell, in order to optimize planning and forecasting, procurement, completion, delivery and returns.
All this information can enhance a business activity, allowing you to get closer to your customers in a proactive way, increasing revenues and improving the quality of conversions. Using predictive analytics correctly can even help predict the inventory, manage resources and generally ensure more effective business operations.
3 – Chatbot
Chatbots are not new, but their use in e-commerce has never been as critical as their capabilities are at their maximum expression. The chatbots earn third place in the 2017 e-commerce trend. It is estimated that in 2017 at least 8.3 trillion messages will be sent via messaging platforms, so it is no wonder that e-commerce giants like Macy and Uber use chatbots to answer customer questions and improve the experience.
The best chatbots use both rules and artificial intelligence to create a natural language processing system, making them more intelligent with every conversation undertaken. These bots can answer questions, suggest topics and even show emotion. They are a convenient way to implement a business and manage customer service requests quickly for less human workers.
4 – Real-time personalization
Customers do not want to receive e-mails or advertisements for products that are not important to them or receive promotions from strangers. Consumers want a cpersonal connection with the brands and expect companies to know what their preferences and motivations are. The best way to succeed in this is to customize the experiences in real time, this is the fourth E-commerce trend 2017.
It is possible to personalize the experiences in various ways, for example, if we sell pet supplies and one of the potential customers has 5 items for cats in the cart, it will be possible to create a personalized experience by sending a limited time discount via a text message to one or more cart items.
It is also possible to divide users based on their reference prices, allowing them to offer personalized prices and discounts by automatically changing the price for each user segment, and will help us increase conversions and profits.
5 – Delivery innovation
E-commerce is not just about digital. The off-site experience deserves the 5th place in the 2017 E-commerce trend. The expansion of the online sales world means that shipments are as important as everything else. In fact, 44% of customers leave the products in the shopping cart when the shipping costs are too high, if the delivery date is unknown or if it is too long.
So they come into play the drones. Drones offer fast delivery. For example, Amazon recently opened a new research facility for drone delivery operations to help the company better understand the logistics mechanisms, so that it could offer cheaper and faster shipping than competitors.
THE droids instead they offer a delivery by land. This technology not only improves and speeds up the transport and handling of goods, but also reduces transport costs by 30% and also vehicle emissions. Droids are already used by some companies to speed up the delivery of food in order to avoid traffic and parking problems.