The 10 most important e-commerce trends in 2024
The widespread introduction of artificial intelligence has revolutionized the internet world in the past year. No wonder it also plays a massive role in the e-commerce trends of 2024. But it’s not just technological progress that is driving the galloping transformation of online retail. Changes in consumer preferences and the economy are also playing a huge role in developments in e-commerce. We have summarized and explained the most important online shopping trends 2024 for you.
Table of contents:
- Forecast: The most important e-commerce trends in 2024
- Artificial intelligence (AI) and machine learning
- Virtual and augmented reality for immersive shopping experiences
- Voice commerce: adaptations for voice-controlled purchases
- Sustainability in e-commerce
- Social commerce: social media as shopping platforms
- Same-day delivery as a sales criterion
- Personalization & individualization for tailor-made customer experiences
- Mobile-first design for optimized shopping experiences on smartphones
- Adaptation in times of inflation and changing values
- ROPO and BOPIS trends for flexible shopping options
Forecast: The most important e-commerce trends in 2024
The online shopping world is upside down. More and more new technologies are entering the market. Customers’ desire for individualization and personalization is also making itself felt in terms of online sales. Here are our top 10 most important e-commerce trends for 2024:
- Artificial intelligence and machine learning
- Virtual and augmented reality for immersive shopping experiences
- Voice commerce: adaptations for voice-controlled purchases
- Sustainability in e-commerce: ethical consumption and second-hand shopping as a priority
- Social commerce: social media as shopping platforms
- Same-day delivery as a sales criterion
- Personalization & individualization for tailor-made customer experiences
- Mobile-first design for optimized shopping experiences on smartphones
- Adaptation in times of inflation and changing values
- ROPO and BOPIS trends for flexible shopping options
But what is behind each trend and how can you implement it?
Artificial intelligence (AI) and machine learning will become even more important in 2024
A look at the statistics shows just how important AI has become in the meantime. 97.2% of companies invest in artificial intelligence and big data. The acquired AI tools are then used for process optimization and customer loyalty, among other things. For example, the following points can be realized:
- Automated and personalized product recommendations
- Real-time analyses
- Improved cyber security
- Optimized inventory management
- Shorter response times
The e-commerce industry is achieving improved customer service through the use of AI. This is achieved, for example, through chatbots that answer inquiries in a matter of seconds. At the same time, processes are streamlined and accelerated. No wonder that industry giants such as Amazon and Netto are already relying on AI-based software for their supply chain management and online shopping experience. From an expert’s perspective, AI therefore leads the TOP 10 e-commerce trends for 2024.
Virtual and augmented reality for immersive shopping experiences 2024
The increasing integration of virtual reality (VR) and augmented reality (AR) promises a revolutionary shopping experience in online retail. These technologies allow customers to test and experience products virtually. AR allows potential customers to visualize the products in a real environment. VR works with a headset that provides immersive experiences. A purchase decision is only made after the virtual experience, which reduces returns.
- Shopify: 40% fewer returns thanks to 3D visualization.
- SeekXR: 25% fewer returns due to AR-guided purchases.
- Build.com: 22% lower return rate when using AR product visualization.
- Gunner Kennels: 5% fewer returns, 3% higher conversion rate.
- Macy’s: In-store VR reduced returns to < 2%, versus 5-7% industry standard.
In the future, VR and AR are expected to be increasingly integrated into online stores, with UX design playing a central role in seamless integration.
Voice commerce trend: adaptations for voice-controlled purchases
Voice search for online shopping is seen as another e-commerce trend for 2024. In the USA, around 40% of internet users were already using voice assistants such as Alexa and Siri at least once a month in 2022 – and the trend is rising. With the help of virtual voice assistants, more and more customers are searching for, ordering and paying for products online conveniently and hands-free.
This is why many e-commerce companies are adapting their systems for voice commands. It is important that SEO and natural language behavior are taken into account during implementation. Implementing voice-activated shopping improves the shopping experience, which strengthens customer loyalty.
Sustainability in e-commerce as an e-commerce trend 2024
Sustainability is popular in online and offline retail. Companies are recognizing that the environment and climate are important to consumers in terms of their purchasing behavior. As a result, many consumers tend to opt for sustainable products, including second-hand stock and transparent supply chains.
Many companies want to focus more on this in 2024. One problem is that many consumers doubt the authenticity of suppliers’ sustainability claims. In the USA, 60% of consumers are critical of whether companies really take environmental protection seriously.
Suppliers can underpin their credibility by introducing sustainable packaging and using re-commerce platforms, for example. In order to reduce returns, material samples can be sent out in the furniture sector so that potential buyers can get a better idea of the product. Another way for retailers to reduce returns is to offer showrooms where users can test products before buying. This is where Showme Stores comes into play. The company offers an innovative approach to promoting sustainable shopping. Local showrooms allow customers to experience products in person, which helps to reduce returns and lower the carbon footprint. In addition, Showme stores offer attractive locations and dedicated local consultants to create a unique shopping experience.
Social commerce: social media as shopping platforms will come more into focus in 2024
The integration of shopping functions into social media enables a seamless customer experience. Companies use platforms such as TikTok or Instagram to interact directly with their target group. This enables them to advertise products in a targeted manner and respond immediately to feedback. This allows them to increase sales via social media platforms, which leads to higher conversion rates.
Social commerce is considered one of the e-commerce trends of 2024, as social media are increasingly transforming into major shopping platforms. As a result, many companies are expanding their purchasing functions accordingly in order to meet the needs of their customers.
Same-day delivery as a sales criterion – another e-commerce trend in 2024
Same-day delivery is becoming a decisive sales criterion and is therefore also one of the e-commerce trends of 2024. Companies are also pooling their energies in this area and optimizing their logistics processes.
The use of delivery drones is becoming increasingly important in order to constantly shorten delivery times. This trend, also known as quick commerce (Q-commerce), aims to deliver products within a few hours and combines online and offline retail elements.
The Bundesliga shows that same-day delivery is not just a futuristic fantasy. The Darmstadt 98 soccer club already delivers its fan merchandise by drone.
Rising consumer expectations for fast deliveries are driving the development of same-day delivery and the implementation of innovative logistics solutions in 2024.
Personalization & individualization for tailored customer experiences is a must in 2024
Personalization and individualization are key elements for tailored customer experiences in e-commerce. They are also among the e-commerce trends of 2024.
By using customer data, companies create personalized offers. This creates a customized shopping experience for each individual customer. In the broadest sense, this also includes the payment process. As many options as possible should be available to the buyer, including cryptocurrencies. This not only strengthens customer loyalty, but also leads to greater brand loyalty.
Data-driven relationship commerce (r-commerce) uses customer information to build long-term relationships and maximize customer value. Technologies such as hyper-personalization and predictive analytics play an essential role in this.
Hyper-personalization makes it possible to adapt content and products in real time, while predictive analytics helps to forecast demand and inventory management. To make this possible, first-party data is preferably collected. However, the user must consent to this, which requires a certain level of trust.
Mobile-first design for optimized shopping experiences on smartphones
With over 5 billion smartphone users worldwide, mobile shopping has replaced desktop as the dominant e-commerce platform. This makes a clear prioritization of mobile devices necessary.
Mobile-first design is crucial for optimized shopping experiences on smartphones. This includes interactive elements and creative layouts. Modified scrolling and swiping movements can improve handling.
This 2024 e-commerce trend requires websites and apps to be adapted for mobile use and user-friendly mobile payment solutions. The mobile-first approach ensures a seamless shopping experience on smartphones, which should increase conversion rates and customer satisfaction.
Adaptation in times of inflation and changing values as an e-commerce trend in 2024
Adapting pricing strategies and realigning value are key in a changing economy. Quality and service are essential for value perception. Companies need to be flexible and communicate effectively to gain customer trust. Operational agility and a focus on customer experience play a central role here. This requires:
- Omnichannel strategies: Seamless integration of all sales channels, online and offline, to provide a consistent shopping experience.
- Global expansion and multi-local commerce strategies: Adapting sales strategies to local markets and cultural differences to drive global growth.
- Continued differentiation on marketplaces: Retailers must differentiate their positioning on online marketplaces and individually weigh up how and where they position themselves in order to assert themselves in a highly competitive environment.
E-commerce trend 2024: ROPO and BOPIS trends for flexible shopping options
ROPO (Research Online, Purchase Offline) and BOPIS (Buy Online, Pickup In Store) are trends that offer flexibility for consumers through hybrid shopping models. Companies are adapting their strategies to these trends by enabling seamless integration of digital and physical channels.
Despite the growth of online shopping, many consumers still complete their purchases in brick-and-mortar stores. In order to do justice to this ROPO effect, retailers need to maintain the customer relationship across digital and physical channels.
The showroom concept plays an important role in this by offering customers the opportunity to research products online and then view and test them in-store. Adapting to ROPO and BOPIS trends improves the overall shopping experience and meets customer preferences.
