2020 has transformed the world, and businesses have been forced to move and evolve with countless new e-commerce procedures. This evolution is only the beginning, and agile businesses that continue to adopt new strategies in 2021 will stay ahead of the curve. Here are the top trends tipped to affect e-commerce in 2021.
SMS Marketing
Many businesses have noticed SMS marketing yields higher open and click-through rates compared to classic email marketing. As texting has always been reserved for friends and family, SMS marketing helps shoppers feel more connected with a brand, bringing value to the form of communication in 2021.
Omnichannel Marketing
Omnichannel marketing refers to the process of providing customers with a seamless experience across multiple channels and devices.
Online retailers will want to diversify and not just into Instagram shopping. They will use more pop-up stores to allow customers to shop in-person and enjoy the full brand experience, especially after in-person shopping was so limited in 2020.
On the other hand, those stores that are brick and mortar will diversify into online shopping platforms like Google Shopping, Facebook, and Instagram Shopping to allow customers to make purchases outside trading hours.
My top tips to optimise omnichannel marketing are:
- Optimise your website for mobile devices.
- Personalise the web experience where possible.
- Offer various purchase options such as “buy online, pick-up in-store,” “buy in-store, get home delivery,” or purely “buy online, get home delivery.”
Shoppable TV
Have you ever watched a TV show and wished you could own the gorgeous shoes on the tall redhead? While this isn’t yet an option, direct shopping from smart TV ads has already been trialled by NBC using a smartphone app. The ease of use and access for customers makes this platform appealing for both shoppers and retailers in 2021.
AI algorithm analysis
Your business is probably already utilising AI to help present products more effectively. In 2021, AI will be able to analyse the results of more complex algorithms around buyer behaviour to help you know the best time, price, and channels to use when listing your products, optimising your sales.
E-commerce logistics will be transformed
2020 has turned logistics on its head, and the lessons learned will filter into 2021 in a big way. Better blockchain tracking, as well as autonomous deliveries and smart sensors, will continue to move and evolve in 2021 to enhance the shipping process for both customers and business owners.
Smart home assistants
Voice-activated assistants like Alexa and Google Home are handy for daily tasks like managing your lights and playing music, but they’re also convenient shopping tools.
In 2020, around 20 per cent of smart home assistant owners used their assistants for shopping. In the next four years, this is predicted to jump to 52 per cent. If you’re keen to optimise this trend, ensure your website is ready for voice activation by:
- Offering voice-based navigation on your mobile app and online store.
- Ensuring your checkout process can be completed with simple voice commands.
E-commerce has been transformed via necessity in 2020 and these developments have sparked new ideas for 2021. Preparing your business for these changes is important to increase the visibility of your brand plus create a whole new and more meaningful customer experience.
Emille Mendoza, Founder, Boracay Skin
