Top E-Commerce Trends

Online suppliers – B2C or B2B – should also be thinking about what's in store for 2012 and beyond. And going mobile is the important aspect of being ready for ecommerce of the future. That means more than simply optimizing your existing website for iOS, Android, and other devices. Social commerce, use of HTML5, and the evolving popularity of user generated reviews and content should also be top of mind. Here are some top e-commerce trends for 2012 and beyond that will drive the business:

  • Crowd-sourced pricing. Online stores can turn their customers into a sales force by offering volume markdowns or crowd-sourced pricing, which will be a modified form of group discounts. For instance, an online retailer can offer a product at a particular discount but only when it hits a determined number of purchases. The strategy can deliver collateral wins for sales and marketing departments, too, in the form of email addresses and other data.
  • HTML5. HTML5 is ideal for online video in Web stores, as it requires no additional plug-in for audio and video streaming (such as Flash). With HTML5 you can stream audio and video without the need for third party plug-in such as flash. HTML5 is also great for mobile devices as it doesn’t require additional scripts for checking validation thus speeding up the loading time. HTML5 also gives an e-commerce website the opportunity to build a single platform without worrying about native apps for a myriad of devices and operating systems.
  • Multichannel e-commerce. The ability to buy from within a product or other video will gain major momentum in 2012. For example, if a shopper is watching a video of someone modeling a particular outfit, they might hover and click on her blouse to move it to their cart. As more consumers turn to the web for content and shopping, savvy retailers are investing in their multichannel strategies to capture more profits from their web divisions than ever before, especially as mobile devices enable easy web access from anywhere.
  • Ease of Search and Navigation. The days of traditional navigation are ending, especially as the number of people using smart phones and tablets is rapidly rising. Search and navigation will have to be very well defined in order to bring customers to the right place.
  • Tablet e-commerce. Since smart phones are smaller making it harder to buy through a mobile app or website, tablet commerce (T-commerce) will emerge as the dominant subset of mobile commerce. At the same time, traditional M-commerce would continue to grow as consumers use their phones to take advantage of time-sensitive deals and supplement the in-store shopping experience. According to Forrester, a leading analyst organization, retailers can expect seven percent of their online web sales to be transacted through mobile devices by 2016. Innovative use of personalization via mobile devices will again be required to take advantage of this opportunity.
  • Social commerce. 2011 has seen almost all major retailers developing their presence on one social network or the other, but so far the social tactics benefiting them are ratings and reviews on their own websites. However, this is expected to change in 2012 when social (e-) commerce transforms when amplified with personalized offers and promotions.

Ecommerce is the fastest growing way for any enterprise organizations to grow sales in 2012 and beyond. Understanding emerging trends, consumer expectations, and rapidly changing technology is essential for ecommerce success.



Leave a Reply