Online marketing

11 Ecommerce marketing trends of 2019

With 2019 nearing the midway point, it’s the right time for us to try the ecommerce trends which were dominating the yr thus far.

As a marketing director or Shopify store owner, you all the time have to maintain your finger on the heart beat.

That’s as a result of the landscape of the ecommerce business is consistently evolving. Shopper buying habits have changed. So your gross sales strategy from back in 2015 gained’t essentially work on your ecommerce website at the moment.

However once you’re capable of recognize the newest trends, it is going to be much easier so that you can adapt your sales and marketing strategies accordingly. That’s what inspired me to write down this information.

I’ve taken the time to research and analyze the newest ecommerce tendencies of 2019.

Based mostly on the info that I’ve found, I’m anticipating these trends to proceed throughout the second half of the yr as properly.

1. Elevated conversion charges

Conversion rates will all the time differ based mostly on a wide range of elements.

  • Business
  • Nation
  • Product
  • Visitors source
  • Gadget

These are just some classes of how conversions are measured in terms of averages and benchmarks.

For instance, in accordance with analysis from Growcode, the typical ecommerce conversion fee for the humanities and crafts business is three.83%. Whereas the infant and youngster business has zero.84% conversion price. Germany’s ecommerce conversion fee is 2.22% and Italy’s is 0.99%.

But with that stated, the overall ecommerce conversion charges across the globe are rising in 2019.

As you’ll be able to see, the conversion charges for every of the first four months of 2019 have been larger than those self same months in 2018.

International conversion rates in April 2019 have been 14.82% greater than the previous yr.

Elevated conversion rates translate to larger sales. Ecommerce gross sales in April of this yr have been 20% larger than April of final yr.

What does this mean on your ecommerce store or Shopify retailer?

First of all, it’s encouraging information. Ecommerce has develop into extensively accepted by shoppers worldwide.

But with that stated, it’s still as much as you to design an internet site and checkout process in a approach that drives conversions. Websites and cellular apps with complicated checkouts gained’t profit from excessive conversion charges.

That is something that you should continually be working to improve. Run A/B exams on every aspect of your web site.

  • Options
  • Purchasing cart performance
  • Design
  • Colour scheme
  • Photographs
  • CTA measurement
  • CTA wording
  • CTA placement

The listing goes on and on. That’s what business leaders do, and that’s why some corporations have larger conversion rates than others.

For example, the top 25% of corporations selling health and wonder merchandise have a 5.24% conversion price. However the median conversion price for the health and wonder market as an entire is three.08%.

This graph clearly exhibits how the top players in each product category outperform their rivals. You should use this as a benchmark to see the place you stack up compared to different ecommerce websites in phrases of your conversions.

2. Synthetic intelligence

AI is on the rise in seemingly every business. This know-how is being used for such a wide range of purposes and purposes.

However in the ecommerce world, AI chatbots are starting to develop into the brand new norm. Here’s an instance of what a chatbot seems to be like on the Levi’s Denims ecommerce website.

In contrast to other chatbots, this one comes proper out within the first message saying that it’s using AI. So there’s never any doubt or deception that the client isn’t chatting with an actual individual.

Even for those who don’t at present have a chatbot on your Shopify retailer, I’m positive you’ve seen these earlier than once you’re shopping the online.

Including it to your ecommerce shop shall be extraordinarily useful for each you and your clients.

For starters, 79% of shoppers say they prefer stay chat as a result of they get their questions answered immediately. This is sensible, contemplating that stay chat presents the quickest customer service response occasions compared to other methods.

Moreover, stay chat has a 73% buyer satisfaction fee. This compares to 61%, 48%, and 44% for e mail, social media, and telephone help, respectively.

Give it some thought. With chatbots, you don’t have to pay as many staff to reply the telephone. Shorter wait occasions lead to greater customer satisfaction. Plus, chatbots can work 24 hours per day, 7 days per week, 365 days per yr. You don’t have to worry about giving AI trip time or well being benefits both.

That’s not all. 79% of companies say that stay chat has had a constructive influence on their sales, revenue, and customer loyalty.

38% of shoppers are more likely to buy from ecommerce sites that provide reside chat. Clients who take benefit of stay chat before buying have a 10% greater average order worth.

Virgin Airways saw a 24% increase in conversions after adding reside chat to their website. Intuit benefited from a 43% improve in AOV as soon as stay chat was added to their checkout web page.

So for these of you who aren’t at present using stay chat, I strongly advocate that you simply implement this type of AI on your ecommerce website.

Specialists predict that 85% of all customer help interactions shall be handled with out human contact by 2020. So in case you don’t regulate to this development now, your model shall be within the minority shifting forward.

three. Cellular commerce

With ecommerce growing year-over-year, cellular commerce is following go well with.

In america, cellular commerce sales have accounted for 44.7% of all ecommerce sales in 2019. That’s up greater than 10% from just two years ago. By 2021, it’s expected that 54% of all ecommerce gross sales in the US will come from cellular units.

These numbers are even more astonishing on a worldwide scale.

In response to Statista, cellular commerce holds 67% of ecommerce gross sales worldwide. Cellular commerce is predicted to regulate 73% of the whole ecommerce market by 2021.

Shoppers not must be on their computer systems to purchase something out of your ecommerce shop.

Go searching. Individuals seemingly have smartphones glued to their arms for each waking minute of the day. Take advantage of this.

A profitable cellular commerce technique goes far beyond an optimized cellular web site.

Constructing a cellular app is the key weapon for driving cellular commerce gross sales.

Take a look at the info from the graph above.

When searching from a cellular app, shoppers seen 286% extra products and added gadgets to their cart at an 85% greater price, compared to cellular net browsers.

Cellular apps yield 130% greater conversion charges than cellular browsers.

Why?

Properly, 90% of all cellular time is spent on apps. That’s simply what clients have grown accustomed to.

Plus, apps are far more user-friendly. It’s easier for individuals to browse and make purchases from a UI standpoint.

When it’s time to check out, all of their info is saved.

  • Identify
  • Delivery tackle
  • Credit card number
  • Telephone number
  • Billing tackle

This can be a pain to sort out manually every time you need to purchase something, especially from a smaller system and not using a full keyboard. Cellular apps have much less friction, which yields larger conversions.

For these of you who aren’t prioritizing cellular gross sales but, you’ll possible have to construct a cellular app to really make this strategy work. Cellular websites are nonetheless needed, but alone, they only don’t get the job carried out.

four. Flexible cost choices

The days of companies solely accepting Visa and Mastercard are over.

Along with all main credit cards and debit cards, ecommerce outlets are beginning to accept various cost strategies as nicely.

  • PayPal
  • Venmo
  • Apple Pay
  • Google Pay
  • Cryptocurrencies

Don’t get me incorrect; it’s not like these methods have taken over and made bank cards obsolete. However various cost options are becoming extra available for shoppers who store online.

As you’ll be able to see, credit and debit playing cards are nonetheless main the best way.

But with that stated, various cost strategies made up 38% of all online transactions last yr.

Right here’s something else to think about. 45% of online payments came from stored bank cards, compared to simply 17% that have been entered manually.

This piggybacks off of our previous point about cellular commerce. If your ecommerce brand has a cellular app, it’s straightforward so that you can securely store cost info in your clients. Then at checkout, they gained’t need to manually enter something. They’ll have the ability to complete the purchase with just some clicks.

What does this imply on your ecommerce store?

You’ll want to make it a priority to simply accept as many cost strategies as attainable. I know that some cards, corporations, or providers, charge you extra money; however it’s value it in the long run.

The very last thing you need to happen is for individuals to purchase from one of your rivals since you don’t take their most popular cost technique.

5. Voice search

The best way that clients are shopping online is changing in 2019 as properly. Voice search is at an all-time excessive, and continuing to rise.

In line with The Verge, roughly 25% of American households personal a sensible speaker. 40% of those houses have a number of sensible speakers.

Moreover, 62% of individuals who own a sensible speaker made their buy in the final six months, which means this development could be very new.

Here’s one thing else to think about. Based on Google, 41% of adults and 55% of youngsters use voice search greater than as soon as per day.

Check out what individuals are using their sensible audio system for.

37% of individuals use their sensible speakers for buying, and 27% of sensible speaker house owners use their units to truly buy one thing.

As sensible speakers continue to grow in reputation, it’s only natural that buying by way of voice search will comply with the development as properly.

So when you have a Shopify retailer, you want to make it possible for your website has been optimized for voice search.

As you possibly can see above from this research by MOZ, voice searches are longer than conventional textual content search. This is sensible because it’s easier for individuals to speak than sort.

Voice search additionally needs to be considered in relation to cellular app accessibility, which has develop into the brand new should in cellular improvement.

6. Video

Movies absolutely must be included into your ecommerce website.

Footage alone are not acceptable. A video can show extra about your merchandise than a picture ever might. Here’s why.

Roughly 50% of shoppers say their largest concern with online buying is that their products don’t look the identical when they are delivered, compared to their online notion. This creates unsatisfied clients and can result in larger return rates as an alternative of repeat orders.

It’s your job to alleviate any of those considerations and make the client really feel as snug as potential once they’re purchasing.

69% of shoppers say that product demonstrations assist them make a buying choice. 80% of shoppers have a better buying confidence once they buy a product after watching a video about it.

54% of individuals say they need to see extra movies from manufacturers.

Businesses have acknowledged this and adapted accordingly. 87% of brands now use videos for marketing functions. With video marketing, 66% of businesses get more qualified leads.

So how are you going to use video to improve your ecommerce store? Here’s a terrific example from Thule.

Each product on their web site has a video demonstration that’s included along with the photographs on the product page. The example above is for a climbing backpack.

Footage alone simply can’t show all of the options. Clients wouldn’t know the way to regulate straps, entry hidden pockets, or connect the climate protector.

However the video makes all of this very clear.

Making these videos may be a bit extra time consuming, but the benefits will definitely be value it. The good part about video content material is that you would be able to repurpose it on all of your distribution channels. So begin adding extra product movies to your ecommerce website and cellular app.

7. Augmented reality

On the surface, the term augmented actuality sounds so intimidating. But on the core, it’s actually not that complicated.

Primarily, AR helps your clients expertise products higher once they’re purchasing on-line.

It provides buyers a greater sense of the small print of your product with a 3D view, whereas concurrently displaying measurement and scale.

In case you have a Shopify store, you’ll be able to take benefit of the AR features provided by 3D Warehouse.

You’ll be able to leverage this know-how on your cellular app as nicely.

This can be a nice choice for these of you who are in the house items area. Should you recall, earlier I shared a graph of ecommerce conversion rates by product sort. Furniture ranked final on the record.

That’s as a result of purchasing online for something like a couch might be very difficult. But AR makes that course of a lot easier.

AR know-how permits clients to see what that sofa would seem like of their house. All they’d have to do is level the digital camera within the area where the furniture can be positioned. They’d have a higher sense of how the product would fit in the room, without having to take any precise measurements.

Ecommerce outlets that provide this sort of know-how also let clients customize options based mostly on things like colour. So you might see what a black sofa seems like in your front room compared to a white leather couch.

This sort of know-how isn’t actually needed for these of you who’re selling something easy, akin to a t-shirt. However there are undoubtedly industries that can benefit from AR.

It’s additionally value noting that 66% of shoppers say they’re curious about utilizing AR for online purchasing purposes. So give these individuals the choice that they’re in search of.

8. Customer personalization

Personalizing the client experience drives sales.

Right now, greater than ever before, businesses are leveraging tools and know-how to make this occur. They’re monitoring searching conduct with cookies, after which utilizing remarketing campaigns with Google PPC advertisements.

Web sites give clients the choice to create a profile to allow them to advocate products, and send focused emails based mostly on their buy historical past.

Ecommerce outlets personalize content material based mostly on location. In case you promote clothing, a buyer who lives in Hawaii shouldn’t have the same homepage as a customer who lives in New York in the course of the winter.

74% of ecommerce marketers say that personalization techniques have a robust impression on conversion rates. 80% of shoppers usually tend to buy from brands that provide a customized buying expertise.

Take a look at these different advantages of personalization.

Personalizing the consumer expertise goes to be crucial for these of you who’ve plans to build a cellular app in your ecommerce store.

With the app, you possibly can retailer details about your clients. Then you should use that info to personalize every part they do.

Supply product recommendations. Create a buyer loyalty program. Make it straightforward on your clients to trace rewards, view their purchase historical past, or make repeat orders.

That is a lot better than simply providing a cookie-cutter expertise for each single one that visits your ecommerce store.

9. Influencer marketing

Your ecommerce website doesn’t exist in a vacuum. So you’ll be able to’t all the time depend on individuals navigating on to your website or cellular app to make a purchase order.

It’s essential to have a presence on other channels, like social media, to market your brand.

That is nothing new. Nevertheless, the best way that ecommerce brands have been promoting via social media has advanced. Sponsored content material in 2019 doesn’t look the identical because it did in the years prior.

Influencer marketing has utterly modified the sport.

Primarily, companies companion with individuals who have a excessive social media following. Then those individuals advertise products by means of their own channels and profiles.

Manufacturers are putting more emphasis on working with micro-influencers. These are individuals who have between 1,000 and 100,000 followers, versus celebrities with hundreds of thousands of followers.

First of all, working with micro influencers is rather more cost-effective than partnering with a star. Furthermore, micro influencers even have greater engagement rates.

Your clients usually tend to belief micro influencers as a result of they’re perceived as normal individuals.

The typical Joe can’t relate to individuals like Kanye West or Beyonce. But they will undoubtedly relate to a daily guy who has a real job and just happens to have tons of followers on social media.

That’s why 30% of shoppers usually tend to buy merchandise which were advisable by a non-celebrity influencer.

Influencer marketing is constant to development upward. In reality, this search time period has grown by more than 1,500% over the past three years. 63% of companies are planning to extend their influencer marketing budgets this yr. As an entire, the influencer marketing business will reach $10 billion by 2020.

10. Shoppable posts

Let’s proceed our dialogue about social media and its influence on ecommerce.

You should use your social platforms to instantly drive gross sales to your ecommerce store. All it’s worthwhile to do is integrate your Shopify store together with your Instagram profile to set up shoppable posts.

Right here’s what it is advisable to understand. You’ll be able to’t anticipate your clients to visit your web site or cellular app daily. That’s just unrealistic.

Nevertheless, you’ll be able to undoubtedly anticipate them to be on social media every day.

With shoppable posts, you’ll be able to tag merchandise in your pictures, identical to you’d tag a person or one other account. It’s that straightforward. You’ll be able to arrange shoppable tales as nicely.

60% of individuals use Instagram to discover new merchandise. 75% of Instagram customers take an motion after viewing posts from brands.

Shoppable posts make this much easier in your current and prospective clients.

In the event that they see something they like in your page, they gained’t have to open an internet browser, go to your web site, and then seek for it instantly on there. That’s just too many steps.

It’s a lot easier for them to buy immediately by means of shoppable posts. Plus, the Shopify integration makes it so easy so that you can implement this as properly.

11. D2C

Direct to shopper, better often known as D2C, has additionally been on the rise in 2019.

Simply put, this ecommerce strategy cuts out the middleman. Here’s a visible representation of the variations between D2C and a standard gross sales model.

With D2C, the product goes straight from the producer to the buyer, together with your ecommerce website appearing as the only medium between the two.

This course of is straightforward and has turn out to be a good way for businesses to make more cash because the overhead prices are significantly decrease.

Ecommerce businesses don’t need to the touch the merchandise that they’re promoting. This additionally reduces the danger in terms of buying too much stock that may’t be bought.

Right here’s a take a look at the longer term of D2C sales, in line with analysis from eMarketer.

This graph exhibits how shoppers anticipate to buy from D2C retailers within the subsequent 5 years.

Companies are pivoting away from the normal sales mannequin to D2C. Shopify dropshipping has turn into one of the most important trends of 2019.

In truth, the search time period for dropshipping reached an all-time excessive in March 2019, in line with Google trends.

More businesses are beginning to enter the ecommerce area as a result of this technique has made it simpler than ever earlier than. This means you’ll be able to anticipate more competition. So you could be sharp and comply with the trends if you wish to remain relevant.

Conclusion

These are the highest 11 ecommerce trends which have taken over 2019.

As I’m positive you’ve observed, all of these trends have been backed up by analysis, information, and statistics. Based mostly on the info, it seems to be like the whole lot on this record will proceed trending upward as we close out the yr and proceed to remain relevant in 2020.

There are specific trends on this listing that merely can’t be ignored. For those of you who haven’t been prioritizing cellular users, it’s time so that you can leverage cellular apps improve your sales.

In the event you’ve by no means built an app before and wish some help, we’d be glad to help. Right here at BuildFire, we may help you design a high-converting cellular commerce app that compliments your ecommerce shop.

Ensure you control these trends for the rest of the yr.

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