5 Ecommerce Trends To Watch For In 2015

It’s the year 2015, and it’s an amazing year to be in the Ecommerce industry.

According to Tom Caporaso, CEO of Clarus Marketing Group, internet users are becoming more comfortable in shopping from their mobile gadgets and desktops.

And with the proliferation of new apps, new websites and new social networking platforms, it only makes sense for the number of internet consumers to increase.

After all, there’s a prediction that during this year, there will be 3 billion internet users worldwide. Imagine, this is already 42.4% of the entire world’s population! Because of the rise of inexpensive mobile phones and broadband connections, more and more people in various countries in the world are now enjoying the perks of the internet, including access to life-changing data and of course, cat and baby videos.

In all seriousness, though, with the daily digital changes affecting how your store operates and with the user counts increasing gradually, the difference between an online store and an offline store is becoming less obvious.

The Ecommerce industry generates $1.2 million every 30 seconds and it isn’t stopping soon.

Now in the year 2015, the line separating traditional commerce and Ecommerce is continuing to blur as these five Ecommerce trends have the potential to change the way you do business. As more consumers are turning to social feedback for purchase decisions, it’s your job to keep them happy and satisfied enough to make a positive comment/tweet/blog post about your company.

What’s your other job? Stay ahead of these trends and keep pace with these predicted Ecommerce changes. As US Ecommerce sales are predicted to grow from $263 billion in 2013 to $414 billion in 2018, this year, 2015 is the best time for you to take advantage of these trends and keep up with them.

1. Mobile Ecommerce

It seems that every year, analysts predict that mobile technology will play a significant role in the growth of the Ecommerce industry. And this prediction has regularly failed to see the light of day – until this year, that is.

In 2012, mobile commerce may have been a simple add-on, but this year, mobile commerce is simply the way your company conducts its business. It’s an important channel connecting your customer’s overall shopping experience from the smartphone, the tablet, the computer and the store.

A customer using a smartphone to search for your product, to browse product reviews online and to ask feedback from their social network can use that same smartphone to order your product subsequently. This scenario is increasingly becoming common as more consumers feel comfortable in shopping from their mobile devices.

And let’s face the music: smartphones aren’t just fleeting fads. This much is evident in the deficit of personal communication between people going to restaurants! And in four years, more than 10 billion mobile-ready devices will be available.

Google forecasts that for the Christmas season, 50% of UK-related search queries will be from a smartphone.

Global mobile Ecommerce sales are expected to reach $120 billion in 2015.

If you haven’t started venturing into going mobile yet, the year 2015 is the best time for your company to start working on it.

Main emphasis on mobile Ecommerce

• Secure and user-friendly mobile payment platforms: Point-of-Sale (POS) systems and online payment choices must be present in your website. Make check-out as easy as possible for your customers.
• Optimized website for mobile users: As mobile users have restricted amount of screen space, you need to take advantage of this by providing faster loading times and more customized and mobile-centric website layouts.
• Hybrid shopping experience: As an Ecommerce merchant, you’re expected to optimize your website for mobile and integrate brick-and-click strategies to enhance your user’s shopping experience both online and offline.

To take advantage of the mobile Ecommerce trend

• Use a simple design for your mobile site. Place mobile-optimized images to allow for faster loading times without bogging down your bandwidth.
• Focus on key information that your mobile users will be interested in and make it extremely easy for your customer to access and purchase from your website in fewer steps.

• Think with your thumb or index finger. If your user needs to pinch to zoom, your site may not be optimized for mobile users. Also, make your target buttons large enough to be easily touch-able. Your rule of thumb? Give buttons at least 45 pixels of space to remove the possibility of accidental taps.
• Avoid Flash. Apple products like iPhones, which make up 30% of the smartphone market, do not support Flash.
• Reduce text entry as much as possible. Checklists and pre-populated fields minimize your users’ challenge of entering text into their smartphones. This also enables you to make use of white space so that your design appears as clean and sophisticated as possible.

• A relevant icon is worth a dozen words. Get rid of clutter by showing, not telling, important information in your website’s navigation.
• Place redirects that detect when your site visitor is using a mobile device so you can send them to the mobile-optimized version of your website. Check out Social Media Examiner’s comprehensive guide on how to do this.

• Allow users to access your full site as well. Place links that allow your users to view your site’s full version in multiple pages.

2. Wearable technology

According to a Nielsen study, 70% of consumers are aware of wearable technology while 15% of them currently use wearables. As Apple’s iWatch is set for launching this 2015, more and more users are looking forward to wearable technology that doesn’t make you look like a Robocop – yes, we’re looking at you, Google Glass.

Google has already started baking the use of wearable technology in our daily lives. Just think of the whole escapade once Apple fans get a hold of iWatch later this year.

Wearable devices can potentially add another channel for online merchants to take advantage of and for online users to consume information from. Wearables can amazingly transform the shopping and selling world from an active and conscious effort to a natural activity like eating. After all, wearable devices are all the rage in today’s modern world.

Wearable technology makes internet within an easy reach. Take for example Samsung’s Smartwatch which allows you to make and answer calls, stream music and check your email all at the same time. As such, there’s a greater demand for businesses such as yours to regularly update your customers with price changes, promotions and relevant ads that seek to catch their attention and keep you at top of mind at all times.

Imagine this: your customer drives by your shop and immediately sees a limited-time offer flash in their watch to lure them in. Or, your customer is sitting at a nearby restaurant and eating his lunch when he suddenly sees a discounted dessert deal for your cafe nearby.

Technology research firm Gartner expects the global market for wearables to reach around £3.2 billion by 2016. And this kind of technology may be exactly what you need to bridge the gap between Ecommerce and the real, physical world.

Main emphasis on wearable technology

• Updated and timely updates: Notifications focused on product’s pricing, promotion and marketing perks sent to consumers regularly.
• Location-centric deals: Offer location-based promotions in real-time to match the current location of your target market.

To take advantage of the wearable technology trend

• With an online store, realize that you’re always open. This will be made more evident when wearables make it easy for everyone to be online all the time. As your customers are constantly connected to the online marketplace, they are constantly purchasing your products and are constantly in need of your customer service.
• For every purchase from your store, consider sending automated emails that contain FAQs about your product. Also take note of the importance of a forum to build a community of your customers who are willing to help one another. And if you have extra resources, why not train and outsource your customer service to other parts of the world? This way, even if you’re sleeping, your customers are still taken care of.
• In relation to iWatch’s release later this year, the first few months are important so you can research your current customer database and find out the number of your clients who use Apple devices to conduct their business with you. This estimate will help you determine if there’s an opportunity for your business to tap into wearable technology.
• As early as now, brainstorm location-specific deals, holiday-centric promotion or time-sensitive offers that you can offer to your consumers. Why not notify them when your physical store is selling discounted products a few blocks away? Or sending them a reminder the night before Mother’s Day that they can purchase a gift (with free shipping!) from your online store?
• Consider producing an app for your business and making it compatible for worn devices. If not possible, try integrating your brand into a complementary business’ existing app.

3. Free shipping, same-day service and free return shipping

Gone are the days when your customer is like your grandparents who are just adapting to the technology of online shopping. A few years ago, your customers had to tie up their landline just so they can order from you.

In the year 2015, where internet speed is fast enough to enable your customers to view, order and purchase your product, instant gratification is given undeniable value. Customers are now similar to your three-year old toddler throwing a tantrum: “I want to buy this product. I want you to deliver it for free. And I want to have it now, now, now!”

Your customers in 2015 won’t like it if you charge them for standard delivery; and now, more than ever, offering free and fast shipping won’t be a game-changer – it’ll be part of the norm that your customers will expect you to practice it. As of writing, Google and Amazon are offering same-day shipping as long as you reach the cut-off time for delivery. The significance of speedy delivery will continue to become evident this 2015, as demonstrated by the success of Amazon Prime.

As for the case of return shipping, most consumers are tempted by “you can return within a number of days” offers on products that they plan on purchasing, but these consumers end up getting frustrated when they realize that the free return shipping cost will be charged to their account.

These three interrelated trends may just be what the Ecommerce industry needs to get one step ahead of brick-and-mortar stores.

Main emphasis on free shipping, speedy delivery and free return shipping

• Free shipping: As Zappos pioneered the free overnight delivery phenomenon, more and more companies are moving into adapting same-day (and even 30-minute delivery!) options.
• Inventory availability: Ecommerce companies need to keep their warehouses closer to their buying hubs in order to keep up with their consumer’s product demand and delivery preferences.

To take advantage of this trend

• Offer to waive shipping costs for orders that meet the minimum shipping threshold. As David Bell noted in his research, customers are more likely to take advantage of waived shipping fees that cost $6.99 than a discount that gives them $10 off.
• For your minimum shipping threshold, look for that sweet spot – above the average order value, but below the breaking point at which an increase in sales drops.
• 59% of Forrester research respondents stated that shipping costs are the most important factor that influences their purchasing decision, so make it a point to always highlight your free shipping offer.

• Consider offering same-day delivery as long as your inventory can handle it. Consider placing your buying hubs near your warehouses.
• When offering same-day delivery, take one small step at a time. For example, start with offering same-day delivery with conditions, such as for limited locations only, for reaching a certain order value threshold or for placing their orders before the cut-off.
• Make your inventory as clear as possible for the customer. If you clearly show that the item is temporarily out of stock, this can help you manage your customer’s expectations and enable them to understand your circumstances.
• Offer a flat rate that your company will cover for return shipping. To go the extra mile, you can even make it free for a hassle-free shopping experience.

4. Social commerce and social media engagement

Social commerce sales are expected to reach $30 billion/year by the year 2015, with 50% of the online sales happening through social media. And because according to the same study, Facebook drives 26% of referrals to business websites, Ecommerce merchants like you are expected to “socialize” and “engage” more with your target audience.

After all, you want to protect your brand, stay ahead of your competition and build a lasting relationship with your customers, don’t you?

Listen up: a Facebook Like of your page isn’t enough. 71% of social networking users say that their “liking” a company’s page doesn’t have any impact on their tendency to do business with the company.

This is where social media engagement comes into play. Don’t just repetitively promote your brand – take the time out to connect with your customers online as well. The best ROI of your marketing efforts comes from your customers naturally talking and sharing information about your brand.

People buy from people – not from automated and generic company pages.

Main emphasis on social commerce and social media engagement

• User testimonials and recommendations: 62% of visitors are likely to purchase from your company once they see a positive review posted by customers who bought your product.
• Customer engagement, not brand promotion: Narratives about your brand are okay, but engaging with your customers is better. Now, more than ever, engagement is key and customers hold the reins.

To take advantage of social media engagement and social commerce trend

• Use your social media channels as communication tools. Whenever someone leaves a positive comment or a negative experience with your brand, make sure to reply to your customer, thank them for their time and do something to resolve their issue. When responding, don’t forget to use your customer’s first name – a person’s name is his favorite word, after all.
• Don’t just post company news or product promotions – share valuable content such as:
• fast and easy ways for them to use your product or avail of your service;
• benchmark reports and industry-related updates;
• amazing blog articles relevant to your company’s mission and vision;
• free webinars and email series;
• company-specific celebrations; and of course,
• the obligatory company #groupie!

• Follow your customers online and even Retweet a tweet or two to make them realize that you appreciate their reaching out to you.
• Consider featuring a “Fan of the Week” and giving low-cost incentives to your page’s top commenters. A simple feature of your fan’s photo of your product can do wonders for boosting engagement, as long as you call attention to fans who showcase your products and give them credit.

• Diversify your digital content so you can reach out to all kinds of users. Post words, images and videos one at a time and find out which post type is effective to raise customer engagement with your brand by using social media analytics tools. Tip: Larger images tend to get more engagement as opposed to thumbnails.
• A little emoticon won’t hurt anyone. According to Hubspot, putting a smiley face can increase your post likes by 57% and post shares by 33%!
• Use Facebook apps to hold contests, facilitate event listings and encourage email sign-ups to your company’s newsletter.
• Note the average time slots when your fans are online. Then, time your posts based on this information.
• Ask questions that invite your users to share, like in this example of Victoria’s Secret’s post:

• Use quotes incorporated in images to help you reinforce your brand.

• To save time and effort, schedule a specific day when you’re going to batch your Facebook posts for the whole week. Simply schedule them accordingly.

5. Customized marketing

As consumers continue to volunteer more personal information about themselves through their web search histories, email content and social media engagements, Ecommerce merchants are expected to cater the exact kind of product and service that their customers are most suitable for. Consider that 3 out of 4 consumers want you to take advantage of their personal information so you can produce improved shopping experiences for them.

Yes, that product that you were viewing on Amazon two weeks ago can even follow you as you’re checking your email and logging into your Facebook account in the form of customized advertisements.

As 45% of online shoppers are more likely to shop on websites that offer customized product recommendations, the enormous potential for customization allows Ecommerce business owners to practice people-based marketing.

In this year, the more your users turn to their social network peers for product recommendations, the higher the potential for mass customized marketing is. Now, your online store won’t be limited to reaching your target market – you can even tap into recommending products suitable for targeted individual customers.

Main emphasis on customized marketing

• Big data and segmentation: Comprehension of customer spending behavior can allow you to formulate strategies that can help you personalize the kinds of products and services you offer to your users.
• Responsive content: Your website’s design and vital information adapt to the preferences of the user you’re targeting.

To take advantage of customized marketing

• As personalized emails boast 25% higher open rates, it’s your responsibility to create meaningful email messages that connect with your customers. Including your customer’s first name in your email’s subject line may be helpful.

• Consider personalizing your marketing campaigns based on your customer’s lists of Facebook likes, Amazon purchase history or Pinterest board activities.
• Segment your email list and send them emails with the same content but with different messaging styles by using their own language. In the same vein, creating targeted landing pages for your different customer segments is also advisable. Don’t know how to start with segmenting? Start by segmenting based on product preference, gender or location.
• Listen more and talk less. Dedicate enough time for you to read about the online content that your target market produces.
• In line with trend #1, you also need to optimize your email for mobile users. Increase the font size for improved readability and include your call-to-action above the fold. If you want your customers to tap on your email, place the button in the middle.

Conclusion

These top five predicted trends may all happen in 2015, or they may not – yet. Don’t be concerned about if they will happen, but focus on what you will do when they take off.

The world of Ecommerce is like raising a child. Blink and you’ll miss the important moments.

But pay attention, stay on top of the trends and do something about keeping up with them, and you’ll thank yourself you did. With these information easily accessible to online retailers like you, your real challenge is actually processing these data, brainstorming strategies on how to practice them and implementing your ideas subsequently.

After all, knowledge without action is useless.

2015 is yours for the taking. You just need to step forward and claim it.

What small action are you going to do today to keep up with the Ecommerce trends for this year? Leave your replies in the comments below.