Online retail industry is growing at tremendous pace, and 2015 is only going to be bigger than ever before. This industry is also continuously evolving, with loads of innovations in online buying and marketing processes springing up daily. It is important for retailers to be on top of these changes to ensure success. In this blog post, we present top 5 e-commerce trends which will be crucial for reaping maximum benefits from the e-commerce frenzy in 2015.
1. Its Visual Web now! E-Commerce will see increased integration of visuals in 2015
Consumer expectations have reached a threshold where more rich, interactive and visually appealing experiences are expected from the e-tailers. Pinterest, Polyvore, Instagram and Facebook are leading the pack; generating high-value orders for retailers. Customers are waiting to see interesting innovations in this domain. Showcasing customer-photos or ‘selfies’ featuring products, displaying images of trending products and 360 degree view of the product on the product page are some of the rising trends of using visuals for promoting a product that will make its way on a larger scale in 2015.
Source: Which Social Media Platforms Drive the Most Sales? – Shopify
2. Right Now, Right Here! Impulse Purchases will get boost via Social Selling through ‘Buy Now’ buttons
Seeming infinite reach of social media is getting further boost with the very instantaneous mobile technology. Combination of these two is becoming more influential and will be an essential component of any online marketing effort. The introduction of “Buy Buttons” on Facebook, Twitter and Tumblr, will lead to a new trend of social shopping in 2015.
There are good reasons why e-tailers will find this feature attractive. Betsy Sigman, distinguished teaching professor at Georgetown University’s McDonough School of Business, said this is a natural move, tracing the growth of things like online commerce and mobile commerce. “People want to be on their phones all the time and one of the ways they’re always on their phone is social media,” she said.
The Buy Now button reduces a number of steps that customers have to take to complete a transaction. In addition, the new payment options through ‘Apple Pay’ and Google Wallet will also make the challenging payment process through mobile easier for the mobile users. So overall, social selling through ‘Buy Now’ is definitely a trend to keep an eye on.
3. No surprises in this. Mobile commerce will grow!
The mobile trend has seen major growth in the last few years. Data from 100,000 eCommerce stores using Shopify platform showed that 50.3% of traffic coming from mobile (40.3% from mobile phones, 10% from tablets) and just 49.7% from computers.
According to, Tobi Lütke, CEO of Shopify, the rising trend of mobile shopping has brought about a fascinating trend called “always-on shopping”. He said, “Computer-based traffic to ecommerce sites traditionally peaked between Monday and Friday and trailed off during the weekend. Mobile traffic has somewhat opposite behaviour since shoppers use their phones most during the weekends. So when you combine mobile, tablet and computer traffic to ecommerce sites, you no longer find any discernable spikes when people are shopping online. In other words, shopping is no longer something people go and do anymore; it’s something they are always doing.”
Recently, e-Commerce giant Amazon announced that over the holidays, mobile shoppers approached 60% of total sales. Christmas Day shopping saw an 8.5% rise over 2013 numbers, with more than half the shoppers on mobile devices. The retailers are also trying to bring a better browsing option on mobiles, like Amazon, for instance, has one-click shopping option that makes purchasing on mobile much easier.
The arrival of giant phones in 2014, will further help in enhancing the shopping experiences on mobile this year.
4. Marketing budgets tilt further towards targeted social media marketing. Paid advertising on social media will increase!
Online-retail marketers are expected to increase their budget on paid advertising on social media channels as few recent improvements have made advertising on social channels to be much simpler and cost-effective. For instance, targeting of look-alike audiences, especially on Facebook, has improved which will allow marketers to reach a larger and more appropriate audience for their product. Twitter, on the other hand is planning to sell ads within streams of tweets on other publishers’ apps and websites. The company’s sales team also introduced their plans for video ads in a recent presentation at the Consumer Electronics Show in Las Vegas. Apart from Facebook and Twitter, the other major social networks are also expected to follow suit and make online advertising very lucrative for the e-tailers.
5. Shopping will get more personal. 2015 will see increased emphasis on personalized shopping experience
Increasing user-engagement and driving them towards purchase through personalized incentives is increasingly becoming important to drive conversions. This entails delivering a customized and personalized experience to website visitors.
A recent blog post from Microsoft notes, “ At Microsoft, we believe this will be the year when modern shopping experiences come to life. Where retailers create instant, personalized experiences for shoppers on their smartphone, online and in stores. It will be the year that customers return to stores because technology is engaging them in new ways, making them want to buy more and come back.”
For this personalized shopping experience, its imperative to gain access to specific profile information of users. Social media provides a wealth of this valuable user information, which can be mined effectively via channels like Facebook Connect. Retailers can use innovative solutions like Social Connect to collect genuine, pre-verified email address and also rich user profile in intelligent way; and use it to run targeted marketing campaigns.
As consumers turn to their social circles on major social channels like Facebook, Twitter, Linkedin and Google+ for making buying decisions, using various social network solutions that help in social selling must be a part of any eCommerce strategy in 2015. ShopSocially provides a number of solutions that have immensely helped various e-commerce players in this regards. You can check them here.