What Were the E-Commerce Trends of 2014
E-commerce has come a long way during the last ten years.
E-commerce has come a long way during the last ten years, and 2014 has been a particularly impressive year for innovation and technology in the field. Website building and the creation of online stores have never been so accessible, and an increasing number of people are entering the world of E-commerce as a result. There were some notable trends in the area of online shopping this year, and they demonstrate the future potential for one of the Internet’s fastest growing areas.
Mobile Optimisation
Just a few years ago, E-commerce sites were labelled as mobile-friendly, yet many of the world’s leading online retailers are now creating mobile optimised sites - making shopping on the Internet a simple and more enjoyable experience. Responsive web design and multi-screen websites - such as the site at www.engelbert-strauss.co.uk - have become intrinsic parts of the Internet shopping experience, and an increasing reliance on mobile technology means this phenomenon is expected to continue well into the next decade.
Personalised Shopping Experiences
As more and more businesses turn to E-commerce to drive revenues, the world’s biggest retailers have been forced to think of new and innovative ways to attract new customers and retain their old ones. Several retailers have introduced personlised product displays on their E-commerce sites, as well as purchasing suggestions for registered users. Coca Cola has adopted this strategy in a big way by allowing its customers to share personalised bottles of virtual Coke via social media platforms.
Automated Marketing
In an effort to turn browsers into buyers, some companies have increased their reliance on automated marketing technologies in 2014. Analytics, lead nurturing and email personalisation give company owners valuable information on the profiles of potential customers, as well as an indication of what those same customers are likely to buy. Automated marketing is being used increasingly by smaller businesses, as it is a cost-effective way of increasing sales via technologies that are fully integrated with existing E-commerce sites.
Multi-Channel Shopping
Tablets and smartphones continue to grow in popularity as Internet browsing devices, so more and more retailers have been switching to multi-channel shopping in 2014. Customers are given the chance to shop in brick-and-mortar stores, online or reserve and pay for items to be picked up in store at a later data. Consumers are also browsing product selections online before making the trip to shopping centres and high streets to make their purchases. Tmall.com recently trialled a multi-channel shopping promotion that allowed people to scan product QR codes with a mobile device in store in order to add them to a virtual shopping basket. Their purchases can then either be collected in store or sent to a home address - with a discount thrown in for good measure.
2014 has been the most exciting year yet for innovations in the world of E-commerce, and it has demonstrated that the online and offline shopping experiences can co-exist perfectly.