Ecommerce22 Ecommerce Industry Trends To Know in 2024
22 Ecommerce Industry Trends To Know in 2024
Ecommerce digital marketing trends can shed insight into how the rest of the industry is performing, as well as what they’re doing to convert their customers. Discover up-and-coming ecommerce industry trends — and learn how to prepare your marketing strategy — with this mini-guide from our award-winning team.
insights from 179,000+ hours of retail & ecommerce marketing experience
In the ecommerce industry, even the smallest change in customer behavior or market trends can make a difference in how much revenue you earn. That means if you aren’t up to date on the latest trends, you’re likely missing out on revenue.
As we approach 2024, the ecommerce landscape is rapidly evolving. Understanding the latest ecommerce trends is crucial for maximizing revenue and staying ahead of the competition. In this article, we’ll explore 22 essential ecommerce trends that will shape your marketing strategy and enhance customer satisfaction in the coming year.
Conduct market research to identify the most price-sensitive products and adjust pricing accordingly.
Leverage customer data to personalize marketing campaigns and promotions, targeting buyers’ specific needs and preferences.
Invest in improving the overall customer experience, including streamlining the checkout process and offering excellent post-purchase support.
First on our list of ecommerce trends is the increase in buyer purchasing power. The unemployment rate declined from 6.7% in December 2020 to 3.5% in September 2024, indicating a strengthening job market.
Inflation has come down, and employment has gone up, helping to stabilize the cost of necessities for the most part. With so many different options to choose from and changes in the economy, customers have more power over what they purchase and when.
“One other key element for retail [businesses] is understanding the changing nature of the buying behavior. Now that employment is on the rise and inflation is taking a turn for the better, the buyer holds more purchasing power than in years prior. That said, they’re spending more time comparing/shopping around before making a decision.”
2. AI is everywhere
Key takeaways
Consider exploring AI-powered tools for recommendations, as well as chatbots to enhance the shopping experience for users.
Do A/B testing to determine the most effective use cases within your ecommerce operations.
If you do decide to use AI, check with your IT team that you have the necessary data infrastructure and security measures in place.
As you know, AI is taking over all industries and becoming an important part of workflows. That includes ecommerce companies, of course.
In terms of ecommerce digital marketing trends, AI is one of the most flexible. For example, you could use AI to upsell and suggest new products to users based on their order:
Or, you can use AI to create content and product descriptions:
You can also use platform-specific tools, like Shopify Magic, to help you manage your store. Of course, you still need to check over your AI tools with human workers, but that doesn’t mean that they don’t help you get more done quickly.
Look at browsing history, purchasing behavior and demographics of your customer base and then segment accordingly.
Use product recommendation and personalized email marketing to enhance your customers journey and give a more tailored experience.
Encourage and use customer feedback online to gather data on how to personalize your strategies even more.
Our next ecommerce digital marketing trend is all about personalizing your advertisements, and content in general. Personalized content and product recommendations can reduce bounce rates by up to 45%.
People want to see content, suggestions, and products that are personalized to their needs. Not only does it show that your company pays attention to the user, but it also tells them that you care about their experience.
Personalization comes in all kinds of shapes and sizes. A personalized email with product recommendations from a new launch can be a simple way to boost engagement. The point is to make users feel like you are only speaking to them — not thousands of viewers.
4. Companies are offering new payment options and plans
Key takeaways
Identify the most popular alternative payment methods by conducting a competitors analysis.
Improve conversion rates and customer satisfaction by exploring different flexible payment plans.
Ensure with your IT department that payment process infrastructure is secure and compliant with industry regulations.
Customers have all kinds of payment methods that they prefer. If you want to keep them from bouncing during checkout, you must offer multiple payment options.
Some common types of payment include:
PayPal
Credit and debit cards
AfterPay or payment plans
Bank transfer and deposit
Electronic checks
Cryptocurrency
While you don’t have to accept every single one of these, it’s a good idea to accept more than one.
5. Content is more important than ever
Key takeaways
Create a content strategy that will go beyond your competitors. Try creating blog posts that are educational, video tutorials and give industry insights to your readers.
Improve your search engine optimization (SEO) everywhere with keywords research and using relevant terms.
Encourage your customers to leave positive reviews. Generate social media content from this to build social proof and trust with your audience.
As we mentioned, buyers have more purchasing power, which means they shop around more and have more leverage when making decisions. They have seen the same old advertisements and marketing schemes — they want to feel good about their purchases. Enter content.
Your ecommerce content is more important than ever. Content is the main way companies can show other aspects of their brand without focusing on selling. Creating product pages isn’t enough — you need to add other content that shows your brand’s personality and serves customer interest.
This ecom trend is how you can build trust with users and make sure that they choose your company over others.
6. Automated transactions and subscriptions drive repeat sales
Key takeaways
Create a seamless account management system. This will allow customers to easily manage their subscriptions and even their recurring payments all on one platform.
Use your customer data to identify opportunities for upselling and cross-selling.
Improve customer retention with strategies such as loyalty programs and personalized recommendations.
Another prominent ecommerce trend is automated transactions and payments. If you store customer data, like their account details, payment methods, and addresses, it streamlines the checkout operation and encourages repeat purchases.
Also, providing automatic subscriptions for products can make it easy for users who order certain products on a schedule:
7. Omnichannel marketing strategies are proving their effectiveness
Key takeaways
Integrate your website, social media, mail other physical retail channels to create a cohesive omnichannel marketing plan.
Give your customers a seamless experience by being consistent with your branding and marketing messages.
Make the most of customer journey analytics to identify the most effective marketing channels.
Users take their time when researching companies before deciding to purchase. Based on this ecom trend, companies in 2025 must use more than one approach to ensure that they increase exposure and brand awareness.
Expert insights from
Shannon PetschLead Internet Marketing Consultant
“Omnichannel approach is SO important because it takes a minimum of 6–8 touchpoints to build up enough trust to convince someone to shop online on a website they haven’t heard of.”
It’s highly unlikely that someone will see your ad and immediately decide to purchase something. Customers know there are hundreds of brands all looking to earn money — the ones who catch their attention will succeed.
Some popular ways to market your ecommerce store are:
8. Social commerce and in-app purchases drive social shopping
Key takeaways
Establish a strong presence on social media platforms to offer in-app shopping features.
Partner with influencers and social media creators to showcase your products. This will also drive traffic to your social commerce channels.
Make product listings as visually appealing as possible and easy to navigate for you customers.
One business-to-consumer (B2C) ecommerce trend is social shopping. Many apps (like TikTok and Instagram) now give customers the option to shop for products in the app. That means they can find a company, browse their products, and order, all without jumping to another site.
For example, companies can now link to products in their Instagram posts that direct users to the in-app shop. The shop is clean and easy to use, and all companies must do is build out their listings:
As more and more apps launch this feature, companies can expect a push to meet customer demands and list their items on multiple platforms. Customers want more convenient ways to shop and pay, and this is just another example of how companies can provide that experience and prevent cart abandonment.
9. Consumer privacy is essential
Key takeaways
Make sure your privacy policies align with the latest data protection regulations regularly.
Use strong data security measures, such as encryption, to safeguard your customer’s information.
Be transparent with your customers about your data collection and usage practices. Offer them ways to opt-out of certain data-sharing activities if they so wish.
With updates to consumer privacy, like the removal of third-party cookies and adblockers, customer privacy is a must-follow ecommerce trend. Even more laws are being created to protect user privacy, and the ecommerce industry is not exempt.
As of 2024, companies must keep track of how they handle customer privacy to gain trust and follow regulations.
Some ways that you can focus on customer privacy include:
Knowing and sharing what data you collect and store
Encrypt and protect any sensitive data (like payments)
Also, using a secure website and checkout process is essential. Be sure to share your security measures with users too, so they can see your commitment to their privacy.
10. Growing emphasis on voice-enabled search
Key takeaways
Use natural language and long-tail keywords to optimize your website for voice search.
Create content around knowledge base articles that address common voice-based queries. This can also include common frequently asked questions. Use your products and services as the core around these articles.
Consider using voice assistants integrations into your product searches and purchases.
Another ecommerce digital marketing trend to know is the shift in emphasis toward voice search. Users can ask their voice assistants questions when researching, and ecommerce sites must have the content to answer their queries.
Imagine a user is looking for shoes to wear on a hike. They could be in the middle of packing, asking, “what kind of shoes should I wear on a hike?” to their device. That device, whether Alexa or Siri, will pull information from the SERPs.
If they don’t have the item they need, they’ll go online to purchase. Amazon even lets you shop through voice devices, so they might not even make it to the browsing point.
Creating FAQ content and blog posts is essential to answering these questions and appearing in voice search. This content will also appear in Google’s Search Generation Experience (SGE).
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Invest in developing AR-powered product visualization tools. These can allow customers to virtually ‘try’ out your products.
Create partnerships with other VR content creators to showcase your products.
Monitor the adoption of AR and VR technologies within your industry. As they evolve, adapt your ecommerce experiences for your customers accordingly.
AR and VR companies are building tools for entertainment, connectivity, and — most importantly for ecommerce — shopping. AR and VR create new ways for companies to share products and present them to customers.
As these devices become more and more available, it’s easier to imagine a more cohesive virtual shopping experience.
Except you can already see it happening. Apple lets mobile users see their products in AR to see how the items look:
While you don’t have to jump on the AR and VR train to see results, it is becoming a more popular channel for showcasing products to users all over the map. This digital commerce trend will help users learn more about what they buy before they buy it, giving them even more power.
12. The B2B ecommerce market is growing
Key takeaways
You can assess whether there are expanding opportunities for your ecommerce by catering to business-to-business (B2B) customers. You can offer bulk pricing, custom catalogs and automated reordering.
Optimize your checkout process to give your customers a streamline experience, with features such as account management and invoicing.
Work with your sales team for a smooth integration between your ecommerce platform and your current sales processes for B2B
Ecommerce is no longer a strictly business-to-consumer (B2C) model. More and more B2B companies are turning to ecommerce resources for their needs. This changing purchasing model makes it easier for B2B representatives to purchase what they need for their company.
Key points of the B2B ecommerce process involve automation, including automated accounts payable, accounts receivable, reordering, and fulfillment. If you target B2B customers, focusing on your ecommerce elements or offering new options could help you stay competitive.
Check your current manufacturing process to find any opportunities for reducing your environmental impact.
Let your customers know about all your sustainability initiatives and environmental commitments. Use your website and social media as a platform for your environmental efforts.
Did you know that 41% of U.S. Gen Z consumers consider themselves to be environmentally-conscious purchasers?
This B2C ecommerce trend shows that the new generation cares more about environmentally friendly products than others. To market effectively, the environmental impact should be at the top of your priority list.
We could all serve to be a little friendlier to the environment. In terms of marketing, we should also show our work and tell consumers how we are making a difference. This push will only continue as Gen Z earns more purchase power.
Making your efforts known is vital for protecting your brand’s reputation. It’s as simple as adding a page to your site that’s easy to find:
And, considering price is the main barrier between users being more sustainable, brands should either work on their pricing or advertise their benefits to justify any higher costs.
14. Influencer marketing is here to stay
Key takeaways
Locate and identify relevant influencers to your products that align themselves to your brand values and that can reach your target audience.
Create a structured influencer marketing program. The program should include clear guidelines and performance tracking.
Work with the influencers to create authentic, engaging content that showcases your products in a natural, trustworthy way.
Influencers have been on the rise for over a decade, but audiences are more aware of the brand deals and how advertisements work than before. That doesn’t mean that ads aren’t effective — in fact, they help users build trust with a company through a familiar face.
Expert insights from
Shannon PetschLead Internet Marketing Consultant
“The rise of success in Influencer marketing is still on the rise and helps establish a lot of trust early on.”
People follow influencers for recommendations, inspiration, and advice, among other reasons. If an influencer uses your product, even if it’s a paid partnership, they put their name with your brand and give you a vote of confidence. To an audience, that is more trustworthy than a regular ad:
15. Returns and exchanges should be simple
Key takeaways
Implement a user-friendly returns management system that allows customers to initiate and track their returns with minimal friction.
Analyze your returns data to identify any pain points or areas for improvement in the customer experience.
This ecommerce marketing trend is straightforward — people want protection over their purchases, especially if they are buying strictly online. They will go somewhere else if they feel like they’re being lured into a purchase trap.
If you have a complex return process, it will deter people from buying and give them a negative experience with your company. Make your return policy simple and easy to find. Have a clear page for returns and make sure users can see it.
16. Forward deploy fulfillment centers grow in popularity
Key takeaways
Assess if there is a feasible way for your ecommerce site to create a forward deployment fulfillment strategy.
Find out if there are any third-party logistics providers that can offer distribution and fulfillment solutions for your customers.
More and more businesses are using forward deploy fulfillment centers for ecommerce solutions. This new approach helps companies supply orders to more users faster.
Forward deployment is an inventory management solution that uses a hub and spoke model to manage products. Instead of using a single, large warehouse, this system includes multiple, smaller hubs to receive, sort, and ship orders to customers.
Amazon is a large example of this system. They don’t have just one central warehouse — they have hubs all over the world. That’s how they can ship and deliver items so quickly.
17. Buyers have fast shipping expectations
Key takeaways
Find out if there are any ways for you to improve deliveries, with speed or optimizing warehouse operations.
Communicate your shipping options to your customers clearly on your website
Speaking of fast shipping, consumers expect 2-day delivery thanks to Amazon. Companies must find ways to increase their shipping times. Otherwise, they risk missing out on sales.
That also means optimizing your order management systems to process and fulfill orders faster. At the minimum, you should offer fast shipping, even if it comes at a higher price.
18. Mobile-first selling is still crucial for companies
Key takeaways
Analyze your mobile traffic to find out if your customers are using mobile devices to interact with your website.
Identify areas that you can improve for mobile and tablet devices.
Consider developing an App to provide more integration and ease of shopping for your clients.
A mobile-first approach means designing your ecommerce platform to fit the smallest screen and then scaling it up to work with other devices. But why is this important for ecommerce?
More than 40% of transactions happen on mobile devices. Investing in mobile-first design can help you find and convert more users, and it also enhances your marketing’s longevity. People are increasingly turning to mobile devices, so mobile-first sets you up for the future.
This ecommerce marketing trend can help you think about your design overall. Even if you don’t completely support mobile-first, you should still evaluate your mobile site regularly for the best results.
19. Chatbots can help with customer service
Key takeaways
Implement an AI-powered chatbot solution for customers that have quick and easy inquiries. For more complex inquiries, direct them to a human customer service team.
Train the chatbot to provide a personalized experience for your customers and make it as conversational as possible.
Chatbots are increasingly popular for customer service, particularly with the advancement of AI. AI chatbots make it easier than ever to give customers a quality experience with your customer service team.
AI chatbots can:
Answer basic questions
Access customer accounts and information
Be available 24/7
Help with simple questions and tasks
This trend will only continue as AI becomes more advanced and helps companies help their visitors.
20. ROPO helps customers educate their purchases
Key takeaways
Do an analytics breakdown of your product categories to determine which ones are more likely to benefit from a research online, purchase offline (ROPO) strategy.
Align your in-store and online product offerings, pricing and promotions.
The final trend to note for 2024 is the increase in ROPO shopping. This modern behavior speaks to how customers will find all the information they need about a product online but ultimately purchase it in-store.
There are a few reasons why this happens. One could be that customers want to see the physical product before buying it. Another could be that the user has limited time to talk in-store with a salesperson. Regardless, this new online part of the sales journey is making an impact.
For ecommerce companies, it’s essential to account for ROPO behavior when marketing and advertising their products. For example, you should consider what products do better online vs. in-store and market accordingly. And don’t give up on items that perform well in unexpected places.
This trend will continue as more people do their research online and keep shopping. Marketers’ jobs now depend on structuring their materials to encourage more online sales or provide information to help in-store sales.
21. Customer data management is essential
Key takeaways
Find a customer relationship management (CRM) system and other data management tools to collect and compile customer data.
Be open and upfront with how you use data to your customers.
Customer data is an essential part of running an ecommerce company. Data mangement, however, is sometimes a neglected side of that process.
What do you do with your data after you collect it?
CRM platforms like Nutshell can help you centralyze and analyze your customer data. With centralized data and AI technology, you can uncover new growth opportunities through your customer base and improve audience targeting.
If you don’t have a CRM already, it might be time to try a new tool for managing your data.
Still selling out of spreadsheets?
Nutshell CRM helps sales team close more deals by automating and organizing your sales leads.
Build a loyalty program that is easy to sign up for and offers meaningful rewards for repeat purchases.
Advertise your loyalty program’s features to help customers understand how it benefits them.
Our next digital commerce trend involves rewarding those who spend more with your company. Companies in 2024 are earning more back from loyalty programs, all while building loyalty with their customers.
One popular example of loyalty programs is Starbucks’ rewards program. Their loyalty program is a great example of how to structure and explain your program to customers:
Their tier levels give consumers something to look forward to as they build their points:
Ultimately, if you can offer loyalty perks to your customers, you should consider it. You can see a greater profit and show your long-time buyers that you’re grateful for their business.
FAQ for 2025 ecommerce industry trends
Here are some common questions around ecommerce and trends for 2025!
E-commerce businesses can personalize their advertising and content by leveraging customer data, such as browsing history, purchase behavior, and demographic information. This allows them to deliver tailored product recommendations, personalized email campaigns, and content that resonates with their target audience. Tools like AI-powered personalization engines can help automate and scale these efforts.
Implementing an effective omnichannel marketing strategy involves seamlessly integrating various touchpoints, such as your website, social media, email, and physical stores (if applicable). This requires aligning your branding, messaging, and customer data across all channels to provide a consistent and personalized experience. Investing in the right technology, such as customer relationship management (CRM) and marketing automation tools, can facilitate this integration and help you measure the impact of your omnichannel efforts.
To take advantage of the increase in buyer purchasing power, e-commerce businesses should focus on
Competitive pricing
Targeted marketing campaigns
Exceptional customer service
You can capture a more significant market share by understanding your customers’ preferences and delivering a seamless shopping experience.
Implement ecommerce industry trends with WebFX
Now that you’re up to speed on the latest ecommerce marketing trends, you must integrate them into your approach. If you want to invest in your campaigns without adding extra work, WebFX is here to help.
We offer a range of ecommerce marketing services to help your business stay competitive in the industry. Our 500 marketing experts will handle everything from social media to content creation.
Want to learn more? Contact us online today to see how we can improve your ecommerce strategy!
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E-commerce businesses can personalize their advertising and content by leveraging customer data, such as browsing history, purchase behavior, and demographic information. This allows them to deliver tailored product recommendations, personalized email campaigns, and content that resonates with their target audience. Tools like AI-powered personalization engines can help automate and scale these efforts.
Implementing an effective omnichannel marketing strategy involves seamlessly integrating various touchpoints, such as your website, social media, email, and physical stores (if applicable). This requires aligning your branding, messaging, and customer data across all channels to provide a consistent and personalized experience. Investing in the right technology, such as customer relationship management (CRM) and marketing automation tools, can facilitate this integration and help you measure the impact of your omnichannel efforts.
insights from 179,000+ hours of retail & ecommerce marketing experience
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