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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.

Knowing ecommerce industry trends in advance can help you keep on pace with your competitors and make your customers happy. On this page, we’ll break down 20 ecom trends to help you keep on track with the market in 2024.

Read on to learn more! Or, if you want to chat with an expert about emerging ecommerce trends today, call us at 888-601-5359!

1. Increased buyer purchasing power

First on our list of ecommerce trends is the increase in buyer purchasing power.

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.

That means your focus should be:

  • Pricing your products competitively
  • Focusing on your marketing
  • Creating solid customer service experiences

Expert insights from webfx logo

A smiling woman with long blonde hair, wearing a white top and a gold necklace, with diamond stud earrings.
Shannon Petsch Lead Internet Marketing Consultant

“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. Artificial intelligence (AI) is everywhere

As you know, AI is taking over all industries and becoming an important part of workflows. That includes ecommerce companies, of course.

AI in the ecommerce industry can have several applications. For example, you could use AI to upsell and suggest new products to users based on their order:

ulta upselling

Or, you can use AI to create content and product descriptions:

chatgpt example

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.

3. Personalized advertising

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. New payment options and plans

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

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 payments

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:

subscription offers

By earning more subscriptions, you can also increase your recurring revenue in 2024 and beyond.

7. Omnichannel marketing strategies

Users take their time when researching companies before deciding to purchase. That means that in 2024, companies must use more than one approach to ensure that they increase exposure and brand awareness.

Expert insights from webfx logo

A smiling woman with long blonde hair, wearing a white top and a gold necklace, with diamond stud earrings.
Shannon Petsch Lead 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. In-app purchasing opportunities

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:

instagram shopping

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

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
  • Giving customers the option to ignore cookies
  • Only collecting necessary data
  • 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. Emphasis on voice-enabled search

Another ecommerce 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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11. AR and VR

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:

AR ipad

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.

12. Growing B2B ecommerce market

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.

13. Focus on environmentally-conscious brands

Did you know that 41% of U.S. Gen Z consumers consider themselves to be environmentally-conscious purchasers?

This stat 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

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 webfx logo

A smiling woman with long blonde hair, wearing a white top and a gold necklace, with diamond stud earrings.
Shannon Petsch Lead 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:

influencer marketing

15. Returns and exchanges should be simple

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

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. Fast shipping expectations

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

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 for customer service

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 trends

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.

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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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