From Social Commerce to AR: 10 Emerging Ecommerce Trends You Need to Know

Despite the biting inflation and global conflicts that marked 2022’s waning days—not to mention chatter about alooming recession—e-commerce still has room to grow.

Analysts predictecommerce will keep gaining traction, making up24% of total global retail sales by 2026. The key drivers: better digital payments, improved supply chain and fulfillment capabilities, and increased internet use and connectivity.

But which B2C and B2B ecommerce trends will be around for the rest of 2023 to spur this growth? Are livestream shopping, 3D product catalogs, and one-click checkout on the chopping block?

We spoke to ecommerce experts about the trends they’re seeing emerge in the industry that will have staying power. Here’s what they expect to unfold this year.

1. Leaning into social commerce

A small skin care brand makesmore sales on a TikTok Live in two hoursthan it does in a week at its flagship store, while a DTC sofa brand garners40,000 comments从一个我nteractive, shoppable Instagram livestream.

That’s the power of social commerce—and it’s not going away soon.

Once a core feature of ecommerce in China, social commerce—a dynamic new way of buying—is rapidly growing in other markets. Consumers are exploring products, shopping, and completing transactions directly on social media platforms—all in an app.

Research shows the social commerce market size may grow from the forecasted$1.3 trillion in 2023to$7.03 trillion by 2030.

Social commerce is also one of the topsocial media trendsexperts say more businesses will adopt as Facebook, Instagram, Pinterest, and other platforms continue rolling out new shopping features. That’s because social commerce:

• Eliminates the friction in the buying process

• Creates a more engaging buyer’s journey

• Gives brands new opportunities to generate consumer interest

“Many consumers are purchasing directly from these sites,” says Becky Moore, founder ofGlobal Grasshopper. “Businesses that use this can reach a larger audience, enhance brand visibility, and provide a more convenient purchase experience for customers. They can even use it to increase personalization and social contact with customers, which can help in the development of customer loyalty and brand advocacy.”

Zimbaleverages Facebook Shops tosell products online. The shopping feature allows brands to set up free stores hosted in their Facebook business profiles. You can feature products automatically based on user preferences and let them make purchases in-app or on your website, using Facebook Messenger to communicate with you about products or orders.

The company uses bold images of its teeth-whitening products and consistent branding to attract its target audience, then Shopify to power its online store.

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2. AI-powered customer service

Gone are the days when customers would call a business to get help with their order or enquire about a service, only to be placed in a waiting queue for the next available agent. It was frustrating for the customer and, as some gave up waiting for a response, led to losses or a switch to a competitor.

Thanks to automation, more businesses are offering AI-powered customer service throughvirtual assistantsandchatbots. These ecommerce tools provide instant responses to low-level questions and issues 24/7, without making customers wait.

While bots aren’t completely self-reliant, they facilitate simple transactions, freeing up your support agents to focus on more complex issues, so you can retain your customers with little effort. Beyond simply responding to routine questions,AI-powered applicationscan offer personalized recommendations and help with the ordering process.

For brands, AI-powered customer service offers benefits, such as:

• More accurate target marketing and advertising

• An optimized customer experience online and offline

• Increased customer retention

• Seamless back-office automations

• Efficient sales processes

Amazon, Walmart, Sephora, Nike, and other big brands use AI-powered bots to optimize the customer service experience. But small businesses are reaping from AI, too.

“It isn’t only the huge retailers that can benefit from AI-powered customer services,” says Jonathan Elster, CEO ofEcomHalo. “Small businesses are also enjoying reduced costs and a seamless customer experience, thanks to the power of AI.”

VanMoof—an e-bike provider—uses aconversational AI chatbotto scale its customer service team’s efficiency, reduce their workload, and keep costs low.

By adding an AI bot, VanMoof:

• Automated and handled over 70% of customer queries in four languages

• Prevented many handovers to its human/live chat agents

• Prepared its agents with customer information in advance for faster responses

• Improved the customer experience

• Scaled customer service while keeping costs low

3. Focus on personalization

For today’s consumer, personalization is the default standard for engagement, ratcheting up pressure on brands. If they don’t like the experience you deliver, they’ll quickly go elsewhere.

During the coronavirus crisis, for example,McKinseyfound that over 60% of US consumers experienced out-of-stock items in the past few months of 2021. Of these, only 13% waited for a restock, 39% switched brands or products, and 32% switched retailers.

“Customers want to feel like they are getting a personalized experience when they shop online,” says Ranee Zhang, VP of growth forAirgram.

Your customers expect you to recognize them, otherwise they’ll be discouraged from buying, which hampers your sales.

With ecommerce personalization, you can:

• Track onsite behavior and customer data points in real-time

• Deliver a unique experience to each site visitor or customer

• Reduce friction, as customers can easily find what they need

• Provide targeted offers when customers have purchase intent

• Increase the likelihood of a sale

• Get rich insights to improve your personalization strategies

“Business owners should focus on providing customers with tailored products, content, and recommendations based on their individual interests,” says Zhang. “You’ll create a more engaging customer experience and increase customer loyalty.”

Sephora—a personal care and beauty products retailer—does just that. The company combines technology and customer data (browsing history, habits, and customer preferences) to give its online shoppers personalized customer experiences.

Through self-service portals, Sephora customers can find what they want quickly and make purchases seamlessly, without contacting sales or customer service reps.

AI-powered virtual assistants and intelligent chatbots are included to provide product recommendations and real-time assistance.

4. Adapting to omnichannel shopping

Customers also want the option to shop online and in-store. Little wonder60% to 70% of consumersresearch and purchase both in-store and online across categories. And with the current inflation and economic situation, they want to see products in-store and try them out before purchase, as they did pre-pandemic.

The most successful ecommerce businesses can pivot quickly from online selling,dropshipping, andretail arbitrageto simultaneously selling products in brick-and-mortar storefronts. In short, offer a delightful omnichannel shopping experience.

“我们建议在线业务使用他们的营销channels to not just drive online sales, but to make it evident that they also sell products in-person at select retailers,” says Mike Belasco, CEO and founder ofInflow.

A seamless omnichannel strategy lets customers hop from one channel to another smoothly. For instance: A customer might view a product on Instagram, visit your site, receive an email with a coupon, and get push notifications via your mobile app when their purchase is ready for pickup in-store.

A good example is Warby Parker—a leading DTC designer eyewear retailer. Its successful omnichannel experience is designed around the company’s online store, brick-and-mortar stores, and mobile app.

To eliminate friction and barriers to purchase across all brand touchpoints, Warby Parker:

• Launched a mobile app with a virtual try-on feature that uses augmented reality

• Offers an at-home free frame trial

• Offers a virtual vision test

• Has physical retail store and online store options

Warby Parker customers can easily sign in to their accounts and shop their eyewear prescriptions on the site, app, or when taking a vision test. This omnichannel experience ensures customer purchases aren’t isolated to the company site or mobile app, but across multiple channels.

5. Prioritizing sustainability efforts

Sustainable shopping is a huge trend in 2023. It’s about selling online in an environmentally conscious, socially viable, and future-oriented way.

Talkwalker’s Social Media Trends Report for 2023 shows that82%的消费者(with Gen Z leading the charge) want brands to embrace people-first and sustainable practices before profit. In fact, a survey found 75% of Zoomer shoppers value sustainability over brand names.

Brick-and-mortar retailers are already making shopping greener, with green initiatives such asplastic bag bans. As youlaunch and grow your ecommerce brand, explore ways to tap into technology to push sustainability shopping and transform your business.

“Sustainability is here to stay,” says Kirkland Gee, cofounder ofPerfect Extraction. “More and more businesses have advertised their sustainability efforts, and this trend isn’t slowing down. Whether it’s Google Flights advertising the carbon emissions of a flight or a bank going paper-free for billing, companies recognize the value of going green.”

Expect to see more etailers focusing on ethical and sustainable sourcing, packaging, manufacturing, and carbon footprint reduction initiatives.

For example, Sheyn—a Vienna-based jewelry studio—uses eco mailer boxes made of 80% recycled material. The company packs its elegant jewelry in environmentally friendly packaging that emphasizes reusability, giving its customers an unforgettable unboxing experience while influencing brand loyalty.

In the fashion retail world,online boutiquesand resale marketplaces such as Facebook Marketplace, Poshmark, and Depop have picked the rental and resale sustainability trends. Rent the Runway and other borrow-don’t-own offerings, which enjoy strong followings, enable consumers to diversify their wardrobes, while well-known brands like Urban Outfitters and Lululemon have their own resale initiatives.

6. Using virtual (VR) and augmented reality (AR)

VR and AR technology are transforming how consumers shop online. By allowing them to virtually visualize furniture, tiles, or paint in their homes or try on clothing and eyewear, retailers can offer a more interactive and immersive shopping experience.

In 2023, the use of VR and AR is expected to increase as more ecommerce business owners adopt these technologies to enhance the online shopping experience. A survey found that40% of online consumersin Poland are eager to use VR/AR when shopping online, compared to 37% of US consumers.

“Virtual reality has the potential to transform the way customers shop online, making it more engaging and personalized,” says Evander Nelson, aNASM-certified personal trainer. “For example, a customer wanting to purchase fitness equipment for their home gym could walk through a virtual store, see how the equipment fits in a room, and even ‘test’ it out. This kind of interactive experience can help customers feel more confident in their purchases and reduce the need for returns.”

For example,Shopify ARlets ecommerce owners create immersive shopping experiences for their customers. Through web-powered AR, shoppers can explore and view 3D images, videos, or models of products on their mobile devices at any scale or angle.

Virtual fitting rooms—which allow shoppers to try on items virtually—are also popular today. In fact, the global virtual fitting room market isforecast to grow to $14.87 billion by 2029. So, it’s no surprise big brands likeWalmart are investing in virtual fitting rooms.

With AR technology, shoppers can try on clothing or beauty items virtually, without physically touching them. The technology places products over live imaging of the shopper, so they can check the style, size, and fit before making a purchase.

3DLook, a company that provides AI-first mobile body scanning solutions, offersYourFit, an online and in-store personal virtual fitting room for retail customers, offering a superior shopping experience.

“AR technology allows customers to see how a product would look or fit in their real-life environment before making a purchase, creating a more engaging and personalized shopping experience,” says Brenton Thomas, CEO ofTwibi. “AR gives customers a better understanding of the product’s size, shape, and other features. As it becomes more widely available and affordable, more businesses are expected to adopt it as a part of their ecommerce strategies.”

If you’ve been looking to add AR to your Shopify store, reach out to one of Fiverr’s vettedShopify expertsto create 3D models for your online store.

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7. Adopting buy now, pay later options

Buy now, pay later (BNPL) is a growing trend that’s transforming online shopping.

In 2021, the BNPL market stood at $141.8 billion and ispredicted to hit $565.8 billion by 2026. Moreover, a survey by Forrester found thatnearly half of retailers offer a BNPL optionon their websites, while 21% plan to implement it.

“现在购买,支付后成为m (BNPL)选项ust-have for ecommerce businesses, ranging from start-ups to larger, more established businesses,” says Geoff Cudd, founder ofDon’t Do It Yourself. “BNPL solutions allow customers to purchase items and spread the cost of payment over time, making larger purchases more affordable and encouraging repeat purchases from customers who may not have the funds available at the time of purchase. Customers can manage their cash flow, while businesses benefit from increased sales and improved customer loyalty.”

尽管咬通货膨胀和债务,消费者抛弃ed credit cards with high fees and APRs for BNPL. This is, in part, because BNPL is convenient and has no interest charges. So, they can buy home goods, groceries, and other everyday items compared to using it for discretionary spending.

The home furnishings and groceries categories, in particular, enjoy widespread BNPL usage, withorders growing 40% and 38% year-on-year (YoY), respectively, in the first two months of 2023.

Cudd cites the rise of mobile commerce as a key contributor to new opportunities for merchants to provide on-the-go BNPL options, giving customers flexibility to purchase from their mobile devices in a few taps.

“This adds convenience for customers and could even lead to an increase in conversions, since it’s easier than ever for shoppers to complete their purchases without leaving the page,” says Cudd.

Pure Cycles, for example, offers a BNPL option in partnership with Affirm, to provide easy financing—with no hidden fees or deferred interest. That means the total cost the customer sees at checkout is what they’ll actually pay for the bike. Once the customer provides some basic information, they’ll get instant approval to split their bike purchase into 3, 6, or 12 monthly payments plus rates from 10% to 30% annual percentage rate (APR).

8. Capitalizing on subscription resurgence

Subscriptions have been with us for decades. But their popularity grew alongside ecommerce during the pandemic, when lockdowns and social distancing saw some employees work from the office, some work remotely, and some opting tostart online businesses.

What began as a newspaper and magazine tactic is now a strategy for retail brands to find stronger hooks and reach more customers as their shopping trips lessen.

Research shows the ecommerce subscriptions market willgrow 65%, approaching $1 trillion by 2026. That’s because subscriptions offer customers convenience and instant gratification compared to buying goods and services outright.

Amazon has mastered the art of subscription ecommerce, but brands such as BarkBox, Birchbox, and FabFitFun have joined the bandwagon, leveraging subscriptions to:

• Reach more audiences

• Create sticky customer retention

• Increase customer purchases and revenue

• Improve cash flow, budget forecasts, and business valuation

• Let you offer a direct-to-consumer experience

“In running my ecommerce business and talking to other store owners, I realized subscriptions are making a huge comeback, and the data backs it up,” says Eric Mills, owner ofLightning Card Collection. “With more and more stores enabling advanced payment options, ecommerce subscriptions are becoming easier to manage and offer, and the customers love them too. The customers I talk to daily express their need for subscriptions and to form a deeper relationship with their favorite brands. Subscriptions also help ecommerce owners better manage and plan their inventory and sales process over the month.”

It’s no wonderOrdergroove raised $100 millionto scale relationship commerce and grow ecommerce subscriptions as a service as its customers’ general merchandise value grew 59% in 2022 year-to-date over last year.

9. Exploring livestream shopping

Alibaba’s Taobao Live’s powerful, novel approach of linking online livestream broadcasts with an ecommerce store quickly established itself as a fixture in sales campaigns.

Consumers used to make purchases directly on social media posts from their mobile devices, but today, they shop live through interactive experiences that replicate the in-store experience online.

Customers put a premium on trust when choosing brands to support. Instead of reading product descriptions or customer reviews on the web, they can:

• Hop on a live video broadcast

• Have real-time, candid conversations about your product

• Buy instantly from the livestream

Live shopping allows customers to virtually walk into your livestream by choice because you’ve piqued their interest—no cookies, no tracking, and no forced ads.

“在实时的、有影响力的人或商店老板products, demonstrate their use, and answer questions—like a shopping trip and interactive Q&A rolled into one,” says Ben McInerney, founder and director ofGoSolarQuotes. “One of our competitor firms recently held a livestream session demonstrating the installation of a solar panel, addressing common concerns, and answering questions on the spot. From some reports, the engagement and sales increase was incredible. I believe it’s a trend that’s shaking up the ecommerce world and one that’s certainly worth everyone’s attention.”

Here’s a prime example from MUJI.

The Japanese retailer regularly hosts live shopping events with its store reps, conducting product demonstrations and new launches on its website. Customers learn more about its products and get information to help make purchase decisions.

10. Leveraging in-house brand advocates

Unlike the usual micro-influencers and popular influencers, in-house brand advocates unleash their influence at no extra cost. Thanks to live shopping, these in-house influencers—a.k.a. your store associates—make it easier for you to connect with your target audience in real time, building trust and increasing sales.

Your in-house team understands your products deeply, which means your customers get more detailed and accurate information to make purchase decisions. It’s harder to replicate such expertise and knowledge with external influencers, which makes your store associates more trustworthy and relatable.

Plus, the in-house brand advocate has more face time and can build a stronger emotional connection with your brand.

You can train and empower your team to capitalize on this trend and host as many live shopping events and launches as you need to boost sales and increase revenue.

Monki—part of the H&M group—uses its in-house brand advocates duringlivestream shoppingso its audiences can shop its products.

Its first-ever live shopping experience featured Monki’s editor-in-chief, Eleonore Nygårds, and buyer Nina Gomes discussing fashion trends and their favorite outfit choices and pieces of the season. The brand broadcast the livestream to users across its 19 markets, who tuned in to watch, interact with the influencers and other viewers, and shop H&M products.

Shift your ecommerce strategies accordingly

With consumer behavior constantly evolving, ecommerce business owners need to retire the old playbook and get more creative with their strategies.

These emerging trends give a hint of how to adapt to and adjust your strategy to sell more and stay competitive—even during an economic downturn.

Yet, keeping up with every trend in the industry can be overwhelming and make you lose focus on your strengths.

Fortunately, Fiverr experts can help you implement these trends in your ecommerce business. Our leading digital marketplace hosts top vetted ecommerce professionals with varied expertise and experience managing ecommerce brands.

通过我们的聊天系统,您可以联系卖家before hiring them, then manage each freelancer, project file, and payment through a single dashboard for free.

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