7. Mobile-first e-commerce UX/UI
According to the latest information from Statista, there are 3.3 billion smartphone users all over the world. That number of users is still rapidly growing. Mobile applications are an integral part of a customer’s life. Every day, we chat with friends on social media, scroll the latest news, and purchase things from online shops.
In the mobile-first era, it’s crucial to have a website or mobile application with a good UI/UX design that’s easy to use on any device. With improved mobile-first UX/UI trends over the last few years, it’s now as easy to make a purchase on your phone as it is on a desktop.
Many retailers continue to close their brick-and-mortar stores as customers make more of their purchases online. Now, as people trend toward more mobile shopping, retailers need to make sure their mobile experience is user-friendly, runs smoothly, and doesn’t have bugs.
“The usability and accessibility of applications are cornerstones for building successful mobile e-commerce platforms,” Vira said. “The application should be intuitive, match with user expectations, and meet the standards of the latest UI/UX patterns and components. Innovations in UI/UX design are always a risk for the businesses that don’t keep up to speed.”
8. Direct to Consumer (D2C)
In many ways, the global e-commerce economy has pushed out the need for “middlemen” to sell products to customers. Now, successful brands can reach their customers directly, whether that’s in a store or online.
Now that brands have more ways of connecting with their customers, the future of retail business growth has become dependent on brands creating a direct relationship with their customers. Savvy brands do this through branding and custom-tailored communications that seem personal, friendly, and entertaining. Speak to your customers as if they’re one person, not a crowd of people.
Now, rather than going to a physical store, customers are more likely to make purchasing decisions online. This gives brands an excellent opportunity to find out more about what their customers like, then connect with them through email, push notifications, and social media.
Shrewd brands create experiences that feel exclusive, inviting, and even fun. With every aspect of your brand and communications, you should make your customers feel like they’re a part of a members-only club—they’re the smart, savvy shopper that everyone wants to be.
“One of the benefits of D2C is that companies can tell their brand’s story when selling directly to the consumer,” Olena said. “With a customer’s email or physical address, the brand can provide a more unified marketing experience. Omnichannel retail solutions are often used to combine online and in-store shopping.”
9. Progressive web apps
A progressive web application (PWA) is a web-based app that has all the capabilities of mobile applications, without having to download anything from the app store. Since 2018, applications of this class are supported by all major browsers. PWAs have been around for a long time, yet despite their obvious advantages, PWA adoption is still relatively low.
PWA applications are an ideal solution for e-commerce companies. PWAs are easy to download and don’t take up a lot of space on your phone.
With PWAs, it doesn’t matter if customers use Android, iOS, or Microsoft mobile devices. There’s also no need for developers to upload the application to any marketplace.
Why are PWAs so important? People don’t like to download new apps. According to a 2019 survey, only 32 percent of respondents stated that they had downloaded a new app in the last three months. In the same poll, 67 percent of respondents said they had downloaded zero new apps over the previous three months.
Mobile users are still using apps, but they’re picky about how many apps they use and run on their devices. As such, PWAs are a great solution for e-commerce companies who want to make it easier to shop and buy on their mobile devices.
“Progressive web apps or mobile web applications are a new view on mobile apps in general,” Vira said. “It takes less time, money, and effort to achieve success with a ready-to-go web application versus a native or hybrid app. A lot of e-commerce native applications were reconstructed from mobile web applications after clients realized the importance of mobile apps for their business, so progressive web apps or mobile web applications are a great start when building a mobile app of your business.”
10. The personalization of everything
Personalization for e-commerce websites is crucial for any e-commerce website or app. With personalization, brands can show speak to individual customers and let them know they’re valued.
Most retailer websites try to get to know their customers better by tracking their browsing habits when browsing the website or app. For example, after browsing a website, on the next you visit, a website can adapt based on a customer’s behavior. Cookies allow for sites to personalize those subsequent visits by showing their customers products related to their previous browsing habits, geographical location, and other variables.
As tracking and segmentation methods become more sophisticated, the personalization of e-commerce sites will only increase.
“Personalization is an area where AI will really improve e-commerce,” Olena said. “With AI-powered personalization, brands are able to deliver the right content, to the right person, at the right time, and on the right channel.”
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