<img src="https://secure.leadforensics.com/133892.png" alt="" style="display:none;">

Businesses across the e-commerce landscape have overcome more challenges in the past two years than in the previous two decades – and the pressure is certainly on. Not only have buying habits completely shifted but consumer expectations have become more exacting.

In 2022, digital technologies have started to make personalisation for both the consumer and retailer a real possibility – indeed a requirement of good customer service. But businesses must be savvy enough to maximise their potential in critical areas along the customer journey.

Here’s a breakdown of the five key e-commerce trends set to influence the retail landscape for many years to come.

1. Personalised marketing becomes a strategic priority

Today’s customers now expect companies of all sizes to recognise them as individuals and listen to their specific wants and desires as a standard level of service. For instance, there has been a 60% increase in UK consumers who feel frustrated with a brand whose personalisation initiatives don’t recognise their unique desires and needs.

That means offering a tailor-made service by using data to deliver one-to-one personalisation and incorporating the consumer into dialogues throughout the entire e-commerce experience is more important than ever – but don’t just take our word for it!

Enfamil, a baby formula milk company, is a perfect example of how an organisation can use data to increase both sales and the customer base. Initially, the company collects information about customers’ due dates or the ages of their babies and then uses the data to send personalised emails to customers. These emails include information that is uniquely relevant to their target customers, such as talking about the stage of development their baby is at.


2. Interactive assistance helps shoppers find their voice

As the customer desire for greater connections increases, AI is helping companies step up to the plate – and it appears customers welcome this digital move. A Voice Consumer Index 2021 study found that over a third of consumers across the US, UK and Germany are daily users of voice assistance and access the technology across multiple channels and locations, with a majority using voice to search, consume and shop. 

If e-commerce businesses want to meet these new customer expectations in 2022, AI tools will need to become a key area for investment. For instance, virtual assistants or chatbots could be incorporated into customer service teams to help customers choose products and answer questions, providing customer service representatives with more time to focus on complex queries.

3. Consistency is key as more shoppers go mobile

As demand for online shopping reaches a new high, now is the time for businesses to ensure their online experience lives up to customer expectations. With a recent Klarna report finding that 67% of people in the UK now shop more often on their mobile devices compared to two years ago, businesses must now ensure their websites have good interfaces on both computer and mobile. If a company can’t support this, then they risk shopping cart abandonment and even loss of customers.


In 2022, e-commerce businesses will need to encourage their customers on their buyer’s journey. A Content Management System (CMS) can make this a reality by helping businesses ensure their web content reaches target audiences in search engines. Data unified and stored in a CMS can also help businesses use what they know about their customers to better predict what they might be looking for.

If a company achieves this, they will be able to create an optimised e-commerce website that provides a consistent streamlined shopping experience across multiple devices and channels, is user friendly and also satisfies customer expectations.

4. 'Tap and go' transactions bring a welcome shakeup to the payment ecosystem

The creation of Apple and Google Pay has triggered a shift in the entire payment ecosystem and customers now expect ease of payment wherever they go. PayPal transactions for instance, have 70% higher checkout rates than non-PayPal transactions – such as via debit or credit card – because it’s so much straightforward and quicker for customers to buy.

In the post-COVID environment, the already growing adoption of contactless payment will increase as contactless becomes more popular than handling physical money. Businesses should look to offer a wide range of payment options that suit their customers’ varying needs to take advantage of the popularity of frictionless payment.


5. It's time to move beyond greenwashing as eco-consumerism is here to stay

The rise of the ethical consumer has certainly continued into 2022 – at present, 36% of consumers are often or always choosing brands with good sustainability credentials. Research by Columbus also suggested that the UK national lockdown in March 2020 accelerated this trend, with the number of people who want to buy more ethically rising by 6%.

In short, brands that are making genuine efforts to become eco-friendlier will improve buying decisions and increase customer loyalty. 4ocean for example, uses eco-friendly packaging and has made adopting ethical practices a fundamental part of their business model. They match every purchase of a product with the removal of waste from the ocean. But the sustainable progress shouldn’t stop there!

Brands that aren’t already incorporating sustainability elements into their business models should consider how they can make changes. Biodegradable packaging, conserving energy and sourcing products from fair-trade organisations are good examples of initiatives that businesses can adopt. But it is also important that e-commerce businesses communicate their ethics clearly to consumers who, now more than ever, care about what companies say and how they act.

Bridge the expectation gap in 2022

Empowered by technology, customers in 2022 may have some high expectations but it is nothing businesses can’t deliver on with the right e-commerce strategy. Supported by advanced technologies such as CMS and AI, companies can rewrite the e-commerce playbook and achieve excellent customer service time after time, no matter the touchpoint or platform!

Want to delve deeper into your e-commerce strategy? Download our checklist - 10 tips for successful technology adoption in e-commerce - by clicking on the button below.
Download our checklist



Discuss this post

Recommended posts

Day three of Shoptalk Europe 2023 focused on outstanding retail experiences, digital and omnichannel, grocery workshops, the future of brands and supply chain innovations. The day was packed with informative sessions and discussions that provided valuable insights into the latest trends and technologies in the retail and e-commerce industry.
Day two of Shoptalk Europe 2023 focused on exploring emerging retail technologies, innovative supply chain solutions, and the future of retail. The day started with keynotes and continued with four different tracks. Here’s a breakdown of some of the key insights from the day.
The 2023 edition of Shoptalk Europe in Barcelona started with a bang, bringing together the brightest minds in retail and Ecommerce to deliberate on the industry's current challenges and future opportunities.
As the e-commerce industry continues to rapidly evolve, merchants must keep pace with the latest trends and technologies to remain competitive, and one crucial aspect of that is having an omnichannel strategy. In today’s market, omnichannel is no longer just an option, but a necessity for driving sales and engaging customers.
The retail industry – like many others – has experienced rapid transformation over the last few years with solutions such as the Internet of Things (IoT) taking centre stage. IoT has many uses and benefits for retail, including the ability to offer more personalised shopping experiences, increase customer loyalty and satisfaction, boost sales and improve inventory management. It’s estimated that IoT in retail will grow to $94.44 billion through 2025. This increase emphasises how IoT adoption won’t only improve the customer experience directly, but the need for businesses to change the way they do business to meet the demands of today’s connected customer. Using IoT in retail doesn’t only improve the customer experience. It also drives the customer experience by giving businesses the opportunity to gain a better insight into their customer preferences and the opportunity to create a more personalised and interactive ‘shopping’ experience.
right-arrow share search phone phone-filled menu filter envelope envelope-filled close checkmark caret-down arrow-up arrow-right arrow-left arrow-down