More than ever before, e-commerce is now part of French people's daily lives. From food shopping to last-minute gifts and luxury shopping, it is now possible to buy everything, à all prices or almost and from all over the world.
In this context, how can young brands and platforms under development be allowed to access démarquer ? If the product's quality and the customer support Let's see together what trends to follow in 2020 in order to combine marketing power, visibility and profitability of your e-commerce.
M-commerce is a must
In 2019 according to the study " Key figures 2019 "published by FEVAD (Federation of e-commerce and distance selling), the global e-commerce turnover in France is close to 100 billion eurosIts mobile share is about 22 %, carried by some 38.8 million buyers including 13.8 million have already made a mobile purchaseGlobally, according to Emarketer, mobile sales could account for more than 72.9 % of the e-commerce market by 2021.
However, several trends are emerging for 2020.
Benchmarking ROPO (Research Online Purchase Offline) shows a real inclination of buyers for research conducted online, before a purchase made in a store. Thus, theROPO Observatory shows that, on average 70 % of the customers of a physical store connect first to the store's websitebefore they make their purchase.
The diversification of marketplaces (Fnac, Cdiscount, Amazon, Veepee, eBay or Rakuten) should continue, as should the use of social networks as a direct sales tool, for example with Instagram Shopping.
Thus, the upcoming advent of the 5G is expected to accentuate these trends by sustainably establishing the need for a mobile strategyclosely linked to thecustomer journey optimization.
In 2019, according to the report " Digital 2019 "published by We Are Social and HootSuit, out of 7.676 billion people the number of Internet users is 4.388 billion, among them, 3.484 billion are users of social networks, including 3.256 billion on mobile phones.This will accelerate and even largely develop online sales, provided that you know and can exploit social selling.
New advertising formats, publications with buy button or payment " in app "The most important ones, such as Facebook, Instagram or Snapchat, are on the lookout for the slightest opportunity. This trend follows the explosion in the number of influencers in recent years, and the weight of their publications on online sales curves.
With a current trend largely driven by live video, e-merchants are taking advantage of the opportunity to identify their products in these far-reaching publications, posts or stories.
Voice search is on the rise
In 2017 according to eMarketer, 62 % of voice assistant users in the US made purchases this wayIn January 2019, a study published by Highervisibility indicated that 23 % of voice search users in the United States used voice search at least once a day.
If we add to these figures the fact that Google is currently testing the delivery of advertising directly through its voice assistants, it seems essential to integrate theresearch intention at every referencing strategy.
However, note the difference in the queries expressed by users of voice search; dictated, they use a plain languagel, are on average longer and take more often the form of questions.
Also, the figures show that voice searches are more likely to be conducted on proximity addressesIt is therefore also interesting to envisage, as of today, an in-depth work of the local referencing.
From a technical point of view, theAI mixed with UX should revolutionize the customer experience by offering an increasingly personalized look.
The predictive research is an invaluable time saver when the personalized recommendations by means of vignettes preceded by the words " Les customers who viewed this article also watched " are essential for increasing sales.
The profile of each client is now studied on the basis of his or her own areas of interest. This is the era of the Big Datawhich is expected to gradually increase in importance in the months and years to come.
Note that the customer journey is not the only one. customization lever available to e-merchants. product customization is a significant asset that considerably increases customer loyalty.
Complementary, augmented reality
Virtual or augmented reality commerce is referred to by the abbreviation v-commerceAccording to Gartnerin 2020 100 million consumers around the world could make their purchases, across all channels, using the RV.
At the same time, for 1/3 of the consumers theonline purchase would be facilitated This technique, which is becoming more and more popular not only in e-commerce, but also in video games and travel, offers an excellent opportunity to test a product or service using virtual reality. higher commitment ratewhich it would be a shame not to exploit.
Inseparable, different payment methods
In 2019, 80.1 % of online payments are achieved through the use of credit cards and 11.5 % using online portfolios.
On the other hand, the basket abandonment rate all sectors combined would be around 70 %. Here, 59 % of users question the proposed payment methods.
Thus, with the advent of the portable payment and the possible democratization of cryptomoneye-commerce is difficult to conceive of without an secure payment system and a multiple modes of paymentFluid and without constraint, the PayPal account, the Paylib wallet, the payment in 1 click, the credit card registration are part of it...
Lack of payment methods is not the only cause of shopping cart abandonment for online shoppers. Because they are 86 % to promote home deliveryOf these, 36 %s subscribe to a delivery service that they consider to be effective.
Thus, theoptimizing delivery services This includes dropshipping, which allows each intermediary to concentrate on their own business for greater efficiency. With the exponential growth in the number of parcels, the dematerialization and automation of logistics processes are time-saving and reliable.
Products of a market place sold after application of a margin, or own products sold on a market place, in both cases on e-merchant dispenses with the storage and management of shipmentsTwo options that allow it to both reduce costs and limit risks.
- Data protection
In 2018, the European Data Protection Regulation (DPR) came into force, which applies to all websites, but especially to commercial websites. but ? Allowing the regulation of companies that collect and store data It is therefore essential not to neglect this aspect of e-commerce, for the benefit of the users' personal data. better practices.
In 2020 more than ever, brands and e-merchants alike will have to deal with the meticulousness of consumers, who are increasingly sensitive to environmental themes such as production methods, waste management, the natural or unnatural origin of components, etc.
These are all subjects that it is essential to address today.address in full transparencyE-merchants can therefore rely on storytelling and, through their content, call on the services of personal feelings and emotions of Internet users.
Regardless of the technique used, the lead and customer acquisition costs are significantand sometimes even exorbitant for small e-merchants.
So in 2020 more than ever before, it is essential to focus on content: through a beautiful narrative, each e-merchant is more likely to attract visitors and buyers, with a story that affects them personally above all else.